FAQs
The steps to creating a new company or product name vary depending on the number of services needed, the timeline involved, the amount of budget, the number of decision makers and the degree of facilitation needed. As a general overview though, these are the basic steps involved in a typical naming assignment… Step 1: We begin with an in-depth teleconference or on-site visit, where we explore all the issues surrounding the naming assignment, and gather all your thoughts and feedback. We also inquire about other brand names that you like (both in and out of your industry.) We ask about the history of the organization as well as your future goals and direction. Depending of the size and scope of the project, we may also create brand filters to help guide the naming process. Step 2: From that initial meeting, we hone in on the two or three naming strategies that will best suit your needs (for example invented/coined names, metaphors, positive connotations, descriptive-hybrid, key attribute names, etc.) Step 3: Once we have the naming strategy and branding filters in place, we go though internal brainstorming sessions where we generate hundreds of naming possibilities. We use the high voltage minds at Tungsten, and occasionally tap other brilliant branding brains. In addition, we will utilize proprietary software developed over years of experience (especially for domain name acquisition.) Step 4: From that broad list of ideas, we narrow the candidates down to those that meet all the naming criteria (i.e. they communicate the brand message, they provide a sense of your position in your industry, they have an available domain name, they pass a preliminary search of the USPTO data base, etc.) Step 5: We load these names into a custom online naming suite that provides information on each proposed name. Typically, we will build a list of 12 to 15 "dressed out" names for each round of naming – complete with matching tag lines, a rationale statement, domain status and preliminary USPTO screening. Step 6: We review the proposed names with you by teleconference, creating context on how each name could convey the brand. Once we've reviewed the names together, we ask that you print them out, mull them over for a day or two, and then provide feedback. You may decide, for example, to drag two or three names from the "New" column in your naming suite to the "Current" column and ask us to develop more along those same lines. Or the first round might spark ideas in a whole new direction. Step 7: If the first round doesn't nail the winner, we continue to hone in on the best names until we have one that works. In most cases it requires two to three rounds of names for a total of 25 to 50 naming candidates. Think of it in terms of ordering ice cream -- there are only so many flavors you can consider at one time before they all start to blend together. So we make it our job to serve up only the best ones so you don't have to wade through a mass of names. Steps 8, 9 & 10: Once the winner is determined, then we review the tag lines together and select the one that best fits the name. We’ll also initiate the trademark research, if that is part of the package. From there we go to logo design, which closely mirrors the naming process above (discussion of your likes and dislikes, gathering examples of logos you admire, determining the best creative strategies, and then designing and refining until we have the best look.) Once the tag line and logo are determined, we transfer the domain name over to you and you're all set to go.
For smaller companies with one or two decision makers, plan on three to six weeks. For larger firms, with a number of stakeholders in the process, plan on three to six months. Again, this varies from project to project. We’ve named companies in a little as four days, and had other, long term branding assignment's that took over one year (typically due to trademark clearance.)
Our lowest price plans begin at $3500 for our Express Naming/Start Up package and continues upwards to $50,000 plus for more involved and/or comprehensive programs. The Express Naming package is a good fit for solopreneurs who only need a name, have limited funds, and a tight deadline. The higher end packages are designed for companies that require...
For a more exact quote, simply call us at 1-828-877-2699, schedule a free 15 minute consultation, or fill out our Getting Started form. We’ll respond within 48 hours with a customized proposal tailored to your needs.
The pricing depends on a number of factors, including…
We offer individual and customized services. Branding services can be purchased a la carte and include…
For straightforward naming projects, call us at 1-828-877-2699 or fill out our Getting Started form. For projects that don’t fit nicely into the boxes, call us or fill out our general inquiry form.
This is one of the most common, and understandable questions. Based on our past body of work, Tungsten has over a 95% client success rate, and it comes from our ability to dig down and gain a thorough understanding of our client’s objectives. It is also a result of utilizing proven naming strategies, and then improving upon them with each round of new names. Having said that, naming is a subjective art/science, (beauty is in the eye of the beholder) and the final decision of what constitutes a good company or product name ultimately comes down to the client preferences. Since we cannot control these preferences, we cannot guarantee the results. We do commit to honing each list of names, based on your feedback, to produce brilliant, well-conceived names that can provide a future marketing platform for your business. A more typical scenario is not a lack of a good name, but a case of too many good names -- and the difficulty of deciding which one to choose. (That’s why we’re here to offer our expert advice.) If you still feel uncertain, we invite you to read through our client testimonials or contact us for references from clients we’ve worked for. If you commit fully to this process, and take ownership for the brand you are looking to build, you will find this process both rewarding and enlightening in ways that exceed the name development. Some clients have told us the biggest value from the naming exercise went beyond the new name. The added payoff was a clearer understanding of their mission and message. And that’s something we know you’ll like!
Yes. We do not keep any rights to any of the work we produce as long as we are paid in full. That means, contingent on approval by the US Patent and Trademark Office, you are the proud owner of the name. We have our hands full in our business and don’t intend on doing yours as well. As stated on our home page, we give brilliant direction to the brilliant ideas of others. And that’s the way we like it.
What we provide is a preliminary trademark search of the USPTO database. If the name looks relatively clear we can provide (via one of our trademark vendors), a comprehensive trademark search on the federal and state levels, and a common usage search via the internet. The fee can be included as part of the package price or paid for individually. If there doesn’t appear to be a serious conflict, we can then have our trademark partner complete the application process, or you can have your in-house counsel do it for you. We are not trademark attorneys, so we rely on full time, outside expertise to make recommendations in this ever-changing arena. If, after the fact, a problem with the trademark arises, we will work with you, free of charge, to alter or create a new name that will be approved. It happens from time to time just by the sheer volume of applications that the USPTO receives and because some trademark officials are more stringent than others. Fortunately, it doesn’t happen often.
Then by all means call us at 1-828-877-2699 or email us using our general inquiry form. We’re always open to bright ideas and suggestions. |
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