Naming one thing—an organization, a product, and even your pet hamster—isn’t precisely a scientific equation. It’s extra like inventive alchemy: tossing round wild concepts, fusing random phrases collectively, stripping out vowels, and repeating them out loud till one thing clicks. You may even crowdsource concepts out of your mother or that good friend who insists he’s “nice at naming stuff” (spoiler: he in all probability isn’t). However then, there’s the magical “aha” second.
So, how did I provide you with the identify Proof? I want I might say it was born from an extended night time of meticulous, research-backed technique. In actuality, it concerned a number of too many drinks and a brainstorming session at a neighborhood bar, culminating in my very own little “aha” second.
On the verge of giving up, I began scribbling down all the things round me: “Chair, bar, faucet deal with, previous man smoking a cigar.” Not precisely impressed. Then, whiskey in hand, I took a step again. What’s my imaginative and prescient? How will we assist our purchasers? After which it hit me—whiskey! Particularly, the distillation course of. That’s what we do for manufacturers: break down uncooked parts and rework them into one thing refined and cohesive. ‘Proof’ was born out of that realization.
Distill. Develop. Deploy.
Distillation, because the all-knowing Wikipedia will fortunately inform you, is “a technique of separating the parts of gear from a liquid combination by selective evaporation and condensation.” (Mainly, turning one thing uncooked into one thing polished.) That’s precisely what we do with manufacturers at Proof. We distill their core essence, develop their distinctive voice and technique, and deploy a model that resonates.
And guess what? This method works. In response to a research by Crowdspring, 77% of shoppers make buying choices based mostly purely on the identify of a model. Meaning getting the identify proper isn’t simply essential—it’s important. It’s the distinction between your model standing out or fading into the background.
Naming Isn’t Science, It’s Jazz
Right here’s the deal: naming is messy. It’s not about perfection proper out of the gate. A lot of the stuff you’ll provide you with will probably be junk. And that’s okay! Whenever you’re naming a model, product, or perhaps a new workplace plant, don’t self-edit. Brainstorm like nobody’s watching. In actual fact, a research by CXL Institute exhibits that 91% of high-performing inventive groups rely closely on free-form brainstorming earlier than touchdown on their remaining concepts.
Identical to jazz or improv, the magic comes from attempting, tweaking, and pivoting. The method issues greater than the primary outcomes. It’s an artwork, not a science—and generally your best concept is hiding on the backside of a whiskey glass.
Naming Professional Suggestions
- Be okay with dangerous concepts: You’ll have quite a lot of them earlier than the great ones emerge.
- Don’t self-edit too quickly: Write all the things down, even the bizarre stuff. The extra ridiculous, the higher.
- Draw inspiration from surprising locations: Go searching, drink it in (actually or figuratively), and let your thoughts wander.
- Belief the method: Naming, very similar to brand-building, is about distillation. It’s about breaking issues right down to their core and constructing them again up into one thing that sticks.
So whether or not you’re sitting at a bar, pacing round your workplace, or gazing your cat, keep in mind this: the right identify in your subsequent huge concept is on the market. You simply must distill it. And perhaps pour your self a whiskey when you’re at it.
