create a compelling
name in 5 steps

 
 
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Naming is hard.

Actually, there are at least two hard things about naming. One is deciding on the criteria. What makes a good name? What makes a name good for me? Are they the same? The second thing is that it is difficult to come up with good ideas to weigh against the criteria. We are taught in school to converge on a single right answer. Naming isn’t like that. It takes a lot of ideas to have a good idea. Successful naming requires critical thinking, intentional strategy, and a fair amount of persistence.

 
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You need a process.

This is your guidebook. The Naming Book outlines a five-step process that is informed by scholarly research and tested by everyone from the entrepreneur needing one good name to the naming professional who needs results again and again. From generating criteria and brainstorming to researching and eventually selecting the best name, the book will guide you towards success. The Naming Book includes several exercises and brainstorms designed to help you find the best name for your business.

 
Testimonials

“The book was easy to follow and understand. I was able to engage with his workbook type format and follow the steps to create a name for my business. There are many little tips and techniques that honestly, most of us never think about.”

— Dave Sevigny, Serial Entrepreneur, Founder of Volta Technology

“We've partnered with Brad and his team to name several products. A good name is critical at every stage, from getting early traction to scaling a business. Brad was incredible at coming up with a wide array of candidates and then thinking through the journey of each option.”

— Andrew Borovsky, Head of Product, Cadre

“My favorite part of the process was that the team first took the time to understand our company culture and values. From there, we received distinct concepts that were diverse and aligned with different aspects of our culture. The end result was natural, authentic, and memorable. It inspired our employees.”

— Taylor Amerman, Global Alcohol Responsibility Manager, Brown-Forman

“As my clients start the branding process with me, they often realize that in addition to a new visual identity, the company's name needs to be updated. Guiding them through these naming exercises helps me develop a new brand that is more accurate and reflective of the company's mission and personality.”

— Stevie Morrison, Entrepreneur, Graphic Designer

“I used the book to help me name my new business. I was a complete newbie and had no idea where to start. Every time I started to feel overwhelmed and frustrated by the process I went back and did another exercise until I landed on the right name. Having the steps clearly laid out made the process so much easier.”

— Helen Nonn, Entrepreneur, Woven Wonder

Buy the book

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About Brad

 

Brad Flowers co-founded Bullhorn, an agency that builds impact brands with language and design. Brad leads naming and language generation at Bullhorn. He has a degree in English literature, which he finds more useful than he expected. He lives in Lexington, KY with his wife and two kids.

 

About Bullhorn

We build impact brands with language and design.

Our process helps uncover issues and articulate values. Successful organizations look the way they sound. They use scalable systems of foundational language and design to enable success. We help build these transformational systems. Our work is driven by values and creativity.

Work isn’t just about product. It’s about how you do it. And just as we strive to make good stuff, we are interested in being a better company. We’re proud to be a Certified B Corporation®, among the over 2,200 leaders of the global movement of people using business as a force for good. Additionally, we are putting our work in a global context by using the United Nations SDGs as our guidepost.