Chapter 1: Brand Positioning

Before you attempt to name your unicorn, make sure you are able to scratch everything off the list directly below.

Photo Credit: Elon Musk

• We have identified who needs to be involved 
  • Tip: We highly recommend finding at least one other person to tackle this project with you (they should read this naming guide too)

• We have a dedicated place to store potential names 
  • Tip: Creative names sometimes appear when you least expect them, so make sure you have a convenient place to store them like Google Docs so you can access it on-the-go

• We have set a deadline to finalize our name 
  • Tip: We recommend 3-4 weeks from when you start brainstorming. This may be longer than you expected, but it’s important not to overlook this project and to let your ideas incubate

• We have set up weekly review meetings 
  • Tip: This is your chance to align, collaborate and show off some of your favorite names

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Just like any business project, discovering a strong name begins with a well-crafted plan. So before you begin generating a list of potential names in a Google Doc, understand that you need to put on your marketing hat to think about how you want to position your brand and how you want your target audience to perceive you. If you’ve already started a list, awesome! But read through the remainder of this guide before picking it back up.

Thinking about a name without first establishing your positioning is like selecting a box before buying the present that’ll go in it. It’s a decision without context.” – Eli Altman, Creative Director at A Hundred Monkeys

Whether you are a marketer or not, we highly recommend watching the three videos below to learn how each brand triggers a unique emotion while communicating their positioning.