If you’ve been in meetings with us, you’ve no doubt heard us talking about how a brand can’t speak until it has its unique, human, relatable, true-to-itself voice. (And if we haven’t hung yet—your loss. We bring snacks/gum.) But before that voice even utters a word we need to know: what’s at that brand’s core? What’s its essence? What’s at the chewy center of its brand nucleus?

Its name.

And creating a brand name that will last long after the “hello my name is” sticker has been peeled from your lapel is a painstaking, detail-oriented task on par with developing a brand voice. So, here are several things to consider before committing to that new vanity plate:

Is it unique?

Can you own this moniker? If anybody can slap it on their shingle and make a go at it, keep thinking.


Is it honest?

Does it feel true to what your brand stands for? Is it aspirational enough? Is it an overpromise?

(Gut check: do you sound like Dale and Brennan?) Just like picking your outfit for the first day of school, your new name has to feel right.


Is it memorable?

Is it catchy? Phonetically appealing? Does it beg to be said over and over?

Evernote sounds smart. Hulu sounds fun. Local Cement Pourers, Inc.: not so much.

If it doesn’t roll off the tongue, roll it further down your list.

And finally…


Do you like it?

Seriously: does your name sound like someone you’d want to hang with? Buy a drink for? Or does it sound like an annoying know-it-all? Or worse yet, like a boring calculator consultant you’d want to avoid at a holiday party?


Answer these questions about your new handle, and you’re golden.

Then you just have to find out if the domain is available.

But that’s a completely different o-news.

Have a great Phil, everybody!

(We’re testing a new name for “weekend” – jury’s out on this one.)

—Your distinctly identifiable friends at Brokaw

Does your brand name sound like someone you’d want to hang with? Buy a drink for? Or does it sound like an annoying know-it-all?

tweet it