You try to name a new item. The CEO’s husband or wife laughs at your plan. A competitor has trademark legal rights to a identical name, anyway. Then there’s the area trouble: the dot-com, dot-internet, dot-co, even the dot-biz are all taken.
Oh, and it turns out the title signifies “fart” in Cantonese.
Naming is challenging. If you’ve at any time been tasked with obtaining a identify for a firm, solution, company, or feature, you now know that. Hosting a brainstorming session and pondering up a several dozen imaginative concepts is uncomplicated. But getting a varied workforce to align on a handful of letters that are strategically exceptional and legally available—and will never inadvertently offend an full country or culture?
That calls for additional than creative imagination. It takes rigor and a system. It requires knowledge.
That’s why, when a new model name is wanted, corporations substantial and small—even all those with in-home manufacturer teams—reach out to boutique naming organizations, skilled naming consultants, and branding companies with “verbal identification” capabilities.
Not all self-styled naming specialists are made equal, nevertheless. These times, marketing agencies and PR corporations, freelancers on Upwork and Fiverr, and on the net crowdsourcing platforms are all equally very likely to profess their brand name-naming know-how.
So, how can a marketer in need of a title individual the serious namers from the self-proclaimers?
In my 15+ many years as a skilled namer, I’ve worked at worldwide agencies and scaled-down stores, I’ve been an independent specialist and I’ve been head of naming at HP. I’ve designed naming groups, hired (and fired) naming consultants, and sat on each the agency and the client facet of pitch shows. By means of that experience, I have picked up indicators that help me establish whether or not a namer is the authentic offer.
In addition to meeting noticeable, baseline requirements, such as a stable name, keep track of file of achievements, and sensible pricing, superior brand-naming consultants have the subsequent five attributes.
1. An Seasoned, Focused Staff
To guarantee depth of exploration and range of tips, you can want more than just one namer coming up with concepts for your assignment. If you employ the service of a solo consultant, he or she should program to convey in at minimum a single or two extra professionals for title-era. But additional isn’t always greater targeted hard work from 3 or four seasoned namers will demonstrate significantly a lot more useful than an hour each from a dozen novices—which is specifically what some of the more substantial organizations may well try out to promote you.
2. A Lack of House Model
Unless of course you might be in will need of a specialized sort manufacturer-naming (this kind of as a pharmaceutical name or a < a target="_blank" href="https://www.nytimes.com/2011/11/12/world/asia/picking-brand-names-in-china-is-a-business-itself.html">Chinese brand name title), make positive the guide you happen to be looking at has assorted experience—in both of those field and name kind.
Agencies that consistently generate one design and style of name—abstract, serious-phrase names, for illustration (this kind of as “Apple” or “Virgin”), or vowel-impaired coined terms (“MVMT” or “Abrdn”)—may not be ready to modify their strategy centered on your requires, choices, or the necessities of your task.
3. A Robust Prescreening Method
Just before names are offered to choice-makers, they should really go by means of preliminary trademark screening. That swift and fairly inexpensive step allows prevent a worst-case scenario: discovering out that a preferred name applicant is unavailable for the reason that of lawful concerns.
Likewise, most naming projects really should consist of linguistic checks, in which names are reviewed for detrimental meanings, connotations, or pronunciation problems in appropriate languages and cultures. Whilst these measures are unable to assurance a name’s viability, they can uncover clear complications prior to it is as well late.
A lot of businesses outsource prescreening ways to industry experts. Other people provide in-home options. Possibly is great, but the deficiency of a apparent and robust strategy for prescreening is a dead giveaway of a know-very little namer.
4. Presentation Competencies
At some stage, your chosen guide will likely current brand name names to your manager or your company’s management. The greatest way to share new title suggestions is in a official presentation—never by means of email—and an expert naming consultant will know how to give rationale and context for each title and for the naming job over-all.
Because these types of displays may possibly mirror on you, be positive you are confident in the top quality of the consultants’ operate and their capability to existing it.
5. A Prepare to Travel the Ultimate Conclusion
You might be selecting a naming advisor to create intelligent, imaginative title ideas as well as support your organization choose on the greatest identify. How that conclusion gets designed can count on almost everything from corporation lifestyle to personalities on the choice-making crew.
Preferably, your advisor will inquire concerns about that up front or early in the method: How numerous people will be associated in the selection? Will just one man or woman have closing authority to pick out the title? Who has veto electricity?
If you have certain considerations about acquiring a name across the complete line, share them and see how your guide responds. Whilst there is no just one-dimension-matches-all technique to driving the closing choice, professional namers know how to program ahead and mitigate foreseeable issues.
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The right model identify can aid your business, item, or company stand out from the crowd. It can enhance the odds of your customers’ remembering, knowledge, and admiring your model.
Just as critical is what it can assist you avoid: embarrassment, authorized issues, cultural blunders, and untimely rebrands.
The correct name signifies placing your brand’s best foot ahead. Discover the proper manufacturer-naming advisor—one that satisfies the criteria outlined in this article—and you’ll be nicely on your way to finding the proper brand name title.
Extra Resources on Brand-Naming
Six Naming Traits to Enable Your Model or Merchandise Stand Out
10 Actions to a Effective Naming Workshop
Naming Your Product: Shades of Which means (An Inside of Check out Into Nail Polish Naming)