A strong brand name is an imperative in today's environment of fragmented media and fleeting messages. Names must work harder than ever to break through the clutter and set the brand up for market success. EquiBrand has a proven track record developing powerful, memorable, and legally available brand names – names that capture both the brand promise and the hearts and minds of the target customer.

Key issues addressed:

What should the offering be named, and what should the name communicate? Are there unique product or service attributes, market-based metaphors or desired customer end-states that should underlie the name?

Does the brand name pass required screens – across strategic fit, auditory appeal, linguistic, legal, and website/URL availability?

How should the brand name be brought to life, including sample logos, website concepts, and tone-and-manner guidelines?

What is the naming and nomenclature system to align product and service offerings, both today and in the future?

Approach and anticipated results:

EquiBrand's naming process blends art with science, and begins with the development of a naming brief to drive the generative process around relevant insight areas. Our creative team of copywriters, linguists, and verbal branding experts then develop a broad array of naming alternatives, using a variety of creative– and research–based techniques. The name alternatives are then screened for strategic fit, auditory and linguistic appeal and trademark availability, to inform the recommended “short list” of names. Creative concepts, including brand logos and website homepage designs, are often developed to help illustrate the full potential and select the new brand name.