There are a lot of things to keep in mind when choosing between names. We’ve always used an informal checklist of the most important considerations. Recently, we made it a FORMAL checklist and we use the acronym TRUE to remember the four critical elements (Transparency, Realness, Uniqueness, and Engagement).
IS YOUR NAME BRANDTRUE
This TRUE tool is lets you run a quick, apples-to-apples comparison of different names to help you decide which options are working hardest for you.
This video originally appeared in LinkedIn
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TRANSCRIPT:
Hi guys, It’s Rebeca with BrandTrue, and BrandTrue is what I want to talk about today. I sometimes use that word as an adjective to describe a name that’s really firing on all cylinders, but it can be hard to remember what are the things that are important, and so I’ve actually started using TRUE as an acronym to keep track of them.
The best names will hit as many of these as possible. So the first one, the T is, “is it Transparent?” Do you have a transparent idea of what is being sold, or even, sometimes, what is the benefit that you get from it? Is something being clearly communicated? Not all names do that. The second one, R, is “is it Real?” meaning is there authenticity? Is it connecting to some element of the brand story, or even just a real emotion? What I call real feels, so that’s the R. The U is “Unique?” Is it differentiated against the competition, or does it sound just like everybody else? Not good to sound just like everybody else. And the last one, E, “is it Engaging?” This is where some of that fun stuff comes in like I love names that are puns. I love names that have alliteration, names that are fun to say in some way, not just because that’s a “nice to have,” but because that engagement, it makes people sit up; it makes people take notice; it makes people remember your name, so it’s important.
So T-R-U-E, see if that helps you to think about names, maybe evaluate between name options. That’s going to help you to figure out what’s your strongest, and let me know what you think. I love hearing from you. Thanks. Bye!
