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How to find a great brand name without losing your mind
Naming is challenging. It can be very subjective. And emotional. So much so, that it may be difficult to question a suggestion from an executive in your organization who is passionate about a name.
I often wondered if anyone had voiced concern when Mr. Brown decided to name his orchard with the family surname. There is something rather off-putting thinking about what kind of fruit comes from Brown Orchard.
You probably think I just made that up. I didn’t. It was a real place near me. It’s no longer there.
You need a method to the madness
Over the years, I have been involved in a number of naming projects. From companies to products. I even helped name a building. (It still makes me smile every time I go by it.)
If there is one thing I’ve learned, it’s this. Because of the subjective and emotional nature of naming, it can quickly devolve into a muddled mess. In order to turn a naming exercise into something with a rewarding outcome, you need one of two things: a methodology or a lot of alcohol.
I’d recommend starting with a methodology. Here is one I’ve developed over the years.
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