Design a brand built to scale way beyond your personal calendar

Maybe it’s the influx of corporate executives transitioning into 1099 consulting roles right now, but I felt compelled to share a quick BTS look at how I built my own brand architecture. If you're into brand strategy, or currently mapping out your own venture, you might find this interesting.

I get comments on the name of my agency, Outlook Lab, from time to time. I remember the exact day and place when I sat in silence with myself and came up with it: November 9, 2024, at the Charlotte Mecklenburg South County Regional Library. Choosing "Outlook Lab" over "Mendoza Communications Consulting" was a highly deliberate choice. Here is how I broke down the process:

Step 1: Define the horizon (e.g., my "Outlook") Don't anchor your name to a static service; anchor it to where your industry is going. For me, "Outlook" captures macro trends, autonomy, applied enterprise AI, and shifting an organization's perspective from tactical to strategic.

Step 2: Establish the environment (e.g., my "Lab") Your brand name should signal how it feels to work with you. "Lab" implies clinical precision, behavioral science, and bespoke experimentation. It swaps out rigid corporate stuffiness for collaborative innovation.

Step 3: Let go of the ego Putting your own name on the door feels good, but a personal name often signals a solopreneur utility to enterprise buyers. A conceptual name signals a platform.

For me, the goal was always to design a brand built to scale way beyond my personal calendar.

If you're currently navigating this exact transition or just love talking brand architecture, I'd love to swap notes. What went into your naming process? As always, I welcome your insights and perspectives.