Want Branding

WhatWe Do

Brand Naming

Create a distinctive, appealing and memorable brand name, an asset that can last forever. And, create smart naming systems for your entire portfolio of products, services and offerings.

Utilize brand naming strategy, creativity, legal/trademarks knowledge, linguistic understanding and customer insight to create memorable and powerful names that are ready for launch in markets. Through strategic naming systems, we organize and optimize product portfolios using an ‘outside in’ approach – focusing on customer needs and sales/purchase behavior to ensure choice and selection is clear and easy.

View Examples

Our Unique Brand Naming Process - What to Expect


Our typical brand naming process kicks-off with a client work session – by phone or in person – to get briefed on the company, product/service or technology we’re naming.

We’ll discuss and agree on the core attributes and benefits of what it is we’re naming and prepare an analysis of the types of names we think will work the best. In our landmark, 5 min TED Talk “how to create a unique brand name” we outline the 7 unique types of names and their pros & cons.

We’ll also work with you to determine what the name fundamentally communicates by identifying 4-6 conceptual naming ‘avenues’ for exploration.

After the kick-off session, we create our unique NamingBlueprint – a concise, creative brief that serves two goals: 1. Provides clear guidance for how our naming team will generate names, and 2. Serves as a strategic framework to help clients objectively evaluate names.

Name Creation

Using the NamingBlueprint, our naming team quickly gets to work developing hundreds of ideas. To save time, our naming team integrates trademark checks into the creative process by searching the United States Patent Office database as well as conducting Google searches to eliminate any obvious brand name conflicts.

In the Round 1 naming presentation, we will present our NamingBlueprint as a quick reminder of the creative brief along with our 15-20 best brand name suggestions. We’ll present our top name candidates with a rationale and derivation and include any noteworthy information from our trademark search results.

At the end of the Round 1 naming presentation, we’ll agree on a shortlist of candidates to retain and agree on specific areas of focus and any changes to the NamingBlueprint to guide Round 2 name development.

In Round 2, once again, we’ll develop hundreds of ideas and perform basic trademark and Google checks. In the Round 2 presentation, we’ll share a new set of 15-20 brand name ideas and re-present the top candidates preferred from Round 1. At the end of the round 2 presentation, we’ll jointly agree on a final shortlist of <10 names to proceed to the final due diligence phase.

Final Due Diligence and Brand Name Selection

Before a final name is selected, the final shortlist of names must undergo additional due diligence and trademark checks by trademark counsel.

Our team can assist with customer name evaluation research and we also have a worldwide network of linguists to make sure the new brand name doesn’t sound embarrassing or inappropriate in any language our country.

The final name must be registered as a trademark in all markets/countries. We have a team of trademark lawyers if you’d like us to handle the trademark registration process.

Finally, as needed, we can help you create and pick an appropriate URL and provide guidance on securing the social media names, too.

10 great reasons why you should hire us

Our Difference

  • 1

    Our track-record

    30 years of success and an impressive, broad portfolio of work and brands

  • 2

    Our knowledge

    deep understanding of how to create and build successful brands

  • 3

    Our perspective

    knowing precisely what clients need and how we can best help them

  • 4

    Our process

    customized, easy to understand, proven ways to solve clients’ needs & challenges

  • 5

    Our focus

    expertise and specialism around a few core practice areas of our clients’ business and challenges

  • 6

    Our ideas

    thoughtful, creative and strategic and always ‘on brand’

  • 7

    Our leadership

    guidance, insight and direction to unify stakeholders and make smart decisions

  • 8

    Our speed

    working quickly and effectively to help solve critical brand challenges

  • 9

    Our people

    small, experienced, senior-level teams who don’t take themselves too seriously

  • 10

    Our passion

    for what we do and our enthusiasm for our clients’ business and challenges

Lets Talk



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