Brand Naming
Getting names right can make your brand strategy work harder and your business run better.
Why Naming Matters
Whether spelled out in black and white newsprint or a text, heard in a podcast or on the radio, or seen in full visual regalia on a billboard in Times Square, your name is the one aspect of your brand identity that’s always there.
Getting the name right requires a proper investment of time, energy, and talent. The right name can differentiate your company, product, or service. It can promote awareness, engage customers, and influence audiences. It can even be a rallying cry for internal stakeholders and employees. The best names set positive expectations and ultimately impact the success of your business.
Though made up of only one or two words, and seemingly small, a good brand name can be your most valuable piece of messaging real estate and your most powerful strategic asset.
Our Approach is Informed by Years of Naming and Strategy Experience
At the heart of it, our approach is all about finding and applying words in strategically, creatively, and compellingly fresh ways. Understanding the assignment, deploying a deeply experienced team, and developing a strong set of name candidates is only half the job.
The other half of the job is getting clients to a final answer. Years of experience "in the room," working with start-ups and founders, publicly traded companies, core marketing teams and the C-Suite has taught us a lot. Perhaps the most important thing we have learned is that, due to client culture and organizational structure, every naming assignment requires an accordingly bespoke approach.
Tailoring the process for each client based on their market, their culture, and organizational structure enables us to optimize the naming journey to a positive end. And though we consider every naming assignment unique and nuanced in its own way, at a minimum every assignment we tackle includes:
PS212 leadership rolling up their sleeves, being connected with our clients, and staying integral to the assignment throughout the process.
Staffing every assignment with senior strategy and creative practitioners only — no junior people — no freelancers.
Applying both a robust, rigorous preliminary trademark screening process and a proven method for ensuring global language viability and cultural sensitivity.
Implementing a method for helping clients narrow down and agree to a short list of names.
Giving clients the confidence to make the final name selection and to provide them with the tools, and the in-person presence, necessary for persuading executive decision makers and stakeholders that the right name choice is being made.
Let’s talk.
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