The search engine has changed everything. Instead of worrying about your spot in the phone book, you need a name that’s relevant and truly compelling. The key to any name—simple or complex, abstract or descriptive—is grabbing attention and staying memorable.
Choose a name that tells your brand’s story. Over time, you can expand the meaning of your name and add layers of depth to make it even more powerful—a visual identity, a color, a sound. The more significance your name carries, the more work it will do for you.
The best names are the ones that people can’t wait to tell their friends about. Names that roll off the tongue invite customers to become your viral marketing agency. Say, shout, and even sing names you’re considering to see which one will echo for years to come.
Even the best name may not seem terrific the first time you hear it. As your name evolves into a brand, it will acquire more and richer associations. Give the names you’re considering a chance to grow on you—and try to imagine what they might stand for five or ten years down the road.
Great names grab your attention by breaking the rules—but a name that defies your expectations may also appear scary. Look past the fear and you’ll find energy and possibility. That buzz of surprise could be telling you that you’ve found a name that stands out.
If you are different, you want to sound different. Use your name to focus on what makes your brand special. Look at your category and where it’s headed. What do customers expect? How can your name signal something new?
The first hundred names you think of are likely to be the same ones your competitors tossed around. Use namingspecialists to develop thousands of alternatives. To arrive at a name that meets all your objectives, you need a listthat’s both broad and deep.
There are always reasons to dislike a name, but you can’t make the right decision if you never make any decision at all. Remember that names are just one part of your brand, and they’re elastic—you can stretch them to mean what you want.