What is your overall business concept? What is this business about, its
purpose...its raison d’etre?
Describe your business sector...insurance, finance, the arts, internet
based, general consumer products, etc.
What products/services will be provided?
Will the name function as a business entity, a product or a service?
In which geographic markets, local, regional, national or global, will
the new name compete?
Who are your competitors? Provide a few links and pertinent information.
Talk a bit about your ideal demographic target(s)... their age, gender,
lifestyle, education, income level; etc... are you BTB (business to
business) or BTC (business to customer)?
How will your target audience benefit from buying your goods or using
your services..what will happen, how will they be helped, advanced,
changed or uplifted?
Looking at your company as an objective observer, what is your one unique
selling point? Why would someone switch to you?
Pick 3-6 characteristics, (adjectives), this business would hope to
possess or eventually achieve? Too many attributes will only dilute the
hoped for results.
Naming objectives: What the name must do... what must it communicate?
Include here a list of words, (your objectives),or a sentence or two
about your objectives along with a supporting description of these
naming goals. As in the previous question about a name’s
characteristics...a name cannot fulfill a dozen objectives...only one
or two can work.
Naming Criteria: How the name is constructed. There
are so many ways to construct or build a name. These have their
advantages as well as drawbacks. Consider the length of a name for
URL/internet domain use. If a five letter domain is desired, you have
many possibilities... 11,881,376 to be exact, while using the English
language...a daunting task to be sure. Consider these additional
types of names.
Functional: Info Seek, Delta, Pan Am
Descriptive: Range Rover, Land Cruiser
Invented, Coined, Neologisms: All with similar characteristics. Kodak,
Kleenex, Eloquacious, Radar (also a palindrome), Laser, Internet
Experiential: Gateway, Explorer, Magellan, Navigator, Safari
Evocative: Yahoo, Apple, Virgin
Suggestive: Scanty, revealing
Metaphoric: somewhat like suggestive
Real: Trump, Brooks Bros.
Eponymous: Trump, Sears
A certain consonant/vowel construction.
Able to use foreign language words.
Give me some guidance and instruction here...consider what can be done as
much as what shouldn’t be done. Are certain letters okay and others not?
Do you have any final thoughts or ideas that haven’t been covered relating to the
construction of your name?