Naming Approach

Naming isn’t straightforward - everyone has an opinion about the output, but not everyone can do it.

The approach is about the semantic relationship between a name and an underlying brand - how the meaning of a name connects to the underlying company, product, or service.

Approach can range from descriptive names, which tell it like it is, to abstract names, which have no relevant meaning. Many brand names are suggestive, falling somewhere between descriptive and abstract-they imply or hint at something about the underlying brand without coming right out and saying it.

A walk through the steps I use to help solve a company’s challenges.

Miniature cityscape with buildings, roads, and a neon sign reading 'Your Name Here' at night.

Step-by-step walk through of Naming Process

Diagram with interconnected circles representing words related to "Earth," including elements such as "Cloud," "Ocean," "Nature," "Forest," and "Mountains." Smaller circles branch out with related terms like "Flight," "Signal," "Habitat," "Thrive," and "Exist."
Text discussing meanings of the words 'Thrive,' 'Forest,' and 'Sagara.' 'Thrive' implies flourishing; 'Forest' refers to a supportive green ecosystem; 'Sagara' means ocean and suggests wisdom and depth.
Text slide with the title "Building out the name..." followed by "Thrive" and a statement "We all need to meet your environmental goals".
Diagram from a team workshop exercise on naming preferences, using a horizontal line with categories: Descriptive, Suggestive, Evocative, Abstract. Several overlapping blue circles indicate varying preferences along the spectrum. Includes brief explanations under the extremes Descriptive and Abstract.
Positioning framework diagram showing a gradient from neutral to benefit-driven naming with descriptors in between.
Chart titled 'Brand Characteristics' with six lines indicating brand traits ranging from 'Elite' to 'Mass,' 'Serious' to 'Playful,' 'Conventional' to 'Rebel,' 'Authority' to 'Friend,' 'Classic' to 'Innovative,' and 'Familiar' to 'Mysterious,' marked by black dots to show position.
Chart titled "Finding a name" with four quadrants: Functional, Emotional, Abstract, and Descriptive. Companies and products are placed in these categories, including Microsoft, Google, Apple, Spotify, Zoom, Figma, Monday, Canva, Salesforce, Teams, and Lush.
Diagram titled 'Territories' with interconnected circles forming a branching structure.

“I had the pleasure of working with Chris on the strategic development of our product name, and I can confidently say his approach and creativity made a significant impact. He facilitated a structured yet creative process, guiding us through insightful discussions that helped refine our core messaging and differentiation.

Beyond his deep expertise in branding and ability to craft imaginative solutions, Chris is a fantastic collaborator—thoughtful, responsive, and always bringing fresh perspectives to the table. I highly recommend Chris to anyone looking for a brand strategist who seamlessly blends strategy with innovation.”

Clara Terrien
Chief Executive Officer (Climate Tech Solutions)