Always start with a naming brief — even if it’s an informal one — that defines the strategy behind the company, product, or service being named.

Make sure to include a description of what’s being named, ideas you’re hoping to convey via the name, a description of your target audience, and the names of your competitors. This will help guide you as you consider your various options.

Bringing strategy into the naming process ensures your name will send the right signals to the right people, align with brand and business strategy, and take the cultural and competitive backdrop into account.