Branding is no more what people say about you when you are not there. Branding is what people say when you are not online!
How do you create this digital perception? Where do you start from? My experience says that it should begin with ‘Naming the company’ or ‘Naming the Product’!
May be you are a start-up or you are in the process of re-shuffling your businesses, or reconfiguring a merged entity, revitalizing a product, adding a buzz to your solution offerings… name is the name of the game. Naming is the seed of marketing and communications. We better get the brand naming right.
Be it company naming or product naming - what should business owners/key team need to keep in their minds during naming process:
- Short listing from a huge pile of names will not work. Get only high quality name options to the table.
- Do not have too many decision makers on the table.
- Do not settle for a boring and lowest common denominator choice.
- There should be reasoning and glow around the name. Your team should love it, forget the wives and kids.
- Ask tough questions. Ask common sensical questions.
- Naming is not grassy or flashy thinking. It is more to do with disciplined and process-driven thinking.
- There is only a fine line between pedestrian and great names. If you can’t point it out, go to a specialist naming company.
- You are not a Tom, Dick or Harry. Name is the first step in differentiating you and your business. Spend time and get it right.