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.