Field Guide
STRATEGIC FIT
Positioning:
Review your brand description and objectives. Does the name position the brand to win?
Clarity:
Say the name out loud. Is it easy to say, easy to spell, and easy to remember?
Tone:
Does the name convey the tone and brand personality that you defined in the Naming Strategy?
Emotional Connection:
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?
Naming Criteria:
Does the name fulfill the technical criteria defined in the Naming Strategy?
NAMESCAPE SCORING
Stretch:
Does the name grow with the brand? Is it restrictive or expansive as the brand evolves and grows?
Distinctiveness:
How unique is the name? Does it make the brand stand out in the category?
Defendability:
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?
SCORING KEY
1: Nope | 2: Meh | 3: Ok | 4: Good | 5: Nailed It!
