Naming is difficult. It’s much easier to edit out the losers than to generate meaningful winners. That’s because people tend to think that there’s one “perfect” name out there for their firm, it just needs to be plucked from the air or comes to them during the perfect shower contemplation moment. They assume it will come to them naturally without a lot of effort.
In rare instances is that true. For most firms the process of coming up with their name is time consuming. Naming becomes a design problem unto itself. It's an inexact science rife with frustration (finding your first choice is already trademarked), obsession (waking up in the middle of the night thinking about it), and trust.
Trust?
Firm leaders need to trust that a name is just the beginning of the branding process. Your identity will be layered with meaning – from the name, to the graphics, to the messaging. Eventually, your reputation will bring more dimensions as will as intangibles that will contribute to build a brand.
Your name alone can’t do everything, but it should be simple, memorable, and evocative.
I love the name Fathom for one of CVG's architecture clients that designs projects for the Navy. They came up with it. Brilliant.
The genius of this firm name is that is has multiple meanings that are relevant to their work. Fathom directly reflects a common phrase used by their target client to the Navy - where fathom is a unit of measurement for the depth of water. At the same time it also means to understand a difficult problem after much thought. What better way to explain what architects do? With multiple, relevant, meanings plus being memorable and with a reference to their ideal client, this is really a perfect firm name.
Where to start with naming your A&E firm?
Just as a programming document outlines the scope of one of your projects, or a creative brief outlines a rebrand, a naming brief defines naming parameters. You need to understand what your new name needs to do for you. Change an outdated perception? Subtly (or boldly) point to the next generation of leadership? Better position you to enter a new market?
First and foremost, stakeholders need to agree on these intentions. What is the outcome you hope your new firm name with achieve?
After you’ve designated your naming stakeholders – a small number of leaders who will ultimately make the decision – craft your naming brief, which should answer the following questions:
Description:
Objectives:
Naming Criteria:
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What does the name need to communicate?
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What languages or geography are you including?
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Does it need to include formal names or services?
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Are there any legal requirements for naming in your jurisdiction?
Personality:
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If your company were a person, how would you describe their personality?
(give as much detail as you like - personality traits, physical attributes, hobbies, etc.)
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Are there qualities your brand is definitely NOT?
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What are the top three messages about your products or services that MUST be communicated?
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What sort of tone or feeling do you want your name to evoke?
Competition:
Brainstorm firm name ideas
Below are a few of the brainstorming exercises that CVG uses to spark creative naming ideas. These resources have been developed from Jeremy Miller’s book, Brand New Name, and Brand Flowers’ The Naming Book. Both books are excellent resources and are highly recommend reading.
Some exercises have been tweaked to better serve the specifics of architecture, landscape architects, and engineering firms since that is who we have served for over 23 years. I understand your…discerning verbal palette.
Firm Naming Exercise 1: Free Form Association
Reserve 30 minutes to write down all of the words that come into mind when you think about your firm. Feel free to go on tangents and don’t edit. More is more.
Have every person on the naming stakeholder committee do this exercise independently. The goal is to get as many ideas and words as possible that can inform future discussions.
Firm Naming Exercise 2: The Thesaurus Rabbit Hole
Review the words identified in the first exercise and circle the ideas that intrigue you. This could be done independently, or as a group. Once the large list has been narrowed down into the most intriguing words, use these resources to generate even more ideas:
We also suggest looking them up in a foreign language in case that sparks some creativity: https://www.indifferentlanguages.com/words/
This is also a valuable exercise if you live in an area that is multi-lingual, or you serve and international market. It is also worth considering that all of our communities are becoming more diverse and names can have different connotations in different languages and cultures. So it is worth checking to cover your bases.
Firm Naming Exercise 3: Compound Words
Find the shorter words on your list. Mix and match them. Add prefixes and suffixes (like co-, -ology, -ly). Again, we are still in the discovery stage and want to spark ideas. The goal here is to be playful, have fun, and open the creative side of your brain to generate lots of options. We aren't yet ready to narrow in on just one idea.
Firm Naming Exercise 4: Characters, Places, and References
Think about references: geography, fictional or historical characters, your local landmarks, or even song lyrics as inspiration. Some may be too obscure, some may be cool. Remember, the name should spark intrigue.
These are just a few more ways to get your brain working and thinking outside the box. Often these can help you get over a mental block, or just stimulate new ways of looking at the problem. It's not that you are going to name your firm after a character in a historical novel, but it might lead to a fun discovery.
Check Firm Name Availability
Of course you don't want to pick a name only to find that it is already being used by another firm, or a company in your area.
Start by checking Google. A quick search of your best ideas from the earlier exercises is a good way to ensure you don't get too attached to names that have already been taken. Along with the search, we also suggest looking if the domain names that might be a good fit with the firm name are available.
Nest, go to the USPTO website to search for trademarked words: https://tmsearch.uspto.gov/search/search-information
Check your state’s business registry to make sure the name is available. And even if it is available, make sure there aren't other similar names that could cause confusion or prevent customers from finding you.
Sadly, this is where dreams are often crushed and you’re forced to go back to the drawing board. Trust me, I’ve cried out in frustration during many of these searches. But if you’re going to invest in the process, you’ve got to go by the book. I also recommend hiring a trademark attorney if there is any gray area.
You’ll want to work with your business attorney as well to transition important documents and registrations under a new name if necessary. It's important to consider if you will be refiling your business under the new name or adding a DBA (doing business as) to your existing business license. If you are starting a new firm, this is a bit more straightforward.
Tip: once you finally settle on your name, consider trademarking it future protection.
Hire a branding consultant
If you’re renaming, you’re definitely also rebranding. Firm names are an integral part of your overall brand and as an integrated approach should involve graphic design, copywriting, and website development. CVG’s Creative Studio provides all of these services (including naming) to A/E/C firms with the distinct advantage that you’ll have a professional A/E/C marketer managing your project through all stages. We understand the best industry marketing practices and guide firms accordingly.
We love working with those just starting new firms as well as established businesses that are looking for a brand refresh and new name. We also have helped many firms navigate ownership transitions and working with the expanded leadership team to craft a name that honors the history of the firm but recognizes the firm's evolution. Regardless of why you are looking to rename your business, our creative studio would love to hear about your desired outcomes and discuss how we can help you achieve your goals.
You can find out more about our services and schedule a time to talk here:
https://www.charrettevg.com/creative-studio
