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    Brand New Name: A Proven, Step-by-Step Process to Create an Unforgettable Brand Name
    Brand New Name: A Proven, Step-by-Step Process to Create an Unforgettable Brand Name
    Brand New Name: A Proven, Step-by-Step Process to Create an Unforgettable Brand Name
    Ebook237 pages2 hours

    Brand New Name: A Proven, Step-by-Step Process to Create an Unforgettable Brand Name

    By Jeremy Miller

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    About this ebook

    You need a name to start a business, create a product, launch a campaign, or share an idea. Everything, literally everything, has a name. It’s the cornerstone of your brand. When you choose a name, you choose the story you want to share. Your name sets expectations. It shapes your brand’s personality and the relationship it will form with everyone it touches. Getting it right is essential!Brand New Name shows you how to unlock your creative genius to name, or re-name, anything. The process is simple, strategic, and anyone can do it.

    LanguageEnglish
    PublisherJeremy Miller
    Release dateOct 8, 2019
    ISBN9781989025611
    Brand New Name: A Proven, Step-by-Step Process to Create an Unforgettable Brand Name
    Author

    Jeremy Miller

    Jeremy Miller is an investment analyst for a leading New York-based mutual fund company. He has more than fifteen years of experience in the financial industry, having served in various capacities in equity sales and research at several of the world's largest investment banks.

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    Book preview

    Brand New Name - Jeremy Miller

    Brand New Name: A Proven Step-by-Step Process to Create an Unforgettable Brand Name. Jeremy Miller, bestselling author of Sticky Branding.Brand New Name.Brand New Name: A Proven Step-by-Step Process to Create an Unforgettable Brand Name. Jeremy Miller. Page Two Books.

    Contents

    Part 1

    Everything Starts with a Name

    Make Your Brand Unforgettable

    Names Are Strategic

    The Anatomy of a Name

    The Persuasive Power of Words

    Unlock Your Creative Genius

    Part 2

    How to Name Things

    Let’s Get Naming

    Stage 1: Plan

    Stage 2: Sprint

    Stage 3: Select

    Naming Resources

    Thanks!

    Endnotes

    Meet Jeremy!

    Landmarks

    Cover

    Copyright Page

    Table of Contents

    Body Matter

    Part 1: Everything Starts with a Name.

    Everything has a name.

    Without a name, could a thing even exist?

    Every entrepreneur, business owner, and marketer has to name something—at least once.

    It’s part of the job. You need a name to start a business, create a product, launch a campaign, or share an idea. Everything, literally everything, has a name: babies, products, drugs, books, beers, gods, companies, cats and dogs. That’s just scratching the surface. There are names for molecules, stars, countries, towns and places, wars, cults, hurricanes, causes, churches, and laws.

    Everything has a name. Without a name, could a thing even exist?

    Naming is one of the most fundamental building blocks of how we communicate and understand the world around us. As Eve Ensler wrote in The Vagina Monologues, I have always been obsessed with naming things. If I could name them, I could know them. If I could name them, I could tame them. They could be my friends.¹

    Names are everywhere, and to name something is one of the most important decisions you will make. But naming sucks!

    There, I said it. The process of naming can be awful. It’s time-consuming. It’s hard work. And every time you think you’ve found a great name, you discover it’s already taken. I cannot tell you how frustrating it is to find a name that is absolutely perfect, only to discover that some jagweed has stolen it from you.

    Okay, sure. They found the name first. They’ve been using it for years, and they’ve trademarked it and made it their own. But they definitely don’t deserve it. Your use of the name is so much better. Screw them for taking it!

    So after a temper tantrum or three, you come to terms with the situation. The name is ideal, but it’s not yours. You’ve got to find something else. So you keep digging and testing and looking for the right name. You know it’s out there. You just haven’t found it yet.

    Michelangelo is believed to have said, Every block of stone has a statue inside it and it is the task of the sculptor to discover it. The same is true for you. It’s your job to dig and brainstorm and create to find that name that captures your brand perfectly.

    The hard part isn’t coming up with interesting words or phrases that represent your brand. That’s actually pretty fun and easy. The challenge is finding an available name. Brand naming has never been more difficult, because names are becoming a diminishing resource. With the growth of apps, small businesses, and global competition, the demand to find and secure relevant brand names is exploding—but so too is the difficulty in creating unique, defendable names.

