The Art of Name Making

Sonder
February 1, 2020

In someways naming is one of the most important things you can do for your brand and in other ways it doesn't matter all.

In a sense the name doesn't matter because good names don't build businesses - good business builds good brands - a name is just what you call it after.

On the other hand, the name acts as something that guides where you take your company. Because what you name something changes how people categorize the brand in their mind.

Naming is built off of these three core blocks:

Association: What does this name remind me of? What does it remind me of? What does it signal to me?

Sociability: What will people think when I say or associate myself with this name and how will this brand name influence my status?

Sound: How does the word roll off the tongue and how does it make me feel?

These three blocks start the positioning process in the mind.

A name can either support that positioning you seek to have or fight against it.

Overview
Overview
Overview