Company Naming

There is a romantic image of starting a new company and coming up with a name sitting at the kitchen table. But the wrong name can turn potential customers or clients away, cause confusion, or simply not communicate what makes a company unique. Using an agency experienced with naming ensures avoiding common naming mistakes, as well as harnessing the skills of professional creatives.

We generally see two scenarios when a company needs a new name:

NEW COMPANY
This is the most common case. A business owner or partners have developed a product or a service, and they need a name for it.

EVOLVING COMPANY
When a company acquires another company, changes services or focus, or has had a name that has caused issues, eventually a new name may be needed.

 

THE BRIGHT FOX APPROACH TO NAMING

While all businesses call for custom approaches, we have found that our general approach to naming makes sure our clients develop a name that is compelling and works hard to make an intended impression on their target audience.

1. UNDERSTAND
We start with a deep understanding of your business through meetings, digesting any existing materials such as business plans or marketing materials, and doing industry research.

2. COMPETITIVE LANDSCAPE
We research the competitive landscape to find industry naming trends, see what industry names are unsuccessful, and see what naming opportunities exist.

3. PLAN
We use everything learned from understanding your business goals and your competition to define a naming plan that will make sure the company name will properly communicate to a target audience. For example, if a new technology company wants to quickly grow and become a partner with large, old enterprise companies, a good approach might be to adopt a name inspired by tech names developed in the 90s or early 00s to give the impression of long-standing establishment.

4. CONCEPTING
Based on the naming plan, we put our creative heads together and develop a brainstorm of potential names. We then narrow the list down to those working best creatively and according to the goals of the company.

5. VETTING
After developing our list of names that work creatively, we vet the list to ensure the names also work functionally. For example, we make sure URLs are available, and that the name is easy to pronounce correctly without hearing it first. Measures such as these ensure there are no issues with a name further down the line.

6. NAMES
Our process develops a set of names that work creatively and functionally, and meet the goals of the company. We present these names and walk through the reasons each name works well.

7. FEEDBACK & REFINEMENT
Based on your feedback we continue to refine the names until we arrive at a name that works. This process is different for all clients: sometimes the right name is found off the bat (when you know, you know!); sometimes a few are working but more exploration is needed; sometimes it's back to the drawing board. We continue the process, incorporating feedback, until we create the name that works best for the company.

 

ADVANTAGES OF USING BRIGHT FOX

Because all the names we present work creatively and functionally, our clients can select a name and be confident the name will work. With something as critical and long-lasting as a company name, doing the upfront work of making sure it will function as intended (and needed) is an investment that will payout throughout the life of the business.

 

WORK SAMPLES

This new company serves the needs of institutional asset owners and allocators with diverse, multi-asset class portfolios. The name needed to communicate trustworthiness and contemporary know-how. We named the company Château. Château makes an elite impression, and castles are buildings that protected royal wealth. The accent mark is also an upwards pointing arrow, naturally adding movement to the word. The name is also playful, giving it a contemporary feel.After naming the company, we designed the logo, brand one sheet, and a PowerPoint template.

This new company serves the needs of institutional asset owners and allocators with diverse, multi-asset class portfolios. The name needed to communicate trustworthiness and contemporary know-how. We named the company Château. Château makes an elite impression, and castles are buildings that protected royal wealth. The accent mark is also an upwards pointing arrow, naturally adding movement to the word. The name is also playful, giving it a contemporary feel.After naming the company, we designed the logo, brand one sheet, and a PowerPoint template.

This new company provides high end software and development services to mid to large sized companies, ranging from eCommerce websites to database management. An alidade is a sighting device or pointer for determining directions or measuring angles, used in surveying and astronomy. The word represents the company's ability to determine the direction clients should go for the greatest success. The name has a software feel to it, while also being abstract and refined in order to give a higher end impression than its competition.

This new company provides high end software and development services to mid to large sized companies, ranging from eCommerce websites to database management. An alidade is a sighting device or pointer for determining directions or measuring angles, used in surveying and astronomy. The word represents the company's ability to determine the direction clients should go for the greatest success. The name has a software feel to it, while also being abstract and refined in order to give a higher end impression than its competition.

This new company provides full service construction services for residential buildings and communities of all sizes. From suburban communities to urban high rises, they use the same professional, turn key and thorough approach that ensures top notch results. We developed the simple name BUILD to quickly and boldly explain what they do. The name also gives it a professional impression in an industry dominated by last names for company names.

This new company provides full service construction services for residential buildings and communities of all sizes. From suburban communities to urban high rises, they use the same professional, turn key and thorough approach that ensures top notch results. We developed the simple name BUILD to quickly and boldly explain what they do. The name also gives it a professional impression in an industry dominated by last names for company names.

Accel-KKR had grown to a point that they could stand alone without either Accel or KKR. Casually, the shorthand AKKR had become the norm when referring to the company. We decided that moving ahead with AKKR as the name of the company during the rebranding made sense, as well as keeping "ACCEL-KKR" as a graphic element of the logo to ensures the new name keeps the brand equity of the well known companies. After the new naming and logo design, we developed the brand guidelines and a one sheet.

Accel-KKR had grown to a point that they could stand alone without either Accel or KKR. Casually, the shorthand AKKR had become the norm when referring to the company. We decided that moving ahead with AKKR as the name of the company during the rebranding made sense, as well as keeping "ACCEL-KKR" as a graphic element of the logo to ensures the new name keeps the brand equity of the well known companies. After the new naming and logo design, we developed the brand guidelines and a one sheet.

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