Key Steps for Developing Your Brand Name
How to start a naming process.
When you're ready to start coming up with names, there are many creative exercises you can try. Begin with a naming brief that outlines the objectives and parameters for the name (what is being named, why do you need a new name, key criteria, target market, tone, etc.), and try finding synonyms and metaphors for ideas or words in the brief. You can try a mind map to expand your thoughts and use resources like a thesaurus or Google Search. Set aside focused time to work on this and try generating a large list of possible names without evaluating them at first. Once you have a good list of names that may have some potential, create a spreadsheet to begin to analyze your list.
What to consider when naming a company, brand, or product.
Does it have a strong first impression?
Does it sound good?
Does it look good?
Is it easy to read/pronounce?
Use it in a sentence. Does it feel right?
Does it relate to the primary benefit of the company or service?
Does it sound credible?
Can it work internationally?
Is the URL available?
Are there companies in the same space with that name?
Is it memorable?
For products and brand names, does it make sense within your existing family of products, or can you see the name inspiring future sub-brands or products?
Other notes/comments to consider (i.e. what does the name mean, is there a connection to the company, is there a story)
Preliminary trademark search.
When you conduct the preliminary trademark search, you’re looking for other companies using an identical or similar mark for similar goods or services. Start with the following steps:
Check the U.S. Federal trademark database for identical names in all international classes
Check the U.S. Federal trademark database for similar names in international classes relevant to the goods and services of the project
If relevant, screen trademark registers outside the U.S. for identical and near-identical names
Search online for identical and similar names used for identical and similar goods and services
Visit relevant domains for identical and similar use
How to introduce a name change.
Create a transitional logo
Create a pop-up or banner on your site announcing the change
Create a video telling the story
Create a press release announcing the change
Tell the story in several different ways - from different perspectives (i.e. what does it mean to the CEO, what does it mean to the head of development)
Create an FAQ to answer key questions - why did you change the name, how does it affect your customer, new email addresses, billing, invoicing, etc.
Refresh the look and feel of your whole site
Overcommunicate
