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HomeBrandingBRANDstorming: Discovering the Good Model Identify - Kaye Putnam

BRANDstorming: Discovering the Good 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 enterprise the proper identify, it’s possible you’ll battle with developing for on-brand names in your service packages, packages, newsletters, tribe/followers, and/or different elements of your enterprise. Fortunate for you, I’ve a reasonably wonderful 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 somewhat story with you that may assist illuminate the significance of an excellent enterprise identify…

When my greatest buddy acquired married, I had the privilege of being her Matron of Honor. The ceremony happened in a small city in Michigan referred to as Petusky. The marriage was stunning; completely excellent. The following day, a bunch 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 after we requested native artist and photographer for a suggestion.

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

In that one identify – The Twisted Olive – we knew that it was Mediterranean delicacies, that it was a unusual and fascinating, and with the phrase twisted, that we most likely weren’t taking a look at your commonplace fare. That alone – simply the identify – was sufficient for us to determine that’s the place we must always eat.

Right here’s the factor a couple of model identify – it’s a primary impression. As a rule, the identify of your enterprise 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 in your product, service, or model that pulls in your viewers in from the get go.

Naming your enterprise is quite a bit like naming your child. Everybody can have their opinions, however finally, you’re the one who has to reside with and be pleased along with your model identify. 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 evaluation your selections and discover the proper match.



So, let’s speak about GOALS for an ideal identify:

  • It must be significant.
    Your corporation is a severe matter. It’s what you’ve chosen to do along with your life and time. It’s the way you earn a living 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 identify ought to maintain some significance to you.
  • It must be straightforward to say, spell, and bear in mind.
    You wish to go away an enduring impression and get your model caught in your prospects’ minds. To ensure that your model to be on their minds, it must be straightforward sufficient for them to course of and bear in mind.
  • It must be distinctive.
    The identify of your enterprise wants to face out, so it’s essential to decide on one thing that captivates curiosity. In case your identify is simply too just like different manufacturers in your similar area, it’ll make you appear run-of-the-mill reasonably than particular.
  • It must be AVAILABLE.
    Ideally, your identify must be obtainable as a dot-com. But it surely’s additionally necessary to verify your identify (or some model of it) is out there on social media websites and isn’t already trademarked by another person.
  • It ought to inform viewers one thing about your model.
    Think about whether or not somebody would perceive, even vaguely, what you do in the event that they solely knew your enterprise identify (with no different context). This doesn’t should be tremendous particular, like Jim’s Grocery Retailer. Even names like U-Haul and Dwelling Depot give a touch at their objective.
  • It shouldn’t restrict you to a particular area of interest.
    You could develop your choices or companies over time, so it’s greatest to pick a reputation that may develop with you. It’s superb to concentrate on a sure area of interest, however go away the limiting language to your web site, which may simply be adjusted to mirror modifications over time.

With that in thoughts… you most likely gained’t discover a identify that checks all of those containers.

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

(Pin for later!)

Now, I do know what you’re considering…

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

Soooooo unique, Kaye!

Enable me to clarify…

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

Listed here 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 enterprise in a roundabout way, don’t go too fundamental or danger being forgotten. Reasonably than an uninspired identify 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 can be (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 straight associated to what they do or promote. Good examples of this may be Apple computer systems or Caterpillar development tools.

Named after folks.

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 purpose, KayePutnam.com works properly as my general model identify, with extra fascinating names (like In Demand Model) for my choices and companies. Different examples of this model identify kind embody Johnson & Johnson and Nordstrom.

IMPORTANT: In case your identify is troublesome to pronounce, spell, or bear 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 enterprise 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 overlook.



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 here are a number of patterns that you just’ll start to note time and again in branding…


Alliteration is “the incidence of the identical letter or sound originally of adjoining or intently related phrases.” You’ll catch a lot of manufacturers utilizing this type.
Coca-Cola. Dunkin Donuts. LuLu Lemon. Greatest 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. Huge manufacturers like StubHub, 7 Eleven, and Piggly Wiggly have turned their sing-songy names into family names.
My podcast (and methodology for constructing manufacturers) encompasses a rhyming identify – 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 bear 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 Venture created a course on emotional writing referred to as The Six Enchantment Course of. Her refined play on intercourse enchantment piqued the curiosity of her viewers!

Phrase + Phrase

This easy construction attracts the attention and permits for a ton of creativity. You’ll be able to convey many issues with these two phrases. Take for instance, Cease & Store. In simply 3 syllables, that it’s a retailer and that it’ll most likely 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 just’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 enterprise itself to an occasion or convention, webinar, podcast, app, publication, or a collective identify 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 identify, I like to recommend doing somewhat elimination along with your good buddy Google. You’ll wish 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 most likely discover that a few of your favorites are already taken, however with a bit of luck, 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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