something in a name

the essence of the naming process as taken from pages 122 and 123 of designing brand identity:

STRUCTURE

examine brand goals—and the problem statement (aka: design objectives—what characteristics your design will have)

evaluate competitor names

GENERATION

create numerous names

organize and categorize into themes

explore variations/iterations on a theme

look at hybrids (not cars)

be prolific

SCREEN

search online for existing names/domains

TEST CONTEXT

say the name

imagine leaving a voicemail

put it on a business card

put it on an ad

check language and cultural connotations