Global brand name whisperer and best-selling author on the subject of creating great brand names that can drive businesses to great success. The key criteria of a great brand name and the proper process to use in naming a brand (Louise Karch)

australia branding podcast subject matter expert Jan 25, 2021

In this episode, I interview Louise Karch, the global name whisperer and author of the award-winning book Word Glue: Find Your Million Dollar Brand Name. Louise has been naming break out brands for the past decade and has doubled the revenues of entrepreneurs on two continents. She has worked for Seth Godin, the #1 marketing expert, and Richard Bolles the #1 career genius and best-selling author of What Color Is Your Parachute. Both influencers honed her values of professionalism, empathy, and generosity.

Louise comes on the podcast to talk about how important naming your brand is in your success. She will share the key criteria of a great brand name and some of the common mistakes made when it comes to naming a brand. She will also share the process she implements in naming a brand and highlight when you need to be considering renaming your brand. 

Louise says coming up with a business or brand name is not a difficult process, but it’s a process that takes time. The number one advice she would give to small business owners about naming is, “Don’t be afraid to rename” This episode will shine a light on the importance of crafting the best brand name for your small business so don’t miss it. Enjoy

This Cast Covers:

  • Helping leaders ensure that their brand names break out not blend in.
  • Why naming is so important if you want your business to thrive and compete sustainably.
  • Her expertise in helping businesses come up with brand names that pull focus.
  • The process of testing out a brand name in the relevant market to get qualitative and quantitative data from potential customers.
  • Coming up with the criteria that you need to meet with your brand name.
  • The questions you should ask before you start name storming.
  • How she helped a brilliant pedorthist make more money and beat his biggest competitors.
  • Why naming your business after yourself is not necessarily a good idea.
  • Louise’s favorite brand name: Upparel – The Australian startup that would upcycle used socks into new textiles to save tons of waste from going into landfills.
  • The biggest crime in the naming world: Renaming a business instead of creating better business values.
  • Building businesses that contribute to making the world a better place.
  • Holding back four weeks on a new brand name in order to get feedback from all stakeholders.
  • Avoiding the use of the “Like/Don’t Like” matrix when coming up with a business or brand name.

Additional Resources:


“A brand name will take you a long distance if it’s the right name, but if you get it wrong, it can cost you over time” – Louise Karch

“You should spend some time on what are the criteria that you need to meet with your brand name” – Louise Karch

“When good people aren’t getting the attention they deserve, sometimes the name is the problem and that’s fixable” – Louise Karch

“You just have to be very careful around naming your brand after yourself” – Louise Karch

“Our role for all of us is to make things better by making better things” – Louise Karch

“We are here to make the world better in some way” – Louise Karch

“Brands can make an incredible difference” – Louise Karch

“Your brand name is part of the story of making a difference, but underneath that story is who you are every day and how you behave” – Louise Karch

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