Imagine you have a special event or party coming up. One of the first things to consider (or maybe it's last for you, but still nevertheless important), is your outfit. So, what are you wearing?
The button down, or polo?
The blue tie, or the black?
The sparkly gown, or the LBD?
What impression do you want to give? Even when dressing on a daily basis, you have the option to choose. And laying out different outfits from your wardrobe, and choosing the one to present yourself with is a lot like choosing your brand or product name—and how the whole brand will present itself, for that matter.
Now, the outfit won't tell the whole story. And neither can a name. People at the party will have to get to know you; your personality is not based entirely on your name, or the outfit you wear. But the outfit can give off a signal. So, what signal do you want to send? Green shirt or red shirt? Black-on-black or cheetah print?
There's no wrong answer. They're just different. (Just take a look at the MET Gala outfits that celebrities plan each year. Your brand is kind of like that.) Even in a family of products, or in the most “unsexy” types of businesses, there's still an impression worth making. Still something to communicate.
Consider us your personal stylist, picking and choosing more than a few options that fit the message you're hoping to send. And with outfits, and as with with names, it might help to have a few backups, just in case. So, what outfit do you want your brand to wear?
If you have questions, thoughts, comments, or ideas, please reach out.
Keep on reading:
Why do marketing teams struggle with brand naming?
Some struggle to find the time. Others don't really want to deal with it. After all, there might be more exciting or productive tasks on the table. Other times, all the ideas or suggestions thrown-out at random don't seem to feel right. (Perhaps because there's no criteria for evaluating them? Ask us about name-decision making if you're interested in learning more.)
Other times, even if a team has spent the time, it might be spent inefficiently or without structure, which is when frustration and impatience bubble up. Naming shouldn't be that hard, should it? Even for a seasoned namer, it can be. But that's part of what makes us good at it.
Let's dive into a few top reasons teams struggle when naming their brand:
Start by learning more about the services Zeppelin Naming Consultancy by downloading the service guide.
Why hire a pro namer in a nutshell. Let's talk about it.
Sometimes you get lucky and a great name comes to you. According to the story, Whitney Wolfe, the founder of Bumble, spent weeks brainstorming when the dating app's name was one day suggested by someone on her team.
Sometimes, you go in with a desired name, such as Elon Musk did with Tesla. (He had to acquire it, by the way, for $75K. The backup name was Faraday.)
Other times, you start out with one name, and realize quickly that you need a rebrand, as the founders of Policygenius told Guy Raz in a "How I Built This" episode.
And other times, you're at a complete and utter loss for a name. And that can happen if you're rebranding, or just starting out. So what next? A naming professional can help uncover a name that works as a foundation for your brand. Here are 6 reasons why you would hire a pro:
1- You need someone who knows the -ins and -outs of the naming process.
Yes, there's a process and a structure, and frankly a science that can help you feel good about the name for your company. When you go through the steps, from launch, to the final decision, it helps to have a neutral and informative guide by your side.
2 - Someone who *won't* just give you a list of words.
A word doc. with a list of names is kind of disappointing at this point, don't you think?
3 -You need a second brain who can really dedicate hours of time and energy focused on this one thing, while you do other things for your business.
You've got THINGS to do. You don't really have the time to dedicate hours on end researching words, etymologies, flipping through specialty thesauruses and dictionaries. Or maybe you do, and that's never a bad thing. But let a second set of eyes, an astute thinking brain do some deep-diving and see what comes to the surface.
4 - You need someone who's familiar with trademark law.
We're not lawyers here at Zeppelin, nor are we pretending to be. But we sure understand that some words (ahem...most real English words depending on your industry) are going to be harder to trademark in certain industries than others. Save time on your end with someone who pre-screens select naming options that work.
5 - You need someone who can give you options you would have never thought of.
There's a lot of directions and themes your brand could go down. There are also a lot of words. It's our job to find ones, create new ones, and discover tones, sounds, and spellings that fit the image of the brand you're building. After all, a name is simply one quick connotation of what the rest of the brand can grow to be.
6 - Finally, you need someone who can GUIDE you toward a decision you're happy with.
When it's decision-making time, having a neutral third-party with proven steps on how to evaluate names, and how to pick one (well, actually more than one - like Musk, you'll need backups.) It's someone who can teach you how to move forward, rather than stay stuck in a hyperloop of indecision.
If one or more of the above resonates, you're in good hands. At Zeppelin Naming Consultancy, we're here to help navigate you through the wide universe of naming, and bring your brand name to new heights. Reach out with your project at firstname.lastname@example.org.