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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 choices you’ll make early on is what to call your model. Even after you’ve given your small business the proper title, you could wrestle with developing for on-brand names in your service packages, applications, newsletters, tribe/followers, and/or different elements of your small business. Fortunate for you, I’ve a reasonably superb system for BRANDSTORMING (see, I’m brainstorming names already). However earlier than I share my go-to course of with you, I wish to share a little bit story with you that can assist illuminate the significance of a very good enterprise title…

When my greatest pal obtained married, I had the privilege of being her Matron of Honor. The ceremony occurred in a small city in Michigan referred to as Petusky. The marriage was lovely; completely excellent. The subsequent day, a bunch of us had 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 a very good place to eat… and that’s once we requested native artist and photographer for a suggestion.

Let’s simply say our description of what we had been searching for was… effectively, lower than articulate. We defined that we had been searching for someplace to eat that was contemporary, scrumptious, and form of “hipster” or “yuppie” fare. At first, he advisable a diner… then urged a steak and potatoes joint. Ultimately, it clicked and he mentioned, “Oh! I do know the place it is best to 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 clients 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 in your product, service, or model that attracts in your viewers in from the get go.

Naming your small business is so much like naming your child. Everybody could have their opinions, however finally, you’re the one who has to dwell with and be completely satisfied along with your model title. In that sense, I’ll be the primary one to inform you – naming your model is a really private selection. That’s why it’s so necessary to fastidiously overview your selections and discover the proper match.



So, let’s speak about GOALS for an incredible title:

  • It ought to be significant.
    Your enterprise is a severe matter. It’s what you’ve chosen to do along with your life and time. It’s the way you become profitable 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 straightforward to say, spell, and keep in mind.
    You wish to go away an enduring impression and get your model caught in your clients’ minds. To ensure that your model to be on their minds, it must be straightforward 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 simply too much like different manufacturers in your similar house, it would make you appear run-of-the-mill fairly than particular.
  • It ought to be AVAILABLE.
    Ideally, your title ought to be accessible as a dot-com. Nevertheless it’s additionally necessary to verify your title (or some model of it) is offered 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 should be tremendous particular, like Jim’s Grocery Retailer. Even names like U-Haul and Residence Depot give a touch at their function.
  • It shouldn’t restrict you to a selected area of interest.
    It’s possible you’ll develop your choices or providers over time, so it’s greatest to pick a reputation that may develop with you. It’s high quality to concentrate on a sure area of interest, however go away the limiting language to your web site, which might simply be adjusted to mirror modifications over time.

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

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

(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 authentic, Kaye!

Permit me to clarify…

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

Listed below are the assorted 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 fashion 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 fundamental or threat being forgotten. Moderately 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 might be (even loosely) associated to what they do or supply, and are very memorable.

Actual phrases (however seemingly unrelated).

In some instances, corporations choose to call their enterprise after an actual phrase that isn’t immediately associated to what they do or promote. Excellent examples of this might be Apple computer systems or Caterpillar development 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 cause, KayePutnam.com works effectively as my general model title, with extra fascinating names (like In Demand Model) for my choices and providers. Different examples of this model title sort embody Johnson & Johnson and Nordstrom.

IMPORTANT: In case your title is tough to pronounce, spell, or keep in mind, modify it to be less complicated. Nice examples of this are Regina Anaejionu of ByRegina.com and Sarah Morgan of XOSarah.com. It’s additionally NOT a good suggestion to call your small business after your self (or anybody) if you happen to intend to at some point 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 typically unclear what the acronym stands for and could be straightforward 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. Heaps of various patterns.

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


Alliteration is “the prevalence of the identical letter or sound at first of adjoining or intently related phrases.” You’ll catch a lot of manufacturers utilizing this fashion.
Coca-Cola. Dunkin Donuts. LuLu Lemon. Finest Purchase.
I’ve additionally used this sample in my naming my “Model New Model” course.


Whereas not practically 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 technique for constructing manufacturers) encompasses a rhyming title – In Demand Model.

Modified Puns, Clichés, or Frequent 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 parts of those, modified to suit their wants, it sticks with us. Ash Ambirge of The Center Finger Challenge created a course on emotional writing referred to as The Six Enchantment Course of. Her refined 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 understand 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 differing types and patterns of name names, let’s put this technique to the check!

What wants a reputation? It may be something from your small business itself to an occasion or convention, webinar, podcast, app, e-newsletter, or a collective title in your followers. No matter you select to call, use the worksheet under 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 pal Google. You’ll wish to search to make sure 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 hopefully, you’ll nonetheless have superb choices to select from on the finish.

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

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