A naming process
Finding the perfect name is like hunting for buried treasure—challenging but oh-so-rewarding. But don’t worry, with the Blake Young method, you’ll discover the hidden gems in three simple steps.
1/ Prepare
Define the Project’s Unique Vibe:
A name a small package. Often just a word or two, or a brief phrase–but it has a big job to do. Before we even think about names, it’s all about the heart of the project. Forget the restrictions, toss out the old ideas, and let’s focus on what truly makes your project special. What sets it apart? What’s the magic behind it? Who’s it for, and how will it make their lives better? I dive deep into your brand with what I like to call a “project personality check”, which forms part of the all-important decision making criteria.
2/ Propose
Build the Ultimate Word Bank:
Great ideas come from a wealth of options, so the bigger and more diverse the vocabulary, the better. We gather words connected to your project’s unique features, align with the identified naming territories and push boundaries with synonyms, associations, and even quirky word games. It’s all about thinking outside the box to uncover unexpected gems.
Crafting the Name Magic:
Here’s where the fun begins. We take our word bank and spin it into actual name ideas—lots of them! From here, we explore five common name types that give us structure and inspiration:
Descriptive names they tell it like it is, like TradeMe or KiwiRail
Acronyms or syllabic abbreviations are catchy and easy to remember, like Zespri – A combination of “Ze” (for New Zealand) and “spri” (from the word “spirit”), representing the vibrant spirit of New Zealand kiwifruit or ANZ – Short for Australia and New Zealand Banking Group
Metaphorical names evoke imagery, learning into association and creativity, like Icebreaker – A clothing brand specialising in merino wool garments, the name evokes imagery of breaking through the cold, symbolising warmth and comfort, and Rocket Lab – A company focused on space exploration, the name suggests innovation, speed, and pioneering into new frontiers like a rocket.
Invented names are where we get really wild, making up words from scratch or tweaking existing ones, think Xero – A software company for accounting, its name is a creative tweak on the word “zero,” representing simplicity in managing finances and Fonterra, from Latin fons de terra, meaning "spring from the land”. This is where the creative floodgates really open—there are almost no limits to what we can dream up! But even with all that freedom, we always keep an ear out for how the name sounds, how easy it is to say, and whether people will actually get it.
Character names give your brand a human touch, they’re invented personal names that convey a particular picture like Jimmy Choo, even though the brand is named after its co-founder, this luxury shoe brand is a great example, and Betty Crocker a fictional household name in baking products, the name conveys a warm, trustworthy, and homey image.
Pre-Screening:
Okay, so we’ve got some great name contenders—now what? Before you get attached, we need to make sure they’re available. I engage IP Lawyers to undertake a pre-screen of the preferred names to see if anyone else has already claimed them. This step is like a safety net to ensure you’re not stepping on someone else’s brand toes. We start light, then dig deeper as we hone in on the top contenders.
We aim for that perfect blend of creativity, clarity, and memorability. It’s a thoughtful process, where we consider everything—trademark availability, competitors, website domain options, digital fit, and cultural relevance. My process makes sure the name checks all the boxes and works from every angle.
3/ Pick
The Final Choice:
Where the art and science of naming meet. We return to the decision criteria which was developed in the preparation of phase, as the foundation for evaluating and choosing the final name. Making the final decision isn’t always easy, but don’t stress—I’ve got tools to help guide you. Together, we’ll revisit the most important features of your project to see which name resonates most. Are we going for something bold and unique? Or does something classic and straightforward fit better? The result? A name that hits all the right notes.
With my tried-and-true method, you’ll walk away with a name that not only fits like a glove but also stands out in the crowd.