The name game

I've been involved with naming three very different projects lately. Each is unique but there are rules, tips or guildelines that I'm coming back to.

1] Keep it short. Short says 'easy' and 'uncomplicated, which is important to encouraging adoption.

2] Listen to how it sounds. A hard consonant in the name (ie, d or t) will give it substance and ground it. The hard sound of an 'i', 'e' or 'a' is good to make it sound active. Soft consonants and vowels are warm and cuddly.

3] Inspire. Avoid being preachy, if you're in sustainability or social impact. This applies to your marketing too.

4] When trends have shifted in a year, will this name still sound good? Apply a macro lens over the micro of what sounds good in the moment. 

5] Think about how it looks. Test the name out with some design comps. 

6] Stay human. You're looking for a name that touches people.

7] Write down the keywords or phrases of your business or marketing strategy and keep them in front of you to stay on strategy.

8] Keep your user in mind, as well as the customer when they aren't the same group. Your name has to resonate with both groups.

9] Test the name on friends, and try to listen with a filter. Where are they coming from? Are they the target? Try to consider their interest either in supporting you or challenging you. 

10] Don't rush it. Names take time and though there are lots of approaches to take. There's no magic formula.