Provides brand naming frameworks, evaluation criteria, and templates for startup naming work. Auto-activates during brand name development, name evaluation, domain checking, and trademark research. Use when discussing brand name, company name, product name, naming strategy, SMILE SCRATCH framework, domain availability, trademark, name evaluation, sound symbolism, or naming matrix.
View on GitHubplugins/vibes/skills/brand-naming-strategies/SKILL.md
January 21, 2026
Select agents to install to:
npx add-skill https://github.com/mike-coulbourn/claude-vibes/blob/main/plugins/vibes/skills/brand-naming-strategies/SKILL.md -a claude-code --skill brand-naming-strategiesInstallation paths:
.claude/skills/brand-naming-strategies/# 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, Ver