Once you've successfully clarified what needs to be communicated -- key messages, core brand attributes, and a relevant, credible, and compelling brand promise -- you will be able to define an appropriate verbal branding strategy, and establish objectives and criteria to guide the creative verbal branding effort.
Realistically, a name can convey only one or two important ideas. You need to decide, from a strategic perspective, which key ideas and attributes should be conveyed by a name and which can be more appropriately communicated by other means.
For example, safety would likely be among the key messages an airline would wish to communicate, but safety is probably not a message that should be conveyed by the name. In fact, being called Safety Airlines might raise questions rather than alleviate concerns. Still, safety is an important brand attribute and it can be effectively expressed through behaviors -- how the flight crew interacts with the passengers, the tone of voice of the pilot, the professionalism of the reservation agents.
Your naming objectives will stipulate the one or two key ideas, along with a shortlist of relevant associations and complementary core brand attributes, that must be conveyed via the name. Returning to the airline example, verbal branding strategy may dictate that the primary naming objective is to reference the country of origin (as for Alitalia) or suggest the concept of freedom (JetBlue).
Naming criteria address questions of form. A key criterion for all verbal branding efforts is that the solutions be consistent with core brand attributes: safety would be such an attribute in the airline example. Basic criteria generally spell out that a name should be appropriate, appealing, and legally available. More specific criteria might include how the name will be used, tone and character, words or letter combinations to be avoided, and so on.
Since the naming objectives and criteria will serve as both the springboard and benchmark for the creative name development, it will be imperative that consensus is reached on what they should be before the creative effort begins. The more specific, refined, and harmonious your verbal branding objectives and criteria, the more effective the solutions will be.
Working as a team to establish this strategic framework for your verbal branding endeavor is time well spent. The information gleaned through branding exercises like those described here will inform all brand-building activities. Well-defined objectives and criteria will make the name selection process less subjective and keep the branding effort on track. Most importantly, the process of defining your corporate brand promise and establishing naming objectives and criteria creates understanding among the members of the project team about how the name or other verbal branding solution supports, illuminates, and articulates that promise.
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