PROCESS
All happy naming projects are not alike, because each one is tailored to the client’s schedule, culture, and preferences. But I can generalize a little: most projects take four to six weeks and comprise these five steps. I also offer a briefer (and lower-cost) consulting service for small businesses.
- Discovery
Looking and listening: Questionnaire, interview, and research to clarify what you’re naming and what makes you distinctive. Close analysis of competitors’ names and target market. Focus is on brand vocabulary and brand positioning. - Naming brief
Distilling and writing: Comprehensive document summarizing your project, your market, your naming objectives (what the name needs to say), and your naming criteria (how the name needs to look and sound). - Name development
Creating and refining: Sample list of names to check accuracy of naming brief. Master list of names that meet your objectives and criteria. - Screening
Checking and double-checking: Common use, domain availability, linguistic appropriateness, trademark suitability. Language and legal searches usually done with experienced specialists. - Presentation
Showing and telling: The strongest name candidates, presented one at a time with all relevant background. Guided discussion and advice on how to reach a satisfying decision