Because brand names are such valuable assets, it’s essential to get brand naming right first time. Our strategic approach and methodical process aligns naming with the brand and business strategy, reinforces brand purpose and uses filters for trade mark and domain name availability, conducted by expert trade mark attorneys.
Brand naming strategy
Branding began because there was a need to denote ownership - a crude branding iron applied to an animal's haunch. Trade marks followed in the 1880's with brands often featuring the founder's name as a mark of consistent quality, such as Ford, Cadbury and Heinz. Today, in a time of digital transformation and Green Industrial Revolution, we need a 21st century approach.
While brand naming has gone beyond surnames, it shouldn't ever be a subjective exercise focused on a few letters in a name, when there is the opportunity to use a brand name to communicate brand purpose, aligning, if not integrating, with brand and business strategy. To achieve this result requires a more strategic skillset than the ability to brainstorm interesting words, because to fully realise the potential of the process you have to be able to weave together brand purpose, business strategy and design, with a protectable name that encapsulates the brand's positioning and value proposition.
Our brand naming process integrates purpose and positioning with inspiration to create compelling brand names that come to life in word marks and designs that can be protected around the world. Our designers can then emphasise the brand name's meaning through astute logo design. And we do this in one seamless process.
Our brand naming process
Brand naming requires a clear commercial understanding of the business strategy, the brand's competitive positioning, the markets the brand will be competing in, together with expert knowledge of the brand protection and trade mark process. From the outset, we recognise the brand name will become a valuable brand asset, which only retains value if you can protect it in all your key markets.
We avoid unsuitable choices by filtering all name candidates for pronunciation, linguistics, cultural double-meanings and trade mark and domain checks – only proposing names with a high chance of achieving trade mark and domain name registration. This ensures that we maintain momentum and only deliver viable shortlist name candidates that meet the brief.
Once the final name is agreed, we work with our trade mark attorneys to secure trade mark registrations around the world and then manage them with trade mark watching services that alert any potentially conflicting applications, delivering an end-to-end brand naming service.
Product brand names
The choice of name is also crucial to any product’s success. It must fully support a product’s promise to its customers, partners or other stakeholders, whilst being memorable, distinctive and relevant. By attracting and engaging its target audience, a good product name will enhance awareness, differentiate from competitors, support the desired brand experience, and build trust.
As global markets become ever-more competitive, distinctive product brands – fully protected as trade marks – become increasingly valuable as business assets, as well as being differentiators for their owners.
IP strategy, trade marks and brand asset management
Our brand strategy services include how to protect brand intellectual property, such as new brand names.
We use specialist advisers to audit brand IP portfolios to assess whether there are assets that can be better secured to increase value or can be retired or sold once they are no longer relevant, saving cost.
Our advisers conduct trade mark searches in any market in the world, and then assist with trade mark registrations. We can organise other services such as trade mark watching - monitoring new filings to ensure that no infringements occur - to ensure that the value of trade marks are fully protected.
Web domains can also be an important business asset. We propose domains that are relevant to the brand name, assessing the availability of domains early in the process, and offering alternatives that are logical, cost-effective and memorable. Where required, we negotiate and purchase suitable domains.
We also manage domains for our clients, ensuring that they are held securely and renewed automatically.
For more information about our brand naming services contact one of our experts.
Our naming services
- Brand naming
- Product naming
- Product name extensions
- Sub branding
- Brand naming architectures
- IP strategy
- Trade mark searches
- Trade mark protection
- Internet Domain strategy
- Internet Domain acquisition
- Trade mark watching services
- IP asset management
See our naming case histories