Brand Naming

Naming is often the most important element of a successful brand. Strong names capture the personality of a brand and can communicate meaning and messages both imaginatively and commercially. Many dot.com names have fallen by the wayside, but others such as Amazon and Google have gone on to become iconic. Companies always need names to describe their new or changing organisations, business units, products or services.

Rufus Leonard has developed naming protocols for generating names and creating rationales that demonstrate the intrinsic merit of a name, its brand, cultural and linguistic fit, as well as its legal availability. The ideal name works well within an existing system of names, is accepted by customers and employees alike and will grow assets for the business.