Naming

Choosing a name for a product or organisation can be a personal and emotional affair. Our naming framework keeps your brand positioning and messaging principles at the centre of the process. This grounds naming conversations in more objective criteria connected to your strategic ambition. The result is faster consensus on a name that inspires your team and engages your audiences.

Without guardrails, finding the right name can seem insurmountable. To streamline the process we have developed our own powerful frameworks to spark ideas, guide our exploration, and help you evaluate the options. This allows us to quickly consider hundreds of options in varied directions before finding a name that seems inevitable.

A good name doesn’t always have to be descriptive, but it has to be distinctive, memorable, and easy to pronounce. For shortlisted names, we find the best available domains and make initial trademark checks. We also evaluate their linguistic and cultural connotations, their phonemic appeal, and even how intelligible they are through a bad phone connection.

Your organisation, your offerings, and the environment in which you operate constantly evolve. A new name may be necessary to address the changing realities. The transition can be daunting but we can help you navigate it. We can create a brand narrative and visual identity around the new name, and build a website and other materials to reintroduce you to your audiences with panache.