Jul 6, 2026 · 19 min · 9 segments
**What can you expect from this podcast episode?** Big brands have plenty of advantages that smaller brands don’t, but that doesn’t mean smaller brands can’t learn from what they consistently get…
Now most businesses come up with a name before they design something like a logo and yet if they developed a name within the same process of designing something like a logo and have it all in mind at one time, we'd have far fewer small businesses with a name that consists of three or four or five words.
These really long words that you have to stack and it doesn't look so great and it's harder to remember all the things.
And if you have to use more than one word, make your life easier and pick no more than two.
It's like a full stop at the end of a sentence rather than two to three full stops.
And in addition to this, if you create a name that is not only unique, but has either some kind of meaning or the ability to have wordplay, it can become an anchor for your brand messaging so that every part of your brand's identity aligns.
Because if you think of your branding like a picture puzzle, let's say, Less pieces are not only easier to complete the puzzle, but you see the picture of the puzzle on the puzzle far quicker.
But when you have these odd shaped puzzle pieces that you need to join together, like a long name, messaging that has no tie into the name perhaps, and a logo that is overly complicated, you end up needing more pieces to make the puzzle pieces fit together.
It takes longer to fit them together and then recognize the bigger picture.
But it's all to say that as long as you have a creative brand that does indeed stand out, giving your team and your customers a more limited number of pieces to work with, remember and recognize, all starting with a name, your brand becomes a more effective proposition to buy into.
Now most businesses come up with a name before they design something like a logo and yet if they developed a name within the same process of designing something like a logo and have it all in mind at one time, we'd have far fewer small businesses with a name that consists of three or four or five words.
These really long words that you have to stack and it doesn't look so great and it's harder to remember all the things.
And if you have to use more than one word, make your life easier and pick no more than two.
It's like a full stop at the end of a sentence rather than two to three full stops.
And in addition to this, if you create a name that is not only unique, but has either some kind of meaning or the ability to have wordplay, it can become an anchor for your brand messaging so that every part of your brand's identity aligns.
Because if you think of your branding like a picture puzzle, let's say, Less pieces are not only easier to complete the puzzle, but you see the picture of the puzzle on the puzzle far quicker.
But when you have these odd shaped puzzle pieces that you need to join together, like a long name, messaging that has no tie into the name perhaps, and a logo that is overly complicated, you end up needing more pieces to make the puzzle pieces fit together.
It takes longer to fit them together and then recognize the bigger picture.
But it's all to say that as long as you have a creative brand that does indeed stand out, giving your team and your customers a more limited number of pieces to work with, remember and recognize, all starting with a name, your brand becomes a more effective proposition to buy into.
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