Naming and branding

Dear Peggy,

We want to build a solid brand for our new company, starting with a good name. We're not sure where to begin.

Signed,
Ready to go

Dear Ready,

First think about how you are different from the competition. Who are the people you want to reach? What territory do you want to own? If you really want to connect with people, your brand has to make sense in human terms. Don’t skip the important stuff in a rush to name your company. Once you tackle the hard questions you’ll be in a better position to find the right name.

Yours truly,
Peggy