Video · ~50 min interview

How To Create Brand Names with Alexandra Watkins (On Branding Podcast)

Arek Dvornechuck (host), Alexandra Watkins (guest) · Ebaqdesign / On Branding Podcast Free Beginner

Alexandra Watkins wrote the book on naming, and here she explains in plain terms why a name that people have to stop and spell for you is quietly costing you customers. Her SCRATCH test puts real weight on the say-it-out-loud check: if someone hears your name and cannot pronounce or spell it, scratch it. It is a practical filter to run before you spend money on a formal test.

  • If you keep having to spell your name for people, you are apologizing for it and losing them, that is a signal to drop it.
  • Say the name aloud to someone who has never seen it and ask them to type it, misspellings are a red flag.
  • A strong name is intuitive to say and spell on first hearing, avoid dropped vowels and clever misspellings.
Open on ebaqdesign.com ↗

The question it answers

  1. How do I test a startup name on real people before I commit to it?

Read with it

  1. Most naming advice stops at opinions, this one runs an actual experiment. Justin Wilcox walks through testing name candidates... Customer Development Labs Article · ~12 min read How to (Scientifically) Pick the Best Domain Name Justin Wilcox
  2. When you want fast reactions from strangers who match your audience, PickFu is the cheap, no-setup way to do it. You upload 2... PickFu Tool · Poll results in a few hours How to test your brand name with PickFu PickFu
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