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

Oct 17, 2023

57:44

Snipd AI

Alexandra Watkins, brand name expert and author, discusses the SMILE and SCRATCH test for identifying good names, the importance of domain names and how to get a good .com, whether premium domains are worth it, and when to consider a rebrand for your business name.

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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

Introduction

2min

The Power of a Strong Brand Name and the Smile and Scratch Test

2min

The Power of a Good Brand Name

15min

Uncommon Domain Extensions and Evaluating Brand Names

3min

Creating a Memorable Brand Name

10min

The Importance of a Memorable Name and the Scratch Test for Creators

4min

The Power of a Well-Crafted Brand Name

16min

The Importance of Investing in Domain Names

3min

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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