A Proven Process for Naming Your Company

The name of your business is the most central asset and core essence of your brand. It’s the kernel at the heart of it all.

A name that’s difficult to say, or is confusing in anyway will make it so much harder to succeed.

However, only a small percentage of business owners develop their name in a systematic way.

As a branding firm, it is far more common for us to have a name provided to us when we work on a branding project. Only occasionally do we start our work engagement by developing a name. In most cases, names are just brainstormed by business owners, their friends and colleagues.

Frequently these names are not memorable, try too hard to be creative, or worst of all, are just off the mark. When you come up with your own name for your own business, it can be challenging to see clearly if you’re making a good decision.

People name their babies every day, what’s different about naming a company, product or brand?


Branding Intangibles: Co-Working Spaces Case Study

As many of you know, Visible Logic is located in Portland, Maine. Here in the city, we have three co-working spaces: PelotonLabs, Think Tank and Cloudport.

Note: I’m not a member any of these places, and never have been, because our multi-person firm is doing well in our small office space. I’m approaching this to shed light on how each brand is perceived as an outsider. In fact, if a prospective customer were to meet you at one of these three co-working spaces, these are the types of first impressions that might be relevant; and may carry over into your own brand’s perception.

Looking at these three brands can teach you about what goes into building a brand, far beyond your logo.


Logo Design Process: Tin Pan Bakery

Tin Pan Bakery LogoCinnamon rolls, to-die-for chocolate chip cookies and richer brownies than any bakery in town. When Elise Richer decided it was time to open a new retail bakery in Portland, we were thrilled to help her with the branding—mostly because we wanted to know these amazing treats would be available close-by on a regular schedule.

We had worked with Elise on her previous, home-based bakery: Cream & Sugar so we were familiar with her overall approach to baking but like her, were eager to do something new and fresh with Tin Pan Bakery.


Introducing: Branding Compass

Branding Compass Input & OutputFor years, I’ve been working with new and growing companies to help them get started on their branding.

I know that a strong brand can help a business attract better clients, charge higher prices and be more effective with their marketing. We’ve helped startups, established businesses and non-profits clarify their value proposition, and distill the benefits of their product or service to attract their ideal customer and partners. Only once this foundational work has been completed do we move forward and design a full visual identity including their logo, web site and other collateral.

The most common reason that a prospect decides not work with us is because of the expense involved. And until now, there’s been no do-it-yourself, affordable way to do all the foundational work that’s so critical to getting your brand going in the right direction.


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