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Why does
naming matter?
And why is it the hardest part of branding?
Everyone thinks they can come up with a
great name for a new company, product or
service. If only it were that simple...

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Naming is a hugely subjective issue.
Peoples initial reactions can be misleading: I love it, I hate it.
Lesson number one is
that you have to try and
remove the subjectivity.
Its one thing coming up
with a great name, or even
100 great names. But the
name needs to be future
proof. And will it actually
work in the real world,
where a name needs to
be protectable?
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All too often people start off with one product
or service and name a company after this first
Remember:
innovation. But what happens when you have
5 different products? Or indeed 5 different
Y oull potentially need to register it as
a company name at Companies House.
divisions? Or 5 different businesses? Relatively easy.
You need to ensure you are not infringing any
By choosing a name thats too specific, you may
limit your future.
existing trademarks or are guilty of passing
off. Much more difficult, especially when
This is where brand architecture comes in to play. you factor in multiple territories and industry
A good naming solution will provide a framework
that enables a business to grow and develop its
sectors. You will most likely want to register
your own trademark.
service offering in ways that might not have been
imagined at the beginning.
You need to secure a simple URL domain
name so people can find you online. This is
Coming up with a name can take 5 minutes increasingly difficult, but not impossible. Most
or 5 weeks. A name that meets all the criteria
may be rejected because the Chairmans wife
people want .com, but there are many other
options available.
doesnt like it. The elusive .com domain name
you want was bought up by a savvy speculator
years ago and they want $20,000 to hand it
over. The brilliant name you invented sounds like
something very rude in Chinese.
You never know.
This is why it is hard for both clients and agencies
to navigate the naming process and why you
need a clear brief and a robust process.
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Lessons in what NOT to do
In 2001, the Royal Mail
rebranded itself Consignia
to meet international
aspirations. In doing so, it
lost 500 years of tradition,
which wasnt received well
by a public enamoured with
the companys heritage. A
year later, Royal Mail made
a welcome return.
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PwC Consulting was
In 2010, Netflix expensively and
caused public outcry unsuccessfully renamed
when it rebranded its DVD Monday in 2002. They
mail-out service were hoping to denote
Qwickster. Having ideas of fresh thinking and
abandoned years of new beginnings, not the
brand recognition, they dreary, dreaded Monday
swiftly retreated. start to the working week.
Unsurprisingly,
it was short-lived.
Peugeot renamed
itself Biao zhi when it
entered the Chinese
market. In Southern
China, this sounds like
the regional slang
for prostitute.
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Naming Architectures
Monolithic
Monolithic means there is only one brand, and
all marketing effort and product names go
toward supporting this brand.
Think Virgin. Branson stated that brand is
reputation, and nothing is more important.
A company that started as a record business
now encompasses mobiles, trains, holidays,
healthcare, financial services and much, much
more. However, they all support the Virgin brand
and what it stands for.
Similar to this are other big brand names like
Apple, BMW and Dyson.
---
 Pros and cons
+ Any investment across the portfolio boosts
the profile and value of the master brand
+ Easier to manage and cheaper to operate
because all manifestations of the brand draw
on common elements
+ New products are automatically respected
because its assumed they reflect the high
standards of the master brand
- Structure leads to inflexibility, making it difficult
to swap assets in and out of the portfolio
- Master brand may be diluted if base is too broad
- Product and service failures adversely affect
the reputation of the master
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Endorsed
An Endorsed naming architecture is one in
which there are many unique products provided
by a master brand.
Take the Sony Playstation. Playstation has a
unique personality all of its own, but also shares
some characteristics with Sony as a parent
brand, such as their innovative technology and
exciting entertainment. The parent brand adds
credibility to the product.
Similar to Sony are other endorsed brand
portfolios, like Small Luxury Hotels of the World.
---
Pros and cons
+ Subsets are automatically made credible
by the master brand name
+ Greater speed of market penetration
+ Relatively easy to swap assets in and out
of the portfolio
- Potential for the master brand to become
diluted unless there is a strong rationale for
the endorsement
- Requires strong management, so relationships
between master and sub brand are understood
- Requires investment in more than one brand
House of Brands
A House of Brands is where different products
have their own unique identity and the parent
brand remains in the background.
Most people wouldnt know who makes Dove
soap or Macleans toothpaste, both of which
are Unilever products. At firms such as Unilever
and Proctor and Gamble, all the effort is put into
building the individual brands. This means they
can both stand alone and be moved in and out of
their portfolios with minimal disruption.
Similar to this are Diageo, Nestle and many other
FMCG players.
---
Pros and cons
+ Suits categories such as FMCG where there
are large numbers of brands created to suit
different niches
+ Easy to move assets in and out of portfolio
+ Suits sectors where innovation and trend play
a large role
+ Agents prefer this approach, because it means
they can maintain their own identities
- Expensive to manage, both internally and
externally
- Requires high levels of brand and marketing
expertise within the parent company
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How do you go about
finding or creating a name?
Heres our best advice about how to go about naming
- often the most difficult element of branding.

