Brand
Naming

Our B2B naming process is both strategic and creative. We begin with research, conducting stakeholder interviews, analyzing competitors, evaluating the market landscape, and understanding the nuances of the business and brand strategy. From there, we craft a detailed creative brief outlining strategic naming criteria aligned with brand and business goals. With this foundation in place, we enter the creative phase: concepts ideation, name generation, internal filtering, and preliminary checks for trademark and domain availability. We then identify and present a curated list of select name candidates. After discussion, we narrow this to top contenders for full legal screening. The process concludes with the selection of a single name that stands out strategically, creatively, and legally.

Typically, the process takes around 7–12 weeks, not including the preceding research, which varies by project. This timeline depends on the pace of client feedback and decision-making, the number of countries and languages to accommodate, as well as the timing of full legal reviews. Some companies have more agile legal teams, which can accelerate the process. We work closely with client teams to keep things moving efficiently and maintain the timeline.

Done well, employee input can supplement a formal process, spark pride, and ease transition. Done poorly, it risks disappointment, wasted effort, and even demotivation. The key is to provide clear criteria, manage expectations, and integrate contributions into a disciplined, expert-led approach.

Naming is both art and science, and it comes with its challenges. Here are a few to expect:
• Personal preference vs. strategic fit: It’s natural to have personal favorites, but successful names are chosen against a clear set of criteria, not gut instinct.
• Emotional neutrality at first: Don’t expect love at first sight. Names begin as words on a page and they gain meaning over time, and emotion through use and storytelling.
• Legal availability: Many great names are already taken. A flexible mindset and multiple strong name candidates are key.
• Internal alignment: Total consensus on a single name is very rare. We recommend focus on alignment, not unanimity. Often, the best approach is majority agreement backed by a clear strategy.

Legal availability is paramount because most strong name ideas are already taken. The U.S. Patent and Trademark Office receives over 700,000 new applications annually, with millions more filed worldwide. Without clearance, a name cannot be protected or defended.

Global naming requires global diligence. As part of our process, we conduct linguistic checks and cultural assessments to ensure name candidates are viable and compelling in all necessary markets and languages. We collaborate with in-market language experts to avoid translation pitfalls and ensure resonance.

M&A naming addresses the unique challenges and business considerations inherent in mergers and acquisitions. Naming is often done under time pressure. Legacy equities of often multiple corporate names must be evaluated and considered. It can also involve the integration of product and service portfolios.

Choosing the name is just the beginning. We often support clients in the next steps, including messaging development, logo and identity design, transition planning, and brand rollout. A name is powerful but it reaches its full potential when paired with a compelling narrative and visual system.

Yes. We conduct preliminary trademark screenings using USPTO and international databases, as well as high-level online availability checks. However, full legal review and trademark registration must be handled by clients’ legal counsel. For web domains, we help assess availability, explore variations and acquisition strategies, and make recommendations to secure the most appropriate digital assets for the new name.