Over the past few months, we Kazooks have been busy working on naming projects for a couple of different clients. One needs a new name for a company that is being re-branded. Another needs to name a new product. Whenever we begin a naming project, I like to think about Willie Nelson. Why Willie? Because he's a prolific songwriter with a gift for creating lyrics that evoke strong emotion—don't even bother to Google the lyrics to “Blue Eyes Cryin' In the Rain” if you're not in the mood for a major heart tug. Several years ago, I saw Willie interviewed on television. When the interviewer asked how he was able to write so many songs, Willie replied that there are thousands of songs out there, just floating around on the clouds and in the wind and in the trees. When it comes to creating brand names, we could learn a few things from old Willie.

First, the most powerful brand names evoke emotion and help companies form strong bonds with their customers. Most people know this intuitively. The hard part is to let go of the urge to be “businesslike” and descriptive, and instead embrace names that will appeal to people's hearts as well as their heads.

Second, there are millions of names “floating around.” You can find them in books about music, in books about dance, in books about art and science and mathematics and geography and every other topic under the sun. You can find them in the dictionary. You can find them in the conversations people have in cafes and bars and around the kitchen table. Or, like Willie's songs, some names are just out there in nature, waiting for you to discover them.

Third, always have a good reason for choosing the name you choose. Songwriters like Willie always have a rationale for the lyrics they write—they want to relay an experience they've had, maybe, or convey a social message. Having a strong set of brand guidelines will help you generate and select names that are strategic and appropriate to your business. If you can manage to combine a name that is both strategically relevant and emotionally resonant, you're sure to have a hit on your hands.

-Tom