Search Results: one of the few

How Not To Name A Startup Or Anything

A brand name is more than a word. It is the beginning of a conversation. ~ Lexicon

Everyone can agree that there’s nothing really objectionable about calling your business ‘Bargain World’. It’s an innocuous name and most people won’t hate it. And that’s the problem.

If you’re going to name your business, non-profit, product or service something that people won’t hate, then you’re giving yourself an identity that they will never be able to care about either.

Bunkum! I hear your cry what about Apple and Amazon, aren’t they just unobjectionable words too? Back in 1976 when Apple was Apple Computer, tech startups and corporations were called IBM (what does that stand for?) and Microsoft. I bet a few people were laughing behind their hands at the idea of branding an incorporated tech company with a stripey apple. When Jeff Bezos named Amazon after one of the biggest rivers in the world in 1994, other book stores were called Borders Books and Waldenbooks. It didn’t take people long to fall in love with Amazon, which of course aspired to be the biggest, fastest, get what you want bookstore, (that had room to grow not to be just a bookstore) in the world.

Your business or product name is the hook on which you hang your story and start the conversation with customers. It’s the mechanism you give people to identify you. And when you earn their trust and loyalty it’s the way they spread the news about you. Your brand and product names are some of the most priceless assets your business can own. They should make you stand out, not fit in.

If nobody can find an objection to the brand name you choose, then you’ve probably got the wrong name. This kind of brand naming architecture often happens by committee, which means you end up with something that will be forgotten. Your name should polarize people, spark their interest and make them want to get to know more about what you do.

Here’s a simple test. If you can’t imagine someone wanting to wear your name on a t-shirt one day, then it’s probably not the right name for you now.

I know that choosing a name for your brand has caused you to waste valuable time and slowed down growth and momentum in your business, so I’m working on the brand naming white paper you asked for, which will be available to you soon. Hallelujah!

How did you choose your brand, blog or business name? Which brand names do you love and why? Which ones do you wish you’d thought of first?

Image by World of Good

Understanding How To Spread An Idea

“Everyone who’s ever taken a shower has an idea. It’s the person who gets out of the shower, dries off and does something about it who makes a difference.” Nolan Bushnell

So how do you begin to make an impact and spread an idea?

1. Create something that people want to talk about.
2. Give people a way to share it.
3. Know who you are talking to or targeting.
4. Understand your audience.
5. Work out what people want before they do.
6. Think about what one person will say to another to recommend it.
7. Question why someone will buy, use, or talk about your thing over another.
8. Believe in the idea yourself.
9. Be the best choice.
10. Create for a few.
11. Make it work for the many.
12. Ask people to try it.
13. Engage people and build trust.
14. Connect your true fans.
15. Help people to care about what you do or sell.
16. Ask your followers to share it.
17. Make people laugh.
18. Make people cry.
19. Do something unexpected.
20. Be generous.
21. Promise something and deliver on it.
22. Create something people want, not just something they need.
23. Be passionate.
24. Start!
25. Evaluate and make it better.

Image by Today is a good day.

6 Questions For Crafting Your Relevance

When was the last time something caught your attention? In our increasingly noisy world things that captivate us for more than a few seconds are few and far between.

We have become experts at shutting things out, at not paying attention to anything that doesn’t hold relevance for us. In any market we need to think about how we can become relevant. Remember relevance in the eyes of our customer might not be the same as relevance in ours.

Six Questions For Crafting Your Brand Relevance

1. Who do we want to care about what we sell or do?
2. Why would those people care about what we do or what we are selling?
3. Why would they cross the street to buy from us?
4. What emotional want are we fulfilling?
5. How can we make this more about them and less about us?
6. What will they be able to say to their friends to recommend us?

We need to give people one reason to care about us, not just a hundred different reasons to buy from us.

Image by Barbara Mazzarella.

Brand Naming

Differentiate your brand
with an unforgettable business name.

The words you use to identify your brand matters, a great brand name can make you stand out and make people curious to know more about your business.

Your Brand Name Is The Start Of Your Story

Over the years I’ve earned a reputation for communicating the essence of ideas and creating compelling brand names that help ideas to spread. Your company or idea deserves a name that sets it apart.

Check out my portfolio of brand names here.
I’d love to help you create:
memorable brand names
inspiring product names
compelling taglines or book titles



Here are just a few examples of the most recent brand names I’ve created.

Sharpe & Abel

My client was founding a different kind of law firm. They needed to communicate their strengths as legal strategists and wanted a name that harked back to traditional roots with a modern twist.


My client’s company is creating a new range of smart appliances for the home. They needed a name that could be used internationally and communicated the visionary nature of the brand.


Following a successful career in change management Joe was ready to launch his own change management consultancy. He wanted a brand name that would garner trust, reflect his expertise and one that his business could grow into.

Haven Lane

Haven Lane is a relaunch of the brand formerly known as the Healthy Chair Company.
The CEO of the company approached me to create a new brand name that encompassed a whole new vision for the company which designs, furnishes and styles homes for aged care.


A U.S. based non-profit foundation which supports children’s literacy.

Raine & Makin

Rusty and Luke have been creating design for passionate people for many years. They are true rainmakers who needed a name for their newly launched business. It was my privilege to work with them.


An Australian financial planning and wealth creation company, that does whatever it takes to get results for its clients.

Story Republic

Boutique video production company.

Hungry Nuts

Matt had a vision to produce a quality nutritious nut mix at a fair price. He also wanted his company to give back to the hungry in the community. For every bag of nuts sold Hungry Nuts will donate $1 to fight hunger in New York.

Work for Money, Design for Love

David Airey is a graphic designer and design author, who has built a reputation as a thought leader in the area of visual branding and working in design. His blogs reach more than 100,000 people worldwide and his first book Logo Design Love is an Amazon bestseller. David was struggling for a compelling title for his latest book about working in the design industry. He not only needed a compelling original title but the domain needed to be .com available. I believe Work for Money, Design for Love delivers that.