A Great Name is a Must
Whether you are launching a new company, a new product, or refreshing a brand, you need to have a great name. Some companies have a name that just fits while others see massive marketing campaigns fail because of a poor name. Still others have names that are limiting future growth. For instance, Tony Hsieh, CEO of Zappos.com says that Zappos.com started out as ShoeSite.com.
Alexandra Watkins is a nationally recognized naming expert and founder of Eat My Words. She’s been featured in The Wall Street Journal, Inc. and Entreprenuer. Her clients range from Disney to Fujitsu. She recently wrote the small, but powerful book Hello, My Name Is Awesome: How to Create Brand Names That Stick.
“Your brand name makes a critical first impression. Even more than your shoes.” Alexandra Watkins
For those not in the field of marketing and branding, why is picking the right brand name so critically important?
Your name will last longer than any investment you make in your business. Think about that for a minute…will you have the same tablet, mobile phone, printer, and office furniture twenty years from now? Not likely. But you will have the same brand name. That’s why it’s important for you spend the time to get it right.
Qualities of a Perfect Brand Name
What are the qualities of a perfect name? How do you know you’ve landed on the right choice?
A helpful and purely objective checklist for the qualities of a perfect name is my SMILE & SCRATCH Test, a 12-step name evaluation method based on my philosophy, “A name should make you smile, instead of scratch your head.” If your name passes the test (and clears trademarking and international linguistic checks), you can be assured you have a winner.
SMILE: The 5 Qualities of a Super Sticky Name – the perfect name has all of these characteristics:
Suggestive – evokes something about your brand
Meaningful – resonates with your audience
Imagery – is visually evocative to aid in memory
Legs – lends itself to a theme for extended mileage
Emotional – moves people