1. U
 nderstand what is involved before you start, 2. Get the brief right.
and set realistic expectations.
What is your immediate requirement?
If you want to do it all in-house, check if you have the necessary expertise. W
 hat might the world look like in 5 years time? Think ahead and
Allow yourself enough time (weeks, not days). anticipate the future.
S
 et aside some budget for final trademark checks with a qualified patent What are the critical success factors for any chosen name? E.g.
attorney.
-- Easy to say
If you do choose to work with an external agency, agree fees upfront and -- Easy to spell
understand that this is not easy. It takes thinking time and careful research. -- No hidden meanings
E
 xpect the naming process to be long and fraught, and you may be -- No adverse cultural references
pleasantly surprised! -- No unintended sounds like
-- Appeals to specific geographic territories or audiences
-- Conjures up the ideas you want it to

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3. Define a clear process and obtain buy-in from 4. Do your homework.
everyone who needs or wants to be involved
D
 ont allow people to get fixed on a name that you will never be able
before you start. to use because preliminary searches show it is already taken.
Get over it and move on.
A
 bit of upfront time explaining why naming is potentially so difficult
D
 ont risk future legal action if you are unsure. Always get a final
will save time further down the line.
choice checked out by a qualified patent attorney.
S
 hare the brief so people understand the requirements from
the new name.
B
 y all means invite the whole team to contribute their early ideas, 5. H
 elp people to understand the power of a
but have a clear owner for the naming project and empower them
to take the decisions that will be necessary. A committee rarely comes
preferred name(s) with some simple design.
up with a good names.
Seeing how the name might look in bright lights will help to sell it in.
Stick to the process.
Hold your nerve and be prepared to deal with initial scepticism.
D
 ont dismiss workable options too early. Names have a habit of
growing on you. A
 lways prepare three workable options and know the pros and
cons of each.
Think laterally.
Dont overlook whats right under your nose.

