Naming one thing—an organization, a product, and even your pet hamster—isn’t precisely a scientific equation. It’s extra like inventive alchemy: tossing round wild concepts, fusing random phrases collectively, stripping out vowels, and repeating them out loud till one thing clicks. You may even crowdsource concepts out of your mother or that buddy who insists he’s “nice at naming stuff” (spoiler: he in all probability isn’t). However then, there’s the magical “aha” second.
So, how did I provide you with the title Proof? I want I may say it was born from an extended night time of meticulous, research-backed technique. In actuality, it concerned a number of too many drinks and a brainstorming session at a neighborhood bar, culminating in my very own little “aha” second.
On the verge of giving up, I began scribbling down all the pieces round me: “Chair, bar, faucet deal with, outdated man smoking a cigar.” Not precisely impressed. Then, whiskey in hand, I took a step again. What’s my imaginative and prescient? How can we assist our shoppers? After which it hit me—whiskey! Particularly, the distillation course of. That’s what we do for manufacturers: break down uncooked components and remodel them into one thing refined and cohesive. ‘Proof’ was born out of that realization.
Distill. Develop. Deploy.
Distillation, because the all-knowing Wikipedia will fortunately inform you, is “a means of separating the elements of gear from a liquid combination by selective evaporation and condensation.” (Mainly, turning one thing uncooked into one thing polished.) That’s precisely what we do with manufacturers at Proof. We distill their core essence, develop their distinctive voice and technique, and deploy a model that resonates.
And guess what? This strategy works. Based on a examine by Crowdspring, 77% of customers make buying choices primarily based purely on the title of a model. Which means getting the title proper isn’t simply vital—it’s important. It’s the distinction between your model standing out or fading into the background.
Naming Isn’t Science, It’s Jazz
Right here’s the deal: naming is messy. It’s not about perfection proper out of the gate. Many of the stuff you’ll provide you with will likely be junk. And that’s okay! Once you’re naming a model, product, or perhaps a new workplace plant, don’t self-edit. Brainstorm like nobody’s watching. The truth is, a examine by CXL Institute reveals that 91% of high-performing inventive groups rely closely on free-form brainstorming earlier than touchdown on their closing concepts.
Identical to jazz or improv, the magic comes from making an attempt, tweaking, and pivoting. The method issues greater than the primary outcomes. It’s an artwork, not a science—and generally your biggest thought is hiding on the backside of a whiskey glass.
Naming Professional Ideas
- Be okay with unhealthy concepts: You’ll have a variety of them earlier than the nice ones emerge.
- Don’t self-edit too quickly: Write all the pieces down, even the bizarre stuff. The extra ridiculous, the higher.
- Draw inspiration from surprising locations: Go searching, drink it in (actually or figuratively), and let your thoughts wander.
- Belief the method: Naming, very like brand-building, is about distillation. It’s about breaking issues right down to their core and constructing them again up into one thing that sticks.
So whether or not you’re sitting at a bar, pacing round your workplace, or watching your cat, bear in mind this: the proper title in your subsequent huge thought is on the market. You simply must distill it. And possibly pour your self a whiskey when you’re at it.
