How To Create A Brand Name For Your Company

Marketing Podcast with Rob Meyerson

In this episode of the Duct Tape Marketing Podcast, I interview Rob Meyerson. Rob is a namer, brand consultant, and principal and founder of Heirloom, an independent brand strategy, and identity firm. He also has a new book: Brand Naming: The Complete Guide to Creating a Name for Your Company, Product, or Service.

Key Takeaway:

A name is one of the first, longest-lasting, and most important decisions in defining the identity of your company, your product, or your service. Rob Meyerson is a professional namer and brand consultant. In this episode, Rob is sharing what makes a good (and bad) name, his process for identifying a name, and his best-practice methodologies.

Questions I ask Rob Meyerson:

  • [1:13] Was there a special process for coming up with your company name – Heirloom?
  • [3:52] You’ve worked with a lot of pretty big names in your career – would you say that this idea is equally as important for a small business as it might be for a division of a Fortune 500 company?
  • [5:20] Are there attributes from a general perspective that your brand name should have?
  • [6:55] How important do you feel it is for a name to evoke some sort of emotion?
  • [7:50] How do you measure if a brand re-name or re-focus is successful?
  • [9:41] Do you have any kind of favorite brand success stories?
  • [14:42] Is the risk versus reward worth it with made-up names or is it simpler to define what you do in your name?
  • [17:21] How does your brand naming process work?
  • [20:15] Given the fact that you mentioned that time will tell whether or not you chose a good name – is there a gut-wrenching moment where you all decide to move forward with a brand name?
  • [21:20] How important is it that the dot com name is available?
  • [22:46] Where can people find out more about your work and get a copy of your book?

More About Rob Meyerson:

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