Brand Development

Whether you are developing product or company names, the six steps outlined below are what gives us the ability to create powerful and lasting brands:

Competitive Analysis – The process begins with a thorough competitive analysis, in which we quantify the tone and strength of competitive company names or product names. Creating such a document helps the naming team decide where they need to go with the positioning, branding and naming of the company or product.

Positioning – The next step is to help you refine and define the brand positioning. All great product and company names work in concert with the positioning of the businesses they speak for.

Name/brand Development – Product or company name development begins by applying the positioning strategy to figure out what you want the new name to do for the marketing, branding and advertising efforts.

Trademark – We prescreen names under development through the trademark attorney to determine the likelihood that the company will be able to procure the names. Creative / Testing – A standard part of the naming process is the production of creative support materials to flesh-out potential names, and market research testing when appropriate. These may include stories, ad treatments, or graphic layouts featuring leading name candidates.