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.