How to Name Your Business

Steps

I. Discovery Process

1. Write down the overall customer experience you expect your current and future products and services will provide.
2. Write down the key benefits of your products and services
3. Write down down the features of your key products and services

II. Brainstorm a List of Well Over 100 Names

1. Assemble a group of at least 10 persons, i.e. customers, staff, friends, family, etc.
2. Set a rule for the brainstorming session that everyone suspend judgment on any name ideas suggested. The key to good brainstorming is freedom to create a list of ideas inspired at the moment, not to immediately choose the perfect name.
3. Start by brainstorming names around the benefit, features, and customer experience.
4. Go broader and brainstorm names around intuitive and associative feelings around the benefit, features, and customer experience i.e. visual, audio, smell, touch, taste.
5. Ask participants what imaginary or visceral associations come to mind when they think of your business or product benefits. For example, when you think of your product, does it make you think of a cool calm sea? A tiger? Relief? Bitter taste?
6. Ask participants why they suggested the ideas above, and continue to build names from their inspiration.

III. Pass an Initial Filter for Your Brainstormed Names

1. Avoid names that are more than 2 or 3 syllables
2. Eliminate names that are difficult to pronounce or spell
3. Delete names that cannot be trademarked or are too generic
4. Watch out for names that limit the potential scope of your current and future business

IV. Pass a Second Filter for Remaining Brainstormed Names

1. Take out names where an internet domain name is not available
2. Eliminate names that are already trademarked in your industry
3. Choose names that differentiate you from competitors, but connect well with potential customers
4. Highlight names that allow the potential growth of your company

V. Make the Decision

1. Discuss the pros and cons of your final list of names with colleagues, staff, friends, family, potential customers.
2. Proudly say each name aloud and see if it resonates with you
3. Choose the name.

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Sources and Citations

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