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Be Strategic

Be Strategic

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.

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  • Is your name meaningful? Does it convey the intended message and evoke the right feelings? Tesla is a name that does a great job of suggesting electricity and technical prowess.
  • Is it adaptable? Is it able to stretch to accommodate foreseeable changes in the ...

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