In This Chapter
Realizing the power of a great brand name
Brainstorming, choosing, and vetting your brand name
Claiming your name on the web
Registering and protecting your name
If you haven’t yet named your brand, you just opened to what may be the most important chapter in this book.
Naming your brand is by far the most challenging, momentous, and necessary phase in the process of branding. Before you can proceed to develop a brand identity, you need a name that’s appropriate, available, appealing, and enduring. Truly, naming a brand is as important — and as difficult — as naming a baby.