Naming & Positioning.

Our client, an emerging star in the B2B world, had a unique vision: they were ready to jazz up the world of data analytics and market research with something more colourful. Their superpower? Transforming data into visually gripping stories that guided informed decision-making. Now, they were on the hunt for a brand name that would capture their unique blend of services and resonate with both their design-savvy clientele and the traditionally less colourful B2B audience.

I was entrusted with the task of concocting a brand name that perfectly bottled up our client's unique combo - market research, data analytics, and storytelling prowess. The name needed to echo their core attributes: clear, professional, thorough, and top-notch quality. At the same time, I needed to give a nod to their edgy, strategic, and subtly provocative approach. My task was to balance this fine line, ensuring the brand name didn't tip over into the territory of being too corporate or ho-hum.

The client needed a name that demonstrated their creative positioning in an otherwise dull B2B world. Here’s how I did it...

1. Research & Discovery:

I dove into the world of data analytics and market research, examining current trends, understanding customer expectations, and studying the competition. The goal was to pinpoint unique differentiation opportunities within the market.

2. Brand Positioning:

Together with our client, I unravelled their vision, mission, and core principles. This deep dive helped me understand the brand's DNA, which was woven around clear communication, professionalism, polished services, and meticulousness.

3. Ideation & Concept Development:

Once I had these insights in my pocket, the creative juices started flowing, churning out a myriad of potential brand names. Each name was carefully constructed to echo the brand's identity and resonate with the target audience.

4. Evaluation & Refinement:

I then put on my strategy hat, conducting a rigorous internal evaluation of the generated names. I shortlisted the most compelling options based on their uniqueness, memorability, relevance, and ease of pronunciation.

5. Legal Gymnastics

Not forgetting to dot the i's and cross the t's, I ran thorough checks across multiple databases to ensure the chosen names were available for trademark registration. After all, the client's future sustainability depended on it.

The collaboration with the client resulted in a brand name that was a perfect fit for their ethos and struck a chord with their target audience. "Plotpoint" didn't just reflect the client's unique approach to data-driven storytelling, it also helped carve out their space as a colourful yet professional player in the B2B service sector.