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
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 … »»»
One issue to resolve when looking at a product naming strategy is when and to what extent does it make sense to engage in ingredient branding – naming individual technology components, such as GM’s “OnStar” navigation system, or PCs with … »»»
Great names are born from a specific process approaching science in its rigor, but the result is pure art. From competitive analysis to brand strategy, positioning, name development, trademark prescreening, linguistic connotation screening, name evaluation and adoption, there’s much more … »»»
When naming, it never works to act out of fear. If you want to blend in with the competition and go unnoticed by the public at large, that’s easy enough to achieve. But if you are positioning your company as … »»»
Language is messy. It is governed by rules that are often broken and riddled with exceptions that give it life. In order to create the best possible name for a company, product, baby, horse, character, or other, you have to … »»»