R306 – 5 Steps to Naming with Brad Flowers

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: 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 mistakes, including overthinking too early, relying too much on outside opinions, and limiting ideas before fully exploring them. If you're launching a business, product, or service - or even considering a rebrand - this episode will give you a practical path forward. The 5 steps to creating brand and product names that sell: 1) Establishing Criteria 2) Brainstorming 3) Compiling Names 4) Expanding Your Knowledge 5) Deciding on the Final Name This episode is hosted by Henry Lopez. The How of Business podcast focuses on helping you start, run, grow and exit your small business. The How of Business is a top-rated podcast for small business owners and entrepreneurs. Find the best podcast, small business coaching, resources and trusted service partners for small business owners and entrepreneurs at our website

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R306 – 5 Steps to Naming with Brad Flowers is an episode from The How of Business - How to start, run & grow a small business. by Henry Lopez, Levante Business Group.

This episode is 37:06 long.

This episode was published on Apr 13, 2026.

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