Nine Naming Do’s & Don’ts
- Consider the long-term strategy for the name you’re developing and how the new brand name will fit into your company’s brand architecture and brand portfolio systems.
- Consider the real fixed and potential costs involved in creating, registering, and defending a new name.
- Do a thorough inventory of competing names and brands – cast a wide net.
- Keep an open mind and generate a lot of options, hundreds if possible.
- Set up a defined criterion as to how names will be judged in the process and stick to it.
- Take the time to conduct native speaker linguistic checks.
- Seek out and use one of the many specialized naming consultancies and trademark attorneys to help navigate the numerous pitfalls associated with the naming process.
- Communicate how the name fits into the overall strategy for the business.
- Allocate the proper amount of time and resources to communicate your new brand name to your intended target audiences.
- Fall in love with any specific name early in the process.
- Have too many people involved in the name selection process.
- Have the conversation again. Once the name has been selected do not communicate what the second choice or other options on the list were.
- Short cut the process, sooner or later shortcuts will come back to haunt you and could be potentially expensive and embarrassing to your company.
- Rule out an alternate domain name if the one you’re after is already taken. If another company already has possession of a domain name in which you’re interested, consider creating an alternate version.
- Rush the process. Naming done well and on a multi-country or global scale takes time.
- Ask your spouse or close friends for their opinion.
- Expect to gain 100% consensus from your decision-making team. Select the name that fits your criteria the best.
- Forget to defend your name in the marketplace – establish an ongoing monitoring program to protect your brand asset.