Naming expert shares the process behind creating billion-dollar brand names like Azure, Vercel, Windsurf, Sonos, Blackberry, and Impossible Burger | David Placek (Lexicon Branding)

1. Embrace Discomfort in Naming

Don’t seek comfort when choosing a name; bolder, more imaginative names are often initially uncomfortable but are necessary to stand out in the marketplace, as there is no power in comfort.

2. Seek Polarization in Naming

Look for tension and arguments within your team about a name, as polarization is a sign of strength in the word. This indicates a bold name that will stand out and have energy in the marketplace.

3. Use the “Win” Diamond Exercise for Naming

Draw a diamond. At the top, define “Win” (how you define winning). On the right, list “What you have to win” (current strengths). At the bottom, list “What you need to win” (resources, talent). On the left, list “What you have to say to win” (messaging, behavior, experience). This exercise helps frame the naming process around behavior and experience, not just words.

4. Focus on Creating an Experience, Not Just a Word

When naming, think beyond a mere word; aim to create an experience for your customers and the marketplace, emphasizing future behavior rather than past successes or traditional positioning.

5. Invest in a Great Name for Cumulative & Asymmetric Advantage

Recognize that a brand name is the most enduring and frequently used element of your brand; a distinctive name provides cumulative advantage over time and asymmetric advantage from the start, delivering almost unlimited value.

6. Avoid Descriptive Names for Distinctiveness

Do not choose descriptive names (e.g., “Cloud Pro”) as they blend in with competitors and prevent your brand from standing out and achieving asymmetric advantage in a crowded marketplace.

7. Start a Story, Don’t Make a Statement

A great name should initiate a story and evoke imagination, rather than simply making a descriptive statement about the product or service, allowing for flexibility and future growth.

8. Don’t Expect Instant Recognition for a Great Name

Understand that you likely won’t immediately recognize a great name when you first see it; it requires processing and thinking, as humans naturally seek comfort in familiar things, making bold names initially feel ‘off’.

9. Generate Many Ideas, Then Speculate, Don’t Evaluate

When brainstorming names, generate a large volume of ideas (e.g., 1000-1500) without immediate evaluation; instead, focus on speculating about the potential and possibilities of each name, suspending judgment.

10. Seek Distinctiveness in Naming

Actively look for names that are truly different from others on your list and, more importantly, from existing names in the marketplace, as humans are naturally drawn to what is new or unique.

11. Ask “What Can This Name Do?” Not “What Do You Think?”

When seeking feedback on names, ask employees or friends “What do you think this name could do for us?” or “What does that name do for you?” instead of “What do you think of this name?” to elicit more actionable insights about its potential and how it fires their imagination.

12. Aim for Names That Signal “Not Like the Others”

A successful name creates a predisposition to consider a product by signaling to consumers that it is different from competitors, rather than being just “another one of those things,” which helps overcome marketplace saturation.

13. Use Small, Varied Teams for Naming Brainstorms

Avoid large brainstorming sessions; instead, use small teams (e.g., two people) and give them different, sometimes disguised, briefings to open up creativity and encourage mistakes, leading to bolder names.

14. Encourage “Mistakes” by Disguising Naming Assignments

When generating names, give creative teams disguised assignments (e.g., naming a bicycle instead of a tech product) to free them from constraints and encourage “mistakes” that often lead to innovative names.

15. Make Intangible Concepts Tangible for Naming

When naming intangible products or services (like coding processes), focus on making the concept tangible by exploring metaphors, physical experiences, or dynamic movements to inspire name ideas.

16. Consider Compound Names for Multiplier Effect

Utilize compound names (e.g., Windsurf, PowerBook) as they can act as multipliers of associations, creating a richer experience and more dynamic imagery than single words, where one plus one equals three.

17. Prioritize Processing Fluency in Name Selection

Choose names that are easy for the brain to process (processing fluency), as complex names can be a liability and are often overlooked by busy consumers who tend to lean away from complicated things.

18. Create Prototypes to Sell a Name Internally

Develop prototypes (e.g., mock-ups on products, ads) to visually demonstrate the potential impact and “lift” of a new name, helping internal stakeholders, especially executives, envision its success and overcome discomfort.

19. Frame Naming Decisions Around Market & Customers

When presenting names internally, emphasize that the decision should be based on how the name will perform in the marketplace and with customers, not solely on internal preferences or a manager’s comfort, to ensure success.

20. Know When to Change Your Company Name

Consider changing your company name if you initially chose a temporary name as a startup, if the company has significantly pivoted and the old name no longer reflects its identity, or after a merger to signify a new beginning.

21. Prioritize Name Over .com Domain Availability

Focus on finding the right name first, as the .com domain is less critical than it once was, having become like an area code; if unavailable, there are workarounds like prefixes, suffixes, or alternative top-level domains.

22. Force Synchronicity for Naming Inspiration

To generate unexpected name ideas, force synchronicity by looking for inspiration in unrelated fields (e.g., hunting magazines for a sailboat company) and noting down words or expressions that resonate, betting that a unique connection will emerge.

23. Seek Expert Advice Through “Office Hours”

If struggling with naming, consider reaching out to experts like Lexicon Branding, who offer “office hours” to provide advice and guidance on the naming process, playing a long-term game of helpfulness.