Recently I have decided to start a consultancy focusing on brand development and identity design for new and small businesses. I started my venture by securing a project developing a brand strategy and positioning for floral and event design startup led by Gabrielle Aronas. Additionally I started developing my own business plan and brand strategy. All was great until I reached the part in which I have to name my business.
There are many brand companies that are named after their founders, but I am trying to stay away from that, mostly because my business will focus on developing the brands of other companies and I believe that my company will be about those businesses and not my personal style. But here comes the laborious process of determining the name for my company. After researching and auditing and thinking about it constantly, I am still in a naming limbo. I found that for me it is the hardest task in branding by far.
Despite all that, my research yielded interesting results, like this conversation about naming and logo Identity from Branding Business. The most interesting takeaway is that naming strategy and design can often go hand-in-hand. A designed name presented to a client can evoke an emotional reaction needed to make the right decision. I found it to be a great insight, because I noticed that when I am thinking about a name I am imagining it already designed. I will experiment by employing this insight and laying the words on the screen in different typefaces and maybe my naming nightmare will have a quick end!
