Naming Anything: Twelve Steps to a Name

Your organization name is very important! If you are considering changing it or if you don’t have one yet, follow these steps to get a good one. But your org is not all you have to name. Events, newsletters, programs, shows and all sorts of other things benefit from a good name. Although the process should be fun, it can be frustrating if you don’t prepare.

To make this work for you, you will need to form a team with representatives from your constituencies. Give this team the time and authority they need to make decisions. They should know in advance if they are making a recommendation to the Board or another group for a final choice.

Here’s a process that will make it easier and give you great results:

1. Form a Naming Team and choose a Facilitator. Ideally this group will be able to gather together for a series of working sessions.

2. Facilitator: using the mission statement make a list of words associated with your mission. Just sit with a blank sheet and fill it up! Type it up and print out copies.

3. In your first working session, share your list with the Team.

4. Team: Working together, add to your list of words. Then use the newly formed list of words to begin to express what you would like the name to communicate. You are not looking for actual names yet. Each member should circle 5 or 6 words or phrases that they feel best express the mission of the organization.

5. Facilitator: Create a shorter list of words and expressions based on the choices. Explore the use of combination words, prefixes and suffixes, short expressions and play on words.

6. Facilitator: At the second session distribute the new list.

7. Team: Everyone privately marks their selections:
      Red dot – object to the use of the word/name
      Yellow dot – OK, but not a favorite
      Green dot – Love it!

8. Facilitator: Use these new recommendations to make a short list of potential names.

   If you are naming an organization:
   

9. Facilitator: Using that list, search online for the names of similar organizations in your area and other geographic areas. Narrow your list down to names that are not currently being used and, if possible, names that have an available url (yourname.org). Print out each potential name on a single piece of paper in large type.

10. Facilitator: Prepare for next session by hanging the printed names on a wall, with maximum space between each one.

11. Team: Peruse names. Using stick-on dots, rate using the red, yellow and green system. This should yield a clear choice of preferred names.

12. Team: Make a recommendation to the Board or whatever group has the decision making power.