Naming Worksheet 
 

NAMING YOUR BUSINESS OR PRODUCT 

Worksheet Contents 

Positioning Statement 3 

Competitive Landscape 4 

Brand Characteristics 5 

Name Generation 6 

Naming Matrix 7 

Name Registration 8 
 

 
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Naming Worksheet 
 

NAMING YOUR BUSINESS OR PRODUCT 

Positioning Statement 
Write a 30-40 word Brand Positioning statement, loosely using the formula below and making sure 
that it emanates your brand values as well. 
 

FORMULA 

 
We are on a mission to [​ Why]​, we​ [Offering]​ by [​ How]​ that ​[Customer Needs Met] 

POSITIONING STATEMENT 

 
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Naming Worksheet 
 

NAMING YOUR BUSINESS OR PRODUCT 

Competitive Landscape 
List all your known competitors, alongside any keywords and phrases they often use in their 
language. You will want to differentiate yourself from anything similar. 
 

COMPETITOR NAME  KEYWORDS 

 
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Naming Worksheet 
 

NAMING YOUR BUSINESS OR PRODUCT 

Brand Characteristics 
This is a simple tool to help you generate name ideas. 
● Start out by defining your Promise, USP and the Transformation that the customers would 
experience when your product or service is implemented. 
● Then generate 3-4 associated adjectives or characteristics/traits for each row. 
 
  TRAITS 

   
The Promise 
What do you promise to your   
customers if they use your 
product or service?   

   
USP 
What is your Unique Selling   
Proposition, what makes 
your product or service   
different? 
 

   
The Transformation 
What happens differently   
when your product or service 
is implemented?   

 
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Naming Worksheet 
 

NAMING YOUR BUSINESS OR PRODUCT 

Name Generation 
Taking our previous exercise of Brand Characteristics/Trait, complete additional columns for each 
Brand Characteristic/Trait you have. 
● In the second column list any synonyms (look up via dictionary.com or thesaurus.com) 
● In the third column play around with suffixes or prefixes to either traits or synonyms 
● In the following column try to ‘blue-sky’ it, thinking of any other concepts that come to mind 
● In the last column look if you can combine some of the words, or add others 
 
 
TRAITS  SYNONYMS  SUFFIX/PREFIX  ASSOCIATIONS  COMBINATIONS 

 
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Naming Worksheet 
 

NAMING YOUR BUSINESS OR PRODUCT 

Naming Matrix 
Use the following table to list your top 10-15 name ideas and rate each name against each criteria 
item out of 10, totalling the number at the end. 
 

  NAME 

             
1                 

2                 

3                 

4                 

5                 

6                 

7                 

8                 

9                 

10                 

11                 

12                 

13                 

14                 

15                 

   
 
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Naming Worksheet 
 

NAMING YOUR BUSINESS OR PRODUCT 

Name Registration 
List your shortlisted names and mark whether they are available for trademark registration. Also 
consider social media handles and domain names, and explore alternatives if required. 
 
 
  NAME  CAN BE  .COM  SOCIAL  ALTERNATIVES 
TRADEMARKE AVAILABILIT HANDLES  .COM OR SOCIALS 
D  Y 

1    ╳  ✔     

2    ✔       

3    ✔       

4    ╳       

5    ╳       

 
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