What's in a Name? | Porchlight

What’s in a Name?

Have you ever seen a product or a brand name and wonder, “How in the heck did they come up with that name?” Naming a product or brand is always such a fun and creative process, but it takes a lot of effort and a little ingenuity to come up with a name that is truly unforgettable and marketable and also stands out from its competitors.

Many agencies’ first step towards naming is to produce a creative brief. This creates a solid foundation by learning about the who, what, where, and why questions that both the client and the agency must understand. After completing this process, you have successfully established a clear naming criterion to use as an evaluation tool during each remaining step of the naming process.

Next, the brainstorming initiates. Our creative minds start to work on generating a unique list of keywords, names, and images by exploring various avenues such as definitions and origins. Tools such as word association and mind mapping are implemented to help generate a solid first round of names. Never dismiss an idea and try to share all of your thoughts with fellow team members. You never know how one word can inspire another thought during a brainstorming session. Using techniques like changing a spelling, adding a suffix or a prefix, creating a compound word, or even blending two words together can help create the perfect name.

Once the brainstorming is complete, you have now selected names that you feel is a strong fit for your client’s product or brand. Now, you must evaluate each name with an open mind, and you will definitely develop a bit of anxiety as you start to ask:
“Is this strong enough?”
“Can people pronounce it easily?”
“Wait, is the domain available?”
“Is it easy to remember?”
“Is there anything negative associated with it?”
“Has this been trademarked already?

Always have back-up names to lessen the amount of stress. Run the back-up names through the same parameters to make it a viable option to present to your client. Naming isn’t easy, don’t let anyone fool you into thinking it is. But if you have a solid foundation and combine it with passion, vision and creativity, you can create an amazing name.

What are some of the most unique or memorable names that you like?

How SEO & SEM Work Hand-in-Hand
The Top Qualities of Account Managers