    According to statistics from the Small Business Administration, there are over 29.6 million small businesses in the United States.² What’s even more astounding is that over 543,000 new businesses are started each month. Most won’t survive, but they all need names!

    For the first time in human history, we’re experiencing a naming drought, and we can see this in the scarcity of available domain names and trademarks. In December 2013, the last available four-letter .com domain name was registered. From AAAA.com to ZZZZ.com, all 456,976 combinations had been consumed. The three-character .com domains had all been registered by 1997.³ It won’t be long until all the five-character names have been registered too.

    According to Verisign, there are over 342.4 million domain names registered across all top-level domains. The .com and .net categories account for 44 percent of all domains, with 151.7 million registrations.⁴ It’s not slowing down, either. The demand for domain names is only increasing year over year.

    Here is where it gets even crazier. The Merriam-Webster dictionary contains 470,000 words.⁵ That means less than 0.7 percent of the .com and .net names are even in the dictionary. People and companies are scooping up names faster than we can invent words.

    Trademarks are also in limited supply. The United States Patent and Trademark Office registered 367,847 trademarks in 2018.⁶ Companies are essentially trademarking language, with common words like twitter, square, and apple being co-opted for commercial use.

    This goes well beyond common words. Companies are rewriting history in the form of brands. Greek and Roman mythology, for instance, have been completely picked over and trademarked. The gods and goddesses would be horrified to discover their names are being used to peddle everything from soap to software.

    I don’t share these stats to alarm you or put you off before you even start the naming project. I share them because this is the reality you’re facing. Naming is hard, because you’re trying to find a word or phrase that hasn’t already been taken.

    Without an effective naming process, finding an available name that is right for your brand can be a nightmare. You can spend countless hours brainstorming and combing through the internet looking for available names and still wind up disappointed. That’s why Brand New Name exists. In this book you will discover a proven, step-by-step process to create an unforgettable brand name. I will show you what to do every step of the way, using exercises that generate lots of naming ideas, combined with tools and techniques for testing which names resonate the most.

    You’ll discover how names persuade people and get stuck in their minds, and you’ll learn the origin stories of interesting brands. Brand New Name brings together a practical how-to guide with loads of examples and inspirational stories so you can create a name that you will be proud to own.

    My ask for you is to embrace the journey. Naming a brand can be transformational. Take the ideas and exercises in this book and put them to work, because I am confident you can create an unforgettable brand name.

    There Are No Bad Names, Just Bad Strategies

    Everyone has naming advice, especially when it comes to talking about bad names and naming no-no’s. This is unquestionably false. Successful businesses create successful brands, and never the other way around. Your brand name is important, but it won’t mean diddly if your product, service, or business is not successful. Let’s unpack this idea.

    Some branding experts argue that misspelling a brand name is a cardinal sin. Flickr is the classic example. It dropped a vowel so that it could acquire a .com domain name. Flickr co-founder Caterina Fake explains, We tried to buy the domain from the prior owner who made a beer called Flicker Beer. He wasn’t interested in selling… We liked the name ‘Flicker’ so much we dropped the E.⁷

    This decision could be perceived as costly. Before they finally acquired the domain, Flickr.com was losing 3.6 million visitors per year to Flicker.com. It has to be asked: was dropping the E for a .com domain name worth it? The answer is an unabashed yes. The founders of Flickr selected a name that fit their naming strategy, and they built a successful business and brand. And if we’re true and honest with this naming discussion, that’s the essence of great branding: a name doesn’t make the business; it’s simply a vessel that contains all of the brand’s meaning and successes.

    There are two factors that determine if a name is successful:

    Naming Strategy: Does the name fit the business or brand?

    Business Results: Is the business successful?

    If a name fits and a company succeeds, it can spark a trend, just like Flickr did with dropping a vowel. People try to replicate a company’s success by imitating its brand and name. This is flattering for the company, but it misses the mark. If you want to create a brilliant brand, create a brilliant business. Success begets success.

    Apple has a great brand name, but more importantly it’s affixed to a successful company. The same is true for Starbucks, Caterpillar, and Virgin. There’s absolutely no way people would admire these brands if the companies were unsuccessful.

    A name won’t make your brand successful, but it can make it stand out and can give it a

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