R306 – 5 Steps to Naming with Brad Flowers
From The How of Business - How to start, run, grow and exit a small business. by Henry Lopez
April 13, 2026 · 37 min · Episode 306
About this episode
Henry Lopez and Brad Flowers discuss a structured five-step process for naming businesses and products to enhance branding decisions.
A framework for creating a business or product name using a proven five-step process that removes guesswork and drives better branding decisions, with Brad Flowers. Show Notes Page: https://www.thehowofbusiness.com/r306-5-steps-to-naming/ Naming your business (or product or service) doesn't have to be a frustrating or purely creative guessing game. It can be a structured, repeatable process that leads to better outcomes. In this episode, Henry Lopez chats with Brad Flowers, co-founder of Bullhorn and author of The Naming Book, about how small business owners can move from a blank page to a strong, effective business or product name. Brad shares the five-step framework he developed after realizing that most naming advice either tells stories or opinions but doesn't actually help you generate names. Henry and Brad explore how to establish clear criteria, generate a large volume of ideas, and evaluate those ideas without getting stuck. A key takeaway is that creativity isn't about waiting for inspiration, it's about having a process. As Brad explains, "the only way to continuously produce high results in a creative field is to have a rigorous process." They also discuss common…
People in this episode
Host: Henry Lopez
Guest: Brad Flowers
Topics covered
- naming
- branding
- business process
- creativity
- entrepreneurship
Keywords
- business naming
- branding process
- creative process
- naming framework
- entrepreneurship
Mentioned in this episode
Organizations: Bullhorn
Books & works: The Naming Book
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