When I talk to our clients and colleagues about naming, I often warn them about the biggest naming mistake they can make. It has been my experience that when discussing name ideas with a room full of bright, educated and driven people, they will generally gravitate towards a descriptive name because it "says what we do". Although this may seem like good logic at first, it really is flawed. First of all, descriptive names are by definition next to impossible to trademark. Second, they are generic and forgettable—the exact opposite of your brand should be.
One of my core beliefs is that names are made great by having an authentic, compelling and consistent brand promise behind them. My favorite names are those that reflect core values, character and/or positioning of the company in an interesting, not immediately obvious way. I also believe the you need to have balls to do this. The irony being that playing it safe can actually be dangerous for your brand.
So here's the bottom line. Great names can come from anywhere and they do. The real issue is will you know it when you see it. This is the time to be brave. If your name doesn't make you at least a little nervous, keep looking—you're still playing with the obvious.
Feel free to use some of our naming tools for yourself by clicking here.
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