Branding your business
Lesson 5

Give it a name

Brand design course - Give it a name - Shannon Bell
Brand design course - Design your logo - James Gilmore
Up Next - Lesson 6
Design your logo
  • The difference between descriptive, emotive and invented names
  • How to brainstorm names for your brand
  • A checklist for How to test your brand name

By now, you have an inspiring purpose and a unique personality.
You’re off to a great start. Now it’s time to give your baby a name.

You want your name to be meaningful, future-proof and available. All at the same time.
We’ve got a few tips to help.

Give it a name.

It’s very important to think divergently in going directions that aren’t expected.
So if you can get a group of people together, each people, each person takes the brief, goes off on their own, develops long lists and comes back with, you know, they’re number one or number two options for them to discuss.

That actually helps to open up the naming creatively and you’ll discover possibilities and directions that you
probably wouldn’t have thought of on your own, or in a group even.

Let’s explore the three name buckets.

Bucket one: descriptive names.
These describe exactly what you do or who you are – like Whole Foods.

Bucket two: emotive names.
These describe a feeling or an experience –  like Amazon.

Bucket three: invented names.
Here’s where you can make up new weird and wonderful words like Google.

So many options to explore, so grab some post-its and brainstorm names for each bucket.
Once you have a list of possibilities, you can put each one to the test.

Is it simple to say and easy to remember?
Does it fit your purpose and personality?
Does it translate to monkey in Mandarin?
And is it already taken by a competitor?

You want a name that you can own, trademark and include in a web address.

Much like naming your first child, it’ll take some trial and error but enjoy the process.

Branding your business Lessons

01 – What’s a brand?
02 – Start with purpose
03 – Find your tribe
04 – Add some personality
05 – Give it a name
06 – Design your logo
07 – Find the right font
08 – Mind your tone
09 – Connect with color
10 – Style your imagery
11 – Build a Brand Kit
12 – Evolve your brand