Building a Name That Sticks: A Conversation with Lynn Tickner

In this podcast episode, hosts Olivia and Michele welcome Lynn Tickner from Lock and Key, a branding expert and a seventh-year StoryBrand certified guide, who emphasizes the importance of simplifying brand messages.

LynnTickner is the CEO/Founder of Lock and Key and a StoryBrand Certified Guide, a Level C Brand Specialist, mom to two fantastic adults, and dog-grandma to an elderly malti-poo gentleman named Stanley.

Here’s a glimpse of what you’ll learn:

00:00 Introduction to Our Guest: Lynn Tickner

00:28 Debunking the Myth: Does a Good Name Explain Everything?

02:04 The Journey of Lynn Tickner: From Freelancing to Founding a Company

07:26 Understanding Noisy Brands and How to Fix Them

12:06 The Challenges and Joys of Naming

13:14 Common Mistakes in Naming and How to Avoid Them

In this episode…

Lynn debunks the myth that a brand’s name should explain exactly what the company does, advocating instead for names that invoke curiosity and engagement. She shares her journey from participating in naming contests to founding her own naming agency, highlighting the significance of clear, concise messaging to prevent brands from getting lost in ‘noise.’ Lynn discusses common mistakes in the naming process, including the emotional pitfalls of rushing and failing to conduct thorough trademark checks. The conversation underscores the necessity of objective criteria in selecting a brand name and the benefits of having multiple viable options to avoid disappointment.

Resources mentioned in this episode:

Lynn Tickner LinkedIn

Ink and Key Instagram

Website

MTP Socials:

Instagram
LinkedIn
TikTok
Michele’s LinkedIn
Olivia’s LinkedIn

Sponsor for this episode…

This episode is brought to you by
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