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16 Criteria to Use in Evaluating a New Name

16 Criteria to Use in Evaluating a New Name

Strategies for choosing an effective amplifier for your brand

ByMatthew Simpson

A name is one of the most identifiable elements in the life of a brand and choosing the right one is often a rigorous and exhaustive process.

Whether it’s a new name for an organization, a product, or a campaign – an effective name stands for something and should act as an amplifier for its brand.

The right name is timeless, tireless, easy to say and remember; it stands for something, and facilitates brand extensions. Its sound has rhythm. It looks great in the text of an email and in the logo. A well chosen name is an essential brand asset, as well as a 24/7 workhorse.

A name is transmitted day in and day out, in conversations, emails, voicemails, websites, on the product, on business cards, and in presentations.

The wrong name for a company, product, or service can hinder marketing efforts through miscommunication or because people cannot pronounce it or remember it. It can subject a company to unnecessary legal risks or alienate a market segment. Finding the right name that is legally available is a gargantuan challenge. Naming requires a creative, disciplined, strategic approach.

– Alina Wheeler – “Designing Brand Identity”

Evaluating a Potential Name

When it comes time to evaluate a new name for a brand or a product, evaluate each of your potential names using the following criteria.

Rank each of the names you have to evaluate individually on a scale of 1-10. (Note: This is not a comparison exercise and each of the names can be stronger or weaker in each of the various areas.)

  1. Is the first impression of the name strong?
  2. Does it sound good when you say it?
  3. Does it look good when written out?
  4. Is it easy to read / pronounce the name?
  5. Use the name in multiple sentences – Does it feel right?
  6. Does the name fit with your brand’s story?
  7. Does the name relate to the primary benefit(s) of your organization?
  8. Does it sound credible?
  9. Are quick associations made with the name positive?
  10. Can the name work internationally?
  11. Can you register and protect the name legally?
  12. Can you register the domain, or a suitable version of the domain?
  13. Is the name memorable?
  14. How nervous does the name make you? (1 = very, 10 = not at all)
  15. How well does the name relate to your positioning?
  16. How well does the name relate to your culture & vision?

Question: What other criteria have you evaluated when you’ve chosen a new name?

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