Naming the app
In order to ensure we had an informed decision making process, we ran an Open Mic Survey on the different names in play: SoundCheck, SoundCloud Pulse and SoundCloud Amp. We did not only test the popularity of the names, but also trying to better understand the associations of our core users with each potential name.
We surveyed 124 highly engaged, self-identified SoundCloud creators aged 16 to 50+.
The name needed to:
Communicate what the app is for and what it does, without misleading as to what it is actually capable of (at launch, and later)
Put creators at the core, make them feel understood, while still being part of the wider SoundCloud brand and family
Stand out in app-stores from the Listener app, and other category apps, without feeling like a sub-brand
Express the identity of app, without being solely emotional / intangible
SoundCheck ranked highest, with 46% of the users putting it as their most preferred name.
SoundCloud Pulse came in at a second place, with 33% of the users putting it as their most preferred name.
SoundCloud Amp came in third place, with 12% of the users putting it as their most preferred name.
One of our goals for the name was that it had to fit in nicely with the overall SoundCloud brand positioning. Furthermore, we wanted to ensure that it felt energetic and engaging; rewarding, with constant feedback; surprising, but still serious; all with a subtle urgency.
Having a name that reflected those values, was more important than the first-glance attractiveness of the name. We decided to go with SoundCloud Pulse.
We tested the associated attributes of name contenders, and what we found was:
That SoundCheck was seen as the most Professional, Confident and Exciting, and it was perceived to be more Comprehensive and Convenient.
That SoundCloud Pulse was seen as Active and Inspiring, as well as Cool, Creative and Fresh.