CHAPTER 4
Your Brand Name Road Map
Before you jump into the fun part, brainstorming names, it’s essential to complete what’s known as a “creative brief,” aka “the brief.”
Do not skip this step. The brief will help you define exactly what your brand is and what you want the name to convey, both in message and personality. Equally important, it will help you stay focused and prevent you from choosing the wrong name.
Think of the brief as the ingredients list of everything you need to cook up the perfect name: goal of the assignment, information on your target audience, consumer insights, desired brand positioning, competitors’ names, words to explore ...
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