Creator Science

#168: Alexandra Watkins – How to invent a GREAT brand name.

Oct 17, 2023

Alexandra Watkins, founder of Eat My Words and author of "Hello, My Name is Awesome," shares her expertise on creating unforgettable brand names. She discusses the innovative SMILE and SCRATCH tests to identify effective names and highlights the importance of memorable domain names. Listeners learn how to navigate the complexities of rebranding, including when it might be time to change a name. With insights from her past clients, including major brands, Alexandra emphasizes how a strong name can significantly impact a business's success.

57:44

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Episode guests

Alexandra Watkins

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Quick takeaways

A great brand name should be suggestive, memorable, evoke imagery, have legs, and create an emotional connection with your target audience.

The smile and scratch test is a valuable tool for evaluating the effectiveness of a brand name, helping to ensure it is engaging, easy to remember, and resonates with the target audience.

Rebranding can be a strategic move to rejuvenate a brand, align it with brand personality, and create a more relevant and compelling brand image.

Deep dives

The Importance of a Strong Brand Name

Having a strong brand name is crucial as it can make a significant impact on the way people perceive your brand. A great name should be suggestive, memorable, evoke imagery, have legs (extendable theme), and create an emotional connection with your target audience. Copycat names should be avoided, as well as names that are restrictive, annoying, tame, based on curse of knowledge, or hard to pronounce. If your current name doesn't meet these criteria, it may be worth considering a rebrand to better communicate your brand personality and desired brand experiences. Investing in a premium domain name can be worthwhile, depending on the long-term strategy and budget of your business. Ultimately, the goal is to have a name that stands out, resonates with your audience, and is easy to remember and refer.

Enhancing Your Brand with Evocative Domain Names

01:31

Memorable names are based on existing knowledge

01:11

The Five Qualities of a Memorable Name

01:29

Memorable Names Create Emotional Connection

01:20

Intro

2min

The Transformative Power of a Memorable Brand Name

2min

The Art of Brand Naming

4min

The Critical Role of Brand Naming and Its Lasting Impact

4min

The Power of Branding Names

7min

Navigating Domain Names and Brand Identity

6min

The Power of a Memorable Brand Name

8min

The Art of Memorable Branding

6min

The Power of a Name: Branding Insights

11min

10.

The Power of Rebranding

6min

Alexandra Watkins founded Eat My Words in 2005. She is a brand name expert and the author of the best-selling creativity book, Hello, My Name is Awesome

Her branding firm, Eat My Words, has made a name for itself by cooking up unforgettable names and working with clients from Amazon to Coca-Cola, Disney, Google, and Twitter.

Before starting Eat My Words, as a freelancer, Alexandra actually named Wendy's Baconator!

In this episode, you’ll learn:

The SMILE and SCRATCH test to help you identify good names and disqualify bad ones
How important domain names are, including whether .com is important
How to get a good .com even if your first choice is taken
Whether premium domains are worth it or not
And if and when you should consider a rebrand if you're not satisfied with your current name

Full transcript and show notes

Alexandra's Book / Website / Facebook / LinkedIn / Twitter

SMILE and SCRATCH test

How I rebranded my newsletter

How I rebranded my podcast

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