I’m working on a new and very exciting project in my business (more details coming soon I promise)
As I build out this idea and prepare to share it with the world, I keep coming up against the same block.
What do I call this thing?
What is the name that will speak to my people, that will highlight the problems I am solving, and that will help distinguish this offering from other services in my industry.
I’m getting closer to the right name, but one thing or another keeps coming up and causing doubt and confusion.
I’ve felt like just giving up quite a few times.
I mean, does the name really even matter?
Is the name going to impact the quality of the service?
Maybe not, but I do believe that names matter…
Why?
Because when we give something a name, we make it visible, we make it tangible, we make it real.
And when the name is poignant, punchy, and/or provocative, it draws people closer and sparks interest.
This is why brands and social movements alike, work with copywriters and creative consultants when they are preparing to scale their mission
Because finding the right name and language to describe your work helps your audience understand your unique perspective, service, or movement.
And it helps YOU and your work/mission/movement stand out from the crowd.
My feminist marketing mentor Kelly Diels (you know… the fabulous feminist copywriter that I cite at least twice a week in my work) helped me see the importance of naming during a conversation we had back in February.
We talked about “mansplaining” and how for a long time, it was normal and expected for men to speak over us, to interrupt us, to take credit for our ideas, etc.
And then something happened.
Rebecca Sonlit wrote a viral essay called “Men Explain Things to Me” that named this behavior and the harmful culture it stems from (*cough*… Patriarchy *cough cough*)
And all around the internet womxn declared “Men Explain things to me too!” and very quickly the concept of “Mansplaining” was solidified in our cultural nomenclature.
Now when a cis/het man begins to ‘mansplain’ something to me, I can stop them, spare them and inform them that I don’t need to be ‘mansplained’ to on this topic.
Another example of powerful naming practices comes from my friends over at Energetic Justice.
Their work is about weaving activism and healing, and their name says it all.
It’s clear, it’s intriguing, and it’s unique…And that matters.
Especially in our current system where most people are consuming massive amounts of branded content each day.
So how do we go about naming our work, our practices, and our movements in a way that is clear, intriguing and unique?
Here’s a few tips:
- Get Clear on the BIG idea
Map out all the different pieces of your vision, and write down words that feel aligned with the big picture. When you can see all the different parts of your vision, it becomes easier to connect the dots and discover the common thread.
- Know your People
Understanding your audience will allow you to use language that speaks to them. When your movement/offering/idea is expressed in a way that your people understand, they will be able to easily say “Yes, this is aligned with me”
- Get Creative
You have permission to be creative with the name/phrase that highlights your work. Part of building culture with our work is developing and substantiating language that expresses our vision.
- Identify the Conflict/Villain
This has been one of the most powerful tools I have integrated into my visioning and naming practices. (h/t Kelly Diels) In order to know/speak to where you are going, it is really helpful to know what you are moving away from. Identify the villain/conflict and the name of your work/movement/service may appear before your very eyes.
If you’ve been holding back on releasing that next project, or sharing that next big idea, because you haven’t gotten clear on what to call it, these tips should support you in get started.
Want support in naming and building out your next service or project? Click here to check out my Offering Road Map Session.
Love + Liberation
Lauren Elizabeth