The Best Naming Tool for StartUps
There are two broad ways of naming your brand: literal naming or imagery naming.
The literal describes literally (not surprisingly) what you do or offer: Salesforce and Compare the market – and at the slightly more imaginative end: Band-aid and Rubbermaid. For that reason it can also be called descriptive naming. But this group can also include eponymous naming ie. after a person, usually the founder; so would include Levi’s, John Lewis, Bloomberg, Marks & Spencer. You could claim some of these actually fall into our second group and I think that’s especially fair for a name like adidas, which although short for the founder Adi Dassler is so meaningless on its own, we can call it an imagery name.
Imagery naming is a much broader and more abstract group. It would include metaphorical naming, which has an actual meaning even if it’s hidden away – like Monopoly, Shell, Land Rover. There’s subset of this group: the mythical. So Prudential, Nike, Ariel. Or there are those with no meaning but are suggestive- like Aviva and Google (although dictionary.com tells me it was ‘introduced by U.S. mathematician Edward Kasner (1878-1955), whose nine-year-old nephew allegedly invented it’.)
There are those names that sit somewhere in the middle, other than the adidas type of name. I’d put Pinterest in this middle space although it clearly has a literal, descriptive element. You pin your interest. But they didn’t call it Pin Your Interest, they deliberately removed meaning by crunching the words together like a crisp sandwich. LinkedIn also sits in the middle. Instagram too but I think it is closer to Imagery with a dash of literal (or you could argue it’s metaphorical I guess?).
So there’s a spectrum. Which do you choose?
I’m not going to get into the relative merits of these two directions right now. But there are a host of things to think about and work through. That’s for another time. You might already know which type you want to build upon. My point here is: you don’t need to know before you start generating names if you have the right tool.
And here’s the right tool.
This is The Great Bear, by Simon Patterson, which I saw at The Tate Modern, I think in 2001. In his excellent piece, each underground (or metro as they say elsewhere) line is built around a theme, usually a profession – philosophers, musicians, film stars, engineers – but sometimes not – planets. What you need to do is this. Take the same logic and start generating names. Meaning, instead of a profession, you might start with user benefit and create an underground/metro line of names around user benefit. As you move along to the suburbs, stretch the meaning and exaggerate, more and more. So just as suburbs have exaggerated names like Sunshine Gardens, you might have turned a humble user benefit into World Changer. Unlike the real world, the suburbs might end up being the more interesting place.
Then develop another theme. Like user description. Or technology involved. Or product description. The point is to have as many underground lines as you can think of.
Of course, because you can use any type of theme for a line, you can mix both literal naming with imagery naming. You’ll have lines that cross, and nodes that start new themes and therefore new lines. Clearly it won’t actually look like the London Underground but it will have lots of names, good bad and many completely daft. But that’s creativity. Write everything down.
Do as many as you can. Go back to it a day later and go again. See if there are any new lines. And maybe go back the next day. Until you’re done.
Sleep on it. Then evaluate. And we’ll talk about evaluation tools some other time.