Verbal identityBrand Strategy
I’m not Wolf Ollins or A Hundred Monkeys, but I do blend brand strategy and content design to help teams select a coherent naming system for their company, products, features, and any proprietary technologies or innovations.
You could be the next Fwix, Thoof, Skyrizi, or Xolremdi.
Even before AI could tempt you with endless options of scrambled letters and the promise of ownable syllables, plenty of very intelligent people got turned around in the naming process and found themselves seduced by some sort of soundsoup. There’s something about naming that gets people twisted.
Together we can create something cogent and meaningful. Or at the very least, do yourself a favor and Don’t Call It That.
Why?
Process
The key to verbal identity is not in dreaming up the perfect name, but in taking your team through a trusted process that leaves everyone feeling certain that you’ve chosen the right name.
Name Generation
A guided workshop where we come with stimuli, clear concept territories, and make it easy for everyone to participate. This doubles as an exercise to uncover underlying hopes and criteria for the name(s), key applications, and the full naming structure.
Evolved Territories
We return with new groupings for name generation, explore idea combinations, and begin to lightly evaluate some candidates via MadLibs and Dialogue tests.
Candidate Testing
A focused selection of naming candidates are applied in various contexts. We also assess viability through trademarks, domains, and discuss how each candidate may position the company to expand or pivot.
Verbal System
In addition to the primary identity, companies often need to designate a set of terms to help them clearly refer to features, proprietary technologies, or ownable aspects of their offering. We document logic for the full system.