Naming

Naming is one of those processes where the customer always thinks he knows best. “Let’s call it the name of the founder,” “let’s add the word “pro” at the end,” “let’s make something out of Latin.” As a result, the market is filled with ProSoft, DigitalGroup and Alina Consulting. Good naming isn't pretty, it's functional: a name that's easy to pronounce, memorable, distinctive, doesn't create registration problems, and doesn't mean anything indecent in key markets.

Typology of names: descriptive (Aviasales - it’s immediately clear what they are selling), invented words (Kodak, Xerox - complete freedom, but require investment in knowledge), abbreviations (IBM, VK - only work for big ones), metaphors (Amazon, Apple - build associations), names of founders (Ford, Porsche - require a real person-brand). There is no right choice, there is alignment with the strategy.

I’m wary of “naming by instinct”: we came up with three options during a brainstorm, voted on it, and it’s done. Serious naming includes phonetic analysis, semantic checking in several languages, checking domains and trademarks, and testing on the target audience. This is not a design task, it is a strategic one, with design at the final stage.