Deciding on a company name is one of the most important decisions a business owner or management team has to make. Ditto for brands, products and services.
So how can you find that just-right word or phrase that tells consumers, We’re worth it. Come check us out?
Simple is good
Keeping it simple is almost always the way to go. However, that being said, it can take some time to get to “simple.” A good brainstorming session doesn’t always mean a short brainstorming session (and what would be the fun in that anyway?).
Often you’ll have to take a trip around the linguistic universe, through the most complicated of word combinations, before you suddenly realize, Hey, that’s it!
Think freely
Speaking of brainstorming sessions, it can help to start with most pressure-free of free-thinking games: throw related words out with one or a few others, scribbling them onto a white board or some-such medium. Then take a step back. Maybe get some coffee or take a walk. When you return to Name Game, the words will have taken on new meaning and new possibilities will open up – just as ideas that seemed solid before will now seem unworthy.
Wordplay
Using alliteration, metaphor, and historical and pop culture references, work on phrases that have strong meaning. In other words, play around, but always come back to the central message of what you’re trying to convey. Are you traditional or edgy? Working class or high-end? More importantly, who is your target audience?
Choose and let ferment
Once you have a solid list, take a real break, perhaps a couple of days or even a week to let your Name Game finalists ferment.
The Moment of truth
Come back with fresh eyes, choose your favorites, and take a poll of staff, friends and family. While there’s still no rush to make a final choice, putting a name in place will set a lot of things in motion, since sales, marketing and advertising strategies may well hinge on it.
The Name Game is a common occurrence at Davis Advertising, and over the years we’ve helped name more than a few brands, products and services. It’s a collaborative process in-house as well as with our clients.
One recent example is Harr Motor Group’s Perfect Pricing, the company’s negotiation-free, sticker-price guarantee. It’s both simple and meaningful, while the alliteration gives it a nice ring. The bottom line is that consumers who haven’t heard of Perfect Pricing are intrigued and want to learn more.
Perhaps you’re on the lookout for your own company, brand, product or service name. If so, feel free to borrow from the Davis Advertising Name Game playbook. Either way, take your time and have fun with it.
