Select your new brand name
Now that you have it down to a shortlist of top contenders it’s time to make a choice. You may find that one stands head and shoulders above all else and your “meant to be” name has found its way to you through this process.
On the other hand, it might nit be obvious to start out with. Don’t stress if this is the case. As long as the process has been followed, your contenders will be intrinsically linked to the core of your brand simply through the process you have gone through to extract it.
Often, it’s not until a commitment has been made to a name that it starts to become more obvious and your affection towards it starts to grow.
If you are split and you would like to gauge its popularity, feel free to show the options to a closed group. This could be internally within the company (if you are renaming) or externally eg. To a trusted facebook group (often this can be quite constructive). Gather the feedback and note the reasons why people like or dislike the given options
Keep Control of the process
It is perfectly normal to want some feedback and input into the popularity of the options at hand. Remember however that this is not a committee or a debate. Simply take this feedback on board and move on. Ensure it doesn’t interrupt the control of selection. The final decision must remain with the core leadership team and should always keep the previous considerations top of mind.
Avoid Spouses and Family
If your leadership team has followed the process through from start to finish, it’s important to isolate the decision-making process. Providing a shortlist to your family will often result in strong preferences, which will likely influence that decision maker. If two decision makers have been influenced by their families to alternate options, it may become a debate.
If you are a Soloprenuer you will most like want to run the name past your family. Consider the personalities in your family before you do this.
How influential are they in your decisions?
Do they have any connection to your brand DNA?
Will they be speaking from a position of experience?
“Getting the family committee involved” is mistake #1 in this article by Entrepreneur 8 Mistakes to avoid when naming your brand.
Ensure a level of confidence
Ensure you have a level of confidence before making your final decision. If you have arrived at this late stage and none of your options feel remotely like they are on point, consider taking a few steps back to your list of 20 and revise the process. If you still aren’t convinced, then consider getting a professional involved.
Remember, it is a high probability that the name you have chosen doesn’t feel 110% but you can be confident in knowing that the process you have taken means that the name has an intrinsic link to your core brand. If you are 70% confident you might find that you warm to it once you commit, however, less than that you need to get your gut involved.