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.

Our 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.

Our 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

naming agency

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.

Our 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

A Brand Naming Leader

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 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. 

Activate your brand

Next steps

  1. We’ll ask key questions

    We are hyper-efficient at synthesizing your core needs.

  2. We’ll draft a proposal

    We can harness the expertise of our local + global team.

  3. We’ll present the plan

    We will show you how to turn ideas into scalable action.