Business Naming

Crafting a remarkable business name is a cornerstone of establishing a successful new business, and we excel in guiding and strategizing this pivotal process. Here's an in-depth look at how our approach to brand naming can provide valuable insights and results for your business:

Begin with the end in mind

Clear and well-defined project briefs are fundamental to the success of any naming endeavour. Whitelaw Mitchell recognizes the importance of understanding your brand’s hierarchy, whether it’s a masterbrand, endorsement brand, sub-brand, or an ownable descriptor. This initial clarity sets the foundation for the naming process.

Harnessing creativity

Naming is an intricate aspect of brand development, demanding a high degree of creativity. We employ a technique called ‘parallel processing,’ which combines multiple creative approaches simultaneously. This strategy maximizes the chances of finding a name that perfectly encapsulates your brand’s essence and identity. A couple of our favourite branding projects that utilised our creative naming process is Clutch and Think Nudge.

Simplicity is key

The adage ‘less is more’ is particularly relevant in naming. A memorable brand name should ideally be concise and easy to recall. A short and snappy name ensures that it remains top-of-mind for your customers, making it easier to share and discuss.

Protection and availability

Coming up with a great name is one thing, but ensuring it’s legally protectable is another. We conduct thorough research upfront, checking factors like its availability at the Companies Office, domain name availability, and the accessibility of social media handles. This comprehensive approach minimizes potential legal challenges and helps safeguard your brand identity. Additionally, we can guide clients through the trademark registration process, ensuring your name’s long-term protection.

The art and science of name generation

Crafting a compelling brand name is a blend of art and science. It demands both strategic rigor and creative inspiration. We invest the right amount of time and expertise in this process, recognizing that a brand’s name is ideally a lifelong asset that will transcend changing marketing campaigns and evolve your business.

In summary, Our approach to brand naming revolves around a comprehensive understanding of the brand’s purpose and hierarchy, creative innovation, simplicity, and proactive efforts to protect the name. By focusing on these key aspects, we ensure that your brand name isn’t just a label but a powerful asset that stands the test of time, resonates with your audience, and supports your business’s growth and success.

Dive into more of our services and expertise

From brand to web (and everything else), we dig deeper into businesses and innovate from the inside out.