Creating a new brand

Thinking. What to consider when creating a brand name.

  1. Write down your ideas. Take some time to logically plan your business. Remember, a great idea is just the beginning – the real magic comes from putting your plans into action.

  2. Create a Vision: This is like dreaming about your business’s future, but talk about it as if it’s already happening. For example, “A computer on every desk and in every home” – thanks to Paul and Bill.

  3. Craft a Mission Statement: This is a down-to-earth version of your vision. It explains WHAT and WHY your business exists. It’s your elevator pitch that you share with the world.

  4. Add Personality with Values: Think of values as the unique traits that define your brand. Is it “Edgy,” “Contrarian,” or “Simple”? Avoid obvious choices like “Honest.” Instead, go for values like “Edgy,” where the opposite could be “Cautious.”

  5. Don’t Forget Your Tone of Voice: It’s how you sound, whether in your writing, imagery, or brand colors. It’s about giving your brand character.

  6. The Pillars of Reason: These are the reasons that back up your brand’s proposition. For example, if you’re selling amazing ice cream, your pillars of reason might include using local ingredients or offering unique flavors.

  7. Why All the Effort: When brainstorming brand names, aim for 20% creativity and 80% logic. You want your name to match the feeling of your business for authenticity.

  8. Check the Competition: Look at what other brands are doing and consider that when naming your own.

Now, let’s talk about strategy development and positioning.

  • Conceptual Avenues: Instead of starting with a list, create a few key ideas that tie into your strategy. Each idea should inspire a bunch of name possibilities. For example, you might explore the concept of “Animals in Greek mythology.” Just write a title, a brief description, and a couple of name examples. Don’t get too caught up in the names.

  • Creative Freedom: Aim for at least five different concepts, each with a title, description, and a few name ideas. Don’t be afraid to get creative and even have some fun with your choices. The more unconventional ideas you have, the easier it will be to find the right path.

  • Name Your Brand, Not Your Product: Don’t be too specific about what your business does in the name. Think of Amazon – they started with books but expanded. Your brand name should feel like a name, not just a product description.

  • Get Opinions: Ask a small group of trusted contacts for their thoughts, but focus on the concepts, not specific names. This way, you’ll get more helpful feedback. Choose people with business experience who can provide objective insights.

 

So, there you have it – a straightforward approach to naming your brand. Keep it balanced, stay creative, and keep it relaxed. No need to overcomplicate things!