what's in a naming company?

10 things to look for

Maybe you've already tried to tackle your company naming or product naming challenge in-house. Or considered turning it over to your design firm or ad agency—or even handing it off to a free-lancer. It's tempting, we know.

But in the long run, a good naming company can save you considerable time, money and angst. (We know it sounds self-serving, but it's true.) We've seen it time and again with clients who've come to us after being disappointed—or even burned—during corporate naming and product naming exercises they've handed off to others. They soon learn that a full-service naming company has a depth and breadth of knowledge—and strategic creativity—that only comes from being a naming specialist for a while.

So please: consider giving this all-important branding assignment to a full-service naming company. But not just any naming company. It's wise to do your homework first. Here's a checklist for evaluating a naming firm.

1. Look at their portfolio.

You're looking for samples of product naming and company naming that show breadth of experience, versatility of styles, and an ability to spark the interest of customers. A lot of naming companies and design firms allow themselves to get stuck in certain styles or modes (employing only Latinate made-up words, for instance, or only real word combinations, or offbeat abstractions, etc.). You want a naming company that won't be limited to a particular style or approach so you can be confident they'll approach your challenge with fresh eyes, and from lots of angles and creative directions. And don't forget to look at the name they created for their own firm! That will tell you volumes about a naming company's creativity, and their ability to create names that are relevant and memorable.

2. Talk to their clients.

Good naming companies will have satisfied clients who'll be happy to talk to you about their experience. Get a feel for the naming company's process and how they work with their clients. How responsive was the naming company to their clients' needs? Were they fun to work with? Did they get the job done on budget and on schedule? And how much were they able to add to the party, rather than simply reflecting back what they heard?

3. Make sure they understand branding (not just naming).

A good naming company will get you thinking about strategic issues you may have overlooked—and steer you towards names that will reinforce your positioning and have the most traction and least baggage in the space in which you operate. So you want a naming company with real strategic chops. (At the same time, make sure the company understands the nuances of naming, and won't just be lumping it into a larger branding project). There are plenty of folks out there who say they know how to name a company or name a product—but only a few who really do.

4. Get a sense of the depth and breadth of a naming company's process—

and how much creative generation they devote to a project. Good naming companies understand that naming candidates that look fantastic after only a day or two of exploration often pale alongside those that emerge 1,500 names down the road. And they will structure their naming process to ensure that they cover enough territory—and dig deep enough—to strike oil.

5. Find out what kind of legal screening will be done.

(And domain screening, if you need a domain name.) Naming companies that present work without any kind of initial screening for trademark and other legal issues are opening the door to heartbreak and hassles. That doesn't mean your lawyers won't have to do some legal work, too. But at least you'll be starting with names that stand a decent chance of surviving more serious scrutiny.

6. Research the linguistic screening a naming company offers.

Many naming firms simply use translators or translation agencies. That's not good enough. If you have non-English-speaking audiences, you'll want a naming company who has established relationships with native speakers who live in the regions in question and are marketing savvy. That kind of team can do more than a disaster-check; they can assess a name for its strengths and weaknesses, and any cultural sensitivities it might bump up against.

7. Beware of naming companies that offer cut-rate "bargains"

that are vastly lower than the bids of their peers. It might mean you'll be getting a freelancer or two, not the attentions of the principals of a major naming company. And it could wind up costing you time and money in the long run. Among established naming companies, there's an understanding of how much time—and expertise—will be involved in arriving at viable name candidates. And their proposals will reflect that understanding.

8. Check out how long a naming company has been around.

Many newer naming companies will talk about the experience of individuals on their staff, rather than the longevity of the naming firm as a whole. If you can find a naming company with at least five years in the business (AND senior creative people), your odds of success are better.

9. Find out who'll be working on your product naming or company naming.

And check out their pedigrees. Even at a longstanding naming firm, your job might be handed over to junior creatives or to freelancers (often with little or no experience in the biz). And many design and advertising firms won't devote the same kind of time or talent to corporate naming and product naming that they will to their core competencies. In which case your project might get short shrift.

10. Look for a naming company with people willing to stick their necks out

and be unabashed advocates for the names they believe in. There's a funny thing that happens when you're naming companies or products. Most people tend to get very timid. And while there's comfort in sounding like everyone else out there, it's the best way to ensure you won't get noticed. Your best partners in any naming process aren't going to be naming company "yes" men and women who follow your lead religiously. They're going to be people who strike you as smart, independent thinkers who can guide you to choices that will distinguish you in the marketplace. That's the kind of naming company you want to hire. And that's the kind of naming company you want to listen to. You're paying for their expertise. Use it.

So there you have it. Ten suggestions for how to evaluate a naming company. We hope you find what you're looking for!