What does it take to build brand names? It’s a pretty involved process, but we think of it in terms of four main steps: STRATEGY, IDEATION, SELECTION AND CLEARING.
4 Steps To Build Brand Names
Check out this #tellthetruths video for an overview of the four steps and then watch this space for a more detailed breakdown of each one in the future.
This video originally appeared in LinkedIn
If you enjoyed this video, check out:
The Beautiful Challenge of Naming
Naming Using Emotional Benefits
TRANSCRIPT:
Hi everyone. It’s Rebeca with BrandTrue. And today we’re going to talk about four steps to build brand names. So this is actually going to be a series of videos. I’ll just introduce all four of them now. And then in coming weeks we’ll take each one and pick it apart a little bit. So in creating brand names, how does this happen? Do we just wave a magic wand? No, there are four discrete steps which kind of require different skill sets too.
The first one is to get the strategy right. Right? That’s why it’s, I’m a brand strategist. And I do naming because we have to understand what it is that we want the name to express. What is the target that you’re trying to hit? The second step is creative ideation. You have to come up with a huge number of names, many of them terrible, in order to generate a small, wonderful set of names that are great.
The third step is one that’s about strategic judgment but also kind of just like aesthetic and creative judgment which is looking at your large list of names that you’ve generated and figuring out what are the good ones. And that’s kind of a different skillset from creatively building them and from laying down the strategy. And the last step, also a different skillset, almost takes like an accountant’s brain. It’s a very meticulous detail-oriented skillset that’s required for clearing the names.
We actually go through a lot of steps to make sure that any name that we show a client has a very good chance of clearing when they put it through their lawyers and a trademark search. So those are the four steps and I’ll unpack them for you in the future. Thanks for watching. Bye!
