What's included

• Discovery/Kickoff Call

  Stakeholders are invited to a work session to provide input into the aspirations and goals orbiting the brand name. We review the components that make a great name. Desirable: Is the name distinctive? Is it sticky? Is it expressive? Does it have optimal audio qualities? Viable: Is it amendable to organic search? Is there trademark availability? Feasible: Is there URL availability? Discuss the pros and cons of the different types of names: descriptive | acronyms | invented | experiential.

• Knowledge Tranfser/Audit

  Knowledge transfer to reduce learning curves and gain contextual understanding. Audit the existing brand materials of the client to understand the value proposition, the users, the competition, and other market factors.

• Guidelines

  Establish the name best-practices for the task at hand. Importance of name size and structure, industry conventions, etc.

• Inspirational Points of Departure

  Identify numerous core themes that are meaningful to the brand and business, used as the initial conceptual launching pad.

• Territory Mining

  Association: Develop a list of associated words that align to the core brand, the current value proposition, and the potential future value proposition as defined by the mission and vision. Iteration Further development of associated concepts based on creatives planks.

• Evaluation of Candidate Names

  Desirability: Evaluate sub-set of names based on key criteria: distinctive, sticky, expressive and audio quality. Feasibility & Viability: Conduct preliminary URL and trademark availability searches.

• Iteration and Refinement

  Client Feedback: The naming process often is a reflexive experience for the client. As the process unfolds, new criteria emerge and existing criteria change or diminish. Further iterations based on new or revised inputs.