Naming

Brand naming

Naming is hard. Skills in linguistics, marketing, brand trends and naming approaches all need to be applied creatively to develop a name that resonates with the target audiences for your business, product or service.

How Peek can help

We’ve created brilliant names for companies, products, services, and people over the last 15 years. Our team has a magic box of tricks that help us originate names for you which can then be put through a rigorous checking process before taking them any further.

Peek has successfully developed names for many companies, their services and their products. We understand how to develop a coherent approach to understanding the needs and preferences of your target audiences and the approaches to developing a company’s brand name that manages your desired perception. This requires creativity, insight and contextual understanding of the naming landscape.

Equally important is understanding how a business might then evolve the brand name and the brand hierarchy. As this important step can sometimes give rise to insight for marketing and delivering the brand.

We work with companies like these

Our clients include many small-to-medium size businesses and start-ups too.

The Recipe Kit Brand naming

Finding the right team that can fully grasp your vision and turn it into a great brand name and identity that speaks for itself can be quite challenging. Working with Peek was one of the best things that has happened to us in our startup phase. If you are looking for experienced people who can listen to you and efficiently translate your vision into something tangible, then you’re in the right place.

George Kazarian, Founder, The Recipe Kit

Why is the right brand name so important?

A brand name is the word given to a company, product, range of products or services, in order to identify and differentiate it from others. Usually a brand name is protected by trademarking.

Your brand name should be chosen very carefully as it captures the key essence you wish to communicate in an efficient and economical manner.

Did you know that ‘Cargo House’ and ‘Pequod’ were two names being considered for the brand Starbucks? Can you spot the connection? Whilst both these proposed names have their good and bad points, it was taking it a further step that led to the Starbucks choice for the three men who started the business in 1971.

For those that don’t know, Starbuck was the name of the first-mate of the whale-ship Pequod, the ship in Moby Dick. This gave the brand story a literary connection to the founders; A writer, an English teacher and a Historian.

Your brand name plays an important part in deciding its fate in the market place.

Pick any name and you immediately will have an opinion on the qualities an values attached to it. For example, what do you think are the qualities and values of a brand named ‘Low, Ball and Lynch’ who are in the legal sector?

Names can be hijacked by PR and turned into something you don’t want so it is important to consider the negatives as well as the others when evaluating a new brand name.

It’s the power of communication that builds a brand.  Any communication whether B2C, B2B, C2C, or C2B which relates to the brand involves its brand name.

Research showed that if people feel that the brand name is easy and a good fit, they’ll remember it better and even like it more. How your brand is pronounced is equally important as your brand will get the advantage of word of mouth marketing.

Did you know, Amazon was originally called Cadabra? It had to change its brand name as it was often misheard as ‘Cadaver’ – which means a corpse!

So, how can you help as a brand naming company?

Our clients would recommend that you consider taking part in one of Peek’s brand naming workshops for your business. They are fun, productive and highly effective.

Areas of expertise in naming

Competitive analysis
Defining your brand positioning strategy
Developing a name
Creating a product or service name
Framing product name nomenclatures
Evaluating a name
Naming systems and hierarchies
Protecting a brand name

Are you ready to start your project?

Call Steve Creamer or Sarah-Jane White to discuss how Peek can help with your next project.

+44 (0)1223 900 121 or +44 (0)20 7060 5121