#168: Alexandra Watkins – How to invent a GREAT brand name.
Oct 17, 2023
auto_awesome
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.
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.
The Value of the Smile and Scratch Test
The smile and scratch test is a valuable tool for evaluating the effectiveness of a brand name. By assessing whether a name meets the five qualities of a super sticky name (suggestive, memorable, imagery, legs, and emotional), and avoiding the seven deal breakers (spelling challenged, copycat, restrictive, annoying, tame, curse of knowledge, and hard to pronounce), you can ensure that your brand name is engaging, easy to remember, and resonates with your target audience. This test helps you make informed decisions about your brand name and provides insights into potential areas for improvement or rebranding.
Knowing When to Consider a Rebrand
Rebranding is never too late and can be a strategic move to rejuvenate your brand. If your current name is not aligned with your brand personality, fails to meet the smile and scratch test criteria, or no longer reflects your brand values or offerings, it may be time to consider a rebrand. The process of rebranding involves updating your name, logo, visual identity, messaging, and other brand elements to create a more relevant and compelling brand image. While there may be challenges in coordinating the transition and updating various touchpoints, a well-executed rebranding effort can have a positive and lasting impact on how your brand is perceived.
Investing in a Premium Domain Name
Investing in a premium domain name can be a strategic decision depending on your business goals, budget, and long-term strategy. Premium domains, while typically priced higher, can offer several benefits such as better brand recognition, credibility, and marketability. However, it is essential to weigh the cost and potential return on investment when considering a premium domain name. If the investment aligns with your branding strategy and the domain name significantly strengthens your brand's online presence and memorability, it may be worth considering the expense.
The Power of a Strong Brand Name
A strong brand name is a powerful asset in capturing attention, making a positive impression, and establishing a distinctive identity in a competitive market. It can contribute to brand recognition, credibility, and referral potential. A well-crafted brand name should evoke positive associations, be memorable, stand out, and align with your brand's personality and target audience. By avoiding common naming pitfalls and conducting thorough evaluation using the Smile and Scratch test, you can ensure your brand name reflects your brand essence and effectively communicates your unique value proposition.
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
