revfactory Naming Methodology — Brand Naming Methodology
Expert knowledge used by the naming-specialist agent when developing brand names.
Why Systematic Naming Matters
Great names don't come by accident. "Nike" is the goddess of victory; "Google" is a play on googol (10 to the 100th power). Behind every successful brand name lies deliberate strategic thinking.
Twelve Naming Techniques
1. Descriptive
- Method: Directly describes the product/service
- Strength: Immediately understood
- Weakness: Hard to differentiate, difficult to trademark
- Examples: YouTube (your TV), PayPal (payment pal)
2. Evocative
- Method: Indirectly suggests brand values
- Strength: Emotional connection, easier to trademark
- Weakness: Requires time to communicate meaning
- Examples: Amazon (vastness, infinity), Apple (simplicity, freshness)
3. Coined / Invented
- Method: Create an entirely new word
- Strength: Maximum uniqueness, ideal for trademark registration
- Weakness: Learning cost for meaning
- Examples: Kodak, Xerox, Spotify
4. Compound / Portmanteau
- Method: Combine two words
- Strength: Meaning conveyance + uniqueness
- Examples: Facebook (face + book), Instagram (instant + telegram), Netflix (internet + flicks)
5. Acronym
- Method: Abbreviate to initials
- Strength: Short and memorable
- Weakness: Weak meaning conveyance, already saturated
- Examples: IBM, BMW, LG
6. Eponymous
- Method: Founder's name or place name
- Strength: Trust, heritage
- Examples: Samsung, Hyundai, Chanel
7. Foreign Language
- Method: Borrow a meaningful word from another language
- Strength: Exotic feel, added layer of meaning
- Examples: Volvo (Latin for "I roll"), Audi (Latin for "listen")
8. Onomatopoeia
- Method: Turn a sound into a name
- Strength: Sensory, easy to remember
- Examples: Zoom, Snap, Buzz
9. Metaphor
- Method: Borrow imagery from another domain
- Strength: Rich associations
- Examples: Red Bull (energy), Jaguar (speed/elegance)
10. Prefix/Suffix Modification
- Method: Add prefixes or suffixes to existing words
- Strength: Extended meaning + uniqueness
- Patterns: -ify, -ly, -io, -eo, -ium, re-, un-, pre-
- Examples: Spotify, Grammarly, Canva
11. Truncation
- Method: Shorten or alter the spelling of a word
- Strength: Modern, concise
- Examples: Tumblr (tumbler), Flickr (flicker), Lyft (lift)
12. Alphanumeric
- Method: Include numbers or symbols
- Strength: Tech feel, differentiation
- Examples: 7-Eleven, 3M, Y Combinator
Naming Evaluation Matrix: The SMILE Test
| Criterion | Question | Score 1-5 |
|---|---|---|
| Simple | Can it be pronounced in 3 seconds? No need to ask for spelling? | |
| Memorable | Can you remember it the day after hearing it once? | |
| Image-evoking | Does it conjure a specific image or emotion? | |
| Legally available | Can it be trademarked? Is a domain available? | |
| Expandable | Will the name still work as the business grows? |
Passing threshold: Total score of 20 or higher (out of 25)
Phonological Analysis
Emotional Properties of Sounds
| Sound Type | Emotional Association | Suited For |
|---|---|---|
| Plosives (b, p, t, d, k, g) | Intense, powerful, decisive | Tech, sports, energy |
| Fricatives (s, sh, f, h, z) | Soft, refined | Beauty, fashion, luxury |
| Nasals (m, n, ng) | Warm, stable | Food, health, family |
| Liquids (l, r) | Fluid, elegant | Lifestyle, premium |
| Open vowels (a, o) | Open, bright | Positive brands |
| Closed vowels (u, e) | Deep, stable | Professional, technical |
Cross-Language Naming Considerations
- Optimal length: 2-4 syllables works best across most languages
- Avoid unintended meanings: Check at minimum in English, Chinese, Japanese, and Spanish
- Phonetic compatibility: Ensure pronunciation transfers naturally across languages
- Letter shape: Consider the visual form of the name when written
Domain/Trademark Pre-Screening
Domain Verification Strategy
| Priority | Domain Pattern | Notes |
|---|---|---|
| 1st | brandname.com | Best option, may be expensive |
| 2nd | brandname.co / .io | Good for tech brands |
| 3rd | getbrandname.com / trybrandname.com | Alternatives |
| 4th | brandname + country TLD | For local market only |
Trademark Pre-Screening Checklist
- Search national trademark database for similar marks
- USPTO (US) — if planning global expansion
- Check availability of major social media handles
- Screen for negative meanings in other languages (minimum English/Chinese/Japanese/Spanish)
- Check for potential confusion with competitor names