Step 1: Define the universe of your brand and related concepts.




Before you even start thinking about a name, first start by defining your brand universe.


The world of your brand is everything that appeal to your brand positioning, product offering, the characteristics of product / service, external references to the company, general reference and historical your industry activity, the archetypes ...


This creative process is the most important because it is from this work that you will base your research on all names. If you have not defined a broad area of ​​research you have little chance of finding an original name.


So do not be limited and noted all his ideas, including brand names that come to your mind, slogans (see our article on brainstorming).


Everything must be noted: that the ideas of concepts, strong images, sounds, word play, the archetypes and clichés about my product, the cultural partner, the message you want to get ...


Do not restrain himself and let his mind totally free of constraints: no maximum length, no language restriction, you can take existing brands to inspire you ... It is important to remember that this research process should be fun (but serious fun).


To free up even more creative process should not be judgmental on the proposals. The choice between what is good or bad will be discussed later ... All proposals are good proposals, you can now even give suggestions of brands, anything goes.


Not to be "influenced" by the arguments of your competitors (and thus make different), list your own strengths and already without looking at proposals of others. Only then you can watch what your competitors are doing to confirm how you can differentiate yourself.


For a company that rents cars in Nantes, the universe of the brand is defined by the following major topics:

- The physical universe: My company will be based in Nantes, which covers the region because I Nantaise a single agency: the mover Nantes, Nantes Moving, Moving Express 44 ...

- The goal will be to rent vans at the market price, see a bit more because I bring the service and more: More Moves, Moving Services, Moving Services, Moving Package ...

- I will open later than the others: Late Services, Rental 24H, 24 Moves ...

- Roots of basic moves, in-household, loc ...

- I will focus on utilities for removal but not rental cars. My truck will be painted blue ("blue trucks").

- I focus on the trucks level luxury car, ABS ...: Moving Self Service, Top Class Moves' ...

- I offer my clients more ropes, a devil, blankets, empty boxes, foam protection ...: Déménagemet all inclusive All Inclusive Moving, In-MénagementPlus ...

- I offer optional movers to help individuals (under contract with a company that uses the unemployed): Movers solidarity, the movers of the ANPE ...

- The words of my world: the proximity, the specialist in relocation, serious, moving turn-key remover, muscle, lift, friends, boyfriend, back pain, carry, carrying furniture, furniture, housewarming, dépendaison rack, rack, management, cords, carts, lift truck, earth, mover Breton, cards, pens, labels ....

- Themes close to my world: hand, spring cleaning ...

- The terms of move: Moving Van ...

- Adjectives that describe my work: serious, Nantes, assistance, complete turnkey ...

- My first ideas for slogans: your move turnkey keys to move home ...

- ...


For a product that takes off the old wallpaper via a steam system:

- Use of steam to loosen the old tapestry Vapo Express vaporetti Vapapeur ...

- The tapestry is separated in 15 Seconds: chrono, express, quick ...

- English Terms related: quick, sticky wallpaper ...

- The product is designed for individuals: home, solo, alone ...

- The price of € 59 will be: cheap, cheap, discount ...

- The product fits in your hand like an iron station steam handy, manual ...

- Basic Roots: vap, tap ...

- My characteristics (adjectives): small, fits in your hand, cheap, innovative, simple, go anywhere, economical, simple, convenient, cheap ...

- The words and adjectives related to my product: easy clean, Décoll'Tout, off tapestry vaporetto ®, steam

- My world brand: clean, upholstery, small, clean, cleaning, small cleaning, DIY, DIY, handyman Sunday, painter, upholsterer, tapisseur, wallpaper, takeoff, collage, just off ...

- Themes close to my world of ideas and associations: brush, sponge, tapestry of Lisieux, Détapisseur, overalls, glue, dirt ...

- My first ideas for slogans: No more hassle of tapestry ...

- List of keywords brands, people close ...: homemaker,

- ...


To enrich your food for thought do not hesitate to call your relatives and ask them if I talk about this concept, it makes you think what, what words ...


To widen your horizon it is interesting to consult other sources of information: thesaurus or etymological ...