In all honesty, comparing writing a brand naming brief to training for a long-distance run is a bit of a leap. I’m lucky enough to do a lot of both. In October last year I made a decision that will shape a large chunk of 2019 – to run my first full marathon. There are 26.2 reasons why this is a really bad idea but I’m also aware of the almost immeasurable joy running can bring and that feeling of seeing a finish line ahead when things have been a bit tricky along the way. Likewise, the brand naming journey does tend to be a volume game, with the practicalities of legal and ‘subjective opinion’ likely to slow the race down in some shape or form. Indeed, why halt the metaphor at naming? There’s actually no better metaphor for life than putting trainers on road, with the inevitable dose of pain along the way.
To attempt to reach the start line there are many things I will need to do and prepare for. However, priorities are the thing. There are really 3 that need to remain non-negotiable between now and marathon race day. They are:
Putting in the miles. Train properly or don’t bother to offend the race village with my presence. The day itself is just the final episode.
Absorbing the bad training runs, which are as helpful as the good runs.
Keeping the goals in mind and not tinkering with them. I want to finish, run the whole thing (= no walking) and bring it in in 4 hours something.
That’s it. The rest can sort itself out.
I ought to mention that finishing alive is kind of high on the list, but I’ve legislated for that by having a running companion who is Sister in an A&E department. A problem shared and all that….
On this morning’s run I was thinking about a question that two potential naming clients have asked over the last couple of weeks. “But how do you start creating the names”? So we talk about the importance of having a brand naming brief, which is there to set direction, identify criteria and cut out avenues not to follow as much as suggest some routes to explore. But again – there are priorities. I’ve found it helps to discuss with clients the humdinger must-haves for a brand naming brief, as this helps to explain how strategy becomes creative.
My top 3 would be:
A pretty good idea of the ‘big idea’ behind the brand. I don’t care if it’s not formulated in to brand model speak and it may not be crafted copy as yet. But it’s going to help us understand what the name needs to work hard to deliver, or at least what it can’t fight with.
Personality. This is my fave bit of a brand naming brief. That’s because there are so many ways a name can look to express something about personality. Tone, content, structure, likely response. I’m always concerned when taking a brief if there has been no thinking about brand personality.
The life of the buyer(s). Who, what they need or don’t as yet know they need, insights that drive this, drivers of choice, buying habits and lifestyle, their journey with the brand and how and where to intervene. If we have this in place, we can start to think of the name forming an introduction with them and the feel of the environment in which the name must live. ‘Hello, my name is…I’ve been expecting you”.
There is much other good content to form the brand naming brief of course, but these 3 offer me a comfort zone by way of the starting line. And as a no doubt a far more accomplished runner once said…
If you have the courage to start, you’ll find the strength to finish.
Just make sure there’s more than 26.2 names on the list.
