Naming. Brand name development
Naming plays a key role in building a positive brand image. A good name helps to be memorable, communicates the company’s values and arouses the interest of the audience. A properly chosen brand name reflects the company’s philosophy, creates the right associations, and builds an emotional connection with consumers.
The name largely determines whether a product becomes recognisable or goes unnoticed. Therefore, the professional development of a brand name is an important process that should not be overlooked.
Brand naming is the process of creating an effective solution to business problems through naming. This involves analysing brand strategy, creative development, and due diligence. The result is a name that is:
- easy to pronounce and memorize;
- meaningful;
- avoids ambiguities;
- differentiates the brand from competitors.
Right is a branding agency specialising in naming and identity design
Since 2016, we have been creating names for companies, products, apps, umbrella brands, start-ups, and other projects. Our branding work has won awards in Belarus, Russia and at international professional competitions.
We develop names that is:
- unique and protected;
- build audience loyalty;
- work for decades;
- increase brand awareness.
Developing a name is a complex intellectual process that requires creativity, knowledge, and experience. It is possible to create an effective nickname at random, but only with a lot of luck. If you prefer to rely on expertise rather than chance, it is better to entrust this task to professionals.
Naming services at Studio Right
Naming for companies
This is ideal for new businesses and companies that need to rebrand as a result of a merger, acquisition or business transformation.
App and service naming
We create bright and memorable brand names that convey the product’s value and resonate with the target audience. We consider regional and linguistic nuances when developing them.
Naming architecture of product lines and services
We will analyse the history of product creation, identify ways to systematise processes, and suggest ways to organise things strategically to develop the ecosystem.
Have you had negative experiences with naming? — Consult an expert for an independent assessment and recommendations for correction👇🏻
Stages of developing a brand name
1. Research: briefing, competitive analysis and platform.
The client fills out a brief, specifying project goals, company values, product or service features, and expectations for the future name. This brief forms the basis of the work and contains information on the target audience, the brand’s unique selling points and the company’s long-term business strategies. Once the brief has been finalised, the team conducts comprehensive research, studying the competitive environment and identifying the needs of the target audience. This data is then organised and transformed into a platform for verbal brand identification — the basis for generating a name.
How to realize that it’s time for a brand refresh and what exactly needs to be changed
New naming or a complete rebranding? Let’s find out when it’s enough to just change the name, and when a business requires a significant overhaul.
2. Draft list of names, longlist
Our team explores sources of identity and searches for ideas, meanings and the brand philosophy embedded in the platform. They then form a space for ideas and communication. This search is conducted in semantic areas that have associative, emotional and descriptive links to the brand. From this cloud of meanings, we then create the first list of names, which is usually made up of 100–200 variants.
3. Multifactor screening of names
We screen and sift through names based on various criteria, such as protectability, the presence of similar names, the quality of the phonetic structure, and the ease and simplicity of transliteration. We check names for risk factors, such as whether they cause ambiguity or negative interpretation. We also check the risks of registration in the category and domain availability.
4. Shortlist of names and visualization
The best names that passed the filters are collected in a presentation, which provides a detailed description of their advantages, history and communication techniques. It also includes an analysis of the risks of registering them as trademarks and domains. To establish an emotional connection, the names are accompanied by a visual series of associations.
We consider all modern requirements for a brand’s multichannel presence, ensuring the name is adaptable to the digital environment, pleasant to the ear, easily reproducible as a domain and legible on any medium, from logos to outdoor advertising.
We conduct testing with respondents or coordinate with clients or representatives of the target audience to understand their perception of names and check for any negative connotations.
Naming costs 💸
The cost of naming is highly dependent on the state of the brand platform and business strategy. To get an accurate estimate and a customized quote — contact us via the form.
The Right name can breathe new life into your brand!
Send us a message and we’ll update your business’s name.
