Review your brand description and objectives. Does the name position the brand to win?
Say the name out loud. Is it easy to say, easy to spell, and easy to remember?
Does the name convey the tone and brand personality that you defined in the Naming Strategy?
This is a personal thing. How does the name make you feel? Does it make you smile, or make you a little nervous? Do you know it’s brilliant, but don’t know why?
Does the name fulfill the technical criteria defined in the Naming Strategy?
Does the name grow with the brand? Is it restrictive or expansive as the brand evolves and grows?
How unique is the name? Does it make the brand stand out in the category?
Can you defend the name and make it your own? There are shades of grey in owning a name. For example, it’s in use in an unrelated category or industry. Your brand has the same name but in a totally different space. How likely is it you can own this name and make it relevant to your brand?
1: Nope | 2: Meh | 3: Ok | 4: Good | 5: Nailed It!