A great name must meet 8 criteria:

[suchona.kani.z]

Is it easy to remember?
Can people pronounce it (is it onomatopoeic)?
Does it apply to your segment?
Does it differentiate you from the competition?
Does it evoke the desired associations?
Won't it limit you in the future?
Do you have a free domain?
Will it be possible to obtain a trademark?
Tricks for a deleted name
#1 Word games
You can play with words or use handy online tools that will play for you. For example, try:

naminum.com
wordoid.com
portmanteaur.com
#2 Try acronyms
Write down words related to your brand and then combine the options from the initial syllables to create a good-sounding new word. But be careful not to inflect. Czech is quite unforgiving towards inflected names.

Of course, there are tools that will do this for you:

Acronymify.com
Acronym Creator
Combinator.org
#3 Come up with metaphors
Sit down and write a list of words that your brand should be associated homeowner database with. Your brand is like…. Then come up with more words. This time they will be objects, animals, mythical characters or anything else that evokes similar associations. For example, the names were created like this:

Palladium (precious metal)
TV Prima (wellness)
Rohlik.cz (everyday common food)
#4 Translate
Make a list of words that are related to your brand. Try to add as many synonyms as possible. Use a translator to translate all these words into foreign languages.

Lovebrand has created a useful translation template. Try it out .

Awaken the hater within you
Once you have a list of your top word candidates for your new brand, don't forget about the final evaluation. Use the criteria in the introduction as a starting point. Be ruthless and critical.

Download the evaluation table

You can find the entire presentation here:



What to do if "the new name is weird"
This topic was taken up by Sherpas – a Prague agency that has just finished coming up with a name. We are surprised that they decided to rub salt in their wounds.

The entire agency rebrand took 1.5 years . First, they tried coexistence "on trial" because the brand had to suit the employees.

The Sherpas reassured us that 9 out of 10 names will be strange. If only because there is no name without a negative association. You have to breathe the positive into it yourself.

If possible, always incorporate something unique into the brand . And that always works. In the case of Sherpas, this uniqueness is in the illustration of the life of Sherpas who are struggling to reach their dream peak. Transfer this to other materials. For example, each business card has a height in mm on the back (each employee has their own original business card, with their own original height).

You have a brilliant ice-breaker or a story that everyone will remember (yes, we Sherpas envy that idea a little.) You have to empathize with the story you are telling.

When creating a name, don't forget about the slogan . It can help you stand out in what makes you different. The full name is "Sherpas - UX driven digital agency", you know at first glance what their specialty is, right?