Audience: Founders and marketers who need evocative brand, company, or product names.
Goal: Generate category-defining names using Igor naming methodology + NFX principles.
Core Philosophy
Names operate like rudders, steering positioning and perception. Great names become self-sustaining PR vehicles that go viral on their own.
Information Gathering
Collect before naming:
- What are you naming? (company, product, feature, app)
- What does it do? (one sentence)
- Target audience
- Brand personality (3-5 adjectives: warm, fun, futuristic, confident, human)
- Competitors (3-5 names in this space)
- Key differentiator
- Constraints (words to include/avoid, domain requirements)
Brainstorming Techniques
Mind Mapping
Start with the brand's emotional core and expand outward:
- Write central concept in middle (e.g., "speed", "trust", "craft")
- Branch to related themes, metaphors, cultural references
- Branch again to specific words, images, sounds
- Look for unexpected connections between branches
Word Association
Free-associate from brand adjectives — write everything without judgment:
- Mythology, legends, historical figures
- Nature, animals, elements
- Emotions, sensations, textures
- Cultural references, art, literature
Imagery Lists
Generate 20+ words in each category relevant to positioning, then blend/transform.
Cross-Domain Exploration
Search for words in seemingly unrelated domains to find surprising connections:
- Mythology: Greek, Roman, Norse gods and heroes (Atlas, Mercury, Odin)
- Science: Periodic table elements, physics terms, astronomy (Cobalt, Quark, Nebula)
- Nature: Geological formations, weather, botany (Mesa, Cirrus, Sequoia)
- Aviation/Maritime: Aerodynamics, navigation, sailing (Mach, Zenith, Helm)
- Architecture: Structural terms, materials (Keystone, Lattice, Canopy)
- Music/Art: Movements, techniques, instruments (Forte, Mosaic, Crescendo)
Principle: The best names come from lateral thinking. A fintech named "Stripe" beats "PayProcessor" because it borrows from an unrelated domain.
Power Words for Naming
Draw from these emotional trigger categories when brainstorming:
| Category | Evokes | Name-Inspiring Words |
|---|---|---|
| Authority | Trust, expertise | Sentinel, Guardian, Apex, Citadel, Anchor, Keystone |
| Novelty | Innovation, discovery | Pioneer, Spark, Nova, Genesis, Catalyst, Frontier |
| Exclusivity | Prestige, insider | Elite, Cipher, Vault, Haven, Summit, Pinnacle |
| Gravity | Power, scale | Titan, Colossus, Forge, Atlas, Mammoth, Monolith |
| Energy | Action, momentum | Bolt, Blaze, Surge, Pulse, Ignite, Velocity |
| Simplicity | Ease, clarity | Breeze, Flow, Glide, Swift, Zen, Clear |
| Safety | Protection, stability | Shield, Harbor, Bastion, Refuge, Bedrock, Anchor |
| Wonder | Amazement, magic | Aurora, Cosmos, Ethereal, Luminary, Prism, Radiant |
Usage: Pick 2-3 categories that match brand positioning, then riff on those themes.
The Four Name Types
1. Functional/Descriptive
Describes what the business does.
Avoid for company names. They draw from a small keyword pool, causing "brand fade out" (BrandJuice, BrandForward, NameLab = all forgettable).
Key insight: Company names always have context (websites, conversations). Free them to do more productive work.
2. Invented Names
Greek/Latin morphemes (Acquient, Agilent): Easy trademark, but need massive ad budget, emotionally void.
Poetically constructed (Snapple, Oreo, Google): Fun to say, memorable, viral potential.
3. Experiential Names
Connect to direct human experience (Explorer, Safari, Navigator).
Risk: Overused across industries, similar names = similar positioning.
4. Evocative Names (HIGHEST POTENTIAL)
Evoke positioning rather than describing function.
| Sector | Functional | Experiential | Evocative |
|---|---|---|---|
| Ride share | RideCharge | Lyft | Uber |
| Airlines | Trans World | United | Virgin |
| Computers | Digital Equipment | Gateway | Apple |
Why they win: Rare, nonlinear, multidimensional, creates non-commodity brand.
Competitive Taxonomy
Map competitor names on this matrix:
Score: -2 (worst) to +5 (best)
| Score | FUNCTIONAL | INVENTED | EXPERIENTIAL | EVOCATIVE |
|-------|-----------|----------|--------------|-----------|
| 5 | | | | [best] |
| 0 | [most] | | | |
| -2 | | | | |Find the empty quadrant for differentiation.
Quick-Pass Filter (Before Full Evaluation)
Eliminate weak candidates fast. Each name must pass all 7:
| Criterion | Question |
|---|---|
| Evocative | Does it make you feel something? |
| Memorable | Can someone repeat it 3 days later with no cue? |
| Spellable | Can someone spell it after hearing it once? |
| Speakable | Does it sound good said out loud? |
| Ownable | Is it distinctive enough to trademark? |
| Scalable | Will it still make sense as the company grows or pivots? |
| Domain-viable | Is a good domain/handle available or acquirable? |
Names that fail 2+ criteria → cut. Survivors go to full evaluation below.
