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.
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.