Developing a brand requires clear thinking when it comes to selecting and deciding upon a brand name, an understanding of process and suitable architecure that will fit with the overall corporate strategy.
8. Attributes – what do you wish to be known for?
• Identify and list the things that will make you distinct
• Rank attributes according importance
• Map attributes into:
– Relationships
– Personality
– Heritage
– Philosophy
– Functions
13. New name – factors to consider
• Coming up with a name
– How
– Fit with criteria
– Intrinsic value – relevant, credible
– Supports the strategy and vision
– Represents your values
• Naming checks: linguistic, cultural, legal, trademark
• Domain name check: is one available?