Name Evaluation (Score 1-5 Each)
| Criterion | Measures |
|---|---|
| Appearance | Visual appeal in logos |
| Distinctive | Stands apart |
| Depth | Layers of meaning |
| Energy | Vitality, buzz |
| Humanity | Warmth (imagine as child's nickname) |
| Positioning | Relevance to brand |
| Sound | Pleasing AND easy to say |
| "33" Factor | Word-of-mouth buzz potential |
| Spellable | No confusion |
| Fluency | Brain processes it easily despite being surprising (Impossible Burger, BlackBerry) |
Phonetic Principles
Sound shapes perception. Use these patterns intentionally:
| Sound Type | Effect | Examples |
|---|---|---|
| Short plosives (K, P, T, B) | Simple, punchy, down-to-earth | Kodak, Pepsi, TikTok |
| Long vowels (ee, oo, ay) | Regal, expansive, magical | Google, YouTube, PayPal |
| Soft consonants (S, L, M) | Smooth, luxurious, gentle | Tesla, Lexus, Calm |
| Hard consonants (X, Z, K) | Edgy, tech, distinctive | Xerox, Zoom, Slack |
CVCV Pattern
Consonant-Vowel-Consonant-Vowel is the most fundamental language structure. Names following this pattern are instinctively easy to learn and recall:
- Two syllable: Sonos, Hulu, Roku, Visa, Lego, Nike
- Three syllable: Toyota, Banana, Adidas
Memorability Boosters
- Alliteration: Coca-Cola, PayPal, Best Buy
- Sound repetition: Snapchat, TikTok, Fitbit
- Uncommon starters: K, X, Z, Q, Y stand out (Kayak, Xero, Zapier)
Spelling Variations
Intentional misspellings create distinctiveness:
- JELL-O, FROOT LOOPS, Lyft, Tumblr, Fiverr
- Caution: Must still be phonetically intuitive
A.S.S. Test (Associations + Slogans Score)
For top candidates, count:
Associations:
- Apple: Garden of Eden, Isaac Newton, William Tell, Snow White, "Bad apple," "Apple of my eye," "Big Apple"
- Strawberry: Strawberry Fields, shortcake, blonde
Slogan potential:
- "Igor. Bringing Your Vision to Life."
- "Igor. Never Say Die."
More associations = more cultural depth = stronger name.
NFX Essential Guidelines
- Memorable - Recall after one hearing?
- Spellable - No written confusion?
- Avoid Generic Descriptors - HipChat underperforms invented terms
- Embrace Friendliness - PayPal, Google succeed through approachability
- Strategic Controversy - "A great name might hit 10% of people wrong" (Virgin, Monster)
Avoid "Happy Idiot" Patterns
Invented Nonsense
"Mirvie draws on Romance languages: Mira means 'objective' in Italian..." Red flag: Linguistics rationale = scam.
Foreign Words
"Ikena, a Hawaiian word meaning 'vista'..." Red flag: Meaning irrelevant if audience doesn't speak it.
Compound Wallflowers
Bridgescape, Bridgespan, Everbridge, Flybridge Red flag: Generic word pairs = forgettable white noise.
The Comfort Trap
Choosing the name everyone "likes" in research. Consensus = mediocrity. Red flag: If nobody hates it, nobody will love it either. Polarization signals energy — if half the room feels the name is "dangerous," it likely has the strength to cut through market noise. Safe names compound friction; bold names compound advantage.
Output Format
## Naming Results for [Project]
### Competitive Taxonomy
[Matrix showing competitor clusters]
**Opportunity:** [Underserved quadrant]
### Name Candidates
#### Evocative (Recommended)
1. **[Name]** - [Rationale, associations]
2. **[Name]** - [Rationale]
3. **[Name]** - [Rationale]
#### Experiential
4. **[Name]** - [Rationale]
5. **[Name]** - [Rationale]
#### Invented
6. **[Name]** - [Rationale, sound/feel]
### Evaluation Matrix
| # | Name | Appear | Distinct | Depth | Energy | Human | Position | Sound | "33" | Spell | Fluency | **Total** |
|---|------|--------|----------|-------|--------|-------|----------|-------|------|-------|---------|-----------|
### A.S.S. Test (Top 3)
**[Name 1]**
- Associations: [list]
- Slogans: "[Name]. [Tagline 1]"
### Top Recommendation
**[Name]** (Score: X/50)
Why it wins:
- [Positioning alignment]
- [Category differentiation]
- [Cultural depth]
- [Sound/memorability]
Domain options: [name].com, [name].io, get[name].com
### Proof of Concept
Place top name in real-world contexts to test believability:
- **Headline test:** "[Name] Raises $10M Series A" — does it carry weight?
- **Intro test:** "I work at [Name]" — does it spark curiosity?
- **Search test:** Is it Google-able without competing with dominant results?
### Next Steps
1. Domain availability check
2. Trademark search (USPTO)
3. Social handle check
4. Test pronunciation with 5 people
5. Sleep on it (24 hours)Special Scenarios
Renaming an Existing Company
- Acknowledge what equity exists in the current name (recognizability, SEO, community)
- Map what the new name must fix or unlock
- Less than 1% of your potential market has heard your name — optimize for the 99% who haven't
Naming a Product Within a Company
- Check brand architecture first: Branded house (FedEx)? House of brands (P&G)? Endorsed brand (Courtyard by Marriott)?
- Product name must be consistent with or intentionally contrast the parent brand
Naming for Global Markets
- Avoid names with negative connotations in target languages
- Favor phonetically neutral names (vowel-heavy, no harsh consonant combos)
- Check for unintended meanings in Spanish, French, Mandarin, Arabic at minimum
- Famous failures: Chevy Nova ("no va" = "doesn't go"), Mitsubishi Pajero (obscene in Spanish), Clairol Mist Stick ("mist" = manure in German)
References
- Extended naming types and category decision matrix:
references/naming-types.md - Domain strategy, trademark research, and social handle checks:
references/domain-trademark.md
When Invoked By Other Skills
When called by other skills for naming:
- Accept their context (product, audience, positioning)
- Generate 3-5 evocative options with brief rationale
- Return top recommendation with A.S.S. score
- Include domain suggestions
Focus on evocative names that differentiate and dominate.