Table of contents Skip to a section in the ultimate guide to brand naming: Why brand names are important What makes a good/bad brand name? Types of brand names The brand naming process The naming brief How to generate name ideas Trademark prescreening Domain names How to present brand names Books about brand naming Websites […]
naming briefs
Pitfalls in the naming process
When it comes to the brand naming process, we usually only see the final result: the new name. At that point, it’s easy to pick out flaws. The name might be hard to pronounce, offensive, or too similar to a competitor’s brand. But what about mistakes along the way? The “bad” brand names we encounter […]
A seven-step process for brand naming
I worked on my first naming assignment about 15 years ago at Interbrand San Francisco. I liked it so much that after leaving Interbrand, I decided to start moonlighting as a freelance namer for agencies all over the world, and I started to gain insights into each agency’s process for brand naming. I’ve since lived […]
