EVERY NAME TELLS A STORY
We are brand naming specialists.
We’re here to help you select a name that makes sense.
Because if your name makes sense, your story is easier to tell.
Your brand name is the first touchpoint that your customer will have with your company, product or service, and it sets the tone for your entire brand story.
A brand name that creates an emotional connection with your target audience helps to establish a relationship between your consumer and your brand. The emotional connection can be built through the use of language, such as descriptive or emotive words, or by creating an association between the brand and a specific emotion.
(Dove creates an emotional connection with its consumers by suggesting softness, purity, and gentleness – qualities that are associated with the bird of the same name.)
Consumers often use brands to express their own identity, values, and beliefs. Brands that successfully align with their target audience’s self-identity can create a strong bond with their customers, who begin to see the brand as a reflection of themselves.
(Apple has established a loyal following of customers who identify with the company values of creativity, innovation, and individuality.)
A well-crafted brand name can also tap into the ways in which our brains process and interpret information, often leading us to make decisions that are influenced by unconscious biases.
(Coca-Cola use color, imagery, and language to ‘own happiness and nostalgia’ and create a positive emotional response to their messaging.) All of these criteria work together to help tell the brand story in a way that is compelling, relatable, and memorable for the target audience.
Our naming process is collaborative, clear, insightful, logical and focused, and we’ll use a range of creative techniques to brainstorm and refine potential names that will establish your unique position in the market, help you stand out from your competitors, and draw your customers to you.
BRAND NAMING SERVICES
NAMING PRODUCTS & SERVICES
Developing brand names for products or services is a relatively straightforward process.
Product names are inherently designed to help customers understand what a product is and what it does while ideally communicating the specific features and benefits of the product.
This lends itself to a more tactical and pragmatic naming process focused on finding a name that is relevant to the problem that the product or service solves, that is easy to pronounce and remember, and that can stand out in a crowded marketplace.
This is important because the product name is often the first point of contact between the customer and the company, serving as a distinctive cue that helps consumers to remember and recognise the brand. By choosing a memorable and distinctive name, a brand can enhance its salience and improve its chances of being noticed and chosen by consumers.
Our approach to product naming is based on undertaking extensive research into the target audience and the competitive landscape to identify trends and opportunities.
To ensure any proposed name is not just effective but also legally sound, we conduct linguistic checking, language screening, and trademark screening.
COMPANY NAMING
Company names are intended to create an overall impression of an organisation and what it stands and this requires a more strategic and holistic approach to brand strategy.
It involves crafting a name that can convey the company's vision, values, purpose, personality and positioning and that can resonate with the target audience on an emotional level.
The process often requires direct involvement from the senior leadership team to define the above and identify the key messages that the company wants to communicate to its customers.
The next step is to develop names that reflect these attributes, before involving key stakeholders including employees, customers, and partners, to ensure that the proposed names reflect the company's identity and aspirations.
Our approach to company naming is based on undertaking extensive research into stakeholder requirements, target audiences and the competitive landscape to identify benchmarks, trends and opportunities.
To ensure any proposed name is not just effective but also legally sound, we conduct linguistic checking, language screening, and trademark screening.
TYPICAL TIMESCALES
WE TYPICALLY DELIVER A NEW PRODUCT, SERVICE OR COMPANY NAME IN 8 WEEKS.
WEEK 1-2
COMPETITIVE ANALYSIS
Our brand name development process begins with a thorough competitive analysis, in which we quantify the tone and strength of competitive company names or product names.
WEEK 2-3
POSITIONING
The next step is to help you refine and define your brand positioning. The more specific and nuanced your positioning is, the more effective the name will be. All great product and company names work in concert with the positioning of the businesses they speak for.
WEEK 3-4
NAME DEVELOPMENT
Name development begins by applying the positioning strategy to figure out what you want your new name to do for your marketing, branding and advertising efforts.
WEEK 5
TRADEMARK SCREENING
We prescreen names under development through bodies like the IPO to determine the likelihood that your company will be able to procure the name. We do this in order to feel confident that the name you submit for final trademark screening and application are likely to be successful.
WEEK 6-7
CREATIVE
A standard part of our naming process is the production of basic creative concepts to flesh-out potential names, and market research testing when appropriate. These may include typography or graphic layouts featuring leading name candidates.
WEEK 8
NAME AND TAGLINE
Final names and taglines, along with a well-defined positioning strategy, are the outcome of our process.
ANY QUESTIONS?
Our naming services include customer and market research, name development, brand positioning, logo design, strapline creation, typography, packaging design, trademarking support, tone of voice, messaging and extensive brand guidelines.
But if you want to discuss something else, we’d be more than happy to see how we can help.
Just use the form to connect.