One of the reasons naming a brand is challenging is because people care so deeply about what their companies and products are called.

“It’s like naming a child”, someone once said to us, “only harder”.

But it needn’t be. We have tools and techniques to help with all the emotional and practical challenges of naming a brand; tools to help you generate ideas, reach consensus, and ensure that your name has the impact that you want it to.

In this section we share our naming toolkit. It has helped us to unlock the creativity - and the confidence - of many organisations in search of a great brand name.

We hope it helps you too.