Hello, My Name is Awesome
How to Create Brand Names That Stick
Book Edition Details
Summary
Brand-naming genius Alexandra Watkins lifts the veil on crafting the perfect moniker in "Hello, My Name is Awesome," a rollicking guide to the art of naming that separates the unforgettable from the unpronounceable. Armed with wit and wisdom, Watkins introduces her innovative SMILE and SCRATCH tests—ingenious frameworks for ensuring your brand name conjures delight rather than confusion. Dive into a treasure trove of examples, where the exceptional soar and the unfortunate fumble, all while learning why a name can be the difference between obscurity and stardom. Whether you're a wordsmith or a novice, Watkins empowers you to sidestep the pitfalls and embrace the power of a name that resonates and endures.
Introduction
Your brand name makes a critical first impression, and it will be seen, heard, or spoken countless times throughout your business's lifetime. Yet most entrepreneurs approach naming with the same enthusiasm they'd have for a root canal. They settle for forgettable, confusing, or downright embarrassing names that require constant explanation. The truth is, creating a magnetic brand name doesn't require expensive consultants or mystical creativity. It simply requires understanding what makes names stick in people's minds and hearts. When you master the art of memorable naming, you transform a basic business necessity into a powerful competitive advantage that customers will love to share.
SMILE & SCRATCH: The Ultimate Name Evaluation Test
The foundation of exceptional naming lies in a simple philosophy: a name should make you smile instead of scratch your head. This principle forms the backbone of a comprehensive evaluation system that separates winning names from forgettable failures. Consider the frozen yogurt franchise that started with the working name Zenyo. While the owners thought it sounded zen and modern, customers couldn't connect with it emotionally. The breakthrough came when the team discovered Spoon Me, a name that immediately made people grin. The playful double meaning resonated with teenagers who became the brand's core customers, turning the name into a conversation starter that spread naturally through word-of-mouth. The transformation was remarkable. Spoon Me became so beloved that customers eagerly bought branded merchandise, from t-shirts reading "If you love me, Spoon Me" to bumper stickers declaring "If you're driving this close, you might as well Spoon Me." The name created genuine emotional connections that Zenyo never could have achieved. The SMILE test evaluates five essential qualities: Suggestive of your brand's essence, Memorable through familiar associations, rich in Imagery that aids recall, packed with Legs for extended marketing opportunities, and Emotional in its impact. Meanwhile, SCRATCH identifies seven deal-breakers: Spelling challenges, Copycat similarities, Restrictive limitations, Annoying complications, Tame descriptiveness, Curse of knowledge obscurity, and Hard-to-pronounce barriers. Apply this twelve-point filter to every name candidate. A truly awesome name should score high on SMILE factors while avoiding all SCRATCH pitfalls. This systematic approach removes guesswork and personal bias from your decision-making process.
Master the Art of Brainstorming Memorable Names
Traditional brainstorming sessions in sterile conference rooms with flip charts and sticky notes consistently produce mediocre results. The most powerful naming tool isn't a whiteboard or a team meeting—it's the internet, and the ideal number of brainstormers is one: you. When tasked with naming ideas for a cold treat business, one naming expert began with the simple word "cold" and embarked on a digital treasure hunt. Starting at Thesaurus.com revealed gems like "arctic," "bitter," and "shivery." An image search for "snow fun" sparked thoughts of winter sports, which led to exploring snowboarding glossaries where the term "chatter" emerged—perfect because it suggested both chattering teeth from cold and teenagers chattering with friends. This single word exploration continued through dictionaries, movie titles, song lyrics, and even stock photography sites. Each click opened new pathways of possibility. A search for "coldest places on earth" revealed Siberia, which worked brilliantly for a Utah-based business that could embrace its cultural remoteness with self-deprecating humor. "Mom, I'm going to Siberia with friends" became an inside joke that customers loved. Start every brainstorming session by identifying twelve starter words related to your brand or desired customer experience. Then systematically explore each word through online thesauruses, image searches, glossaries of specialized terminology, phrase dictionaries, song titles, and movie references. Keep an open mind and write down every idea, even those that don't feel perfect—they often spark the breakthrough concepts. The key is following unexpected connections rather than forcing predetermined directions. Online exploration naturally leads you down rabbit holes of creativity that conference room discussions never can. One word becomes twenty possibilities, which become hundreds of naming options that you never would have discovered through traditional methods.
