Brand Name Development – How to Do It

Perhaps this post should be more aptly titled ‘How I do it,’ as there’s probably not just one way – nor, like any creative process, is it as simple as following a series of steps.

Yet, having worked on brand naming for almost 30 years (sigh), I tend to follow a similar process each time and here is a rough outline below. Hopefully this provides some inspiration!

1. ‘Check the pantry’

As noted, we complete probably 8+ naming projects per year at Finch Brands – these are normally part of larger research/strategy/design engagements, so we’re deeply connected to each brand’s ideology. And while each brand/company/category is different, I have a spreadsheet of past names developed (but not used) that I consult to see if anything fits or at least sparks something. This is a good place to start.

2. Identify themes

From there, I find that it helps to start by identifying themes, 2-3 relevant ‘ways in’ that are germane to the brand strategy/personality. Let’s use the example shared in a previous blog and our case studies – a merger of health systems that led to the name ‘Emplify.’ The core message of both systems – each beloved in their regions for caring and approachability – was to combine and build a connected, progressive culture of compassion (at the system level, not just through individual points of light). So, thematically, that led me to riff around the themes of empathy (humanity), connection (integration), and a hometown feel (shared values). While related and coherent, these themes take me in different creative directions.

3. Build lists per theme by name type

Once themes are identified, I start building lists for each theme by name type (see blog 3!). For each of the themes, I’ll craft a handful of existing words, neologisms, compound neologisms, and metaphors. Let’s look at the theme of hometown feel. I spent a lot of time researching Wisconsin (where the systems are based) flora and fauna – such as landmarks, state tree/bird/flag, topographical characteristics – as well as less specific nods to local roots and hometown values. Once those lists are created, you’re likely looking at ~50 candidates. It makes sense at this point to focus on generation, not editing down or screening – that comes next!

4. Screen the best of the best

Once a rough list of candidates is developed, our team rallies around the names we think are creatively promising and legally pre-screens each. That means identifying relevant trademark classes (usually in concert with client legal counsel or by looking at where competitors are registered) and running each candidate through the online database at USPTO.gov (it’s time-consuming but simple!) as well as Googling each candidate with relevant descriptors (in the Emplify case, such as Health, Care, and Hospital). Based on this screen, our team codes each candidate like a traffic light – red (it’s dead), yellow (maaaaaaaaaybe), and green (seems clear). The ’greens’ usually make the client-facing list and I review the yellow conflicts and make a judgment call based on (a) how strongly I feel about the name and (b) how serious the conflicts seem to be. For example, a 1-location and untrademarked health clinic outside of our client’s geography is less serious. We ALWAYS recommend a trademark attorney do a more thorough screen later in the process, but the above is efficient and tends to surface obvious/fatal conflicts.

5. Process them 3 ways

We’ve come through screening – and depending how many we lost, we might repeat the above steps – but it’s time to share the list with our clients. Because brand names are shared/processed in 3 or more ways, we present names multiple in as real a way as possible (for pixels on a screen). First we present the name within a paragraph that explains where it comes from and how it connects to the brand strategy. Then, we’ll mock it up on the side of a building or office door – not as a fully designed logo (super-inefficient at this point), but just to get a sense of its design presence. Then, we’ll also ‘say it’ as part of a voicemail or trade show talk track because names are often processed aurally as well in the real world. We’ll present them to clients in real time and process immediate feedback, but also let the names settle for 24-36 hours to see if opinions shift (they often do!).

6. Iterate

In a typical naming process, we’ll go through the above steps 2-3 times. The first list tends to be more of a taste test to yield name types/themes that connect and those that do not and subsequent lists go deeper into more narrow, more fertile areas. The goal of name generation and iteration is to get to 2-4 finalists – for the legal team to screen and for the client, with our help building consensus, to select.

Given technological advances, I’ve often been asked if/how to use AI in a process such as the above. The answer is: liberally yet carefully. If well-guided, ChatGPT and other services can help expand lists and themes, and while this helps volume, the yield tends to be generic and certainly benefits from human oversight and editorial judgment. So, like other key tools – Thesaurus, phrase dictionary, nature dictionary, etc. – we’ve added it to the kit.

Hope the above helps – it’s worked for me/us – yet, as noted, creativity is simultaneously simple AND mysterious. More soon!