10 Tips for Brand Naming your Product or Startup Company
by Paul Van Cotthem, Managing Partner at Turnleaf on Feb 29, 2012
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Choosing a name for your startup company or new product is no simple task. This document outlines a number of tips and selection criteria which will help you to come up with a great choice. ...
Choosing a name for your startup company or new product is no simple task. This document outlines a number of tips and selection criteria which will help you to come up with a great choice.
When you undertake the brainstorming process to find a new brand or company name, or when rebranding an old one, you need to take into account a number of essential brand name selection criteria, which you can download here:
Based on our experience with real customer cases, we have found that a selection process which takes our naming criteria into account will result in a great new brand name, which is essential in today’s highly competitive landscape.
Finding a name which meets all of these criteria is not as simple as one might think. For example, it is quite easy to come up with some good descriptive or suggestive names, only to find that the corresponding domain names are not available, or that the name is not easy to get onto the first page of Google search results.
Note that whatever name you come up with in the end, the new name will need time to “grow upon you”, especially in the case of a merger or a phase-out of an older brand, where it will replace familiar brands that stakeholders have been comfortable with for a long time, and could therefore be reluctant to abandon.
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