Naming Basics for Brands, Products, and Services | Nick Armstrong | Skillshare

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Nick Armstrong, I make marketing FUN.

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15 Lessons (50m)
    • 1. Welcome!

    • 2. Exercise: The 5 Minute Brainstorm

    • 3. Emotional Resonance

    • 4. Exercise: Who Is It For?

    • 5. Case Study: WTF Marketing

    • 6. Exercise: The Dum Dum Sucker Test

    • 7. Case Study: Level-Up Financial Planning

    • 8. Don't Buy That Domain Name Yet

    • 9. It's Not For You: Owning Your Name

    • 10. Case Study: That Damn Lawyer

    • 11. Bonus: Brand Funerals & Course Corrections

    • 12. Review + Wrapping Up

    • 13. Class Project

    • 14. Case Study: Fort Collins Video

    • 15. Bonus Questions: Hard Acronyms, Board-Picked Names

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About This Class


80% of small businesses use Facebook to market their products and services.

How do you stand out in a sea of similarity when you literally have thousands of competitors a click away? Your brand name can behave as a memorable hook in your customer’s minds - it tells a story, paints a picture, and conveys values. Your product names can create a lasting impression to position yourself apart from your competition.

Don’t wanna be stuck all day brainstorming new names for your brand, products, or services? Are you tired of buying clever domains only to see them go unused?

Great. I’ll teach you how to name your brand, products, and services and do it well with just 10 minutes. No domain purchases allowed.

Here’s what we’ll cover:

  • Step 1: The 5-minute Brainstorm - generate names for your brand and products
    • What’s the problem being solved?
    • What’s the solution?
    • What’s the emotion your customers are feeling?
    • What’s your customer's aspirational identity? (What's their dream outcome?)
    • What’s the community you're serving?
  • Step 2: Emotional Resonance and Memorable Names
    • Who is it for?
  • Step 3: The 5-minute Dum Dum Sucker test
    • Identify naming conflicts and problems EARLY with crowdsourced name stress-testing
  • Step 4: Don’t buy that domain just yet
    • Vetting Availability
    • Check trademarks, copyrights, and Google first
  • Step 5: It's Not For You: Owning the Name
    • Go all in or go home
  • Bonus: Changing Direction
    • Shifts in meaning
    • Changing direction and changing names
  • Case Studies: WTF Marketing, That Damn Lawyer, Level Up Financial Planning, Fort Collins Video, and more coming soon...

Who is this guy and how does he know about business?
I’m Nick Armstrong: the Geek-in-Chief behind WTF Marketing, dad, author, Ignite, PechaKucha, Startup Week, and TEDx speaker, audio drama enthusiast, and award-winning entrepreneur. Through WTF Marketing and partner organizations, I’ve served a wide array of happy clients ranging from mom-and-pop shops to Fortune 100’s. I’ve co-organized community events like Fort Collins Comic Con, Startup Week Fort Collins, TEDxFoCo, Ignite Fort Collins, LaidOffCamp/CareerCamp, PodCamp Fort Collins, and more. My local efforts landed me a prestigious spot as one of BizWest’s 40 Under Forty in 2016 and the Colorado Association of Libraries’ Library Community Partnership Award in 2018.

If you're launching something new, my classes can help you: