Corporate Identity Series :: Naming Your Business

In today’s highly competitive environment, the strongest brands are the ones that transcend the products and services they represent, and form a solid connection with the consumer.

While new business owners invest substantial amounts of time and resources into product and concept development, package design, advertising, PR and distribution, the act of choosing a name for their brand is often treated as an afterthought. As a result, we end up with generic and damaging brand names like ‘x place’ or ‘y barn’… or names that are already shared with dozens of other companies.