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Before you start thinking about naming your brand, be aware of the following characteristics of a good brand name:

 Positions your brand advantageously

 Clearly communicates your brand’s identity

 Reflects your brand’s promise or offerings

 Is easy to say and spell

 Is unique — available to trademark and available as a domain name (for use as a website address and part of your email address)

 Is memorable and concise

 Accommodates future expansion

 Is consistent with your chosen brand architecture — a branded house or a house of brands (see Chapter 1)

Here are a few examples of descriptive brand names to use as inspiration:

 AutoZone vehicle parts and supplies

 Energizer batteries

 Drano drain opener

 Mr. Clean household cleaner

 Ziploc storage bags

 Windex glass cleaner

 Dairy Queen ice cream

A descriptive brand name can certainly help, but it’s not essential. Plenty of successful brands have nondescriptive names, such as Google, Target, and Louis Vuitton.