naming-6-gates

Naming 6-Gates Protocol

Overview

Brand naming in 2026 is architectural engineering, not creative brainstorming. A name must be:

1. Machine-compatible - tokenized efficiently by LLMs, citeable by AI engines
2. Legally defensible - clear of trademark conflicts across jurisdictions
3. Voice-ready - pronounceable by assistants, invocable without friction
4. Narratively loaded - capable of carrying a brand story

Core principle: Optimize for AEO (Answer Engine Optimization) first, aesthetics second.

When to Use

• Creating a new brand, product, or company name
• Replacing a name due to trademark conflict
• Expanding internationally (multilingual requirements)
• Launching a voice-activated product or skill
• Naming for AI-first discovery (ChatGPT, Perplexity, Gemini recommendations)

When NOT to Use

• Internal project codenames (no legal/AEO requirements)
• Temporary campaign names
• Personal projects with no commercial intent

The 6-Gate Naming Process

digraph naming_process {
    rankdir=TB;
    node [shape=box];

    brief [label="1. BRIEF\nDefine constraints"];
    generate [label="2. GENERATE\nAI-assisted creation"];
    filter [label="3. LINGUISTIC FILTER\nMultilingual stress test"];
    legal [label="4. LEGAL FILTER\nTrademark screening"];
    aeo [label="5. AEO FILTER\nEntity strength test"];
    story [label="6. STORY FILTER\nNarrative potential"];

    brief -> generate -> filter -> legal -> aeo -> story;

    filter -> generate [label="fails" style=dashed];
    legal -> generate [label="conflicts" style=dashed];
    aeo -> generate [label="weak entity" style=dashed];
    story -> generate [label="no narrative" style=dashed];
}

---

Gate 1: BRIEF (Constraints Definition)

Define hard constraints BEFORE generating:

| Constraint | Target | Why | |------------|--------|-----| | Length | 7-8 letters max | Mobile icons, cognitive load, tokenization | | Syllables | 1-3 syllables | Voice invocation, memorability | | Character set | A-Z only | Domain availability, global keyboards | | Forbidden sequences | ght, ough, silent letters | Pronunciation barriers |

Output format:

brief:
  max_letters: 8
  max_syllables: 3
  target_markets: [FR, ES, US, UK]
  nice_classes: [9, 35, 42]
  avoid_phonemes: [ʒ, θ, ð]  # Hard for non-native speakers
  competitor_names: [Notion, Figma, Linear]  # Style reference
  forbidden_associations: [medical, financial, religious]

---

Gate 2: GENERATE (AI-Assisted Creation)

Use structured prompting with 5 typologies:

Typology 1: Analogical (Real-Word Transfer)

Words from unrelated domains applied to new context.

• Examples: Apple (tech), Amazon (retail), Jaguar (auto)
• Prompt: "Find words from [nature/mythology/geography] that evoke [core attribute]"

Typology 2: Metaphorical (Abstract Concept)

Abstract concepts made concrete.

• Examples: Slack (workspace tension release), Notion (idea capture)
• Prompt: "What single word captures the transformation from [pain] to [outcome]?"

Typology 3: Neologism (Invented Word)

New words with phonetic engineering.

• Examples: Kodak, Xerox, Häagen-Dazs
• Prompt: "Create a 2-syllable word with [plosive start] + [open vowel] + [soft ending]"

Typology 4: Portmanteau (Fusion)

Blend of two meaningful words.

• Examples: Instagram (instant + telegram), Pinterest (pin + interest)
• Prompt: "Blend [word1] + [word2] keeping recognition of both roots"

Typology 5: Empty Vessel

Meaningless but phonetically pleasing.

