In this video, Rebeca talks about testing brand names. Coming up with name options is hard enough. But if you’re lucky and have multiple brand names that are all legally available to you for your business purpose, how do you decide which is the best one to use?
Testing Brand Names
Testing brand names is a great idea, but it’s fraught with danger! The way that feels intuitive to test names, asking people which option they like most, is a really easy way to be led astray. That’s because the part of the brain that people use to answer questions, their analytical mind, is not the emotional, instinctive part of the brain that they’re actually using when they’re reacting to your name. You want to be sure you’re testing what will actually happen when your name is out there!
Instead of testing brand names by asking about preference, simply try to find out what each name option connotes for people, and then see which name best delivers what you’re trying to communicate.
We recommend starting by simply asking people what comes to mind when they first see or hear each option, before you’ve put any ideas in their heads. Then follow that by sharing some information about your brand and asking them which name option best matches that idea. That’s it! That’s really all you need to doto get great input. And then you need to be brave enough to make a clear, strategic choice based on that input.
This video originally appeared in LinkedIn
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