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HomeBrandingBRANDstorming: Discovering the Excellent Model Identify - Kaye Putnam

BRANDstorming: Discovering the Excellent Model Identify – Kaye Putnam

As an entrepreneur, one of many hardest selections you’ll make early on is what to call your model. Even after you’ve given your small business the right title, you might wrestle with arising for on-brand names on your service packages, packages, newsletters, tribe/followers, and/or different elements of your small business. Fortunate for you, I’ve a fairly wonderful system for BRANDSTORMING (see, I’m brainstorming names already). However earlier than I share my go-to course of with you, I need to share a little bit story with you that can assist illuminate the significance of an excellent enterprise title…

When my greatest buddy received married, I had the privilege of being her Matron of Honor. The ceremony happened in a small city in Michigan known as Petusky. The marriage was stunning; completely excellent. The following day, a gaggle of us have been exploring Petusky within the depressing chilly that’s Northern Michigan within the wintertime. We ducked into an artwork gallery to flee the chilly whereas we scavenged Yelp for an excellent place to eat… and that’s once we requested native artist and photographer for a advice.

Let’s simply say our description of what we have been in search of was… nicely, lower than articulate. We defined that we have been in search of someplace to eat that was contemporary, scrumptious, and form of “hipster” or “yuppie” fare. At first, he advisable a diner… then steered a steak and potatoes joint. Finally, it clicked and he mentioned, “Oh! I do know the place you must go… The Twisted Olive.”

In that one title – The Twisted Olive – we knew that it was Mediterranean delicacies, that it was a unusual and fascinating, and with the phrase twisted, that we in all probability weren’t taking a look at your customary fare. That alone – simply the title – was sufficient for us to determine that’s the place we should always eat.

Right here’s the factor a couple of model title – it’s a primary impression. As a rule, the title of your small business is what your potential prospects will see earlier than they ever lay eyes in your web site or earlier than they know something about you personally. That’s why it’s SO essential to decide on a reputation on your product, service, or model that pulls in your viewers in from the get go.

Naming your small business is quite a bit like naming your child. Everybody may have their opinions, however in the end, you’re the one who has to stay with and be comfortable along with your model title. In that sense, I’ll be the primary one to let you know – naming your model is a really private selection. That’s why it’s so necessary to rigorously overview your decisions and discover the right match.



So, let’s discuss GOALS for an important title:

  • It ought to be significant.
    Your small business is a critical matter. It’s what you’ve chosen to do along with your life and time. It’s the way you earn cash to maintain a roof over your head and pizza in your mouth. (Or no matter you eat.) Beginning a enterprise is a really private undertaking, so ideally, your title ought to maintain some significance to you.
  • It ought to be simple to say, spell, and keep in mind.
    You need to depart a long-lasting impression and get your model caught in your prospects’ minds. To ensure that your model to be on their minds, it must be simple sufficient for them to course of and keep in mind.
  • It ought to be distinctive.
    The title of your small business wants to face out, so it’s essential to decide on one thing that captivates curiosity. In case your title is just too just like different manufacturers in your similar area, it can make you appear run-of-the-mill fairly than particular.
  • It ought to be AVAILABLE.
    Ideally, your title ought to be out there as a dot-com. Nevertheless it’s additionally necessary to verify your title (or some model of it) is accessible on social media websites and isn’t already trademarked by another person.
  • It ought to inform viewers one thing about your model.
    Contemplate whether or not somebody would perceive, even vaguely, what you do in the event that they solely knew your small business title (with no different context). This doesn’t must be tremendous particular, like Jim’s Grocery Retailer. Even names like U-Haul and House Depot give a touch at their objective.
  • It shouldn’t restrict you to a particular area of interest.
    Chances are you’ll develop your choices or providers over time, so it’s greatest to pick out a reputation that may develop with you. It’s positive to deal with a sure area of interest, however depart the limiting language to your web site, which may simply be adjusted to mirror adjustments over time.

With that in thoughts… you in all probability gained’t discover a title that checks all of those bins.

Compromise isn’t enjoyable, however generally it’s obligatory.

(Pin for later!)

Now, I do know what you’re pondering…

Why am I taking model title recommendation from miss first-name-last-name-dot-com over right here?

Soooooo unique, Kaye!

