CHAPTER 4
Your Brand Name Road Map
Creativity can’t occur in a vacuum. Before you jump into the fun part—brainstorming names—it’s essential to complete what’s known as a creative brief. Think of it as the ingredients list of everything you need to cook up the perfect name: company/product history, information on your target audience, consumer insights, desired brand positioning, competitors’ names, words to explore and avoid, and more. It may take a few days to complete the brief, but I promise that you’ll be happy you put time into it. So will anyone who is helping come up with names. I will never start a project without one and absolutely insist ...
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