“The art of expressing the essence in a few letters meets many needs especially in the digital age”
Companies & Organizations
A good corporate or organizational name will reflect the organization’s current identity and business scope while allowing for company growth and brand evolution. It will also distinguish your brand from competitors and elicit associations and emotions that inform and enrich the brand. We work with you to find the best match and implement your name’s launch internally and externally, whether you’re naming your company for the first time—or renaming it for strategic or legal reasons.
A good product name should not simply describe or evoke the product in some way—it should also set your brand apart from similar products. We work with you to develop strategic product names that forge strong bonds and positive associations with your brand, and intrigue and engage customers.
A strong service name should reflect the core functional values of that service while setting the brand apart from other, similar services. It will also deepen positive associations and emotional engagement with your brand among your target audiences.
Naming your brand’s features encourages recognition and differentiation of your brand at all points of contact with your target audiences. It can also complement other branding strategies in reinforcing desired brand messaging.
Successful ingredient branding will enhance the perceived quality and credibility of your product, attracting target audiences and boosting brand recognition. It will also give your product a proprietary point of difference that is difficult for competitors to imitate.
To take advantage of the opportunities provided by the global accessibility of the internet while standing out from the multitude of websites already out there, a strong domain name is necessary. We can create a clear, memorable and available domain name for you that will help your target audience find you on the web, optimize SEO search results, and reinforce your brand’s value.
“Verbal branding—whether a tagline, a headline, or body copy—is a powerful vehicle for expressing your brand’s core idea”
Taglines & Slogans
Taglines can convey the true essence of your brand’s promise powerfully and succinctly, and set the tone for your brand. After developing and clearing an extensive list of options, we’ll select a memorable line that connects emotionally with your audiences (including your internal audiences).
You can’t build your brand if you can’t describe it properly. A brand profile can clarify what your company is all about and showcase your marketing ability, both on your website and in press releases. In many cases, it’s your one shot at reeling in your target customer, so it’s important to get it right.
Most of brand-building lies in the management of perceptions, and brand messaging is a key component of that endeavor. Successful brand messaging is appropriate and consistent across all points of contact with your customers. It also transcends the physical attributes of your brand to help establish a broader brand identity. Even though your target audiences may not remember your product’s or service’s features or benefits, it will help them gain a better understanding of the brand as a whole.
Skillful copywriting can tell your brand’s story on your website (as well as on product packaging), and is instrumental in creating and reinforcing desired perceptions of your brand. In addition, by optimizing keywords in web content to get the best search results possible, we not only build customer loyalty but increase your website traffic as well.
Core statements articulate the whole narrative of your brand, giving it form, meaning, direction, and style. We consider each verbal expression at every point of contact with your brand’s audiences, to create a coherent, consistent narrative that imbues your brand with meaning.
Tone & Voice Guidelines
The whole personality of your brand is established through the tone and voice of your verbal communications, which creates an emotional bond with customers and allows them to connect to your brand at a much deeper level. We help you to maintain a clear and consistent tone and voice at all points of contact with your audience, to ensure a dependable customer experience and brand narrative.
“Focus groups give you a window into the ways a brand name resonates with your audience, and what meanings it conveys”
Focus groups provide opportunities for validation of your name by participants. They can also unearth shared associations and opinions, and data and insights that can stimulate new ideas.
“Online surveying uncovers perceptions that directly affect the success of your brand name.”
A fast and relatively inexpensive research tool as a rule, online surveys can reveal how well a brand name communicates desired messaging across different cultures, as well as suggest ways to improve communication.
“Brand architecture and nomenclature systems bring clarity, cohesion and consistency to a brand portfolio”
We carry out programs to assess, build, and transform brand portfolios and architectures for complex lines and ranges of products, services, departments, business units and companies. Services include: brand architecture audits, organization and management of brand portfolios (including restructuring and consolidation), brand optimization and development strategies, and creation of naming systems.
Legal & Trademarks
“Once you find the perfect name or tagline, make sure it’s well-protected.”
Legal and trademark registration is essential to protect your verbal branding from competitors and build credibility in your industry. After you’ve chosen your brand name or tagline, we help you register it at a national trademark bureau and local bureau of industry and commerce.
“The effectiveness of your brand name online begins with the effectiveness of your domain name.”
An effective domain name is critical for maintaining brand power. To achieve a consistent brand image, a domain name that incorporates either your organization’s registered business name (or abbreviation of that name) or a product or service brand name is best.
“Translation is more than word replacement—it requires cultural awareness and a deep understanding of every language involved.”
A name that works well in one culture can undermine your brand in another. We translate your brand name to appropriately convey your company identity and brand message in all relevant cultures and languages.