One of the key elements to having a strong brand is having a fantastic company name. Something that is going to be memorable. Because if you are not memorable, you will exit the memory of any of your potential clients as quickly as you can say the name of the business to them.
How do you come up with a memorable company name?
I recommend this book right here: “Hello, My name is Awesome, How to Create Brand Names That Stick” by Alexandra Watkins.
Alexandra has a phenomenal company name herself – Eat My Words. She and her team name things for a living and they have some of the biggest names in the business, you’ve heard of them. If you go to eatmywords.com, you’ll see what I’m talking about.
Luckily for you and I we don’t have to pay tens of thousands of dollars in consulting fees to come up with a phenomenal company name, we can use the process that Alexandra outlines for us in the book. It’s the same process that she and her team uses. And that process will create something called a creative brief.
This process can help you name your company, your products or services, it can help you name anything.
So what are some of the elements of a creative brief?
You start off with the goal. What are you trying to do with this whole thing? Always good to start off with a goal. We’ve talked about that in videos – starting off with your goal.
Then you sum up what your company does in 140 characters or less. She calls it, “In a nutshell”.
You then talk about your brand positioning, consumer insights, target audience, competition, and then you get into the really good stuff which is, desired brand experiences, what’s the personality of your brand, some words to explore, themes and ideas to avoid, so not just the positive of where you want to go, but things you definitely want to avoid.
At the end of this process you will have a fantastic company name, or maybe a couple ideas that you can then run past people, to see what it is they think, and to see if that name will really stick with them.
So how does this help you?
When I was attending a seminar I raised my hand to add some value to what the speaker was saying, and the person that was running the seminar said, “Oh yeah, that’s Robert Dempsey, and his company is truly awesome, in fact, the name of his company is Awesome to the Core.” I got a shout out in front of a room full of people just because I had a very memorable company name. And that wouldn’t have happened if I hadn’t worked through the process in the book.
It can be very hard to come up with a really memorable company name. The big ones that we see out there, these people have been working on this stuff for a long time, or some of the new companies have teams of people that have come up with the name, or they just have that one person that’s really good at naming things.
We don’t have to worry about any of that.
Work through the process. The process absolutely works. You can come up with a very memorable company name yourself.
So, pick up “Hello, My Name is Awesome” by Alexander Watkins, and use it to name your company, your products, your services, and stay in the minds of your customers.