Hello, My Name Is Awesome: How to Create Brand Names That Stick: Summary & Key Insights

When I describe an awesome name, I’m not talking about something that merely sounds clever in a meeting room. I’m talking about a name that clicks—one that makes people smile, nod, and remember. The most powerful names are clear, evocative, and emotionally charged. They tell a small story in a single word. Think of names like Groupon or FitBit. Instantly, you grasp what they offer and feel invited in. A great name doesn’t require explanation; it explains itself.

Clarity means that the name communicates your essence without causing mental friction. If people have to ask what you do or how to spell your name, you’ve already lost momentum. Memorability is what keeps that first impression alive—it’s what turns a glance into a conversation. Emotion, the third ingredient, is what binds clarity and memorability together. People make decisions with their hearts first and justify them with their heads later. So your name must tap into positivity: joy, desire, curiosity.

I often remind clients that humans remember what they feel. A clever name with no emotional resonance vanishes instantly; a simple, playful one lingers. This emotional stickiness is what makes branding more than design—it turns it into human storytelling. To create that magic, we must learn to identify the elements that make a name appealing at a gut level. That’s where SMILE comes in.

SMILE is the heart of my naming philosophy, and each letter represents a quality that makes a name truly shine.

'S' stands for Suggestive—a great name hints at your story without flatly describing it. Amazon doesn’t say ‘big online bookstore’; it suggests vastness and possibility. 'M' means Meaningful—your name should resonate with your audience, not just with your corporate board. Clients must see themselves reflected in your choice. 'I' is for Imagery, because the brain thinks in pictures. A name that sparks a visual connection is more memorable than a purely abstract one.

'L' refers to Legs—your name must have the flexibility to grow with your business. A good name can inspire future products, taglines, or extensions. Lastly, 'E' stands for Emotional. Does the name make people feel something? Delight, curiosity, even surprise? Emotional connection transforms a name from a label into an invitation.

Throughout the book, I explore each trait with examples like the frozen yogurt chain Spoon Me or the fruit delivery service Fruitful. These names work because they carry personality, humor, and warmth. They create goodwill instantly. SMILE is a call to name bravely, to choose words that uplift rather than neutralize. When your name radiates light, your brand becomes magnetic.