The 5 advantages of naming an agency
With more than 10,000 brand names registered every day worldwide, developing a brand name requires a methodology that goes beyond providing a list of names or brainstorming
The main advantage of working with a professional agency is that you get a choice of possible names that are free of rights, i.e. that you can register on a trademark register*** and that gives you exclusive use of your word mark in the desired product classes and markets.
A professional agency therefore integrates a legal process into its methodology (see slide 3)
A professional agency will also check the linguistic and semantic validity of your brand name in the desired languages and markets - that is, that your brand name does not have undesirable connotations in the languages that cover the desired territories.
A naming agency integrates the necessary expertise for the 4 criteria of brand validity: marketing, linguistic, semantic and legal
*** trademark registers
5 pitfalls to avoid
If the agency does not include the same legal checks as well as a minimum of linguistic and semantic checks, they are not professionals and you are wasting your time and especially your money.
Make sure the agency is professional with creative people from a language/literacy background and not graphic designers who are working on names.
For an international brand, make sure the agency has a sufficient pool of naming creatives - a minimum of 500 possible names is needed to get around the legal hurdle - at the end of the legal process only 10% will be registerable
Naming requires transversal expertise in marketing, linguistics/languages and intellectual property, trademark law; which justifies the high price of a brand name development.
The naming process requires criteria defined in a concept board upstream of the creative process so that the selection of names is not limited to a "like/dislike" of each individual but to the alignment of a team around a common ambition.
The brand development process
Get a quote in naming agency
To establish an accurate quote, the naming agency needs the following information:
- Description of the activity or product classes concerned
- Communication on the markets targeted by the trademark registration - either national (Switzerland), European, International
- Clarification of the purpose of the brand name development - either a brand for a product/service, a brand for a company "corporate brand
Indeed, the pool of candidate names is much larger for an international trademark than for a national trademark, it is a question of legal obstacles of names already registered. This process becomes even more complicated if the brand name is to represent a company name which will also be registered in the trade register of the countries/markets concerned.