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Starting your food business

How to get your business idea off the ground and up and running.

Marketing your business

Managing your costs and keeping everything in check as you work.

Insights for Business

Find out about markets, trends, products and categories.

 Brand Name 

When we name anything - a baby, a pet, a home - we put a lot of thought into it:

  • Does it fit their personality?
  • Is it easy to pronounce?
  • Is it memorable for all the right reasons?

It’s exactly the same when it comes to creating a brand name for a product or a company. So before you kick-start the process, you need to look closely at your brand blue print and take into consideration the following: 

  • What your brand delivers for your target customer
  • Your customers’ needs and desires
  • The essence of what the brand stands for
  • The marketplace in which the brand will operate

The naming process itself is straightforward:

Step 1 Naming Workshops (To generate name suggestions eg. proper names, abstract names, combined names or descriptive names)
Step 2 Initial Name Clearance (Does anyone else already own it?)
Step 3 Naming Shortlist (Whittling down the options)
Step 3 Focus Groups (To test what your customers think)
Step 4 Name Selection (The final choice)
Step 5 Clearance Searches (Legal searches carried out by a trademark attorney)
Step 6 Trademark Registration (To protect your name)

The result will be a unique name that reflects your brand blueprint, is easy to pronounce, is relevant to your target market and is legally protected.