Some people in the brand business believe naming is one of the more difficult undertakings. I can’t disagree. 

Naming often occurs before the product is built or generally available. But we name children sight unseen, so what’s the problem? Well, a good brand is remembered for its value(s) so when we imbue values in a name we have a leg up.  

When I work on a naming assignment I start with a brief. It can be tough if the product or service isn’t completely cooked — a chicken and an egg thing — but you can’t build what you don’t know so let’s start with what you know. Plus a tight brief (strategy) can guide a build.

I have a hard time believing how any creative projects, not just naming, can start without a brand brief. It’s silly. And a waste of time. 

Branding is a verb. It happens over time. Without a plan, a brand plan, the verb is lost and you’re stuck with a noun. Name your product or service with a living, breathing plan. Brief it up!

If you’d like to talk brand briefs, write