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Articles & Aids

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Brand Audit Here are the elements to consider when developing or evaluating a brand.

Name Change Checklist Presents an array of activities associated with changing a corporate/business name.

Naming Tips Here you’ll find a some practical and proven methods  and tips for  generating unique names. There just might be an idea here to spark a new name for your brand.

Potential Business “Last Names” Here’s a list of over 450 last names for businesses, from Abode to Zone. Just furnish a “first name” and you’re in business.

Name Classifications These classifications were used to assess how INC 500 companies were naming their businesses a couple of years ago.

Evaluation Matrix This chart allows you to assign weights to the criteria you will use to judge name candidates, and score those candidates one by one. The candidate with the highest weighted score is presumably the name you’ll want to adopt.

1-to-1 Comparison Matrix   When you’ve got a lot of “things” to compare, this matrix helps you compare the best of a 1-to-1 comparison with the next candidate, etc., etc. Once completed, the survivor has bested all the other candidates. Works for names, logos, colors, etc.. Just about anything where the outcome is purely subjective.

Graphics Standards Checklist This list with descriptors provides a guideline for creating your own graphics standards program.

Positioning Research Example Here is a hypothetical research project that demonstrates one approach to viewing data and working through the process of finding an attractive, unserved niche.

Name Preference Research Example Here’s the process for developing a questionnaire and analyzing the strength of three names for consideration as a new brand.

Logo Evaluation Criteria Here are some things, other than subjective reaction, that can help you evaluate the effectiveness and durability of a logo.