Naming. Doesn't matter what you're naming—your product, your business, your Web site or heck, even your child (which happens to be my current project), your choice is important. Below, you'll find a flock of ideas, strategies, and tools to make your name discovery a little easier.

Through researching and writing this article, I tried to make name discovery a point-by-point affair. I've also noticed that most, if not all, of the articles and reports I've read over the years do the same. Start here, end there, do this and don't do that.

Lemme tell you, though, that it's not nearly that cut and dry. The process of naming is anything but linear.

There is NO chronological set of events that promise to lead you to naming perfection.

There is NO set of naming principles you must adhere to.

Sure, there are certain guidelines and ideas that are good to keep in mind, but I promise you that there's an exception to every rule. (Successfully branded, wildly popular—and, by all standards, bad—names abound.)

The process of naming also has its idiosyncrasies. Sometimes you'll set out to name a new product and the perfect name will be hanging there, right out in front of you, just waiting to be snatched out of thin air. Other times, you'll mull for days, agonizing over the details of your product, entering in hundreds or thousands of options to your registrar with nothing sounding "just" right.

So, given the interesting and often inconsistent nature of naming, I've decided to divide this article into "considerations." That is, instead of giving you a chronological chart of action points from which you'll undoubtedly stray, or assigning you a set of naming commandments that are anything but set in stone, I've outlined a collection of methods, ideas and strategies that you should simply consider.

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Scott Trimble is an account manager at Clear Channel Outdoor and former managing partner of Halfagain LLC (, a Portland, Oregon-based marketing software producer.