1 Learn the concept
Have you ever wondered how companies decide on the names they use for their products or services? A good name is memorable, easy to say and spell, fits the brand and is available as a web address and social handle. This lesson explains the steps involved: brainstorming, shortlisting, testing and checking availability.
2 See it in action
- Brainstorm many options before judging them.
- Look for names that are easy to say, spell and remember.
- Check that the web address and social handles are available.
- Test your shortlist with real people.
Worked example
Testing a shortlist
Shortlist: Brightleaf, Tillgreen, Oakdesk, Hearthly, Fernwick.
Test: say each name once to ten people, then ask them to write it down and, a day later, recall it.
Result: Brightleaf was spelled correctly by 9 of 10 and recalled by 7. Tillgreen was misspelled by 6.
Decision: keep Brightleaf, then run the web address, handle and trademark checks.
Takeaway: the best name on paper is not always the easiest for people to hear, spell and remember.
3 Study an example
Real-world case study
Nike: a name tied to what the brand stands for
What they did. The company was founded in 1964 as Blue Ribbon Sports and renamed Nike in 1971. Runner Jeff Johnson, who was brought in to help market the new brand, is credited with coining the name. It comes from Nike, the Greek goddess of victory.
What happened. The name is short, easy to say in many languages and linked to winning, which suits a sports brand. That reading is an interpretation, since accounts of exactly how the decision was made vary.
What to take away. A strong name is easy to say and spell and fits what the brand promises. Nike's name carries a meaning that matches the goal of its customers.
Accounts of the naming story differ in detail; check primary sources before quoting it.
Sources Wikipedia: Nike, Inc.
4 Apply it and download
- Brainstorm thirty names.
- Shortlist five.
- Test them with five people.
Worksheet Naming worksheetOpen, print or save as PDF