A significant portion of a brand’s value is directly attributed to the name, making brand naming a critical element when initiating a brand or a product. When consumers make their buying decision at the critical at-purchase moment, the right brand name and brand design can make the difference between a sale or the brand being ignored. Well-established brand names are hardwired to the consumers’ consideration set, and effective brand names create an emotional and cognitive connections with customers, generally demanding higher prices and margins in comparison to those of similar products with less attractive nomenclature. As a forward-thinking branding agency, our ThinkBlink naming process ensures creation and validation of a wide range of potential brand name options that clearly align with the brand position, essence, and value proposition in the marketplace.
To effectively execute a naming project for a business, product or service, it is necessary to build clear differentiation, relevance and meaning for the target group. To that end, Shikatani Lacroix always begins by defining the organization’s market position and ownable brand. We leverage the inherent brand equities and strengths to take the existing brand in the direction that will best address the organization’s business goals through brand evolution.
We convert the brand position into a range of potential brand expressions and mosaic boards. We further identify how the brand should deliver a point of difference, and articulate any consumer need not being met.
We generate names based on the potential brand expressions. Using our nomenclature brainstorming process, we narrow down the list of the best potential names. We evaluate the list, and establish which best reflect the position and have the ability to differentiate the new brand. Once decided, we ensure its availability and trademark the name.
