WORKBOOK

NAMING YOUR BRAND

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1 In one sentence, how would you describe your 5 What are your brand’s personality traits?
services and/or products? (then narrow it down to 2 Just like people, your brand’s personality draws some to it
words) DQGUHSHOVRWKHUV'HȴQLQJLWLQKXPDQWHUPVPDNHVLW
easier to identify the audience that will be attracted to it.

Describe its main personality in one word. (Tone)

2 What market are your products/services in? (Industry) 6 List other supporting traits in these 4 boxes.

3 What one reason, above all others, causes people to buy
from your business? (X Factor)
4 Who is buying your product/service? How would you
classify this group? ex: college grads, mothers, teachers,
business owners, etc (Audience)
Need help? Here are some personality trait ideas:
adorable, agreeable, alert, alluring, ambitious, amusing, brave, bright,
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debonair, decisive, delightful, determined, diligent, discreet, dynamic, eager,
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excellent, fabulous, fair, faithful, frank, friendly, funny, generous, gentle,
happy, harmonious, helpful, hilarious, honorable, impartial, industrious,
joyous, knowledgeable, lovely, mature, modern, nice, obedient, peaceful,
perfect placid, pleasant, plucky, productive, protective, proud, quiet, recep-
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selective, self-assured, sensitive, sincere, skillful, splendid, steadfast, stimu-
lating, talented, thoughtful, thrifty, tough, trustworthy, unbiased, unusual,
upbeat, vigorous, vivacious, warm, wise, witty

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5
Tone

X-Factor Industry
4 2

What your company does in two words

Audience
3

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 NAME CATEGORIES
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PLAYFUL ALLITERATION INVENTED DESCRIPTIVE ORIGIN TECHNICAL CONJOINED ACRONYM METAPHORIC RANDOM

Names that challenge Same letter or sound Completely made up Deliberately clear Tribute to the A blend of modern A combination of two Group of letters that Names that borrow Random words that will
the ordinary. at the beginning of words. descriptions or inspiration of the birth words, tech language or more ideas. are intended to be the from stories or be appropriate for the
adjacent words. attribute. of the brand. and function. common name. cultural icons. new concept over time.

YAHOO, MONSTER DUNKIN DONUTS KODAK, GOOGLE KITCHEN AID EDDIE BAUER, HILTON PANASONIC, XEROX FEDEX, BISQUICK BMW, IBM, UPS MUSTANG, VIRGIN OLD NAVY

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 EVALUATE
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TOP FIVE NAMES 1. 2. 3. 4. 5.

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name strong?

Does it sound/look good?

Is it easy to read/pronounce?

Use it in multiple sentences.

Does it feel right?

Are quick associations positive?

Does it have story appeal?

Does it relate to the primary

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Does it sound credible?

Can it work internationally?

Is it registerable and protectable?

Is it memorable?

Does it make you nervous?

Does it relate to your

positioning or who you are?

TOTAL SCORE

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