The Name
When talking with people about the brand, oftentimes one of their first questions, if not the first, is “how did you come up with the name and what does it mean?”
Coming up with a name might be one of the top 2 hardest parts of starting a brand and probably isn’t number 2. All you are thinking is “this is the number one marketing component of my brand.” That’s a lot of pressure. So you start hoping that one day you’ll just have an epiphany. Guess what happens then… all you’re thinking about is having an epiphany and that sort of eliminates all possibility of having an epiphany.
The other difficulty is that you want your brand and name to have a story and you want that story to have depth and meaning. Yet somehow it needs to have those two qualities, both of which are complex ideas, while also being simple and easily understood. After all, attention spans are only getting shorter.
Just to recap, you’re balancing trying to let it come to you, thinking about it coming to you all the time, and making it simple while also having depth and meaning. If it isn’t this twisted for others, I’m jealous.
somewhere on the outlined path - my walk to and from my gym at the time -, the name was born
This went on for about 3 months before I finally figured it out one day on a walk to the gym; I’ve since learned to walk a lot more when I need the brain juices to start flowing. I knew I wanted the brand to remind people that confidence and humility can coexist (that’s not entirely true - I did, but in a much more long winded way that took a while itself to be more concise). That led me to thinking of words that expressed confidence and handsome came to mind. Add “kinda” to it and if you’ve got a name that isn’t boastful, but isn’t insecure either. It’s a humbling phrase for someone suffering from arrogance and a confidence boost for someone who needs it. The balance of confidence and humility. It might not have been an epiphany, but close enough.
