We talk a lot about brand positioning and how important it is, so let’s define our terms. Simply put, the positioning of a brand is the set of core messages the brand demonstrates to the world, through tone, personality, emotion and narrative. So a better way to think about your task is in these terms: you are not naming a company or product – you are instead naming the positioning of a company or product. Once you determine the brand positioning, only consider names that map strongly to that positioning. In fact, any names you consider must support the brand positioning in order to be successful.
What is the Manifesto?
The Naming & Branding Manifesto is a live, ongoing exploration of Zinzin's philosophy of naming and branding, presented here with the latest Manifesto bites at the top.
Get the Manifesto PDF
On our Downloads page, you can get The Naming & Branding Manifesto PDF, which is in chronological order, or the standard naming guide, which includes The Manifesto.
5 Random Manifesti
T.S. Eliot wrote that the world will end with a whimper, not a bang. Perhaps. But it began most evocatively with a Big Bang. Did the Big Bang know itself by that name as it was happening? Doubtful – the … »»»
Beware “experts” who cloak their methodology in the jargony garb of fancy proprietary “black box” naming “solutions.” Naming is hard work, and to do it right requires focus, passion and persistence, but rocket surgery it is not. If a consultant … »»»
When creating a brand name or any collateral messaging, avoid vacant, overused words like “solutions.” A quick web search will confirm that you can find a solution for nearly every problem, except perhaps for the problem of having too many … »»»
Stories are how we connect with each other, and how people become emotionally engaged with brands. Successful brands tell the most and the most compelling stories. Since your name is the face of your brand, names that tell stories are … »»»
If your name is different for the sake of being different or extreme in any way just for the sake of being extreme, then it is doomed. The most powerful names are those that best support the brand positioning, no … »»»