The Sticky Naming Process

To produce an unforgettable name that continues to deliver value over time we follow a flexible formula that delivers results. We call it The Sticky Naming Process, which involves:

1. Brand discovery

2. Establishing relevant trademark categories

3. Naming territory exploration - with examples

4. Name generation and feedback sessions

5. Agreeing a shortlist of preferred names

6. Checking names against IP databases

7. Testing names in key markets

8. URL identification and registration

9. Using what we learn to develop other brand assets

Let’s get into the detail

Step 1: Discovering your brand

We begin by exploring your brand strategy and, most important, the audiences it's aimed at. The role your brand plays in making customers the hero or master of any life situation is key to our naming approach. We also consider your competitors and look at their names and strategies to ensure that your name stands head and shoulders above the crowd.

Step 2: Establishing relevant trademark categories

There is nothing more heartbreaking than going to the immense effort of setting up a new brand only to receive a “Cease and Desist Legal Notice” for trademark infringement. Which is why we agree on your specific Nice trademark categories up front so that we can check our name proposals against them. This does not guarantee a name is available, but it is a strong indication.

Step 3: Developing strategic naming territories

Before designing you a name we look at all the things that make your brand unique in terms of how it positively impacts your customer’s life story – and how your brand differentiates itself from your key competitors. We use the key insights we gain to identify strategically 'ownable' naming territories to help explore the possibilities of what your brand could be. 

Step 4: Designing names for each territory

We dig into each territory to unearth sticky treasures for you. And crucially, by this stage of the process, our subconscious minds will have already been working on the task for several days. It's something that really does make a difference. Because it means you don't just get the most 'obvious' names that emerge from a 'normal' naming process. You also get the ones that make much more interesting and powerful connections – names that really 'stick'.

Step 5: Building a shortlist

It’s important to create a shortlist of names you are happy with for final internal section, research purposes and to allow for testing and trademark checks. Not all names will survive so it’s important not to fall in love with any one name. Typically this takes two to three feedback rounds, with more names presented after each round.

Step 6: Preliminary trademark checks

Once we have agreed a short list of names you like, we check them against relevant trademark databases, such as WIPO and TESS, and discard names that conflict with established trademarks in your particular trademark categories. This does not guarantee a name will be available, but it gives a good indication.

Step 7: Testing names across key markets

We check that your name sounds appealing and, importantly, has no negative or unintended meanings in all key markets it which you intend to use it. Some of the examples in this article illustrate why this is essential.

Step 8: URL identification and registration

Once we have established that the name you like is available we will identify a shortlist of URL's you can use for your brand that won't cost a fortune. And share tips on how to make sure you get your preferred URL at a reasonable price, which could save you thousands.

Step 9: Developing other assets you might need

Developing your brand name means we have to take a deep dive into your brand. This puts us in a strong position to help with a bunch of other stuff too. Such as developing your brand claim, customer & brand story, refining your brand strategy, and defining your verbal identity.

We can also help develop or refine strategic brand messaging such as, purpose statements, positioning statements, brand values, or any other key brand messages you might need.

Let’s discuss your specific requirements.

“The Internet age and the almost countless number of brands out there makes finding great names almost impossible. But these guys are determined treasure hunters who find them nevertheless.”

Peter Oehjne, Owner & Creative Director, OERIGINAL Brands & Communication – www.oeriginal.ch