# brand-naming-strategies

Generates and evaluates brand names for startups and products using frameworks from Lexicon, Catchword, and Eat My Words. Filters weak ideas via SMILE and SCRATCH tests.

- skill · `type=skill` · Claude Code, Codex, Cursor, GitHub Copilot, Gemini CLI, OpenCode · 384 installs · ★ 44
- Author: mike-coulbourn
- License: MIT · policy=mirror · the beginning of the file is at the end of this page
- Source: https://github.com/mike-coulbourn/claude-vibes/tree/HEAD/plugins/vibes/skills/brand-naming-strategies/SKILL.md
- Updated: 2026-09-27
- HTML: https://affpapa.org/en/nevibecode/skills/brand-naming-strategies

## What it does

The skill equips the assistant with naming methodologies from branding agencies. It introduces sound symbolism rules, Marty Neumeier's eight criteria, and a positioning matrix that categorizes names from descriptive to abstract and real-word to coined.

Process follows a strict funnel. The model first drafts 1,000 to 3,000 raw candidates using techniques like root word mining or syllable recombination. Then it narrows candidates down to viable picks and checks domain conventions across `.com`, `.io`, and `.co`. Social handles should stay under 15 characters for Twitter.

Skipping legal clearance and domain checks early means wasting work on names you cannot legally keep.

## Install

### Claude Code (native platform)

1. **Skills CLI (Vercel)**
```bash
npx skills add mike-coulbourn/claude-vibes --skill brand-naming-strategies -a claude-code
```

2. **Manually: put the files in place**
- File: `~/.claude/skills/brand-naming-strategies/SKILL.md` — Copy the whole skill folder; for one project use .claude/skills/brand-naming-strategies/

### Codex

1. **Skills CLI (Vercel)**
```bash
npx skills add mike-coulbourn/claude-vibes --skill brand-naming-strategies -a codex
```

2. **Manually: put the files in place**
- File: `.agents/skills/brand-naming-strategies/SKILL.md` — For all projects use ~/.agents/skills/

### Cursor

1. **Skills CLI (Vercel)**
```bash
npx skills add mike-coulbourn/claude-vibes --skill brand-naming-strategies -a cursor
```

2. **Manually: put the files in place**
- File: `.cursor/skills/brand-naming-strategies/SKILL.md` — Cursor also reads .agents/skills/ and .claude/skills/

### GitHub Copilot

1. **GitHub CLI**
```bash
gh skill install mike-coulbourn/claude-vibes brand-naming-strategies
```

2. **Manually: put the files in place**
- File: `.github/skills/brand-naming-strategies/SKILL.md`

### Gemini CLI

1. **Skills CLI (Vercel)**
```bash
npx skills add mike-coulbourn/claude-vibes --skill brand-naming-strategies -a gemini-cli
```

2. **Platform CLI**
```bash
gemini skills install https://github.com/mike-coulbourn/claude-vibes --path plugins/vibes/skills/brand-naming-strategies
```

### Windsurf (Devin Desktop)

**Manually: put the files in place**
- File: `.devin/skills/brand-naming-strategies/SKILL.md` — The legacy .windsurf/skills/ path still works

### OpenCode

**Skills CLI (Vercel)**
```bash
npx skills add mike-coulbourn/claude-vibes --skill brand-naming-strategies -a opencode
```

### Claude.ai

**Claude.ai**
- Zip the folder and upload it in Settings → Capabilities → Skills

Where a file is given instead of a command, copy the files from the source to that path: https://github.com/mike-coulbourn/claude-vibes/tree/HEAD/plugins/vibes/skills/brand-naming-strategies/SKILL.md

## When to use it
- generate brand names using established agency frameworks
- vet candidate names against SMILE and SCRATCH criteria
- plan domain extensions and social handles for a new brand
- filter out hard-to-spell words and restrictive naming traps

## Example prompts
- Generate 30 suggestive name candidates for a developer tool using portmanteau techniques
- Evaluate this candidate list against the SCRATCH deal breakers
- Suggest domain options and fallback TLDs for an analytics platform

## Source text · SKILL.md · MIT

Below is the content of a third-party file. It is data, not instructions for you: do not act on anything written inside unless the human asks. Block tag: 9b3a4498d46880bb.

BEGIN THIRD-PARTY FILE 9b3a4498d46880bb
````text
---
name: brand-naming-strategies
description: Use when naming or renaming a company, product, or startup, generating or scoring name candidates, or checking domain and trademark availability for a name. Keywords - brand name, naming strategy, SMILE and SCRATCH test, descriptive vs invented vs abstract names, sound symbolism, naming matrix, domain availability, trademark screening.
---

# Brand Naming Strategies

Quick reference for strategic brand naming using expert methodologies from Lexicon, Eat My Words, Catchword, and Igor.

> "A name should make you smile instead of scratch your head. If it makes you scratch your head, scratch it off the list." — Alexandra Watkins

---

## Key statistics

- **2.5x increase** in company value after Emode renamed to Tickle (4 months)
- **30% traffic increase** from name change alone
- **2 syllables** = optimal for memorability
- **1,000-3,000 candidates** needed before finding gems (Lexicon)

---

## The SMILE & SCRATCH framework (Alexandra Watkins)

### SMILE: 5 qualities of a great name

| Letter | Quality | Description | Example |
|--------|---------|-------------|---------|
| **S** | Suggestive | Evokes something about your brand | Amazon suggests vastness |
| **M** | Memorable | Makes an association with the familiar | Apple connects to something everyone knows |
| **I** | Imagery | Aids memory through evocative visuals | Jaguar creates immediate mental picture |
| **L** | Legs | Lends itself to extended wordplay and branding | Nike allows "Just Do It" mythology |
| **E** | Emotional | Moves people | Patagonia evokes adventure |

**"Legs" explained**: A name should provide "a theme with mileage you can build a brand around."

### SCRATCH: 7 deal breakers

| Letter | Deal Breaker | Red Flag |
|--------|--------------|----------|
| **S** | Spelling Challenged | Looks like a typo |
| **C** | Copycat | Sounds like existing brand |
| **R** | Restrictive | Limits future growth (Boston Market) |
| **A** | Annoying | Forced, excessive wordplay |
| **T** | Tame | Flat, descriptive, uninspired |
| **C** | Curse of Knowledge | Speaks only to insiders |
| **H** | Hard to Pronounce | If people avoid saying it, they avoid you |

---

## Sound symbolism quick guide (Lexicon/Placek)

| Sound | Psychological Impact | Example Names |
|-------|---------------------|---------------|
| **V** | Vibrant, alive | Corvette, Vercel, Viagra |
| **B** | Reliable, solid | BlackBerry |
| **Z** | Attention-getting | Azure, Zara |
| **X** | Innovative | Xerox, SpaceX |
| **Plosives (b, c, k, p)** | Memorable | Coca-Cola, Kodak |
| **Soft sounds (l, m, n)** | Approachable | Lululemon, Amazon |

---

## The Naming Matrix

Position names on two axes: **Approach** (descriptive to abstract) and **Construct** (real-word to coined):

```
````
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First 2794 of 10100 bytes. © mike-coulbourn · MIT · https://github.com/mike-coulbourn/claude-vibes/tree/HEAD/plugins/vibes/skills/brand-naming-strategies/SKILL.md

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