naming guidelines Archives

Focusing the Lens: Your Business Name Story

By Wendy Baird
June 19, 2024
*Brand Inspiration,*Smart Strategies,branding,leadership,Naming,naming guidelines

Choosing a name for your business is one of the most important decisions you will make. Regardless of your industry, it needs to make an impression. Be memorable. Maybe have a little something to do with what you do. You might want it to be somewhat catchy or clever. Regardless of the vibe, what’s most important is that you are able to craft a narrative around your name that resonates with your identity, connects with your audience, and stands the test of time. At insight180, we understand the power of a name because we’ve been helping to name businesses, processes, and events for more than 20 years.

Breaking Patterns to Create a Meaningful Brand Name

By Wendy Baird
June 29, 2017
branding,Naming,naming guidelines

Ah, naming!

One of our favorite tasks here at insight180 . . . . most of the time. Naming and rebranding in the wrong hands, however, can be detrimental, even disastrous. How can you be sure not to undermine the process and come up with a successful name for your advisory service business, nonprofit business or brand extension?

We’ve shared some naming guidelines with our readers in a previous post and we’ve given workshops on naming and rebranding. Last month we shared a post about a very important but tough-to-explain aspect of naming called Mouthfeel. This month we back up a bit to look at some of the whys and hows of the naming process.

What are the most important steps in creating a name? 1) Know yourself (and your organization), 2) know why you are renaming, 3) know how you are different and better, and finally and probably most important, 4) be open to some new thinking.

We are often approached by companies who are ready to rebrand, with a litany of stipulations about a potential new name.

“It must be memorable and it has to explain what we do, but we don’t want the name to be too long. . . “

Branding and the Importance of Mouthfeel

By Wendy Baird
October 6, 2015
branding,insight180 newsletters,marketing,Naming,naming guidelines,strategy

“Windowsill. . . . Piccadilly Circus. . . ” every time I see those words, I also hear them in my mind being said by the eccentric and endearing fairy godmother-like character (played by Estelle Winwood) from the 1955 movie, The Glass Slipper. She loses herself in the sound of saying and repeating some of her favorite words.