Names are confusing. How to choose the right one?
What’s A Brand Name FOR??
The tool that directs our efforts is strategy, but what do we mean by that? Really, it’s just as simple as laying out what a brand name is FOR. What job does it need to do? Once we nail that down it helps us assess different options to see which are strongest.
Check out this #tellthetruths video and then let us know what you think.
This video originally appeared in LinkedIn
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How To Completely Screw Up a Brand Name
TRANSCRIPT:
Hi everyone, it’s Rebeca with BrandTrue. And today what I want talk about is what a brand name is FOR. And let me take a step back. When you work in the realm of brand names as I do, the secret is coming up with names isn’t half as hard as convincing clients what are the best names. And one of the ways that we can get there, get in agreement on what are the best names that we’re looking at, is to make sure we really understand what the brand name is FOR. We call this strategy, but really when we call it strategy, it sounds nnnyeh, and it’s actually this simple as who are we trying to convince with this name and what is it that we need to say? And remembering that a name can’t say all the things, we’re forced to be very, very choiceful, very, very strategic.
The metaphor that helps me really convey this a lot, maybe especially when someone wants to, say, name their company after themselves, is that the name of a brand is not the name plate that’s on the door. The name of the brand is the handle that you use to open it and step forward. So naming your brand after yourself or after something that is less connected to your strategy to what the name is for, it can feel nice, but is it helping people to step forward into a relationship with your brand.
So that’s what I wanted to talk about. Let me know what you think about this. Thanks. Bye!
