Smile and Scratch: The Acid Test for Naming Your Brand
“Names are the sweetest and most important sound in any language.”
Dale Carnegie
When it comes to developing your brand, there are few aspects more significant than the naming of your business, product or service.
A name sits at the heart of a brand. It speaks to the brand’s personality. It inspires the brand’s design. It is spoken, written, heard and read more than anything else in your brand universe.
It takes momentous consideration.
I recently read “Hello: My Name is Awesome” by Alexandra Watkins, a short but potent guide to developing a terrific brand name.
The book centres around a handy framework for whittling down your longlist of proposed names, ensuring that only the best are chosen for final consideration.
It’s called “Smile and Scratch” (both acronyms) and it functions as follows.
SMILE
When considering your naming longlist, advance all names that can be categorised as follows.
