As the owner of a naming company, I must confess that I don’t always hit home runs.
It’s not that I don’t try. It’s just that everyone doesn’t have the same idea of what a perfect name is. Several of my clients are in that category.
Sometimes I will recommend a business name I believe to be a winning name but the client has other ideas. Or to be more accurate, they don’t have any ideas that provide constructive direction. They are just uncomfortable with the candidates I’ve presented.
This happens even though in most cases we have agreed upon naming goals and criteria before I’ve generated naming candidates. I do that with a document called a naming brief.
Most often, I find that clients are uncomfortable with the out-of-the-box uniqueness of a coined word name. But there have been instances when name candidates of any construction just won’t suit them. And usually they find no specific objection. They just don’t feel comfortable with the candidates presented.
Today I attempt to get in sync through the use of a couple of additional questions in the naming brief. (The naming brief is a document I ask my clients to fill out of me. It requires the client think about the purpose and goals for the name, along with other relevant information.) At the end of this document I now ask that the client provide me with five names of other companies that they like and would feel comfortable with. I also ask that they give me business names of five companies they do not like. Also I ask them to divulge any taboos or sacred cows concerning their new name.
This will not eliminate all of the problems in communication between us. But I have found many more name candidates are looked upon with favor.
Many will think it odd that I am not as adamant as some consultants are about their recommendations. But I have found that a company’s name, at least for the company’s CEO, is a very personal, ego driven decision. There is no use trying to sell a client on a particular name if he or she does not enthuse about it.
Using this method has created many more situations where my first recommendation is accepted with enthusiasm.
I adhere to the proposition that the client is right, particularly if it is his company that is being named. I just provide him or her the best options I can invent.