One of the most subjective processes in launching a new company/product is choosing a name. One that encapsulates the brand promise, product portfolio, personality, values, etc. and accelerates the company/product to an increased state of value.

Before proceeding down this often treacherous path, take a common-day example to heart. Think of the last time you chose a name for your pet or child. What was the process you went through?

Perhaps:

1. Competitive Assessment - Investigating names in your neighborhood/family tree. Talking with people about their naming process, why they chose the name they did and what it means to them.
2. Brand Platform - Finding the “platform” that the name accentuates. How similar or dissimilar do you want the name to be? Based on religion? Nostalgia? Uniqueness? Status?
3. Target Forecasting - Visualizing how that name might effect their acceptance in society. Will it make them seem academic? Popular? An outcast? Or perhaps it’s so unique it will make them special/coveted?
4. Constructing Identification -  After analyzing (or perhaps over-analyzing), one may think - does the name really matter? Won’t a strong identity and personality surround the name and create its own context? Just as celebrities craft their equity - the word Madonna once known as a the “Mother of Jesus,” now is seen as a recording artist, actress and entrepreneur.
5. Proving Acceptance - With this acknowledgement, one may realize that they can’t secure the fate of their new name. But what they can control are the efforts to bring education, depth and authenticity to that name - allowing it to convey the personality in a way that’s memorable and individual.

The naming process is challenging and charged with opinions. It could be developed by the best naming agency with 6-12 months of testing - similar to Bing - and still be seen as a “me-too” proposition or it could be cherished and adopted into society lexicon - Google, Kleenex, Tivo, etc. One must focus more on what is supporting the name as proof to the value promise, than believe that the name will do that itself.

Because at the end of the day, a Stephen can still make a choice of being a Baldwin or a Hawking.