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Now more than ever, you need to catch the attention of prospective customers quickly and hold it for more than a few seconds. People are constantly being inundated with advertisements and offers, so your brand name needs to stand out. Choosing a brand name is one of the most important branding decisions you’ll ever make.

Maybe you have a brand name in mind; maybe you don’t. Either way, work through the brand-naming process described in this section. If you don’t have a name in mind, this process will stimulate your creativity. If you already have a name in mind, this process will put it to the test and perhaps even lead you to a much better name.

The process of naming your brand can influence your decisions about brand positioning and identity; it can elevate your concept of the brand and its mission and values. Outdoor Voices, an athleisure brand, was inspired by adults encouraging children to use their “inside voices.” Outdoor Voices encourages the opposite. Its mission is “to get the world moving” with active wear for both indoor and outdoor recreation. The brand targets teens and adults who want to step outside their comfort zones.