A brand is an empty vessel into which we pour meaning, someone smart once told me. But products and services often exist before the name is created. So the vessel isn’t quite empty, is it?
Have you ever named a child? Empty vessel. Or is it? The parent’s backgrounds are often contributors: family names, favorite bands, etc. (A couple of hippies I knew in college named their kids Dylan and Hendrix.) Were those kids empty vessels? You decide.
Totally empty or partially full, the name of a vessel is an important brand component. In all three of my discovery questions sets, though, never has there been a question about the name. There will be moving forward. A brand name, done well, will say volumes about the product. But it may also can say a lot about the founders. A startup founder I worked for picked the product name Zude because “Oh, and it rhymes with dude.”
Brand strategy organizes the all activities associated with building a brand. It is the life blood. But that strategy, has to come from organic material, and understanding a name is rich start.