• Examples: Rolex, Vimeo, Skype
• Prompt: "Generate 5-letter combinations: CVCVC pattern, no existing meaning"

Generation Contract:

CONSTRAINTS:
- Max 8 letters
- Pronounceable in French, Spanish, English
- No existing trademark in Class 42
- Distinct from: [competitor list]

OUTPUT FORMAT per candidate:
- Name: [word]
- Typology: [1-5]
- Phonetic: /IPA transcription/
- Syllables: [count]
- Rationale: [1 sentence]

---

Gate 3: LINGUISTIC FILTER (Multilingual Stress Test)

Test each candidate across target markets:

Pronunciation Test

Run through TTS engines in 15+ languages:

• Google TTS, Amazon Polly, Azure Speech
• Listen for: mispronunciation, confusion, awkwardness

Cultural Connotation Check

Verify no negative meanings in:

• Target market slang (TikTok, Douyin, RedNote trends)
• Historical associations
• Religious/political sensitivities
• Homophones in local languages

Phonetic Hazards to Avoid

| Hazard | Example | Impact | |--------|---------|--------| | Silent letters | "Knight" | Voice assistant failure | | Consonant clusters | "Strengths" | Non-native difficulty | | Ambiguous vowels | "Read" (reed/red) | Confusion | | Cross-language homophones | "Gift" (poison in German) | Negative association |

Kill criterion: If TTS mispronounces in >2 target markets, reject.

---

Gate 4: LEGAL FILTER (Trademark Screening)

Phase 1: Quick Disqualification

• Google: "[name] company" / "[name] brand" / "[name] trademark"
• Domain check: .com, .co, .io, .fr, .eu
• Social handles: Namechk scan all platforms

Phase 2: Formal Trademark Search

| Registry | Tool | Check For | |----------|------|-----------| | France | INPI data.inpi.fr | Exact + phonetic similarity | | EU | EUIPO eSearch / TMview | Same Nice classes | | US | USPTO TESS | Registered + pending | | International | WIPO Global Brand Database | Madrid Protocol |

Phase 3: AI-Assisted Similarity Detection

EUIPO "Early TM Screening" detects:

• Phonetic similarity (sounds-like)
• Visual similarity (looks-like)
• Conceptual similarity (means-like)

Kill criterion: Any conflict in target Nice classes → reject.

---

Gate 5: AEO FILTER (Entity Strength Test)

A name must be recognizable as a distinct entity by AI systems.

Entity Strength Checklist

• [ ] Unique token: Does the name tokenize as a single unit or get split?
• [ ] No collision: Search "[name]" - does it return your intended context or noise?
• [ ] Semantic boundaries: Can AI distinguish "[name] the company" from generic usage?

Testing AEO Strength

Prompt to test:
"What is [NAME]?"

GOOD response: "I don't have information about [NAME]" (clean slate)
BAD response: "[NAME] is a common word meaning..." (collision)
BAD response: "[NAME] could refer to several things..." (ambiguity)

Keyword Difficulty Check

Use Semrush/Ahrefs:

• Keyword difficulty < 30 = good
• Keyword difficulty > 60 = buried by generics

Kill criterion: If name collides with high-volume generic term, reject.

---

Gate 6: STORY FILTER (Narrative Potential)

A name must be "tell-able" - capable of carrying a brand story.

The 5 Narrative Pillars Test

For each candidate, verify you can build:

| Pillar | Question | Example Answer Required | |--------|----------|------------------------| | Origin story | "Why this name?" | Must have a genuine, shareable reason | | Belief story | What does the brand stand for? | Values must connect to name | | Product truth | What does it actually do? | Name should hint at function | | Transformation | What changes for the customer? | Before/after must be nameable | | Culture | What kind of community forms? | Name should enable identity |

Empty Vessel vs. Loaded Name

• Empty vessel (Kodak, Google): Brand fills meaning over time
• Loaded name (Instagram, Airbnb): Meaning is built-in

Both work. But you must choose consciously and build accordingly.

Vocal Signature Test

Say the name aloud 10 times. Ask:

• Does it feel good in the mouth?
• Would customers enjoy saying it?
• Does it have a "sticky" quality?

