Naming and positioning brief
Find a clear market position and a name that is memorable, credible, usable, and safe to adopt.
Branding and identity · 45 min · Standard · 27 questions
Audience and market
Who is the offer for?
When do people need this offer?
What matters most to them in that moment?
What do they use instead today?
Positioning
How should the offer be positioned?
Which category should people place the offer in?
What meaningful difference can the brand credibly claim?
Why does that difference matter to customers?
What proves the position?
Which product behavior supports the position?
Naming direction
What must a successful name achieve?
What kind of name would fit the position?
Which naming directions should we avoid?
How should the name fit the existing brand portfolio?
Language and culture
Which languages must each name work in?
How easy should the name be to pronounce?
Could the name have an unwanted meaning anywhere?
Does the name need a consistent transliteration?
Transliteration means writing the name in another alphabet.
Availability
Which legal checks could rule out a name?
Which domain names are required?
Which social handles matter?
Could the name be confused with an existing search result?
Validation
How will we evaluate each name?
Can people remember the name after hearing it?
What do people assume the name means?
Which other names could it be confused with?
Who makes the final naming decision?
How to use this brief
Use this brief as a bank of questions for the conversation. Choose what is relevant, mark covered questions as you go, and skip anything that has already been answered.
Use this brief when...
Use when you need to find a clear market position and a name that is memorable, credible, usable, and safe to adopt.
Best used as: Live call · Async intake
- Category
- Branding and identity
- Discussion time
- 45 minutes
- Depth
- Standard
- Last updated
- Jul 21, 2026
- Scope
- Design briefs
- Best used as
- Live callAsync intake
- Design roles
- Brand designer
- Audience
- Marketing teamsDesign leadsDesign agenciesFounders and operators
- Platforms
- Brand systemDigitalPrint
- Company type
- B2BB2CAgency
- Product stage
- LaunchGrowthMature product
- Tags
- branding-and-identitynaming-and-positioningbrand-and-communicationnew-product-namingmarket-positioning