How to name thingsMarch 31, 2010 at 10:17 am | Posted in copywriting | 12 Comments
Tags: brain storming, brand, branding, business writing, copywriting, corporate branding, marketing, name, naming, shotgun approach, writing
When naming a company, course or other corporate thing, there’s a risk your choice may be a little ‘dry’.
You don’t want to put your audience to sleep.
On the other hand, you can’t be so ‘way out’ that you damage your brand.
A good solution is to have a creative title with a ‘sensible’ subtitle (or vice versa).
This two-pronged approach usually satisfies most audience members.
I used it this morning, with an article on leadership.
My title, Learning Leadership, was dry but functional.
My subtitle, How to Get Support from Above, Around & Below, added meaning and context and was a bit more ‘with it’.
When trying to come up with name options, the blank page can be very daunting. So I use what I call the ‘shotgun’ approach.
I define this in the intro I write for lists of names I prepare for clients:
This list comprises a broad spectrum of serious suggestions, potential thought starters and light-hearted ideas. By casting the net as wide as possible, I hope to either catch a winning idea or produce one in the mind of another.
Recombine components for more permutations. If you can’t decide between several suitable names, run them past a trusted group of people from the audience/s you wish to reach. Their feedback should guide you to a single choice.
This approach can take a while, but it invariably produces an ideal result.
If you’re stuck for a name, think of mine!
Paul Hassing, Founder and Senior Writer, The Feisty Empire.