Brand Naming

Brand Naming | From decades of working with clients of all kinds to create brand names, I understand that naming is a creative and strategic process. 

Creating a brand name is never as simple as getting a bunch of people together to brainstorm ideas, then picking a winner. Or conducting a methodical linguistic exploration leading to one perfect solution. Or handing the whole thing over to AI. 

Developing a good brand name means having a solid process for generating great ideas, and recognizing the best one when you see it.

The process I’ve honed over decades balances strategic and creative thinking, facilitates good decision-making, and recognizes the importance of living with a potential name as more than just a word on a page.

This process calls on the skills of talented writers and naming professionals to generate good naming ideas that are exciting, memorable, evocative, and meet the strategic objectives. And it helps guide clients in a process from need to final name that may be unfamiliar, challenging, or difficult.

A peek inside the naming process – from workshop to naming concepts.

I’ve used this process to develop company names, product and service names, technology names as well to create naming architecture and nomenclature systems.

A few samples of company and product names I’ve created.