On This Page: Name Development | Domain Names | Building on a Name | Changing Names
The name for a company, product or service is the most challenging activity as it forms the foundation for all other branding activities. It is the first thing that your core target customer will see and your want it to also be the last thing they will remember.
Name Development
Name development needs to play on the emotions of the end-user. It needs to be catchy and memorable as well as easily owned and trademarked, especially if it will ever cross borders. Lastly it must also work well in both speech and print so as not to pose a verbal stumbling block or look awkward.
Falcon Innovation Group helps clients devise and polish their brand names. Depending on the scope of the project the name is for, specialized naming consultants and market research may be drawn upon or it may be a simple brain-storming session with our team working with the client’s team.
Domain Names Matter Too
An unique challenge that has come about with the onset of the web and its unprecedented growth is that of choosing a domain name. Today a domain has as much if not more currency than the company or product it may represent.
For existing brand names the obvious is to secure the available domain names that match it directly. Sometimes it is desirable in addition to those to pick a memorable, descriptive or even controversial name to grab interest, build awareness or even to go viral.
Need coaching when it comes to domain names and selecting the right ones? Falcon Innovation Group can help you overcome this daunting task and ensure you not only select the most effective name, but that it is registered properly so you keep it!
Building on the Name
When a successful series of candidates have been identified, some qualifications of them must further be screened. Common ones include the ability to trademark the name (and ensuring it isn’t already trademarked) as well as availability of domain names across the board and checking what types of sites are associated with unavailable domain names, for an example.
Once the preferred name has been adopted from a cleared short list, the next phases of branding can start, including creating a logo, tagline and visual identity and the rules that govern their successes in communicating to the marketplace.
Changing Gears - Changing Names
There are many times when a company or a product may need to change its name. Perhaps it is the result of a sale, a merger, better reflection on services offered or even less desirable scenarios where brand management has gone awry and perception is tainted. Whatever the reason for the change, the same rules apply as if starting anew with the added challenge of educating the consumer as to why the change took place and reassuring the status quo.
Looking for a name for a business, product or service? Contact Falcon Innovation Group for more information on how we can help create your brand.
