Make steps for your name

A good name has to be unique and relevant, to inspire , to communicate, to have significance, not to be out of fashion. To create such name, the naming process is both technical and creative, based on logics, analysis and strategy. The process is built in time, with experience and aims at the long term success of names and implicitly brands. To investigate, for consumer products, the development potential of a line, range or sub brands. Everything is based on positioning and strategy. Specifically, the naming process take place in 5 steps:

1. Positioning and indicators: Positioning is given by the place the brand occupies on the market and its characteristics, from target groups and verbal style to favorite pet .Indicators are the selection criteria after which a name is analyzed. Relevancy, oneness, sense, humanity, force, linguistic connotations or cultural, all are ideas and concepts that can be found among the indicators. The criteria is established by the consultant based on positioning, competition and market. Nota bene: without positioning we have our eyed tied, we search in the dark and the potential to make mistakes is huge.

2. The analysis of the competition.

A stage that explains itself. The whole market is studied in order to establish who is the competition and find out the ingredients that they use to find the differentiation and relevance points

1. Creation and development Lists with thousands, hundreds of name are made. The key is offered by the successive selection processes. The selection is based on the indicators and the positioning established before. Names are cut, noted, buried and finally some are elected for the short list on which the final discussion and future steps are based on.

2. Legal testing. For the name in the short list the registration possibility is explored. It is very important, and at the same time, very difficult to get legal protection for your name. Invented words, for example, are more easily to protect than the ones found in the dictionary, but are meaningless. The reach for equilibrium I crucial in this stage. It must not be forgotten the checking the availability for web domains for that respective name.

3. Real world testing. The name is used in advertising virtual campaign, tested in focus group, linguistically, in market research. All these tests select a name that ha no negative connotations ( linguistic or of other nature), that inspires, that communicates on more than one level and has more positive meanings. This is where the final selection is made and here comes the final name. Be happy, the hard work has passed, and yet it seems to be at the beginning. Consultants know why, ask them!