Enable me to clarify…

There are a number of various kinds of model names, and in sure conditions (like mine), it is smart to make use of your title as an umbrella model on your packages, providers, or merchandise. However extra on that in a second!

Listed below are the varied TYPES of name names:

New, made up, or mixed phrases.

Yahoo! and FedEx are nice examples of main manufacturers who use new or mixed phrases. I’ve additionally used this type for my very own model, leading to Brandality (the Model Archetypes Quiz) and Brandfluency (Archetype Programs).


Whereas these names ought to describe your small business ultimately, don’t go too primary or danger being forgotten. Somewhat than an uninspired title like Joe’s Crab Shack (sorry, Joe), discover center floor like these manufacturers: Land Rover, The Discovery Channel, and Pampers. These are all names which are (even loosely) associated to what they do or provide, and are very memorable.

Actual phrases (however seemingly unrelated).

In some instances, firms decide to call their enterprise after an actual phrase that isn’t immediately associated to what they do or promote. Excellent examples of this may be Apple computer systems or Caterpillar building gear.

Named after individuals.

For some manufacturers, being named after a founder or public determine makes most sense. Take me, for instance! Since what I’m promoting is my thoughts, my genius, my skillset – I am the products. For that motive, works nicely as my general model title, with extra fascinating names (like In Demand Model) for my choices and providers. Different examples of this model title kind embody Johnson & Johnson and Nordstrom.

IMPORTANT: In case your title is troublesome to pronounce, spell, or keep in mind, modify it to be easier. Nice examples of this are Regina Anaejionu of and Sarah Morgan of It’s additionally NOT a good suggestion to call your small business after your self (or anybody) should you intend to sooner or later promote it.  


Though a number of main manufacturers rock an acronym – H&M, BMW, IBM, MTV – I wouldn’t personally advocate this for small companies. It’s usually unclear what the acronym stands for and may be simple to jumble or neglect.



As a psychology-driven model strategist, I can’t assist however take neuromarketing into consideration when selecting a reputation. As people, our brains like patterns. Tons of various patterns.

Listed below are just a few patterns that you simply’ll start to note again and again in branding…


Alliteration is “the incidence of the identical letter or sound firstly of adjoining or intently linked phrases.” You’ll catch a number of manufacturers utilizing this type.
Coca-Cola. Dunkin Donuts. LuLu Lemon. Finest Purchase.
I’ve additionally used this sample in my naming my “Model New Model” course.


Whereas not almost as prevalent as alliterative names, rhyming model names are additionally widespread. Large manufacturers like StubHub, 7 Eleven, and Piggly Wiggly have turned their sing-songy names into family names.
My podcast (and methodology for constructing manufacturers) includes a rhyming title – In Demand Model.

Modified Puns, Clichés, or Widespread Phrases

We acknowledge puns, clichés, and customary phrases simply as a result of we’ve grown accustomed to listening to and seeing them over time. We keep in mind them! So when manufacturers use components of those, modified to suit their wants, it sticks with us. Ash Ambirge of The Center Finger Mission created a course on emotional writing known as The Six Enchantment Course of. Her delicate play on intercourse attraction piqued the curiosity of her viewers!

Phrase + Phrase

This easy construction attracts the attention and permits for a ton of creativity. You possibly can convey many issues with these two phrases. Take for instance, Cease & Store. In simply 3 syllables, you recognize that it’s a retailer and that it’ll in all probability be fast, as implied by the phrase cease. Then there are manufacturers like Crate and Barrel, who go for phrases that create extra imagery or subtly counsel their choices.

Now that you simply’ve set targets and acknowledge the different sorts and patterns of name names, let’s put this methodology to the take a look at!

What wants a reputation? It may be something from your small business itself to an occasion or convention, webinar, podcast, app, publication, or a collective title on your followers. No matter you select to call, use the worksheet beneath to drum up concepts!

Earlier than you TOTALLY get your coronary heart set on one title, I like to recommend doing a little bit elimination along with your good buddy Google. You’ll need to search to make certain it isn’t already in use, unavailable as a web site or social media deal with, and never but trademarked. You’ll in all probability discover that a few of your favorites are already taken, however optimistically, you’ll nonetheless have wonderful choices to select from on the finish.

Able to kick-off your brandstorming? Obtain the *free* worksheet to get began!



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