How to choose the best name for your brand: part 1 – SMILE

Let’s start with this – I simply love creative processes. Whether it’s designing an app, filming a commercial, or coming up with a name for a new brand – there’s something exciting about it. And sometimes even old brands need a “second name.”

What’s really cool is that today, creativity doesn’t have to be chaos. You can actually algorithmize it – turn inspiration into a process, checklist it, and even figure out whether your idea actually works.

Recently, I read a book by Alexandra Watkins called “Hello, My Name is Awesome.” It’s all about the art of creating fun, memorable, and emotionally engaging brand names. And I want to share her SMILE and SCRATCH method – a brilliant (and simple) system that helps you come up with names that make people feel something from the very first second.

Long story short: your brand name should make people smile, not scratch their heads – hence the contrast between SMILE and SCRATCH. In this post I will explain the SMILE method.

So, what is it called “SMILE”? Because it’s actually an acronym of five key principles you can use to test your brand name:

S – Suggestive. Does the name hint at what your brand is about?

M – Meaningful. Does it have depth? Does it resonate with your audience?

I – Imagery. Can people visualize it? Does it paint a picture in their minds?

L – Legs. Can it grow beyond your product / does it have room to expand?

E – Emotional. Does it make people feel something (preferably good)?

When you come up with a name, go through this checklist. If it ticks most of the boxes – you’re probably on the right track.

Let’s look at a few examples to see how this works in real life.

1. Take “Chicken Soup” versus “Grandma’s Chicken Soup.”

The first one sounds plain: like something you’d grab off a supermarket shelf without thinking twice. But Grandma’s Chicken Soup instantly brings warmth, comfort, and a tiny wave of nostalgia. You can almost smell it simmering on the stove. It’s suggestive, meaningful, and emotional. Perfect name for a brand.

2. Consider “Frozen Yogurt” versus “Spoon Me.”

The first one simply states what it is. Functional, yes — but boring and nobody will remember the brand. Just another frozen yogurt shop. Spoon Me, on the other hand, is playful, cheeky, and instantly memorable. It turns a product into a personality. You can’t help but smile - which, by the way, is exactly the point.

That’s the beauty of the SMILE method: it’s simple, clear, and it works. Alexandra Watkins has been using it for over 20 years to create names that stick, charm, and sell. And now - so do I. Hopefully, you will too.