You need a name for a new company or product
The product is almost ready but still has no name. Or there are several working names and none feels right.
Marketing
Naming, slogans and brand communication
We create names for companies, products and business areas, write slogans, and define how a brand speaks to customers. This is based on positioning rather than personal taste: the name should be memorable, the slogan should explain the main idea, and the website, social media and emails should sound like one company.
What naming, slogans and brand communication involve
Naming is the creation of a name for a company, product, service or business area.
A slogan is a short phrase that conveys the main idea of a brand or a specific campaign.
Brand communication defines how the brand speaks: its tone, vocabulary, consistent messages and what it avoids.
These three parts can be commissioned together or separately.
We build on positioning. The name and tone should support what the brand stands for and how it differs. If positioning is not yet defined, we start with a short brief or recommend first working on positioning and the brand platform.
Legal checks and registration are separate. We conduct a preliminary check using public sources, but lawyers handle the legal review of the name and trademark registration. Domain purchases and account registration are also excluded.
We agree the number of options and revision rounds at the start. This gives both parties a clear scope and prevents the search for a name from becoming an endless process.
When you need help with a name, slogan or tone
The name is confused with others or hard to pronounce. Customers misspell it, confuse it with a competitor or ask on the phone, “Could you say that again?”
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The name sounds strange in another market
You are entering another country, and the name means something entirely different in the local language. It is better to discover this before launch than in the comments afterwards.
You need a slogan for a brand or campaign
You want one phrase that explains the main idea and that you would be happy to print in large letters.
The brand sounds different across channels. You write “hey there” on social media, “dear customer” in emails, and like an instruction manual on the website.
The customer does not always recognise these as the same company.
You may need something else
It is unclear who you are and how you differ → Brand positioning and platform
Need a logo and visual identity → Logo, visual identity and rebranding
Need regular copy for your website and social media → Content marketing and copywriting
What we do in each part
Slogans
We write a slogan for the brand or a specific campaign. We propose several options and explain the idea each conveys and where it will work best.
Brand communication
We define the tone and vocabulary: what to say, how to address people and which words to avoid. We prepare rules with examples for the website, social media, emails and customer responses.
The parts can be commissioned together or separately: for example, communication tone without a new name.
What makes a good name
Easy to pronounce and write correctly the first time. If a name has to be spelt out letter by letter, it gets in the way.
Distinct from competitors. Otherwise, some of your customers may end up with someone else.
Appropriate for the target markets. It should not mean anything strange in your customers' languages.
Works as a domain and on social media. A name that cannot be registered anywhere is difficult to use.
Fits the positioning. A premium service and a fast delivery service will have different-sounding names.
Leaves room to grow. If you add new products tomorrow, the name should not become restrictive.
“Everyone likes it” is not a criterion. The name needs to work; everyone will have time to get used to it.
What you receive
A shortlist of names with explanations
The strongest options: what each name means, why it fits and what the preliminary check found.
Slogans with explanations
Slogan options, the idea each conveys and where it is best used.
Communication guide
Tone, vocabulary, rules and before-and-after examples for your team and contractors.
Legal review of the name, trademark registration and domain purchases are not included. We recommend a legal review of the chosen name before printing it on signs.
HOW WE WORK
How the work progresses
- 01
Brief
We discuss what needs a name or which communication task we are addressing, the markets and languages involved, and any constraints. Result: an agreed brief and cost estimate.
- 02
Criteria
We define what the name, slogan or tone should be and agree this with you. Result: shared criteria for assessing options.
- 03
Initial options and discussion
We present options with explanations and discuss what resonates and what does not. Result: a direction for further work.
- 04
Refinement and shortlist
We refine the strongest options and conduct a preliminary check. Result: a shortlist for the final choice.
- 05
Final materials and guide
We prepare the selected options and, for communication, a guide with rules and examples. Result: ready-to-use materials for the team and contractors.
Meet the team
What we need from you
- the brand platform or answers to a short brief;
- the markets and languages in which the name or copy will be used;
- competitors you should not be confused with;
- examples of names and copy you like and dislike;
- for communication work, examples of your current copy: posts, emails and customer responses;
- known legal, industry or internal constraints;
- the person who makes the final decision.
The more honestly you explain what you dislike, the sooner we can find what you do like.
Formats and pricing
Naming, slogan, guide or a combined package
Naming. A name for a company, product or business area.
Slogan. For a brand or a specific campaign.
Communication guide. Tone, vocabulary, rules and examples.
Combined package. Name, slogan and communication rules together.
What determines the cost
- the number of languages and markets;
- the number of options and revision rounds;
- the length of the guide and the number of examples.
What is paid for separately
Legal review of the name, trademark registration and domain purchases.
Discuss the taskFAQ
Questions about naming, slogans and brand communication
Can’t find your question?
Send it through the form and we will reply.
Go to formAre trademark checks and registration included?
No. We conduct a preliminary check using public sources to rule out obviously taken options. Lawyers handle the legal review and trademark registration; this should be done before the name appears on signage and packaging.
What if we do not like any of the options?
It happens, which is why we include a discussion round after the initial options. We identify what did not resonate, refine the criteria and continue within the agreed number of rounds.
Is positioning needed before naming?
Ideally, yes. The name, slogan and tone should reflect what the brand stands for. If positioning is not defined, we start with a short brief. If many questions remain, we recommend working on positioning first. Brand positioning and platform
Can we commission communication tone without a new name?
Yes. Many businesses have a suitable name but sound different across channels. In that case, a communication guide with rules and examples is enough. All questions and answers
What comes next
The words are ready. Now they should be presented and used consistently.
Logo, visual identity and rebranding A visual expression of the new name.
Content marketing and copywriting Regular copy following the new communication rules.
Brand positioning and platform If you first need to define the foundations of the brand.
Marketing · group 02
Branding and design
- Brand positioning and platform
- Naming, slogans and brand communication
- Logo, visual identity and rebranding
- Advertising and print design
YOUR NEXT STEP
Let’s discuss your task
Tell us what you have, what is not working and what result you expect. We will review your enquiry, clarify the details and suggest the next step.