We get a few ventures so early that they need help in getting a name.  Others have had to switch names for legal, personal or evolution reasons.

So we use a list of 10 questions to help the client discover for themselves the elements of a name and often a domain:

1. What do you do?
2. For whom do you do it?
3. What do you achieve for them?
4. Who’s your primary target, in case it’s not the person you’re serving?
5. How will they find you?
6. What message must they take away in order to act?
7. What key words are at play?
8. What are the limitations defined by rules and regulations?
9. How can we navigate these to capture the message but still stay compliant?
10. Options… what are our options?

It’s easy to self-censor, or to get married to a particular name without cause or to forget what the business is all about.

A process of these kinds of questions helps you check your ideas against a brief.

Enjoy –