Successful naming makes a brand recognizable. In the name, it is possible to encode important meanings or principles that will form the basis of the visual identity and communication strategy.
Brand naming development is the process of creating original and memorable names for services, products, or brands.
The brand name should not only reflect its values but also differentiate it from competitors and attract consumers. In other words, the name is the verbal identification of the company.
Naming helps to:
launching a new product
the brand is changing its ideology
the brand's reputation works against it
brand protection from copying is required
Work stages
Step 1. Research
Product analysis
Immersing yourself in the company's niche.
Studying the product, service, and brand features.
Market analysis
Identifying trends in the industry.
Analyzing positive and negative experiences.
Determining the influence of external factors.
Competitor analysis
Exploring competitors' communications.
Identifying niche trends in names.
Step 2. Naming
Concept
Formulating selection criteria for names.
Creating a Mind Map of associations.
Generating ideas.
Selecting over 50 options.
Choosing the top 10 names.
Testing final options
Checking legal cleanliness, consonance with other brands.
Searching for available domains.
Step 3. Testing
Linguistic analysis
Testing selected options on focus groups to study how people perceive names.
Consulting linguists or neuropsychologists.
Step 4. Final check
Result preparation
Requesting a check from a patent office against the database of existing registered brands according to the Nice Classification (NCL).
Presenting the client with 5 naming options to choose from.
Project team
ceo
Alexander Rusin
Knows what makes a team effective and focused on results.
creative director
Alexey Molchanov
Makes brands not only beautiful, but also fills them with meanings.
head of strategy
Valeria Tyapina
Creates a unified picture of brand development from different data.
project manager
Elena Chernikova
Appreciates projects built on complete mutual trust.
copywriter
Maria Tashchyan
Helps brands speak the language of their audience.
Work result
memorable and concise name
A well-thought-out name will help you stand out in the market and attract the attention of potential clients.
сlear brand positioning on the market
The developed name will reflect the unique features of the brand, product, or service, emphasizing your competitive advantage.
the foundation for brand communication
Naming will be used in all areas of your business, strengthening your market position and increasing audience loyalty.
Why should you order a naming?
We use a research approach, studying the hidden motives of the audience, and work out in detail each stage of creation and implementation.
Features of our approach are in-depth analysis and creative thinking. Thanks to them, we unite the brand and its audience into a single organism.
Project examples
To develop naming for a Norwegian marine insurance company, we based the concept on the idea that the company solves any insurance tasks and provides the client with complete "calm" in business. "Ro" translates from Norwegian as "tranquility".
When developing the name for the condom brand, we chose to avoid ambiguity and directly state the type and purpose of the product. Prezex is a combination of the words "condom" and "sex", written using transliteration. The "ex" ending is associated with well-known condoms on the market, making the name recognizable.
For the IT company, we decided to highlight its core value — the collaborative journey through each stage with the client. We incorporated the term "milestones", commonly used among developers, into the name. Through cooperation, Milestone and the client move step by step toward the result: from idea to implementation.
The cost is determined individually based on a preliminary online/offline briefing with you.
The final cost is defined by the timing, scope, and complexity.
FAQ
Do you check the final naming for uniqueness?
Yes, we request a search through the official patent office database based on the Nice Classification (International Classification of Goods and Services) to ensure the name is not already registered.
How many naming options do you provide?
We present five naming options.
How do you approach naming for international brands?
When developing names for international brands, we begin by analyzing the cultural context of the target country, audience characteristics, market trends, and competitors. Based on this research, we create tailored naming options.
Is it possible to develop naming without a brand core?
A brand platform defines your business direction and how you communicate with your audience. Since the name should reflect the brand, we recommend establishing a strong brand core first.
Are naming rights transferred to the client?
Yes, all rights to the name are transferred to the client upon completion of the project.
Customer reviews
AdVita
Yulia Paskevich
Head of PR
Our relationship with the ICU team goes beyond partnership—we’ve been more like friends for the past five years. What matters most to us is that the agency shares AdVita Foundation’s values, and they truly listen to and understand our needs. That’s why our joint projects turn out bold, vibrant, and emotionally resonant, helping us connect with our current audience and attract new supporters.
Alfa Leasing
Evgeniya Bespalaya
Marketing Department
We’ve never had this kind of experience with agencies before. As for the result—we were impressed by how accurately the neural network handled a creative task. We really liked the outcome. Based on what we received, we can confidently say this kind of solution will become part of our brand communication.
Syrobogatov
Anna Zakharova
Lead Communications Manager
Working with ICU was a true collaboration—one we’re happy to recommend. The agency team developed a communication strategy for us, diving deep into our brand, our messaging style, and our goals in the market. The entire process was built on trust, respect, and a genuine immersion into our product. Thank you, ICU!
Aloha Browser
Bruce Kurtz
Chief Marketing Officer
Partnering with ICU Agency was a game changer for Aloha Browser. ICU's adept understanding of our brand ethos and market needs translated into a standout advertising campaign, and frankly, they stood out from the other agencies in RFP stage. They blended humor and seriousness effectively, conveying our message on online privacy. Highly recommended for their efficiency and creativity.
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