Branding is first and foremost about one thing: standing out. Therefore, it is also important when naming not to drift into the generic. How do we avoid this? By keeping Purpose, Brand Values and Target Audience directly in mind during the naming process. Once we have worked out the essential aspects of your brand identity, we embark on the (admittedly: sometimes tedious and time-consuming) search for conceptual images and words, many, many words. What we pay attention to? That a connection is made to the product, core performance and your brand promise.