How To Articulate Your Brand’s Core Identity

Another step you’ll need to take before you name yourself involves figuring out what your company stands for, and what you’re trying to achieve. The best brand naming process will show you how to highlight your brand values in your title, so your audience can begin to see your unique personality before they ever engage with your company. When establishing your core identity, look at:

Why your company exists: Your brand vision.

What your company does: Your brand mission.

How you do what you do: Your brand values.

These aspects of your identity encapsulate and influence everything you do, and they should play an essential part of your brand naming process strategy.

How To Knock-Out Crafting a Magnetic Brand Name

At first, creating a brand name seems simple enough, but crafting a Magnetic Brand Name That Attracts Incredible Clients takes some work.

There are only so many words and letters to choose from, after all.

However, when you sit down to find the ultimate name, you’ll discover how complicated it is.

According to the co-founder of Warby Parker, Neil Blumenthal, his team took 6 months and over 2,000 suggestions before they found the perfect name.

While there are plenty of brand naming tools online—like Shopify’s Business Name generator—which help with finding initial ideas, the best labels require an in-depth understanding of your organization.

Unfortunately, this is one thing that machines just can’t do better.

If you, like me, believe that true creativity can’t be automatically generated, here’s how your brand naming process should start.

1. Set clear objectives

Before you start exploring your creative side, it’s important to consider the fundamentals of your strategic brand naming process. We encourage our clients to develop a brief that outlines the objectives they want to accomplish with their name, and the identity they’re creating for their brand.

As part of our brand naming process, the team at The Branding Cupid conducts interviews with business leaders, reviews information about the brand, and engages in competitive audits to come up with a comprehensive creative plan. This initial stage is crucial because it gets everyone on the same page, working towards an incredible moniker.

2. Articulate your core identity

Another step you’ll need to take before you name yourself involves figuring out what your company stands for, and what you’re trying to achieve. The best brand naming process will show you how to highlight your brand values in your title, so your audience can begin to see your unique personality before they ever engage with your company.

3. Create your user persona

Some companies make the mistake of starting their brand naming process before they’ve begun to build out their user personas. However, it’s important to remember that your name needs to do more than just define your brand – it also needs to speak to your target audience.

If you don’t know who you’re creating your brand identity for, then you’ll have a hard time finding a compelling name. If you’re not sure how to develop avatars for your target audience, speak to your brand naming experts. At The Branding Cupid, we also help our clients to create user personas with complete templates they can download and share with their teams.

When establishing your core identity, look at:
  • Why your company exists: Your brand vision.
  • What your company does: Your brand mission.
  • How you do what you do: Your brand values.

These aspects of your identity encapsulate and influence everything you do, and they should play an essential part of your brand naming process strategy.

How to Build Out a User Persona

Some companies make the mistake of starting their brand naming process before they’ve begun to build out their user personas. However, it’s important to remember that your name needs to do more than just define your brand – it also needs to speak to your target audience.

If you don’t know who you’re creating your brand identity for, then you’ll have a hard time finding a compelling name. If you’re not sure how to develop avatars for your target audience, speak to your brand naming experts. At The Branding Cupid, we also help our clients to create user personas with complete templates they can download and share with their teams.

The discovery & brainstorming stage

Once you’ve got the initial elements of the brand naming process out of the way, you can move onto the discovery and brainstorming stages.

The discovery part of the strategic brand naming process is where you lay all of your cards on the table so that you can start to assess what your brand stands for, and how you’re going to convey that information to your customers. The naming process will typically follow a brand positioning phase, so you should already have some research on your company available.

Before you get too far into the brand naming process, ask yourself how you’d define an auspicious name, what your main concerns about naming are, and who should be involved in the decision-making stage.