Three naming stories:
Long ago, I had a friend whose parents were hippies and named him Sunny Day. He changed his name to John in highschool. Then when he got to college, he reverted to Sunny Day.
When I became a part-owner of Free Flow Data in 2008, I didn’t like the name. I systematically came up with over 1000 possibilities but settled on Freeflow Digital.
The best name change I ever witnessed was in 2007 when a Salesforce consultancy in the nonprofit space changed its name from The Data Connecters to Groundwire.
Since then I’ve named a few company brands and product brands – even non-medical face masks for COVID-19 prevention. I tried to name a human being Agamemnon but his wise parent opted for Samuel. Feel free to steal Agamemnon for your child 🙂
More thoughts on naming:
1. Meet Perious, Duction, and Hencott. What do they have in common?
- They don’t exist in the dictionary
- They are available as domain names, though not as .com’s
- They’re fairly memorable
- They have two syllables and 7 letters
- They seem like English words
- I didn’t make them up; I found them on Wordoid
Also, if you put these names together in order to brand three related products, they form a “naming architecture”. Such as releases of the WordPress CMS that are all named after Jazz musicians.
Some other good naming ideation resources include:
- Any old thesaurus
- A rhyming dictionary
2. What do guest, member, associate, resident, supporter, donor, voter, patron, visitor, student, and constituent have in common?
Sometimes they’re much better names than customer. Or client.
3. Naming principles
- Make the name unusual so it carves out its own space in the brain. Jet Blue not WealthTech. Or: Duracell, Bounty, Gain, Tampax, Old Spice. And about 150 other comprising Proctor & Gamble’s house of brands.
- Make the name unusual to give it a searchability advantage on search engines. Jet Blue not Computer World.
- Make it easy to spell, say, and pronounce. Jet Blue not Wii.
- If need be, feel free to use two words to make a name; shorter the better. Jet Blue. But not three… duckduckgo.
- Don’t worry too much about a short domain name or a .com (or .org) TLD.
- Your name doesn’t have to evoke the primary language you do business in anymore. Communo works for example; it evokes Esperanto though they do business in English.
How did you come up with your brand’s name?