Domain Secrets and Creative Workarounds
The belief that you must secure an exact-match domain name has killed more good brand names than any other misconception. This obsession with perfect domain matching forces entrepreneurs to choose inferior names or waste money on overpriced digital real estate that adds no real business value. Tesla operated for twelve years without owning Tesla.com, using TeslaMotors.com instead. Facebook launched as thefacebook.com, Dropbox started as getdropbox.com, and Square began as squareup.com. None of these companies suffered because their domains weren't exact matches—they succeeded because they built great brands with memorable names that people could easily find through search engines. Peanut Butter & Co. demonstrates brilliant domain strategy by owning both PeanutButterAndCo.com and ILovePeanutButter.com. The company directs all traffic to the more emotionally engaging address because it creates stronger connections and memorable conversations. Which domain would you rather share on business cards or promotional materials? Instead of starting your naming process at domain registrars like GoDaddy, begin by creating your brand name first. Once you've identified the perfect name, explore domain options through creative modifiers, memorable phrases, or call-to-action formats. Adding simple words like "try," "hello," "world," or "life" often produces available domains that are more engaging than abbreviated alternatives. Consider the restaurants Honor Society, which uses EatWithHonor.com, or technology speaker Patrick Schwerdtfeger, who secured BookPatrick.com. These domains tell stories and inspire action rather than simply stating company names. They're conversation starters that people remember and share. Short, meaningless letter combinations like Bxus, Puey, or Tsuq may be available as domains, but they require massive marketing investments to build recognition. A memorable longer domain that people can pronounce and understand delivers far more value than expensive alphabet soup that means nothing to potential customers.
From Review to Launch: Making It Happen
The final stage of naming requires strategic group dynamics and disciplined decision-making processes that prevent good names from being destroyed by committee thinking or focus group mediocrity. The path from concept to launch determines whether your breakthrough name survives to build your business. When Weight Watchers changed its name to WW, the decision illustrated both the need for evolution and the challenges of execution. While the company wanted to shed outdated associations and embrace broader wellness positioning, saying "double-you double-you dot double-you double-you" became an exhausting tongue-twister that created new problems while solving old ones. Successful name reviews require individual evaluation before group discussion. Distribute your shortlisted names to stakeholders for private review over several days, allowing each person to experience the names without peer pressure or groupthink influence. When the team reconvenes, focus conversations on what works rather than what doesn't—negative feedback rarely builds consensus around superior alternatives. Protect promising names from external opinions during the review process. Outsiders lack the context and criteria to properly evaluate your options, yet they eagerly offer criticism that can derail excellent choices. Remember that Virgin, Google, and countless other successful brands would likely have been rejected by focus groups or casual surveys. Create clear evaluation criteria based on your creative brief and apply them consistently to every name candidate. Ask whether each name serves your brand strategy rather than whether team members personally like it. This objective approach eliminates emotional bias and personal preferences that can override sound business judgment. Once you've selected your winning name, move quickly to trademark protection and professional logo design. Your name represents one of your most valuable business assets—protect it legally and present it professionally from day one. The investment in proper trademark registration and visual identity pays dividends throughout your company's lifetime.
Summary
Building a magnetic brand name requires abandoning conventional wisdom about naming while embracing systematic creativity and strategic thinking. The most powerful names don't emerge from expensive consultants or mystical inspiration—they come from understanding what makes names stick in human memory and applying proven techniques to generate unlimited possibilities. As this guide reveals, "No other investment you'll make in your business will last longer or get used more than your name." Start your naming journey today by completing a thorough creative brief, then dive into online brainstorming with confidence that you now possess the tools to create something truly awesome that customers will love to share and remember forever.
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By Alexandra Watkins
