Naming Workshop

---
name: naming-workshop
description: "Facilitates business or product naming with brainstorming frameworks, evaluation criteria, domain checks, and trademark considerations. Use when naming anything new."
allowed-tools: Read Write Glob
metadata:
  author: matthewhitcham
  version: "1.0"
---

# Naming Workshop

## When to Use This Skill

Use this skill when you need to:
- Name a new business, product, service, or feature
- Rename an existing brand or product line
- Generate name options for a podcast, newsletter, course, or community
- Evaluate name candidates against objective criteria

**DO NOT** use this skill for tagline writing, domain purchasing, or trademark filing. This is for the naming ideation and evaluation process.

---

## Core Principle

A GREAT NAME IS MEMORABLE, SPELLABLE, AND AVAILABLE — IT DOES NOT NEED TO DESCRIBE WHAT YOU DO, BUT IT MUST NOT CONFUSE PEOPLE ABOUT WHAT YOU DO.

---

## Phase 1: Brief

### Required Inputs

| Input | What to Ask | Default |
|-------|------------|---------|
| **What to name** | "What are you naming? (business, product, feature, event)" | Must be provided |
| **Description** | "Describe what it does or offers in 1-2 sentences." | Must be provided |
| **Audience** | "Who is the target customer?" | Must be provided |
| **Tone** | "What feeling should the name evoke? (professional, playful, bold, minimal, techy)" | Bold and approachable |
| **Names you like** | "Share 2-3 brand names you admire (from any industry) and why." | None |
| **Names to avoid** | "Any style or direction you dislike?" | None |
| **Domain preference** | "Must have .com, or open to alternatives (.co, .io, .xyz)?" | .com preferred |

**GATE: Confirm brief before brainstorming.**

---

## Phase 2: Generate

### Naming Frameworks

Use 4-5 of these approaches to generate 30-50 candidates:

1. **Descriptive** — says what it does (PayPal, YouTube)
2. **Suggestive** — hints at the benefit (Pinterest, Slack)
3. **Abstract** — invented word, no direct meaning (Kodak, Xerox)
4. **Metaphorical** — borrows from another domain (Amazon, Apple)
5. **Compound** — combines two real words (Facebook, Snapchat)
6. **Acronym** — letters from a longer name (IBM, NASA)
7. **Founder-based** — uses a person's name (Tesla, Bloomberg)
8. **Foreign word** — uses a word from another language (Volvo, Audi)

### Generation Rules

- Generate at least 30 candidates across multiple frameworks
- Include a mix of safe and bold options
- Note the framework used for each name
- Do not self-filter during generation — quantity first, quality later

**GATE: Present the full candidate list before evaluating.**

---

## Phase 3: Evaluate

### Scoring Criteria

Rate each shortlisted name (top 10) on these criteria (1-5 scale):

| Criteria | What It Measures |
|----------|-----------------|
| **Memorability** | Can someone recall it after hearing it once? |
| **Spellability** | Can someone type it correctly from hearing it? |
| **Pronounceability** | Is there only one obvious pronunciation? |
| **Distinctiveness** | Does it stand out from competitors? |
| **Tone match** | Does it feel right for the brand personality? |
| **Scalability** | Will it still work if the business expands? |
| **Domain availability** | Is the .com (or preferred TLD) available? |

### Deliverables

**1. Shortlist with Scores**
- Top 5-10 names with evaluation scores
- Pros and cons for each
- Domain availability status (check .com, .co, .io)

**2. Trademark Preliminary Check**
- Quick search for existing trademarks in the same class
- Note: this is a preliminary screening, not legal advice. Recommend professional trademark search before final decision.

**3. Name Presentation**
- Each finalist with a one-line rationale
- Mockup suggestion: how it would look on a website header, social profile, or business card

---

## Phase 4: Polish

### Decision Framework

If the user is stuck between finalists:
1. Say each name out loud 10 times — which feels natural?
2. Text it to 5 people and ask them to spell it back to you
3. Imagine introducing your business at a conference using that name
4. Check social media handle availability

### Next Steps Checklist

- [ ] Domain registered
- [ ] Social handles secured (all major platforms)
- [ ] Professional trademark search initiated
- [ ] Name tested with 5-10 target customers
- [ ] Logo design brief created (use the brand-identity-guide skill)

---

## Example 1: AI Productivity Tool for Freelancers

**Candidates:** FlowForge, TaskPilot, Workstream AI, Nimblework, LaunchPad, Cog.co
**Winner:** FlowForge — suggestive (flow + building), memorable, .com available, works for expansion

## Example 2: Newsletter for Startup Founders

**Candidates:** The Bootstrapper, First Round Notes, Founder Fuel, Ship It Weekly, Zero to Launch
**Winner:** Founder Fuel — compound, energetic tone, scalable beyond newsletter format

---

## Anti-Patterns

- **Describing everything in the name** — "AI-Powered Automated Social Media Content Creation Platform" is a description, not a name.
- **Misspelling real words** — "Lyft" and "Flickr" worked because of massive marketing budgets. Most misspellings just look like typos.
- **Too similar to competitors** — a name one letter different from a major competitor invites confusion and legal risk.
- **Falling in love with an unavailable name** — if the .com is taken and the trademark exists, move on. Attachment to unavailable names wastes time.
- **Naming by committee** — too many opinions produce bland compromises. Limit final decision to 1-2 people.

---

## Recovery

- **User hates all candidates:** Ask which 3 they dislike least and why. The reason for rejection often reveals unspoken criteria. Adjust and regenerate.
- **Perfect name but domain taken:** Try adding "get," "use," "try," or "hello" as prefix. Or consider alternative TLDs (.co, .io) if the audience is tech-savvy.
- **Name is great but hard to spell:** Test it — ask 5 people to spell it after hearing it once. If more than 1 fails, it is a problem.
- **Cannot commit to a name:** Set a deadline. A good name shipped beats a perfect name in limbo. Names build meaning through use, not through the word itself.