Naming

“It’s not about what you like, it’s about what will work.”

What's in a name? When it comes to a brand - quite a lot. A brand’s name is a powerful tool that can draw the audience in or push them away, so it must be carefully crafted. It is a daunting task with terribly subjective blindspots, that is why it requires a rigorous process and timeless principles.

At Matchstic, creating a brand name begins by examining the target audience, brand message, vision of the brand and competitor’s names. Hundreds of potential candidates are brainstormed - simple, descriptive, analogies, manufactured words and more - until a focus is selected. We then methodically scrutinize and filter each candidate based on seven naming principles to find the best candidates for testing. Front runners are tested based on brand context, memorability, and relveancy of message, and presented for final recommendations.

As an extension of the naming process, we often develop a tag line - whether it be descriptive or emotional - that further describes, moves, or clarifies the brand.

Brand & Product Naming: Matchstic Branding Services