Naming a business, product, service or initiative can result in a company’s greatest asset and generate both attention and excitement. A poor naming result is a lost opportunity that goes unnoticed by key audiences. The most effective names connect the audience with a brand to build a meaningful, long term, loyal relationship. The optimal name can communicate your company’s ideals and it can respond to unspoken needs in the mind of your customer. Perceptions of product or service superior qualities and differentiating factors are reinforced by a powerful name. Renaming can also signal the strength of a merger or acquisition.
Naming is best accomplished when driven by a sound brand strategy and then formed through a structured, yet creative process. The artful combination of creativity, thoroughness, name search to insure legal availability and appropriateness in all offline and online applications, and evaluation against carefully crafted objectives results in the optimal name.
In support of proprietary brand names, descriptive nomenclature provides clarity and focus in communicating a line of business or product category. Taglines and corporate theme lines complete the toolbox of verbal branding elements and play a valuable role in communicating a unique brand essence or key emotional benefit.