Brand Consulting
Naming
Naming is choosing a name that is ownable, sayable and available, and that fits the position the business is trying to hold, not just a name that sounds good in a meeting.
In practice at Covorn
We run naming through legal and domain availability early, not last, so the business does not fall in love with a name it cannot use. Shortlists are tested against how the name reads out loud, in a sentence, and next to competitors, not in isolation.
Part of Brand ConsultingWhere this sits in the framework
- Define
- Design
When you need this
- A new business, product or division needs a name and the options so far have not been checked for availability.
- The current name causes confusion with another company or product.
- The business has outgrown a name chosen quickly at the start.