I learned a magazine which I commit much of my marketing success too: The Brand Gap. It was in this book that I thoroughly learned the science of brand messaging, positioning, and company character. But further, The Brand Gap showed me the mystery to have good business name. I even used these secrets while producing my personal companies Seven & The Daily Positive. As illustrated in the book, the heart of this process begins with seven criteria… I have posted them here.
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Can it be branded? Is it ready for web usage? While many names can labeled, some names are more justifiable than others, making them harmless and more costly in the long run.
Does it stand out from the crowd, particularly from other names in its class? Does it isolate well from standard text and conversation? The greatest brand names have the “presence” of a single noun.
Is it short enough to easily assembled and used? Will it continue being diminished to a nickname? Long multi-word names will quickly shorten to non-communicating initials.
4. Easy spelling and articulation:
Will most people be able to spell the name after listening to it articulated? Will they pronounce it after viewing it written? A name shouldn’t turn into a grammar test or make people feel uninformed.
Does it have “legs”? Does it imply a clear explanation or lend itself to some artistic executions? Great names give endless possibilities for brand play.
Is there a flexible fit with the business purpose of the entity? If it would work just as well—or better— for another object, keep watching
Will people enjoy doing it? Names that are intellectually exciting, or give a good “mouth feel,” have a head start over these that do not.
I also discovered this essential video which covers much of what presented above.
What’s your company name? Does it meet most of the seven principles? Let me know in the comments below.