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Welcome really cool person.
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This quick workbook will take you through brainstorming
names for your creative brand, researching your options, the
ten tests you should do for your name, and more.
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Intro
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Set Yourself Up
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The Different Styles of Naming
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Brainstorm It
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Research It
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Create Some Initial Options
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Ask Yourself These Questions
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Keep This Stuff in Mind for
Domains and Social Media
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Narrow it Down to Your Top Five
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Take These 10 Tests for Your Name 18
Finalize Your Name
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Outro
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Intro
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I have a booklet at home that holds all my retired business cards.
Brands and blogs I dreamt up, named, “started” . . . and let die.
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At some point during the process, I lost love for the brand, or name, or
both. Most of it stemmed from acting too quickly when I had a
business or name idea. It’s not that I regret those brands, because I
learned a lot from them, it’s just that I spent a lot of time and money on
mediocre brand planning before I finally got to the thing that clicked.
I’d love it if you didn't have to deal with that.
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Hence this workbook. I hope it can assist you as you come up with your
epic brand name. Wishing you all the success.
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Regina
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ABOUT ME ‣ I am a blogger who creates content for creative business owners, other "
bloggers, freelancers, and awesome people in general."
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blog >> byRegina.com
// Pinterest + Twitter + Instagram >> @byReginaTV
The Quick Guide to Brand Naming Like a Champ
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set yourself up
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WHAT YOU NEED:
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• a digital copy of this workbook and either (1) a pen/pencil + notepad,
or (2) a digital note-taking app; OR
• a printed copy of this workbook and a pen/pencil
• a solid idea of your brand’s purpose
• an understanding of who your ideal audience is (readers/clients)
• access to the Internet for research purposes
• your thinking cap
• maybe even an awesome beverage
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Let’s get started.
The Quick Guide to Brand Naming Like a Champ
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the different styles of naming
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You’ve probably heard every type of brand name possible. Ones that
confused you, delighted you, turned you off, and maybe even offended
you or seemed insensitive. Even though there is a wide range of brand
name types, naming can be viewed as a continuum.
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I believe brand names (outside of just using your name) range between
“out there” (unrelated to the type of business or vague/mysterious) to
“right there” (literal names or very descriptive names).
OUT THERE
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ALMOST OUT THERE
PLAIN
ALMOST RIGHT THERE
RIGHT THERE
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Let’s use the example of a graphic design firm:
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OUT THERE NAMES ‣
are: best for a creative audience, but
might appear strange to others
examples: “Starch” or “Black Cat”
ALMOST OUT THERE NAMES ‣
are: usually somewhat intriguing
examples: “Fresh” or “Blossom”
PLAIN NAMES ‣
are: neither memorable nor horrible
example: “The Right Image”
ALMOST RIGHT THERE NAMES ‣
are: pretty clear; they can be dressed
up to be fun or they can be a bit
boring
examples: “Bold Designs”
RIGHT THERE NAMES ‣
are: suitable for a professional
audience, among others
examples: “Razzle Graphic Design”
What type of name do you think will appeal to your audience?
The Quick Guide to Brand Naming Like a Champ
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brainstorm: the who
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Who are you trying to reach with your brand? Specifically, who are they
in relation to you? Circle one or more of the options below, or write
your own:
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a customer
a peer
a potential employer
a student
Now, what type of person is your ideal audience member? Write down
their basic demographics (male/female, age, etc.):
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Use the space in this box to record any artistic terms or professional phrases that might
appeal to your ideal audience. Are there any quotes or words that you think your audience
identifies with when they hear them? (Ex: “trailblazer” or “introvert”)
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The Quick Guide to Brand Naming Like a Champ
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brainstorm: the who (continued)
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Now that you’ve identified some of the phrases and terms that your
audience identifies with, use the space below to record any descriptive
words you would use about your audience. Write words or short
phrases that reveal how you feel about your audience.
Ex: “strong and hard-headed” or “I love her because of her energy”
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The Quick Guide to Brand Naming Like a Champ
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brainstorm: the who (continued again)
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If your brand will be based on you as an expert, writer, speaker, or
other figure, take some time to write down words that are meaningful
to you and that describe your mindset/journey.
Ex: “liberated woman” or “craftsman” or “finally free”
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The Quick Guide to Brand Naming Like a Champ
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brainstorm: the what
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What words do you use to describe your product (even if your
“product” is just free blog posts right now)? Break it down into
adjectives on the left and descriptive words that explain what your
product actually is on the right.
Ex: “resource guides for teachers” or “DIYs
for craft-challenged people”
Ex: “informative and educational” or
“irreverent and quirky”
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The Quick Guide to Brand Naming Like a Champ
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brainstorm: the benefits
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Use the space below to write down words or short phrases that you
feel truly, truly describe the benefits your brand/product offers to your
audience.
