Company and Product Naming & Taglines

Naming a company or naming a product can be an emotionally driven process driven by an entrepreneur, or a company process presented as a contest to come up with the best name. Others look to a rapidfire brainstorming session to yield their future identity. All of these can work on occasion, but none acknowledge that your name, whether corporate or product, is the face of your business.

A name is not only the face of your business, but it is the window to your brand strategy. Company naming or product naming forces you to determine whether you want your brand equity to accrue to the company (The Virgin model) or whether each product will have its own identity, which will require a unique marketing effort (the Procter & Gamble model).

We address these questions in our naming assignments and then pursue a variation of our brand strategy process —shown below — to achieve a winning name.

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Initial internal and external research and analysis

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Establishing clear naming criteria

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Broad potential name list

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List of finalists

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Trademark research

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Visualization of names (optional)

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Linguistic evaluation (optional)

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Approved name

Taglines

Just do it. Think Different. The Ultimate Driving Machine. Business taglines can define a brand, tap into emotions and motivate action. Making a brand resonate takes a combination of logic, emotion and simplicity. These are the characteristics all great taglines share. In our experience, business taglines have often been the catalyst for transforming a logical brand strategy into a compelling, emotionally resonant visual brand experience.