Procedures
Our typical naming project works like this: You give us a sample or a
thorough description of the product, service or company you wish to name.
Tell us your criteria for the kind of name you want. Give us an overview of
the names of your competitors along with any other industry-specific
information that might be helpful. The Naming Company then drafts a one-page
Assignment Summary for your approval. Once we’ve determined the parameters
of the project we get to work creating names and compiling lists of the ones
that best fit your criteria. Within five business days we respond by email
with our recommendations. This consists of a short list of names that we
strongly believe in and that best fit your needs. We don’t pad out our lists
with “filler” names. Typically we present 40 to 50 names, but this number
varies with the breadth of the criteria the client specifies. Each candidate
on our list includes a brief rationale that explains why we suggested the
name, how we arrived at it, etymology, or other pertinent issues. Once you
have selected your favorite names, you should begin your trademark search
and registration process. We do not perform these necessary legal services
but we can recommend a law firm to you, or you can use your own attorney. In
the rare instance that none of our recommended names clears a trademark
search, we will perform a second round of naming at no extra charge. We will
ask you for additional criteria or a new direction and we will go through
the process again, pursuing other possibilities and returning in another
five days with a short list of names we recommend.
