This is the third step of our naming process, in which we focus on SELECTING brand names. (The other #tellthetruths videos in this series are tagged in the comments, below.) What fascinates us about the naming process is how many very different skill sets are needed for the different parts of the process.
Step 3: BUILDING BRAND NAMES – SELECTION
The selection step requires a strategic lens, but also an aesthetic sense for what sounds good and a strong sensitivity to language and what associations different names might inspire.
This video originally appeared in LinkedIn
If you enjoyed this video, check out:
Step 1: BUILDING BRAND NAMES – STRATEGY
Step 2: BUILDING BRAND NAMES – IDEATION
TRANSCRIPT:
Hey guys, it’s Rebeca with BrandTrue. And this is step 3 of building brand names. So I will tag them down below. Earlier videos covered all 4 steps overall and then we broke down step 1, STRATEGY we broke down step 2, creative IDEATION. This video is about step 3, SELECTION.
So if you are doing it the way I suggest you do it you’ve generated a huge number of names in the last step, creative ideation. So now it’s kind of like a completely different skillset to go through this list of hundreds and hundreds of names and figure out which ones are best. So you definitely need to use your strategy that you set up upfront as a yardstick for measuring names but you also have to have like an aesthetic filter. Like just what sounds good, what’s easier to say.
And you also have to be kind of keeping an eye out for that’s got negative associations, I don’t want to have that associated with the brand. So it’s like an aesthetic yard stick and a strategic yard stick kind of at the same time. And it’s not always the same person who’s great at setting up strategy or who’s great at ideating names who’s great at noticing which ones of the names that you ideated is actually the best name.
So the other thing about selection is that you’re not selecting a name. You’re selecting a bunch of names that you’re going to put through the filter to figure out what’s clear which is the next step. And you’re trying to narrow not select. And if you’re working with clients you’re trying not to let them fall in love with just one or two things but to give them a set of options as they’re moving forward. So that’s step 3. Next video I’ll talk about step 4. Would love to hear what you think. Bye!
