Name creation
Brand
naming
Brand naming is the process of creating the name of a company, product or service. At the studio of Silvia Molina and León Corkidi we develop original names that are easy to say and leave room to grow, and we present each proposal with its creative rationale so you can choose with arguments.
What brand naming is and why the name matters so much
A brand name is the word a business repeats most often. It appears on the logo, the domain, the invoices, customer conversations and every Google search. Changing it after launch costs money, reputation and search visibility, so the decision deserves a method from the start.
A good brand name is understood when heard, spelled without hesitation and never confused with a competitor. It also leaves room for the business to grow into new products or markets without being trapped in an overly literal description.
What's included
- Naming briefAn initial conversation to understand the business, the audience, the competitors and what the name must convey.
- Creative territoriesDistinct conceptual routes to explore the name from several angles before writing proposals.
- Proposals with rationaleSeveral candidate names, each explained by its origin, its meaning and what it communicates.
- Pronunciation and reading checkA review of how each name sounds and is spelled in English and Spanish, and of unwanted readings.
- Preliminary availability reviewA look at domains, social handles and visible prior uses to rule out obvious conflicts.
- Final recommendationGuidance to choose and the next steps to protect the name with the trademark office.
How we work
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01
Understand
We review the business, the audience and the competition, and agree on what the name must achieve.
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02
Explore
We open creative territories and generate a broad list of candidates within each one.
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03
Filter
We drop names that are hard to pronounce, hard to spell or show visible availability conflicts.
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04
Present
We show you the finalists with their rationale so the decision rests on arguments.
A name built for two languages
Brands that sell in the United States, Mexico or Colombia need a name that works in English and Spanish. León Corkidi has written for brands in those three countries for more than 20 years, and that experience goes into checking how each proposal sounds, what it evokes in each market and whether its meaning shifts across the border.
That review prevents the most expensive naming mistake, which is finding out after launch that the name is mispronounced, confused or means something else to part of the audience.
Naming and trademark registration are not the same
The naming service delivers the name and a preliminary availability review. Registering the trademark is a separate filing with the United States Patent and Trademark Office (USPTO) in the United States or with the Superintendence of Industry and Commerce (SIC) in Colombia.
The USPTO recommends searching for similar trademarks before filing, and notes that its examiners only search the federal register. For that reason the studio's final recommendation includes the steps to file with an attorney or directly with the trademark office.
Frequently asked questions
What does a brand naming service include?
A brand naming service includes the brief, creative exploration, several name proposals with their rationale, a pronunciation check in English and Spanish, a preliminary review of domains and social handles, and a final recommendation.
How many names do you present?
The studio presents several finalist names, each with its creative rationale. The exact number is agreed in the quote according to the scope of the project.
Is the name registered as part of the service?
No. Trademark registration is a separate filing with the USPTO in the United States or the SIC in Colombia. The studio provides a preliminary review and the steps to file.
Do you check whether the domain and social handles are available?
Yes. The preliminary review includes domains and social media handles to rule out obvious conflicts.
Can you create a name that works in English and Spanish?
Yes. Every proposal is reviewed in both languages to make sure it is easy to pronounce, easy to spell and free of unwanted readings in either market.
What if none of the proposals convinces me?
The quote defines the rounds of work. If no proposal convinces you, the studio uses your feedback to adjust the direction within what was agreed.
Start with the right name
A well-chosen name saves explanations for the whole life of the brand. Tell us what you are launching and we will propose how to find its name.