The truth never changes, and that’s how we like it.
True Is A Target
In this #tellthetruths video we’re talking about how we use the T-R-U-E framework to evaluate names, and you’ll seldom find one that checks all 4 boxes. Check it out to learn more!
This video originally appeared in LinkedIn.
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TRANSCRIPT:
Hello everyone, it’s Rebeca with BrandTrue, and today, I want to talk about the fact that TRUE is a target. I don’t mean the truth. The truth never changes and we should all go for that. I mean the little T-R-U-E model we use around here, if you’re familiar with these videos, to assess whether or not a brand name is really great or maybe sucks, and I want to explain that T-R-U-E, the different things we’re checking against, you’re not necessarily going to get all 4 on a name. It’s not like a yardstick that you have to meet all requirements. In fact, it’s pretty unusual to meet all requirements.
So, often a Transparent communication pulls a name into a more sort of factual description of where they compete, that’s the T, versus the R, really reals, is getting into something authentic about the brand or some real emotion. Sometimes those are at cross measures and you don’t have them both. That’s okay, but it’s just really a nice analysis to think about where the name is hitting and where it isn’t hitting. Now, when a name does hit on all 4 it’s usually a very powerful name, and I have an example for you. Our friends at Gorilla Glue have a name that’s Transparent because glue is in the name, you sort of understand what you’re doing. The sort of Really real, you feel something, you connect emotionally. It’s authentic. Yes, check, check, check. It’s Unique, it’s Engaging. So that’s a great name. We feel that it’s a great name when we analyze it and we give it four checks, we understand why it’s a great name, But a name, if it has 1 it’s probably limping along. But with even just 2 can still be really, really powerful. We still need to use our judgment in assessing these things. So let me know what you think. I love hearing from you guys. Thanks. Bye!