Kill criterion: If you can't tell a compelling origin story, reject.

---

Voice Assistant Constraints (2026)

| Assistant | Invocation Rules | Rejection Risks | |-----------|-----------------|-----------------| | Alexa | 2+ words required (unless trademarked) | Single generic words | | Siri | Must be phonetically distinct | Confusion with system commands | | Google | Strong Knowledge Graph presence needed | Names too similar to famous brands | | Bixby | Avoid wake-word conflicts | "Open", "cancel", common verbs |

Test procedure:

1. Say "[Name], do [action]" to each assistant
2. Note recognition rate
3. Reject if < 80% accurate invocation

---

Output: Naming Dossier

For the final candidate, produce:

## [NAME] - Naming Dossier

### Basic Info
- **Name:** [word]
- **Typology:** [1-5]
- **Phonetic:** /IPA/
- **Length:** X letters, Y syllables

### Linguistic Clearance
- FR pronunciation: [pass/fail + notes]
- ES pronunciation: [pass/fail + notes]
- EN pronunciation: [pass/fail + notes]
- Cultural flags: [none / list]

### Legal Clearance
- INPI (FR): [clear / conflict]
- EUIPO (EU): [clear / conflict]
- USPTO (US): [clear / conflict]
- Domains available: [list]
- Social handles: [list]

### AEO Score
- Entity uniqueness: [1-10]
- Keyword difficulty: [score]
- Tokenization: [single/split]

### Narrative Potential
- Origin story hook: [1 sentence]
- Brand values connection: [1 sentence]
- Community identity: [suggested demonym]

### Voice Readiness
- Alexa: [pass/fail]
- Siri: [pass/fail]
- Google: [pass/fail]

### Recommendation
[APPROVED / NEEDS WORK / REJECTED]
[Final reasoning]

---

Common Mistakes

| Mistake | Why It Fails | Fix | |---------|-------------|-----| | Starting with brainstorming | Generates unusable names | Start with constraints (Gate 1) | | Skipping TTS test | Voice assistant failures | Always test pronunciation | | Ignoring Nice class overlap | Trademark conflicts | Check specific classes, not just exact matches | | Choosing descriptive names | Weak AEO, hard to trademark | Prefer distinctive/invented | | No narrative test | Brand can't tell its story | Always verify storytelling potential |

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Quick Reference

The 7-8 Letter Rule: Shorter = better for mobile, voice, memory, tokenization.

Phonetic Gold Standard: CVCV pattern (consonant-vowel-consonant-vowel) works globally.

AEO Priority: If AI can't cite you as a distinct entity, you don't exist in 2026.

Empty Vessel Strategy: Meaningless names (Kodak) require more brand-building but face fewer conflicts.

Voice-First: If Alexa can't invoke it, 8.4 billion assistants can't recommend it.

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What Claude Does vs What You Decide

| Claude handles | You provide | |---------------|-------------| | Generating candidates by typology | Brief constraints (markets, classes) | | Running linguistic stress tests | Final pronunciation judgment | | Checking trademark databases | Legal professional validation | | Evaluating AEO/entity strength | Strategic brand direction | | Producing naming dossier | Final selection and approval |

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Skill Boundaries

This skill excels for:

• Brand, product, or company naming
• Names requiring international deployment
• Voice-assistant compatible names
• AI-discoverable entity creation

This skill is NOT ideal for:

• Internal codenames → No legal/AEO requirements
• Temporary campaign names → Overhead unnecessary
• Personal projects → Simplified process sufficient

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Skill Metadata

name: naming-6-gates
category: branding
version: 2.0
author: GUIA
source_expert: 6-Gate Protocol (AEO-first naming)
difficulty: advanced
mode: centaur
tags: [naming, branding, trademark, voice-assistant, aeo, entity]
created: 2026-02-03
updated: 2026-02-03