R306 – 5 Steps to Naming with Brad Flowers

In this episode of The How of Business, host Henry Lopez interviews Brad Flowers, co-founder of Bullhorn and author of The Naming Book, about the systematic approach to naming businesses, products, and services. Brad shares his unconventional journey from an English literature major and bike shop manager to a branding expert, emphasizing how empathy, curiosity, and a structured process can overcome creative uncertainty. He outlines a five-step framework for naming: establishing criteria, brainstorming, compiling names, expanding knowledge, and deciding on the final name. The episode highlights the importance of divergent thinking, avoiding premature research, and using visual context to test names with outside perspectives. Brad stresses that creativity thrives not in isolation but through disciplined processes, and that confidence in a name comes not from personal preference but from alignment with business goals and market viability. Key takeaways include: (1) Naming is not magic—it’s a process that requires criteria and iteration; (2) The best names emerge from divergent brainstorming, not a single 'eureka' moment; (3) Use metaphors and obscure words to stand out and build story; (4) Test names with imagery and narrative to gauge emotional resonance; (5) Delay domain and trademark checks until the final shortlist to avoid stifling creativity. The episode concludes with a powerful reminder that anyone, regardless of experience, can name a business successfully with the right framework.