When launching a new brand, is creating a name the first step, or that last step? I am amazed at how many people and organizations answer that question with the former, rather than the latter answer. I am often asked to help organizations and entrepreneurs develop a name for their brand. Much to my surprise, most have not taken the critical steps to developing a mission, vision, values and goals before we begin our work on naming.
Even though clients are sometimes dismayed at first, they quickly come around and understand the need of establishing the purpose, where they would like to see their organization go and developing measurable objectives before we get to the creation of a name. I ask them, "If you do not know who you and your organization are, and what you and your organization stand for, how are we going to create the right name for you?"
Does your organization's name reflect who you are and what you stand for? If not, how will you be able to rally the right brand champions around your brand?
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