The foundation of a brand starts with a creative and effective name. And it’s the easiest way to differentiate from your competition.

We take the naming and tagline development process seriously. Our fundamental goal for creating a stand-out corporate name or tagline is words and phrases that both connect with your audience and have a high level of memory retention.

When launching a new product or brand, having a memorable, engaging name immediately sets the tone for what a consumer expects from you. Often times a corporate name can be memorable and make an emotional connection but doesn’t fully define what the brand or product is. That’s okay because a great name’s best friend is a great tagline.

How we approach naming and tagline development

Our approach starts with:

• business objectives
• communications objectives
• market research
• an assessment of the audience
• the reach
• the media that you will likely use
• the likelihood of product or brand extensions

We combine this along with other factors to develop a marketing statement that encapsulates what the name and/or tagline should communicate.

Then the magic happens

The creative component of naming and tagline development is part art, part science. There are a dozen approaches to brand or product naming and try every relevant avenue to develop an exhaustive list. Before we turn the candidates over for review, we conduct a knock-out search to determine the viability for Trademarking. After all, what good is falling in love with a name or tagline you can’t own?

What do others think?

In a truly effective name and tagline process, focus groups are conducted and feedback is evaluated. In some cases, crowdsourcing is helpful to generate a broader response. Once we’ve honed the list down to our favorites, the fruit of our labors, we hand it over to the lawyers.

We create with the intent to Trademark

The ultimate goal is to create a product or brand name that you can Trademark. That’s where the lawyers come in. A more thorough search is conducted and a legal assessment of each candidate is made based on defensibility.