Generate a List of Potential Names The best way to develop a list of possible names is to hold a brainstorming session. It’s important to plan your meeting carefully. You have a lot to accomplish and you’ll want to inspire creativity. Your goal is to produce a generous list of names, since many may not be available for use due to trademark issues, unavailable URLs, etc. Meeting date & time Location (hold the meeting in a fun and/or comfortable place) First, assemble a creative group of people. PEOPLE TO INVITEES ATTENDING? INVOLVE Y N Employees
Vendors / suppliers
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PEOPLE TO INVOLVE
INVITEES
ATTENDING?
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INVITEES
ATTENDING?
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Now create a fun, stimulating environment to spur creativity. CONCEPT
IDEAS / SUGGESTIONS
Decorate the room in a unique way
Use different colored lighting
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Hang images that speak to the brand traits you’re trying to convey Bring in different furniture (think comfort and fun) Play music
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Bring small toys to toss around and fiddle with as everyone is thinking (slinky, juggling balls, jacks, bubbles, etc.) Other
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Drinks and sweet & salty munchies – candy, fun shapes, etc. (Twizzlers and M&Ms are always popular) If appropriate, beer or wine creates a truly festive atmosphere Thesaurus
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Feed everyone
Drinks? Bring resources to get the
USE?
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NOTES / TO-‐DO
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CONCEPT
IDEAS / SUGGESTIONS
creative juices going. People are going to browse through these materials as you brainstorm, so bring in anything with lots of words, images, and phrases.
Dictionary
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Magazines
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Catalogs
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Travel books
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Encyclopedias
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Reference books
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Atlases
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Computers (for online searches) Other Brightly colored markers Whiteboards Post-‐it easel paper is great – rip it off and hang it around the room Writing paper and pens/pencils for everyone in attendance
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Provide materials for everyone’s individual ideas Hint: use the same font and size Provide inspiration by hanging competitors’ names for each competitor’s name so that people focus on the word around the room and not the logo Provide your brainstorming Hang the evaluation criteria for your name around the room team with the criteria
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Keep brainstormers comfortable
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Make sure you’ve got enough writing surface and materials
Casual dress code
USE?
NOTES / TO-‐DO
PREPARE AN AGENDA Divvy up the time you’ve allotted into four phases: MEETING PHASE
AGENDA ITEMS
TIME ALLOTTED DURING MEETING
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Background
Brainstorm
Second pass
Editing
Explain the criteria you’ve established for the name. Share your brand story and positioning. Make sure everyone relaxes and that the candy jar is open.
Prepare a brainstorming guide with different categories that you want the participants to think about. For example, if your brand stands for simplicity, you may ask them to think about “things that are simple,” “words that also mean simple,” “people who are simple,” “simple places,” etc. If there’s a lull, have everyone browse through the materials you’ve provided and spend 5-‐10 minutes working on their own personal lists. Then ask everyone to share the best (or all) of the names they came up with. Go through the list of names and circle those that are intriguing or could lead to other good ideas. Brainstorm additional names that are similar or that expand on the circled names / concepts. Ask participants to identify any name that they think may meet your criteria. Circle those names and put them on your shortlist. TOTAL TIME
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PREPARE FOR THE MEETING COMPLETED
STEP
NOTES
Prepare an agenda for all attendees (use the section above.)
Buy / collect all of the materials you identified earlier.
Make sure you can get the room at least 30 minutes prior to the meeting so you can set up.
Review the meeting section below so that you’re prepared to help inspire and manage the brainstorming process.
You can fill in the types of names you’d like to pursue, branding criteria, and brainstorming concepts, then distribute this document during your meeting.
BRAINSTORMING MEETING GUIDE Type(s) of names to pursue Minimum rating desired Other comments
[Brand Strategy can help] BRANDING CRITERIA THAT OUR NAME SHOULD SUPPORT Evokes our brand position, the single word we stand for ( ) Supports our value proposition ( ) Evokes our 3-‐5 brand personality traits: 1. 2.
PRIORITY (H, M, L)
COMMENTS
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3. 4. 5.
GENERAL CRITERIA
Memorable Easy to spell Easy to pronounce Pleasing appearance Pleasing sound Here’s a brainstorming guide: CONCEPT WE CAN EXPLORE [insert concepts to get your brainstormers thinking]
IDEAS [your brainstormers can enter their ideas here]
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LEAD THE MEETING Since this is a creative brainstorming session, use whiteboards and large notepads (especially those that can be attached to the walls) to lead the meeting and record feedback. Write down EVERY name that’s thrown out. Each idea could lead to another. You want people to think about what you’re looking for, but still write down every idea they have regardless of whether or not it meets those criteria. You can edit the lists later. When someone brings up a good theme or concept, feel free to focus the attention and explore it in more detail. As you capture the list after the meeting, circle names that Have promise Aren’t quite right, but are on the right track Could generate additional ideas What if you end up with nothing? If your meeting didn’t go well or you need more names, schedule a follow-‐up meeting with key participants and/or provide extra brainstorming assignments. Creativity takes time, so make sure you don’t force it. However, have a backup plan. If your team can’t come up with something you’re comfortable with, a naming agency can work even more quickly when you’ve defined the criteria you want your name to achieve.
RESULTS
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Record your list of names to pursue. NAME
TYPE Descriptive Created Experiential Expressive Descriptive Created Experiential Expressive Descriptive Created Experiential Expressive Descriptive Created Experiential Expressive Descriptive Created Experiential Expressive Descriptive Created Experiential Expressive
THOUGHTS
Other comments/recommendations moving forward:
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