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 What different types
of names are there?
Proper names
These names are often based
on the founder(s) or a place.
For example, John Lewis. This was
named after its founder over 100
years ago. This quintessentially
English-sounding name presents
a sense of reliability and heritage.
Similarly, Wendys was named after
the founders daughter, Melinda
Lou, known as Wendy. This familiar
name hints at homely, good food.
Think Dyson, Bettys, Kelloggs,
Walt Disney.
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Real words
Using a noun, an adjective, a
verb or a well-known phrase
to be an arbitrary trademark.
For example, Apple. In iWoz, a book
by Steve Wozniack, it explains that
apparently Steve Jobs came up
with the name after working for a
few months in an apple orchard.
After trying to explore more name
options, they realised they couldnt
find a better one for their brand.
Think Amazon, lastminute.com,
Oracle, Virgin, Innocent, TalkTalk.
Made-up Conjoined
Conjuring up a word to create Taking two different words
an impression or a feeling. A with different meanings,
new word that will come to putting them together to
create a new meaning.
mean something over time.
For example, Microsoft. This
For example, Hagen-Dazs. The
name came from the idea that
word is not actually Danish - it is
they wanted to create Software
entirely made up. The founders
for Microprocessors. Hence,
of the brand wanted to create a
the combination of the words
name that sounded European and
MICROprocessor and SOFTware.
conveyed an aura of old world
Its a created word, but one that
tradition and premium quality. It is
now a household name that people people can easily comprehend.
associate with a fine product. Think Skype (Sky peer-to-peer),
Think Google, Shazam, Kodak, Accenture (Accent on the future),
Vodafone (Voice, Data, Telephone).
Ikea, Aldi, Lego.
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How do you go about
generating names?
Its always a good idea to History
identify territories where you Materials
might go looking for a name.
Flora and Fauna
In the absence of this, you are
really just plucking names or Technology/Science
words out of thin air in a very Geography
unstructured process. Place names
So, go back to the brief and think Mythology
about what the company, product
or service is all about and select Emotion
relevant themes. These might include: Foreign languages
People
Slang
Founders/Famous fathers
Literature

The list goes on.

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And which is the best option?
Youve found the perfect name that best reflects your company and ideals.
But, have you made sure its a name you can use without causing difficulties for yourself in the future?
There are four simple steps we advise you take to evaluate the best options:
1. A simple Google search.
All you need to do is simply type in the name youve come up with and see
how many other companies are already using it, or something very similar.
This will give you a good idea of whether or not your creation is original and
attention grabbing, and if there is a clear space to occupy. Just because
someone is using the same or a similar name doesnt mean you cant. Its
a question of working out whats free. Space exists.
2. G
 et onto Companies House.
Visit www.companieshouse.gov.uk and head to Find Company Information.
For free, you can find out some details about any existing companies with
that name, just by typing it into the search bar. This can also help you check
whether you could add a word to make your name individual (e.g. Limited
or Associates).
The name youre after might already exist, but if the other company is working
within an entirely different geographical area or in a different sector, you could
still make it work. Joe Bloggs Investment Bankers operating in Tokyo is unlikely
to clash with Joe Bloggs Window Cleaners in Carshalton.
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3. Use the Trademark Register.
Go to the International Property Office at www.ipo.gov.uk, where you can find
out if a similar trade mark already exists and, if so, who owns it. A registered
trade mark lasts 10 years, permitting you to take legal actions against anyone
who uses your brand without permission and to sell / license it with confidence.
4. Check out the domain name.
The domain name you choose needs to be relevant, but it also needs to be
available. Visit 123-reg.co.uk and type in your domain name options. Here
you can buy .com, .co.uk, .net and many, many more (provided someone else
hasnt got there first).
Remember, your domain name doesnt just have to be your-company-name.
com. A good domain name could be a variation, and might include more
information that could help you boost your SEO. For example, we are called
rbl, an abbreviation of Rebecca Battman Limited, but our domain name is
rbl-brandagency.com. This means people are more likely to find us when they
search brand agency. We also own many other similar domains, such as
rbl-creativeagency.com, that all link to our main site.
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Naming case studies
 Naming case studies

