Brand Naming

Developing a new brand name

A brand name may be deemed necessary or beneficial for a business or organisation to better represent new positioning and direction.

By using a defined process, we develop new brand name ideas (descriptive, fabricated, metaphorical) which are rooted in the strategic direction and positioning of the business. After eliminating any names that aren’t available or deemed problematic, we present the list for consideration and review.

Once a shortlist has been generated, it can be submitted for preliminary searches to ascertain whether the individual names are available for use in the market sector and geographical territories where the organisation operates.

Get in touch if you need a new brand name developed, or to find out if exploring a new brand name could benefit your business.

Balancing a creative and strategic approach to naming

Our starting point for any brand naming project that involves strategic, or critical thinking is to delve into the business’s services or product portfolio and find out as much as possible about the past, present and future. Information regarding product positioning, target audiences and value propositions alongside the current positioning of the business is what gives us the broadest possible position to work from.

In addition to the master brand name, many organisations have sub-brands and/or product names which require a naming strategy and architecture. In addition, global markets and languages often need to be considered in the naming approach.

Specific to naming, principles like ease of reading and writing, adequate level of uniqueness, memorability and how evocative the name is are all crucial considerations.

Key Benefits

  • Defined naming ideation process
  • Collaborative approach with key stakeholders
  • Trademarking advice
  • Naming & brand architecture
  • Naming strategies
  • Product naming
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