I just went through a naming process with a client and thought their learning during that session would be helpful for you (for a longer discussion on the naming process, check out chapter 12 of my book, The Reluctant Entrepreneur, available on Amazon).

Basically, their ah-ha boiled down to this: strong brand names are built not born. One might be tempted to look at a name like Google or Amazon and assume that there’s something inherent in the names that make them great. And that’s true, but only to a certain extent. Certain criteria like memorability and the way the name sounds when it rolls off the tongue are important. However, what becomes more important is the company’s ability to build in meaning over time, so that the name becomes associated with greatness. This is especially challenging when evaluating empty vessel names, or those that really don’t come with any meaning attached.

But I’m happy to report that our client was able to apply the criteria important to their business and choose a name that has all the potential of Starbucks or Apple.

-Lynn Parker

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