How to Create Brand Names That Stick

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.

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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

12 Ideas to Boost Your Happiness

 

Want to be happier?  Try these 12 steps and move in the right direction.

 

Complimenting

 

Look for opportunities to compliment others today everywhere you go.  Be genuine and sincere.  No sarcasm.  Write a thank you note.

“Thank you for checking me out so quickly.”

“I appreciate your attention to detail.”

“Your children are very well behaved.”

 

Helping

 

Studies show that nothing raises happiness more than helping others in need.  If you can volunteer at a soup kitchen, shelter, or nursing home, you will be happier.  Almost any act of helping others in need will boost your happiness.  And it’s not just volunteer activities.  Try holding open a door for someone; shoveling a neighbor’s walk; letting someone pull in front of you in traffic.  Put others before yourself.

 

Listening

 

Slow down and listen.  Really listen and connect.  There’s something magical when you understand someone’s views.

 

Loving

 

Find someone to express your love and gratitude.  Happiness always goes up in the presence of those we love.

 

Starting

 

Start something new and exciting.  When your brain is learning and your body is moving, you will be engaged and create good feelings.

 

Exercising

 

Countless studies show the benefits of exercise.  It can get you out of a rut and boost chemicals in your brain to make you happier.

 

Accomplishing

 

The opposite of starting is accomplishing.  When you are crossing off important “to do” items, it will increase your satisfaction.

33 Quotes on Happiness

 

March 20 is officially the International Day of Happiness.  Somehow I missed the announcement, but in 2012 the General Assembly of the United Nations created this day to recognize “the relevance of happiness and well-being as universal goals and aspirations in the lives of human beings around the world and the importance of their recognition in public policy objectives.”

I’m all for celebrating and for happiness.  With that in mind, I selected some of my favorite quotes on all things happiness.

 

“It is not how much we have, but how much we enjoy that makes happiness.” -Charles Spurgeon

 

“If you want to be happy, be.” -Leo Tolstoy

 

Happy people plan actions; they don’t plan results.” -Denis Waitley

 

“The happiness of your life depends upon the quality of your thoughts.” -Marcus Aurelius

 

“Happiness depends upon ourselves.” -Aristotle

 

“Happiness . . . is governed by our mental attitude.” -Dale Carnegie

 

“Happiness is when what you think, what you say, and what you do are in harmony.” -Gandhi

 

“Some cause happiness wherever they go; others whenever they go.” -Oscar Wilde

 

“Learn to value yourself, which means fight for your happiness.” -Ayn Rand

 

“Happiness is a byproduct of making someone else happy.” -Gretta Brooker Palmer

 

“Happiness is having a scratch for every itch.” -Ogden Nash

 

“The secret of happiness is to admire without desiring.” -Carl Sandburg

 

“Folks are usually about as happy as they make their minds up to be.” -Abraham Lincoln

 

“Happiness is a large, close-knit family…in another city.” -George Burns

 

“Happiness is nothing more than good health and a bad memory.” -Albert Schweitzer

 

“Happiness depends more on how life strikes you than on what happens.” -Andy Rooney

 

“Happiness often sneaks in through a door you didn’t know you left open.” -John Barrymore

 

“Nobody cares if you’re miserable so you might as well be happy.” -Cynthia Nelms

 

“When what we are is what we want to be, that’s happiness.” -Malcolm Forbes

 

“The best way to cheer yourself up is to try to cheer somebody else up.” -Mark Twain

 

“My happiness grows in direct proportion to my acceptance, and in inverse proportion to my expectations.” -Michael J. Fox

 

“If one speaks with a pure mind, happiness follows like a shadow.” -Buddha