Brand names should make you SMILE not SCRATCH your head.
At least that’s what Alexandra Watkins founder of the naming firm “Eat My Words” thinks!
The book is 98 pages of engaging, easy to follow text.
Jam packed full of tips and techniques!
Now you too can create awesome brand names on your own.
And all for under $20.
Not bad considering Alexandra charges her clients up to $50,000 per name.
I give it a 5/5.
Onto the full review…
Check Your Brand Names with The “SMILE Not SCRATCH” Test
The book is formed around Alexandras’ SMILE not SCRATCH test a great way to “objectively evaluate” brand names.
The test is first used to introduce you to the naming process by proposing names to check.
Moving forwards readers use the test to check their own brand name search results.
Alexandra pulls no punches, praising the great names and outing those which don’t pass her test.
The duff names include howlers like Xnobi, Svbtle and Doostang.
Save Money! Great Domain Name Advice
It’s no secret!
Domain names can sell for a massive amount of money.
The average cost of domain names on the largest marketplace is currently around $2,500.
So the “Strategies to get a good domain name for $9.95” make the book worth the cost price on their own.
Develop Your Branding Road Map! Write a Creative Brief
Next Alexandra shares the brief used by “Eat My Words”
Probably the least fun aspect of the process but 100% necessary.
The brief helps you figure out “what is your brand and what you want it to communicate”.
Get Online! Get Brainstorming!
The Creative Brief is then used to start the Brainstorming process.
Alexandra shares the myriad online tools and techniques she uses.
The Spoon Me brand brainstorming example helps makes this process easy to follow.
Get The Right Name! 12 Rules for Building Consensus
By this time you will have tons of great name ideas.
But which one do you choose?
Selection can be one of the most difficult parts of the naming process.
Not because you can’t decide, but because of the number of people involved.
Alexandra provides the solution “12 Rules for Building Consensus”.
A common sense way to streamline the selection process and cut through the BS.
Should You Change Your Name? The Pros and Cons Explained
Finally Alexandra goes over the Pros and Cons of changing your name.
Unsurprisingly she’s slightly biased in favor of making the change.
But after all that’s why you read the book isn’t it!
Why I Love This Book!
It’s easy to follow short and to the point.
Bits I’m Not Sure About!
Not much wrong from what I can see.
I’m not sure about the Name Change section.
If you want to know more about the Pros and Cons of changing your brand there are better books out there.
Check out “Positioning: The Battle for Your Mind” by Al Ries, Jack Trout and Philip Kotler.
Who Should Read This Book?
Anyone interested in naming should take a look at this great book…
Specifically, if your’e….
● Naming a business but don’t have the money to hire an agency.
● You’ve hired an agency but want to understand the naming process.
I give it a 5/5.