Work Enginuity
Branding and communications for a skills organisation
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Services
Brand Naming
Our team uses a defined process and method to help brands discover the best name for them.
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.
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
Frequently Asked Questions
How do you develop a new brand name?
We use a defined process that generates name ideas – descriptive, fabricated or metaphorical – rooted in your brand strategy and sector, then filter out anything unavailable or problematic before presenting a shortlist for review.
Can you help with trademarking a new name?
Yes – we run preliminary searches to check whether shortlisted names are likely to be available in your market and territory, then connect you with an experienced trademark attorney we work with to handle the full trademarking process.
Do you name sub-brands and products as well as companies?
Yes. Many organisations need a naming strategy and architecture for sub-brands or product ranges alongside the master brand name, and we build that structure so everything relates clearly back to the core brand.
How long does the naming process take?
It depends on complexity and how many stakeholders need to sign off, but a naming project typically runs across a few structured phases – brief, generation, filtering and validation – rather than being resolved in a single workshop.
What if we already have a name but need it refreshed rather than replaced?
We can work with an existing name too, refining how it’s presented, said and written rather than replacing it outright – useful when the name itself has equity but the story around it doesn’t. For example, where a prefix or suffix has become out of date, and there is a need to re-imagine how a name is presented.
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.
