The Brand Name Development Process

How Does a Namer Do It?

You can ask someone who develops brand names "how they do it," but it's like asking a fiction writer how he or she comes up with characters.  It's based on research, preparation and inspiration.  To create brand names you need to understand language and the origins of words, be tuned into different areas of history, science, literature and art, and have an interest in everything from classics to pop culture.

To develop a new brand name for you, I'll get input on what you're looking for, what you like and dislike in names, and where you think your company or product might be heading in the future.  I start saturating my imagination with all sorts of resources--visual dictionaries, unusual magazines, travel books--to feed my brain with pictures, words and parts of words.  I might visit an art museum or a Chinese market, to break out of the usual thinking rut.  Anything is grist for the mill.

Then comes the magic part.  I have the knack for coining new words and combinations of words to create novel, trademarkable and memorable names.  Sure, if an actual real word fits, it goes on the list.  (But with branding such a hot field, real words that anyone wants are hard to come by these days.)

Then I go back and look for new directions, to make sure I've left no stone unturned.  Each idea brings me closer to bringing a great new name into focus.

The Name Development Process

I like to generate at least two rounds of ideas for each project.  For a detailed description of the process and timeline, please contact me. 

And unless otherwise arranged, branding projects result in many candidates, but the client ultimately takes the rights to just one name from the many that are generated.  It's like trying on a dozen watches, but only paying for and walking out with the one you really want.

How Long Does It Take?

Time is always useful in any creative project.  The more time you have, the longer I have to come up with great new names. 

It's smart to have several weeks or more for the complete name development process, because nomatter how fast I work, you and your colleagues will need time to consider and evaluate your favorite name candidates.

That said, naming sometimes needs to be done ASAP--to support a product launch, or when a trademark issue arises. 

The good news is that I have many years of experience, and can usually generate great names in short order.  Again, contact me for details.

How Much Does Naming Cost?

Project fees vary with scope, schedule, challenges and timelines.  But one thing is certain: the cost of developing a brand is not on a par with general copywriting.  Brand names, once trademarked, become valuable intellectual property.  For this reason, namers charge a project fee.  Contact me and we can discuss your needs, scope and budget.