Determine your brand positioning option (the space your brand will occupy in the hearts and minds of the customer, e.g., best product with best customer service). Next, come up with some possible brands that will reinforce your positioning. Use the characteristics of a good brand to assess the possible brands. Also, use the criteria for picking a good brand name. Now, take the best two to three options to the marketplace. Be sure to test your intended brand positioning and also your brand name options with 10 to 15 potential customers. Is your brand positioning correct? What about your brand name options? What specific feedback did the customers provide?