Successful product and company names may appear to have
been created by magic, but it is possible to develop names
that are dynamic, effective and fully leverage a
brand's potential if you have the right process in
place. A process that is clear, insightful, logical and
focused will lead to a name and tagline that are powerful
components of your
brand strategy, and pave
the way for buy-in throughout your organization. Before you begin, it is essential to decide what you want
your new product or company name to do for you. To make that
decision, you need to understand the possibilities. A name
can:
- achieve separation from your competitors
- demonstrate to the world that you are different
- reinforce a unique positioning platform
- create positive and lasting engagement with your
audience
- be unforgettable
- propel itself through the world on its own, becoming a
no-cost, self-sustaining PR vehicle
- provide a deep well of marketing and
advertising images
- be the genesis of a brand that rises above the goods and
services you provide
- completely dominate a category