This past week we learned from a few masters of branding about how they come up with names and brand images for their new ventures. We went through the process a month ago, so it was fun to see that we actually did a good job and reflect on what we did. The basic process for picking a brand is to first research your competitors and pick themes and images that differentiate you from them. Boil the image you want your new business to have to 3 adjectives, or just write a single sentence that describes the brand. Now the hard part is to brainstorm all the words and thoughts you have on the image, we used something similar to a mind-graph to help us organize our thoughts.
Take all these great words and start to come up with potential names. You’ll need to get creative, our trick was listening to awesome music on random shuffle while downing some excellent local brews each afternoon as the sun was setting on our porch. It definitely helps to leave the brainstorming after a little while and come back to it another time. Once you have some names down, use a tool like Fusename to check what .coms are available and narrow your list. Be sure to check out Domainr to look at possible alternative extension combinations. We decided a long time ago that we wouldn’t use a non .com name, it’s just not as strong for a consumer product that needs mass appeal. If you are developing a tool for computer geeks, or are trying for the exclusive/mysterious image then one of the new website extensions can definitely enhance the brand. The “.co” extension is now available and there are a ton of cool ones available.
Now that you have a couple good names, it’s time to get some outside opinions. We asked 20 people we knew and a handful of stoned college kids hanging around Boulder during 4/20 for their thoughts. We found that one one of our top names, “Pokems” had associations with Pokemon and with the Facebook poke feature which could skew our brand creation process. Overwhelmingly, people liked Nudgems and we have have grown attached to it as well. As with any name, register and redirect all the possible misspellings that you find (Nudgumz anyone?).
That’s it, if you do it right you should be pretty happy with your new name. Now it’s time to make a website that enhances and defines your new brand! Luckily, you guys are already following us, so you’ll be able to check out all our progress on our Nudgems and SplitOurTab projects.