Insights from 19,000+ Naming and Branding Projects

How to Write a Great Brief for Your Brand Naming Project


When starting your brand naming project, begin with the end in mind. A great name is going to help you develop a strong brand, communicate with your target audience, and grow faster. Take the time to write out the key criteria that will help you accomplish these goals, before jumping into your project:

  • What is the essence of your brand?
  • Do you want to fit in to the industry or stand out?
  • Do you need a .com URL or are you open to other variations?

Creating an effective name brief is very important, as it is the core of your naming project. You can share your naming brief with the people who are going to help you brainstorming brand name ideas, and you can use the initial criteria set out in your brief to make a final decision as to which name will be most help you succeed. Feel free to use our proven brand naming project brief template to make sure everything is in place in order to get the results you are hoping for.

By keeping just a few simple tips in mind, you can create a productive naming brief and get your brand off the ground and running:

Brand Naming Project Tip #1

Instead of describing what your business does, describe the kind of brand you are hoping to create. Many people will try to focus the contents of their brand naming project brief to talk about what their business is supposed to do. But instead of writing about what your business is does, focus on the kind of brand you want to embody.

  • What kind of atmosphere are you hoping to create?
  • What are the first things you want people to think about when thinking of your brand?
  • What kind of mood, energy, and personality do you want to be associated with your business?

By describing the essence of your brand, your much more likely to find a productive name – as opposed to trying to name the business itself (e.g. an upscale restaurant).

Brand Naming Project Tip #2

Develop a detailed description of your target market. Naturally, when developing a brand naming project brief, you will need to keep your target market in mind. In order for your branding project to be a true success, thinking beyond demographics.

  • What is important to them? What do they value?
  • How do you want to be perceived by your target marketing?

The more specific you are about your target market, the easier it will be for you to develop an effective naming platform.

Brand Naming Project Tip #3

Create a useful project statement. The purpose of a project statement is to remind anyone who’s helping you develop brand name ideas (even if it’s just you) exactly what you are hoping for in a name:

  • We need a fresh, modern name that captures one of our key ideas – connectivity, productivity, and gratitude.
  • We need a descriptive name that captures our value proposition – we are a payment solution that is easier and more user-friendly than anything out there (PayPal?).
  • We need a strong name that establishes us as a preeminent solution. However, we also want to stand outside from the standard industry names.
  • We need an elegant name that immediately sounds like a high-end women’s fashion brand.

Managing a successful brand naming project is something that is certainly within reach. However, without a conscious attention to detail, it will be much more difficult to achieve the results you are hoping for. By keeping these simple tips in mind when creating a brief for your branding project, you can be better prepared to succeed.

About the author

Janna Sevilla
Insights from 19,000+ Naming and Branding Projects

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