Empty-Vessel Brand Naming Method
- Difficulty
- Easy
- Time to result
- ~days to results
- Steps
- 6
- Confidence
- —
Create a distinctive brand name by combining fragments of words associated with the product and selecting a result that can acquire its own meaning. A unique term acts as an empty vessel: rather than inheriting strong existing associations, it allows the company to define what the word represents. The candidate should be easy to say, spell, remember, and repeat, while also looking credible as a written logo. Because products, executives, and visual identities can change while the company name may endure, Hearn recommends giving the decision meaningful attention. The method should not become an excuse to delay the product, however; the depth of naming work should reflect the venture's goals and expected longevity.
Origin
Extracted from Deep Dive with Ali Abdaal
How to run it
- 1
Clarify the Venture's Ambition
Decide whether the project is a quick income experiment or a long-term global brand, because the naming burden differs.
Pro tip Invest more naming effort when the name may need to survive across products and countries.
Watch out Do not treat every experimental side project as if it requires years of brand development.
- 2
List Associated Words
Write down words that describe the customer, product, function, benefit, or category.
Pro tip Include plain functional words, not only aspirational marketing language.
Watch out A list made solely from fashionable terms is likely to produce a generic name.
- 3
Combine Word Fragments
Cut, shorten, and join portions of the associated words to generate original candidates.
Pro tip Huel emerged from combining the ideas of human and fuel.
Watch out Avoid combinations that are difficult to pronounce or easily confused with another brand.
- 4
Apply the Verbal Test
Check whether someone can say, spell, remember, and communicate the name to another person.
Pro tip Test candidates aloud without showing the spelling first.
Watch out A name that requires repeated explanation makes word-of-mouth growth harder.
- 5
Apply the Visual Test
Render the strongest candidates as simple logos and assess how they look on a page or product.
Pro tip A visually balanced word can become a recognizable asset even before elaborate design work.
Watch out Do not choose solely from a word list without seeing the name in its intended context.
- 6
Secure a Practical Starting Domain
Launch with an available domain if necessary and pursue the preferred global domain once traction justifies the expense.
Pro tip Huel initially used an alternative domain before acquiring the dot-com.
Watch out Domain negotiations can become more expensive after the brand's success is visible.
In the wild
Hearn explored languages and word combinations before joining the concepts of human and fuel into 'Huel.' The word was distinctive, visually suitable for a logo, and largely free of pre-existing meaning, allowing the company to define it. Huel was not initially the leading candidate, but seeing it rendered as a logo helped settle the decision.
→ The name became the enduring identity of the global nutrition brand.
Common mistakes
Choosing an Unrepeatable Name
If people cannot say or spell the name, referrals and direct searches become unnecessarily difficult.
Ignoring Visual Appearance
A candidate may sound acceptable but look awkward when placed on packaging, a website, or a logo.
Using Naming to Avoid Shipping
For an early experiment, excessive work on names, logos, and business cards can become product procrastination.
From the transcript
“you can give it meaning like it's an empty vessel”
“maybe just write down a list of the names that are associated with your product”
“you need a word that you can say you can spell you can repeat to other people if you can't it's making your life a…”
From the episode
How I Built a $72,000,000 Business In 5 Years - Julian Hearn Founder Of Huel
Julian Hearn Founder Of Huel