Ex: “fast and simplified process to branding that isn’t stressful” or “readers are saving money
because they are learning how to create designer decor themselves” or “fun + affordable”
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The Quick Guide to Brand Naming Like a Champ
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brainstorm: your reputation
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How do you want to be perceived? Why should people care what you
have to say? What’s the big vision for your brand? What do you want
readers/clients to say about you? Record your answers below. Also,
what brand names come to mind that match your desired reputation
and brand growth plans? Is your own name a possibility?
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The Quick Guide to Brand Naming Like a Champ
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brainstorm: some feelings
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What do you want people to feel as soon as they hear your brand
name? What do you not want people to feel when they see your brand
name?
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The Quick Guide to Brand Naming Like a Champ
1! 2
research
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If you’re still searching for what you do and don’t want, it might be
time for a bit of research. Find 5 brands in your industry that you like, 5
outside of your industry that you care for, and 5 popular products
you’ve heard of:
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Brand or Product Name
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How does it make you feel?
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1. _________________________________
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The Quick Guide to Brand Naming Like a Champ
1! 3
create some initial options
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Combine words and meanings from the last few pages of
brainstorming to create some brand name options. Remember to look
up synonyms for your words as well. Keep in mind how literal or
creative your audience might expect your brand name to be. Also, try
options/names that focus on your audience and names that brand you.
What feels better? What feels more natural? What meets your longterm goals best?
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The Quick Guide to Brand Naming Like a Champ
1! 4
ask yourself
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Once you have a few names in mind, ask yourself the following
questions about each option:
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1. When you hear the name or see it as a url, what image do you get?
Be descriptive, even if it feels silly.
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2. Is the name original or unique in your industry?
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3. How many times would you need to see the brand name to be able
to commit it to memory? What about your audience? Would it stand
out to them?
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4. Will this name make sense if you expand this brand beyond what
you're currently thinking?
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5. Is the name easy to say? Is it fun? Do you want it to be those things?
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6. Would your audience understand who you are or what your brand
does from the name alone? Do you want them to?
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7. Does the name include any slang or current cultural references that
won’t be relevant in the near future? Far future?
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The Quick Guide to Brand Naming Like a Champ
1! 5
keep this stuff in mind
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Domain Names:
Don’t use a trademarked brand or product in your domain or business
name. An example of what not to do: TheWordPressWizard.com
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Try to keep it short. Especially if you’ll be creating email accounts at
your domain name.
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If you can’t get the .com you want, try adding a creative word to the
URL or try a new extension >>> .ninja, anyone?
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Social Media Names:
Try to get the same username/handle for each account. This helps with
sharing, with customers/readers finding you, and with consistency.
Use a service like namechk.com to check multiple accounts at one
time.
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Keep in mind the character restrictions on Twitter for usernames
(currently 15 characters), and the limited number of times you can
change your Facebook Page’s URL if you rebrand (currently only once).
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The Quick Guide to Brand Naming Like a Champ
1! 6
narrow it down to your top five options
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Brand Name
Domain Name
Social Media Names
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The Quick Guide to Brand Naming Like a Champ
1! 7
take these ten brand name tests
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Try each of your remaining options with each of the tests below.
The name sounds good to my target market.
Ask trusted friends, bloggers, business people, and anyone you
your target market.
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know in
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The name is not already a registered trademark.
If in the U.S., use the Unites States Patent and Trademark Office electronic
search system: http://www.uspto.gov/trademarks/
3.
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There is not already a similar brand with a similar name.
Use Google to search this.
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There is not a dissimilar website/company with a similar name that
has a bad reputation, a pending lawsuit, or products I don’t want to
be associated with.
Use Google to search this.
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There is not already a dissimilar website/company with a similar
name that dominates the first 3 pages or more of search results.
6. My brand/site name passes the radio test.
It’s preferable to have a name that is easy to spell upon hearing it.
7.
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My brand/site name is globally and socially appropriate.
Make sure your blog name doesn’t mean anything negative in slang
or in another language.
8. The brand/site name is available as a domain name, or there’s a
good alternative if not.
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9. The name (or a good backup) is available in the social media
accounts I want.
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Use a service like namechk.com to check multiple social media accounts at
once.
10. If my brand will be a business, the name is available for registration
in my state/area.
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The Quick Guide to Brand Naming Like a Champ
1! 8
finalize your brand name
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My brand name is:
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Domain name: ______________________________________
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Social media names: __________________________________
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TIP ‣ Take some time to create a free resource or download to go with your webinar. "
Even a simple
worksheet
or show
notes can
help keep
people
engaged and
The Quick
Guide
to Brand
Naming
Like
a Champ
1! 9 on track.
outro + credits
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Thank you for reading and working through this.
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Cover photo: Kristen Curette
Cover design: byRegina.com
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TIP ‣ Take some time to create a free resource or download to go with your webinar. "
Even a simple
worksheet
or show
notes can
help keep
people
engaged and
The Quick
Guide
to Brand
Naming
Like
a Champ
2
! 0 on track.