Meningitis Now
When two well-established charities,
Meningitis Trust and Meningitis UK chose
to merge, rbl was tasked with creating
a new name and identity. This was a
crowded territory with many smaller
charities using some of the preferred
options, such as Meningitis Action.
The newly merged charity needed to have a
brave and confident name to stand out. There
was a strong sense of urgency to bring in a new
vaccine and campaigning was at the core of the
charitys activities.
We explored a range of options: This name actually came out of the second round
Beat Meningitis of naming options put forward. We were under
Beyond Meningitis pressure to deliver a solution as there was a fixed
Fighting Meningitis timetable to work to. We called everyone from the
Meningitis 365 agency into a room for an ideas generation session.
Meningitis 360 We went back over the areas of exploration we
Meningitis Action UK
had identified, of which time was one: Meningitis
Meningitis GB
Today, Meningitis Future, Meningitis 365 etc. A
Meningitis Trust
student who was on work experience with us from
Meningitis Trust UK
Meningitis UK Trinity College Dublin actually said the word now
Meningitis United and we latched on to it. So simple really, and a
Target Meningitis great lesson in not overlooking the obvious and
listening to everyone! Thank you, Jess!
But finally settled on
Meningitis Now.

Anyone.
Any age.
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Inviron
We named this management buy-out from ABB the global
engineering group, some years ago. As a facilities management
company we had described the new business as operating
inside environments, managing all the essential services that
deliver warm, dry, safe, well-lit, technology-enabled spaces for
people to enjoy.
The name came by joining inside and environments to create inviron.
The final logo device captures the meaning of the name, by setting it inside a
teal circle to create a bold, fresh and modern graphic device.
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Naming case studies
Siamo
A style emporium that opened in York in 2011 needed a name
and a brand identity. The four floor store catered for luxurious
high-end womens fashion, with beauty treatments such as nail
and blow-dry bars.
rbl wanted to create a name that created a link between the store and its
customers. We chose the name Siamo, which means we are in Italian. Its
a proud statement of identity and personal style that sounds elegant and
sophisticated. Plus, note I am in the middle of the word.
The idea for this name came out of an in-depth process to define and
articulate what this new style emporium offered, who its customers were and
what it stood for. We explained this in a simple manifesto:
We are... women of the 21st Century, daughters, friends, lovers, partners,
comfortable in our own skins, trying to make each day count, observers
of fashion but true believers in style, not always perfect but rarely dull,
appreciative of nice things but able to live without them, friends with many, in
love with a few, independent spirits, occasionally worriers, willing to laugh at
the world and ourselves, searching for a bit of downtime, learning fast from our
mistakes, glad to be alive, perfect dancers in our dreams, never at the end of
our to do lists, at our best in heels, able to count our blessings, happy to be us.
We are Siamo.
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Presto
We were challenged to produce a name for BrandArt, a global
supplier of promotional products, for their new delivery service.
In a world of high minimum order quantities and inflexible lead
times, the service was designed to make the customers life
easier - allowing them to quickly and easily locate the products
available bespoke to them, in smaller quantities and at a
faster pace.
The service could respond quickly and replenish best-selling products
in low quantities, within just 2, 4 or 6 weeks.
We wanted to use a name that gave the impression of the speed
and readiness of the delivery service. The word Presto means
soon in Italian.
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Naming case studies
Archial
To meet the branding challenges faced by AIM-listed SMC Group,
a global architectural design business with 26 offices worldwide,
we worked with many parts of the group to create a proposition
that we called Intelligent Architectural Design.
Making life better through Intelligent Architecture. This is a philosophy and
process that provides a continuity of approach across the entire network,
from Beijing to Bournemouth.
This unifying thought needed to be supported by a new group name that was
easy to say and easy to spell across multiple geographical borders. Working
with the root word of architecture, Archial was born.
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Have we added value? About rbl
We hope youve found this eBook useful! We are a brand-led creative agency providing the perfect
If you want to know more, or to chat through your challenges balance between strategy, creativity and delivery.
with our Head of Brand, Rebecca, then get in touch! Our dedicated team collaborate with clients to co-create the
brand they want to own. We bring your brand to life through
creative communications, experiences and spaces.
01926 678 368 In a world where brand matters, we deliver the creative,
commercial, human ideas and solutions that help our clients to
hello@rblteam.com grow and build long-term value
rbl-brandagency.com Ultimately, we create powerful
brands for ambitious businesses.

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