Brand Naming
Naming a brand, a product or a service.
Names that fit the strategy behind the brand, checked for domains, handles and existing use, and presented with the thinking that led to them.
01 // Method
Naming follows the brand strategy: who you are, your purpose and who you are speaking to. Without that the exercise is guesswork, so if it hasn’t been done we do it first.
I work in rounds. A long list against the routes we agree, narrowed to a shortlist, each one checked for domains, social handles and obvious existing use before it reaches you. You see the reasoning, not just the word.
02 // Deliverables
A shortlist of names with the reasoning for each, the routes they came from, and the domain and handle availability at the time of checking. Where it’s useful, a first look at how the name sits as a wordmark.
03 // Value
A name you can explain and defend, that is actually available to use, chosen against the strategy rather than picked because it sounded good in a meeting.
04 // Process
- 01
Strategy first.
The brand strategy, or the brand identity work that establishes it.
- 02
Routes.
The directions worth exploring, agreed before any names are written.
- 03
Long list.
Names against each route, taken wide on purpose.
- 04
Shortlist and checks.
Narrowed down, then checked for domains, handles and existing use.
- 05
Handover.
The shortlist with the reasoning behind each one.