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A single name can paint a thousand pictures. It can clarify, influence and inspire but it can also often represent a missed opportunity if it’s not well thought through.

Naming is possibly one of the hardest areas of branding to get right, often creating tension and headaches right at the beginning of any new product or service. There are many crucial areas to remember when considering a name – not least of all is the role that it potentially plays with consumers. For example, should the consumer identify with it? Is it available? Does it cause offence when used in other languages? Does it confuse in its attempt to differentiate? These are just some very basic top level initial issues – there are many more, though having done many naming programmes for successful brands, we know the challenges and how navigate round these complexities.