Are you aware of what exactly is most important to say and who you’re saying it to?

Aware of the other names that exist in the space and other names that exist in the brand’s ecosystem. Being aware of the impact a name has on your audiences.

Are you aware that a great name is the right combination of precision and poetry?

It is aware of the nuances of language and its effect on individuals. It could be a highly descriptive real piece of language that eases navigation through a portfolio of products, or it could be a highly abstract fully coined piece of language that’s engaging, makes you ask questions, is beautiful to look at and feels fun to say and here even if you don’t know what it actually means.

Are you aware that a great name gives you the opportunity to engage in conversation about your brand?

It’s a verbal stepping stone to a concept or an experience. Words aren’t things. They’re all invented. They’re all made up. But their power lies in their ability to point us toward a concept or an experience. They, themselves, are not the concept or experience. With a good name, you can point your audience in the right direction of your story and what you stand for.

Are you aware that a great name must support, and be supported by other elements of a successful brand?

A name, like any single element of a brand, cannot create success on its own. The name is not the brand. It’s a verbal vessel for the brand. It’s important that it reflects what’s inside the vessel (the experience). A good name is birthed from a solid strategic foundation. A good name has a tone that’s elevated by the visuals applied to, and around it. A good name has a good story and has the opportunity to tell that story frequently.