Creating names at first sounds like a lot of creativity. Creativity is indeed needed while juggling with letters, words, and syllables in various languages. At the same time, only the combination of structured and unstructured thinking leads to the goal during the naming process.
At the start of name creation, it is important that all name creators in the team at the agency know the key points of the naming strategy. This makes creative work in a targeted fashion possible, and creates consensus on what names and name ideas are possible and which relatively closely correspond to the desired naming direction.
In its creative meetings, the naming team uses classic techniques to foster creativity. These include, at an early phase, in particular, mind mapping, which collects together thoughts and fields of words. Attribute listing is a systematic and analytic method with the goal of more closely describing properties or attributes, making it a source for creating names. The known creative techniques such as brainstorming and brainwriting are used in the creative team at the naming agency. The 6-3-5 method is also used. In the first round, six participants write each three ideas. The paper is passed around five times; each time, each person writes more name ideas arising from the first three or the following name ideas. In a short time, over 100 creative name ideas are generated.
Semantic intuition is helpful in both team work and individual work. This creative method for B2B name creation of brand names involves collecting and listing words from the environment of product features, use, or solution, for example. In the more sophisticated version, there are two lists — for example, one with terms that describe functionality and another with emotional aspects. The combination of the words or syllables is the source of inspiration for new name ideas. Playing with terms and concepts in various languages extends the possibilities. With this creative technique, it can also be quite interesting to use words that have nothing to do with the product itself. This expands the spectrum of ideas.
The goal of creating names while using various creative techniques is to generate a large assortment of names that are within the confines of the naming strategy and which, during the next step, can be selected and evaluated in accordance with their strategic fit. The names that strike one’s attention at this stage, remain in one’s mind, and are in line with the naming strategy advance further and are checked for content at the naming agency.