The dilemma: you’ve got a GREAT idea or product with no final name or logo. I know you’ve heard it before…but IT IS “all in the name”. This becomes especially true when trying to brand a company or product. That’s why it’s very important when brainstorming potential names for your company that you get others involved. Too often I see small business owners who think they’ve come up with the “perfect” name for their product/company, but haven’t really done the market research to see if their target audience feels the same way.

The plan? Get a focus group. You should have a minimum of 5 people – the more the better. Of course, you can ask family and friends for their thoughts, but it’s very important to include outsiders who’ll give you an honest, unbiased opinion.

Here are some tips on how to get an inexpensive (or FREE!) focus group. Go on Craigslist. Hire people from your target demographic to join your focus group. Pay them $20 for an hour of their time. Well worth the money and feedback you’ll receive (even if they just verify your name is really outstanding).

Contact the Local Experts. Do the research and try contacting a local college marketing/advertising professor. See if he/she’d be open to discussing and brainstorming your product name in class for a day. Students love learning from real life situations and teachers love giving them the experience.

Bottom line, you never know if you don’t ask. And remember, just because you think you’ve found a great name for your product/company, it doesn’t mean that your customers will think the same.  It may hurt to hear the truth, but at least you are getting good, honest feedback.

The end result? A name that will stick in your customers memory – which you’ll reap the benefits of when it comes to brand recognition and eventually, increased sales.

I highly recommend this GREAT reference book for all things brand related – Made to Stick: Why Some Ideas Survive and Others Die by Chip & Dan Heath.

Made to Stick by Chip & Dan Heath

Made to Stick by Chip & Dan Heath


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