A brand’s position is not how the company sees itself or the way it goes to market or pitches to clients and investors. A brand’s position is the space it occupies in the minds of customers in the context of the competitive set.
Why is this important for naming? Well, a brand’s positioning will impact the brand architecture. Each relies upon and impacts the other, and both must be considered simultaneously. How the corporate brand is positioned will influence the brand architecture, and how the market is segmented will impact how the corporate brand must be positioned.
Ultimately, a name informs the brand or product’s position in the mind of the customer.
Think about DollarGeneral (company) or Hubspot CRM Free (product). They both have a pretty clear message and position, don’t you think? Sometimes it’s not quite so literal, and that’s where, as namers, it gets especially fun. For example, consider Tesla (company) or Expedition (product). Each occupies a distinct territory in the automobile space, and its name contributes to this positioning. So a name doesn’t have to be overtly descriptive - it can evoke a certain feeling, which (eventually) translates to a territory within its market. This kind of positioning can take time, and feel a little scary.
Whatever route you take, trust that if you’ve done the work and the chosen name is on-brief -- i.e. rooted in strategy and thoroughly vetted -- it will serve you well.