Sparxoo is a business blog that inspires breakthrough by tomorrow’s leaders. We are a strategy consulting firm with a pulse on marketing, branding, and development. See our talented team of experts and our parent company dCap Advisors.
How much does a brand name really matter? If you wanted to create a great pop culture brand today, would you name it MTV? Especially when MTV isn’t really music television anymore. Is Yahoo that much better a name than Excite or Lycos? And for that matter, is Google a 10x better name than Yahoo? The truth is that the name itself is only one of many components necessary to build a great brand. A brilliant name and a terrible business will result in a low quality brand. At Sparxoo, we are experts in branding, and we do believe that your name matters as an important component of your overall identity.
It is common for companies to get lost in the process of naming a new venture, or to become dissatisfied with their existing company or product name. As you begin the process of naming, start with the big picture. Ask high level strategic questions such as what your company stands for, who are your key audiences today and in the future, how are you different than your competitors? What are the key attributes you want to convey? Take time up-front to define your goals and criteria for name development. For example do you want a name that is memorable for word of mouth? Do you want a name that is unique in your category? Do you want a name that conveys a sense of trust, reliability and strength?
Once you have overall parameters for name development, the fun part begins. Our team recommends using a very creative approach that extends beyond the obvious. Brainstorm many names (at least 50, and sometimes several hundred), using inspiration from trends, personalities, major references, pop culture, and of course your brand platform. If you need fresh thinking, ask others to contribute ideas, or even use a name generator from the web such as WordLabs or BrandNameGenerator.
Sparxoo, A Branding and Digital Marketing Blog
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