Preparation makes purrrrfect
Whether you’re naming a new company or the family cat, it’s important to consider what your ultimate goal is, and who will be affected along the way. You need to consider and plan. You need a process.
At Liquorice, we’re all about brands and communication. Much of our work involves refining, recalibrating and honing the details. But there are also times when we’re fortunate enough to be right there with our clients from day one, in the lead up to a new birth. It might be that a new product or service offering is being developed, a brand new organisation is being established, or that two existing organisations are coming together in a merger. Regardless, the result is something wholly new. And the big question we are faced with (as in any birth) is: what do we call this thing?
Often, organisations will work through brand and product naming processes internally and decide on a name before approaching design and branding agencies to execute. And this is a perfectly sound approach. Creativity certainly isn’t the exclusive right of the self-anointed ‘creatives’ of the world. But, just as often, it’s helpful to bring in an outside perspective. It takes procedural rigour to steer an organisation through a naming project, and a refined process executed with confidence helps to align stakeholders and achieve positive cultural outcomes (as well as strategically sound ones). And, of course, it is vital that the name you have fallen in love with is available and ownable, so vetting, searches and legal protection needs to be considered. It’s worth pausing to consider the best process for you when it comes to naming your business or product.
Another consideration in the case of a rebrand and a big question I’d suggest asking right at the top is “Do you actually need a new name?”. People can get excited about change and the idea of creating impact, sometimes at the expense of their brand equity or the quality of existing dialogue with their audience. It’s important to weigh this up first, so a little research probing for this kind of information is prudent.
All of that said, if you are keen to rename and you’re going to tackle the process yourself, then good luck and godspeed! I’ve collated some helpful tips, accumulated through my own research and experience that will help guide you along your path and hopefully help you avoid a Boaty McBoatface situation.