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Written by
Rik Mulder
Your name is the first introduction your brand makes and continues to make. It's a fundamental part of your brand strategy, which is often the hardest to achieve because you're trying to convey so much with so little.
So you've created a brand. First of all, congratulations! You've worked hard on your product, given yourself a mission, and now all that's left is a name. Hmmm. What about...? Not as easy as it seems, right?
At BRANDBITS®, our goal is to make your new brand stand out in your field and industry. We strive to engage your ideal audience and infuse your personality, all guided by a distinctive, catchy name that's memorable and aligns with your ideals.
Through our naming process, we develop a collection of names that will differentiate your brand from your competitors, placing you at the center of your industry. Even better, we compare them to existing trademarks and registrations, so there are no unpleasant surprises down the road. Want to learn more? Here's how we do it:
In this process, all our clients begin with a strategic intake workshop. We call this initial phase "Understand." There's no guesswork in what we do: everything is rooted in data and research. We delve deeply into your brand to understand your story, mission, vision, and values, so we gain a clear picture of who or what your brand truly is. Simply put, we get to know you inside and out.
We'll explore your origin story, brand personality, goals, and achievements, as well as which brands you'd like to see. What do you want to compare your brand to? What makes your brand unique and compelling? What emotions does your brand evoke in consumers? If your brand were an animal, which one would it be? And why? What's your star sign? No kidding, but we'll delve deeply into the necessary material. Coffee?!
Before we get to the fun, creative part, it's important to determine exactly what you want your name to say. After all, the right name evokes emotion. And it's this emotion that triggers something in the consumer to make a purchasing decision. To understand this as well as possible, we create a briefing that provides a framework for the rest of the process. What is your desired brand experience? Which words best describe your brand personality? What feelings are we trying to convey? Who is your primary target audience?
Here, we analyze the names and identities of your competitors. What lessons can we learn? Are there any immediate challenges to our proposition? How can we stand out? This not only allows us to identify opportunities but also helps us avoid drawing parallels, meaning your brand name will shine for the rest of us.
Building on the insights gained from our initial workshop, the documentation provided, and our ongoing research, we'll develop five unique names that fit your brand. Some ideas are descriptive, others more poetic, and others (usually our favorites) completely abstract. This is where our creative juices truly flow. These names are the crème de la crème of brand identities. They've passed all the tests, been optimized for SEO, and rigorously checked against other trademarks worldwide. No chance of trademark conflicts here!
To help you make your final decision, we create high-level concept mockups to bring your name choices to life. Our goal is to help you interact with potential names more visually, with images of how they could be used in design, merchandise, and physical locations. The concepts are also assigned a universal color palette that reflects every aspect of your brand personality. Want to see how your brand name will look on a billboard? A window? A tote bag? We'll show you, no problem!
And there you have it! Once you've made your choice, you have a brand name that meets your criteria, aligns with your story, and encapsulates your values. The perfect representation of you and your company. And this is just the beginning! Your new name will form the foundation of your brand strategy and will be applied to all other touchpoints in your business. Let's go!
