Build: An Unorthodox Guide to Making Things Worth Making

by Tony Fadell

You may not even need anyone to draw or make aesthetic choices. For example, take naming. It’s an issue all businesses face. But rather than calling in a naming or branding agency to pick a name for you, sit down and approach the problem like a designer: Who is your customer and where will they encounter this name? What are you trying to get your customer to think or feel about your product? What brand attributes or product features are most important to highlight with this name? Is this product part of a family of products or is it stand-alone? What will the next version be called? Should the name be evocative of a feeling or idea or a straightforward description? Once you come up with a list, begin to use the names in context. How does it work in a sentence? How do you use it in print? How do you use it graphically? You may not come up with a name you love, but trying it yourself will allow you to, at the very least, appreciate and understand the naming process. It will give you the tools you need to work with an agency and learn from the tricks they use to reach a final suggestion.