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Naming

Your company's name is heard, seen and said—all day, every day. Because of this prominence, it can be epically difficult to choose and gain consensus on a name. Naming as a service is the formalized process for helping you come to a unified decision on the first verbal and visual interaction with your brand. 

Your company's name is heard, seen and said—all day, every day. Because of this prominence, it can be epically difficult to choose and gain consensus on a name. Naming as a service is the formalized process for helping you come to a unified decision on the first verbal and visual interaction with your brand. 

When naming, do not underestimate

  • Your emotions, especially if you’re the founder or CEO 
  • Criteria needed to be objective about the final decision
  • Obstacles, especially in the legal vetting phase. You can exhale when you have a letter from your attorney that says, “No exact marks in connection with the proposed services were found”
  • Team chemistry. A good naming partner will be your light in the darkness
  • The ability of a name to grow on you. Like a classic movie or song, a great name lingers and gains power 
 

The parts

  • Definition of the name’s criteria
  • Divergent brainstorming of conceptual territories
  • Development of long list of name candidates
  • Convergent short list development
  • Preliminary search of most promising names, domains and social handles
  • Presentation of recommended names
  • Internal consensus-building (of the Cromwellian sort)
  • Full legal clearance of preferred name
  • Securing of domain name and social handles