Our Naming Process

A Naming project is essential because it helps establish a strong, cohesive brand foundation that can influence perceptions, drive business success, and protect your business in the long term. It’s a key strategic decision that can make or break the way your business is perceived in the marketplace.

Our Naming process is structured into four phases, ensuring a strategic, creative, and consistent approach:

1. Exploration

The first phase of the naming process is dedicated to a deep understanding of the client’s needs, the market they operate in, and the brand identity to be named. This phase consists of two stages:

1.1 Start

In this initial stage, we hold a briefing meeting to clearly define the project scope and the client's objectives. Key points addressed include:

  • Brand/product purpose and values;
  • Desired tone of voice and personality;
  • Competitors and benchmarking;
  • Legal or market restrictions;
  • Client’s preferences and initial directions.
1.2 Investigation

We deepen our understanding of the brand’s platform and market context by analyzing:

  • Market and behavioral trends;
  • Positioning and competitive advantages;
  • References and inspirations for the new brand;
  • Analysis of national and international competitors and benchmarks.

2. Brainstorming

Based on the insights from the previous phase, we enter the creative stage of the project. Here, we structure strategic pathways for the naming process and generate a wide range of possibilities for the brand.

2.1 Strategy

Defining strategic directions for the creation of the name, considering:

  • Semantic territories and key concepts;
  • Cultural and linguistic differences;
  • Tone and identity aligned with the desired positioning.
2.2 Creation

‍In this stage, we conduct brainstorming sessions to generate and refine name ideas:

  • Development of a "long-list" with various creative options;
  • Selection of the best options and formation of a "short-list" with suggestions most aligned with the brand strategy;
  • Application of internal criteria to filter names with the greatest potential.

3. Analysis and Research

‍To ensure the naming aligns with the market and brand identity, we conduct specific tests and evaluations.

3.1 Tests
  • Evaluation of the name's consistency with the brand’s positioning and strategy;
  • Phonetic, pronunciation, and spelling tests;
  • Analysis of the name's viability across different languages and cultures.
3.2 Conceptual Evaluation
  • Tests with focus groups and stakeholders;
  • Identification of potential positive and negative associations with the name;
  • Evaluation of memorability and impact.

4. Legal Phase

We ensure that the chosen name is eligible for registration and legal protection.

4.1 Registration
  • Research into the availability of the name for trademark registration with the relevant authorities (INPI or international equivalents);
  • Analysis of the name’s viability for digital domain and social media;
  • Guidance on submitting the necessary documentation for official registration.

Conclusion:

‍With this structured methodology, we ensure a well-founded, assertive, and efficient creative process, delivering exclusive names strategically aligned with the brand identity. Our approach focuses not only on creativity but also on the feasibility and legal protection of the identity created.

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