Naming

What’s in a name? More than you might think.

All of us dabble in naming. We name our kids, our pets, our cars. Maybe you named a band you were in. But few of us have shouldered the burden of naming a business, a product, or a service. And those of us who have had the pleasure appreciate the gravity of the task.

Get it wrong and, at best, people ignore you; at worst, they laugh or cringe, or you go out of business. Get it right, and everyone thinks you’re a genius.

What can we learn from the big names?

Brand history is full of anecdotes about tiny startups that chose names which initially seemed odd or puzzling but now seem clever and prescient. Think LEGO, Apple, Starbucks, Amazon, Google, and Nest.

Of course, those names were created by some bright people who were in the right place at the right time. The innovative businesses they created were key to the names’ success.

A quirky name doesn’t ensure success. For example, an overly cute or provocative name that doesn’t align with your brand or complement your business model may backfire and undermine your credibility. On the opposite end of the spectrum, a generic or merely descriptive name is unlikely to be remembered or to receive trademark protection.

Short story: the chances of nailing the perfect name based purely on wit or instinct are slim.

Our approach to naming

There’s no magic formula to naming. When we explore naming options, we take into account the nature of your organization, your offerings, your brand essence and point of view, your competition, and your audiences. And then we grapple with the harsh realities of domain availability and potential trademark infringements.

We’ve guided clients in a wide range of sectors on all issues related to naming. Present us with your challenge, and we can help you navigate the naming waters start-to-finish. We can collaborate with you to explore dozens of options and, if you’d like, preliminary ideas for visual identities.