Naming Worksheet

Need a New Name for Your Brand? Start Here.

Naming is hard. Whether you're starting a new venture, rebranding an existing one, or navigating a merger, choosing the right name can feel like a high-stakes decision.

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Maybe your current name doesn't reflect your mission anymore. Maybe you're blending two organizations and need something fresh that represents both. Or maybe you're just tired of explaining what your brand actually does every time you say the name out loud.

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Naming can be overwhelming, but it doesn’t have to be. I use a four step process to qualify, test, and purchase names & domains.

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In my naming process, we start with about 250-300 options and end up with 2-5 strong contenders. At this step, we use this Rate A Name Worksheet to make the final decision.

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If you're in the decision phase, run your name of choice through this worksheet to discover how strong it really is.

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Here’s how it works:

1. Print out a worksheet for everyone involved in the decision.
2. Choose 2–5 potential names to evaluate.
3. Each person scores each name using the built-in scale, based on things like clarity, tone, and alignment with your mission.
4. Add up the scores to see which name rises to the top.

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And a little advice: if the numbers point to one name, but your gut says otherwise, trust your instincts. It’s like flipping a coin and realizing what you were hoping for mid-air. Your gut is right.