Naming

A brand’s name is its linguistic heart. It must be concise, memorable, and legally sound. We’ll find the right name and make sure it gets noticed.

(Overview)

Naming: Strategy, Creativity, and Legal Certainty

Naming refers to the process of finding a suitable name for a brand, product, or service. In addition to creativity and a feel for language, this process also requires a strategic understanding of markets and target audiences.

A good name stands out, evokes the right associations, works internationally, is legally sound, and simply feels “right.” The real art lies in achieving all of these things at once.

We develop names that make an impact. With a fresh perspective, in close collaboration with you, and true to what your brand stands for. From the initial idea to registration.

Recent Cases Featuring Big Names

audalis

Rebranding for a law firm network that operates on an interdisciplinary basis

ENSHUR

Rebranding for a software provider that digitizes security

work.mate®

Branding für ein finanziertes HR-Startup

conet

Rebranding for an IT digitization partner that supports critical infrastructures

An Overview of the Naming Process

(01)

Analysis & Strategy

Before we come up with a name, we make sure we understand what your brand is meant to stand for. We analyze the competition, your target audience, and the market environment, and define the qualities the name must convey. This step is the foundation: Without clear positioning, we can’t create a name that truly fits.

(02)

Creation & Ideation

Now we’re brainstorming in a structured way. We’re developing a wide range of name ideas: from descriptive to abstract, from compound to made-up. At the same time, we’re checking whether a name rolls off the tongue, works internationally, and doesn’t evoke any unwanted associations.

(03)

Evaluation & Selection

The long list is narrowed down to a short list. We evaluate the candidates based on clear criteria: memorability, brand strength, target audience fit, and strategic alignment. We make an informed decision in close consultation with you—not based on gut feeling, but on sound reasoning.

(04)

Legal Review & Registration

A name that can’t be protected is a risk. We check its availability with the trademark office, identify potential conflicts, and guide you through the trademark registration process. This ensures your name is both strong and secure.

Since 2016, as a design and branding agency, we’ve been developing what makes brands distinctive—and that often starts with a single word. We approach naming and strategy as a unified whole: from the initial briefing through brand identity to visual implementation. After all, a name only has the desired effect when it aligns with the brand’s positioning.

(New business)

Contact person

Maximilian Kersten

Head of Brand & Managing Director

Naming Agency: The Right Partner for Your Brand Name

A brand name is the most long-term decision a company can make—and one of the most underestimated. Anyone who embarks on a naming process without strategic guidance risks ending up with names that cannot be protected, don’t work internationally, or appeal to the wrong target audience. As a naming agency, we help companies in the B2B and B2C sectors develop names that not only sound good but actually work—from brand launches and product names to rebranding following a merger or repositioning.

Naming in B2B: Why the Right Name Builds Trust

In the B2B environment, a brand name carries a special responsibility. It must convey credibility and expertise, be persuasive in pitches and proposals, and at the same time be memorable enough to stick in people’s minds. A strong B2B brand name reinforces the brand’s external identity while also serving as part of the employer branding strategy internally. Employers with a clear, strong name attract top talent. We develop names that work on both levels: in the market and in recruiting.