#168: Alexandra Watkins – How to invent a GREAT brand name. [Greatest Hits]
Oct 15, 2024
auto_awesome
In this engaging conversation, branding expert Alexandra Watkins, founder of Eat My Words and author of 'Hello, My Name is Awesome,' shares her wisdom on creating memorable brand names. She introduces the 'SMILE and SCRATCH test' for evaluating name effectiveness. Alexandra discusses the crucial role of domain names and tips for acquiring the perfect .com. She also addresses when to consider rebranding and the long-term impact of a strong brand identity, drawing from her vast experience with clients like Amazon and Coca-Cola.
The SMILE and SCRATCH test is essential for evaluating brand names, ensuring they are memorable while avoiding potential pitfalls.
Securing a strong domain name is crucial for brand identity and credibility, with creative alternatives available even if .com choices are limited.
Rebranding can significantly enhance a company's identity and engagement, emphasizing the need for strategic assessments of existing brand perceptions.
Deep dives
Creating Effective Systems for Content Creation
As content creation scales, it often leads to increased complexity that can detract from the creative process. To combat this, a robust framework was developed using Notion to streamline tasks and enhance productivity. This system, called Creator HQ, integrates all necessary data and processes into a cohesive workspace, facilitating content collaboration and management. The resulting efficiency has allowed for significant growth, with an ambitious annual revenue target approaching $1 million.
The Importance of a Strong Brand Name
A compelling brand name is crucial for creating a strong identity and can significantly influence public perception. The transition to the name 'Creator Science' demonstrated marked benefits in how the brand is received, leading to improved engagement and recognition. A well-thought-out name can act as a force multiplier, enhancing customer connections and overall brand strength. The process of rebranding involved careful scrutiny and validation through methods like the smile and scratch test to find a name that resonates.
The Smile and Scratch Framework for Naming
The smile and scratch test provides a structured method to evaluate potential brand names through two key components: qualities that create a positive impression and deal breakers that disqualify a name. The 'smile' aspect includes criteria like being suggestive, memorable, and emotionally resonant, while 'scratch' identifies pitfalls such as spelling challenges and being too similar to existing brands. This framework aids creators in determining the effectiveness and longevity of their brand names. It ensures that the chosen names will stand out and foster a strong customer connection.
The Role of Domain Names and Their Impact
Domain names are a fundamental part of brand identity in today's digital landscape, and securing the right one can enhance credibility and visibility. The conversation highlights that while premium domains can be costly, they may prove beneficial for long-term brand positioning. However, there are also creative workarounds, such as adding modifier words to domain names, which can communicate the brand essence effectively. Companies like Tesla initially adopted longer domain names before transitioning to a simpler format, illustrating that a robust identity can thrive even with a less-than-perfect URL.
Rebranding: Timing and Considerations
Rebranding can be a strategic move for businesses looking to enhance clarity and resonance in their identity. It's important to recognize when a brand name might be limiting, restrictive, or otherwise ineffective, prompting the need for a change. Successful transitions can leverage a robust marketing strategy to ensure existing audiences are informed and engaged. Expert insights emphasize that regardless of the stage of a business, a thoughtful rebrand can drive growth, improve consumer affinity, and ultimately lay the foundation for long-term success.
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
