Frameworks

Resources for naming decisions

A working set of frameworks, checklists, and decision tools. Use them inside a naming sprint, a rebrand, or a product launch — anywhere you need to compress a wide field down to a defensible shortlist.

How to use the frameworks together

Run a Naming Brief first — it sets the constraints every later step inherits. Use the Scorecard during shortlisting to keep the decision honest. Run the Hygiene Checklist on the final two before you commit. The frameworks compound: each removes a class of regret the next one cannot.

Briefs & scorecards

1-page Naming Brief

Audience, promise, tone, must-haves, must-nots — on one page.

3-Filter Scorecard

Brandability, availability, longevity scored on a 1–5 scale.

5-year Longevity Test

Project the name forward; ship only if it still fits.

Hygiene & risk checklists

Trademark hygiene checklist

Pre-filing structural checks any operator can run.

Cross-language safety check

The eight markets every consumer brand should test.

Handle availability sweep

A 90-second cross-platform handle check.

Domain availability heuristics

Morphology that correlates with available .coms.

Sprint playbooks

Solo founder naming sprint

A 3-day path from blank page to defensible shortlist.

Startup naming sprint

Pre-seed and seed-stage naming on a deadline.

Agency client sprint

A 10-day structured engagement template.

Rebrand decision matrix

When to keep, refine, or replace an existing name.

Tool-specific worksheets

SaaS naming worksheet

Run the generator with category-fit prompts.

Agency naming worksheet

Compound vs founder-led decision tool.

Ecommerce brand worksheet

DTC tone-of-voice prompts and exclusions.

Creator handle worksheet

Cross-platform identity planner.

Frequently asked

Are these free?

Yes. Every framework on this page is free to use. Some downloadable PDFs and team workbooks are reserved for paid plans, but the underlying methodology is fully documented in the free pages.

How are these different from the guides?

Guides are the long-form explanation. Resources are the actual tools you'd run inside the guide — the worksheets, scorecards, and checklists you fill in during a naming sprint.