Naming Agency
About Us
We help your brand tell your story in a single word
The naming your brand or product is one of the most important decisions your company will ever make. We're a strategy and data-driven set of creatives who can help create the perfect name for your brand with the market insights to back it up.
TOP Naming Agency is best-in-class approach looks at naming from the outside-in, conducting audience, competitor, and stakeholder research to determine the proper ground to plant our flag. Then we iterate hundreds of possible names based on those insights to hone in on a moniker that encapsulates your brand today, and can grow with you in the future.
The naming your brand or product is one of the most important decisions your company will ever make. We're a strategy and data-driven set of creatives who can help create the perfect name for your brand with the market insights to back it up.
TOP Naming Agency is best-in-class approach looks at naming from the outside-in, conducting audience, competitor, and stakeholder research to determine the proper ground to plant our flag. Then we iterate hundreds of possible names based on those insights to hone in on a moniker that encapsulates your brand today, and can grow with you in the future.
Our Approach
A descriptive approach to naming your brand
The name of your company has to tell a whole story with one word. We see most brand names falling into one of four categories: descriptive, suggestive, arbitrary, or coined. Each of these categories has its distinct definition. Descriptive names viscerally and directly describe your core product or service. It's the "does what it says on the tin" category. Suggestive and arbitrary names are a little more nebulous. Suggestive names don't directly describe what your brand does, but it implies it. Arbitrary names don't even imply, they simply capture the mood or feel of your product or service. Finally, a coined name are combinations of core value proposition words.
We determine the right naming convention by moving sequentially through several stages. We start with creating "mood boards" based on the brand's strategic positioning. Then we consider phrasing and wording that complement the visuals and incorporate the brand's value propositions. Finally, we brainstorm potential candidates in each of the four categories to ultimately create a short list that fits all of the criteria.
How We Work
Keeping your story at the center
We believe that your brand story is the culmination of a journey of discovery that includes competencies, values, mission, and promise. As a next-gen naming agency, we help you choose the name that embodies all of those things while remaining flexible enough to change with the times and with your business.
TOP Naming Agency team of naming specialists have designed a four-step creation process and structure their thinking by brainstorming names in four distinctive categories: descriptive, suggestive, arbitrary, and coined. The result are names that serve as the perfect articulation of a brand's core mission, values, promise and competencies.
An entire narrative in a single word
Your brand name must be more than the introduction to your brand, it must tell your whole story
Your brand name must work across multiple channels in varied formats for a diverse audience. We examine how users and stakeholders will engage with and share your brand, remaining consistent across all of the myriad ways the brand name will be shared. We develop dozens of naming options and work with you, your stakeholders, and focus groups of prospective customers to determine the best recommendation.
- Full-Service Naming
- Naming Training
- Dedicated Naming Specialists
- Wide experience from startups to local service providers
When building a brand name, it is critical to consider more than just the kind of business you’re describing but the key audiences and gatekeepers to these audiences. A brand name needs to express the core competencies, values, mission, and promise of a brand in the language that your customers will understand and trust. We test and learn naming options across all customer personas to get at the name that meets these criteria the best.
Our Values and Beliefs
We learn you first
We conduct audience, competitor and then stakeholder interviews to identify fertile brand territories and differentiation opportunities.
We play the field
We research hundreds of possible name combinations for your brand and structure our thought process into descriptive, suggestive, arbitrary, and coined options.
We fit-to-concept
We identify names that provide a clear sense of what your brand stands for, reflect your unique core values, and inspire conversations.
We consider tone
By analyzing tonal words against the brand name concept, we're able to ensure our names are tonally aligned with the brand message.
Our Naming Capabilities
Share of Voice Analysis
TOP Naming Agency conduct social and mass media listening to identify the share of voice and chatter around your brand the shortlist of names.
Brand Story Development
TOP Naming Agency define the channels and audience targeting to feature the central unified idea of your brand and its name.
Explainer Videos
TOP Naming Agency create short 15-60 second videos that tell the story behind your brand name and concept for you to feature in internal and external channels.
Trademark Research
Early on we conduct thorough trademark research to ensure the top options in our shortlist haven't been trademarked or have a registration pending.
Why Choose TOP?
We research, imagine and present compelling company brand names that can serve as future messaging platforms - ones that grow and expand over time.
Discover your perfect brand name.
Creativity with a Structure
Successfully naming a new company is one part research and expertise, and one part creativity and free thinking. At TOP, we're adept at finding creativity in the structure necessary to succeed.
Constant Testing
TOP Naming Agency is results-driven and always looking to improve which is why testing names and customer and stakeholder assumptions is a key component to our process.
Going Beyond the Name
Getting the name right is one of the most important early factors but it is only one part of the brand identity process. At TOP, we're not just excellent namers, we understand how the naming process fits in to the larger game plan and how the name itself will interact with other aspects of your brand's identity.
72%
The percentage of the best brand names that are made up words or acronyms.