A brand naming agency is different than a business naming agency. A brand naming agency seeks to use the opportunity of a name not just as an identifier of the business but as a signal to the broader brand story, the emotional and experiential benefits in store, etc.

Reputable naming agencies vet for available domain names, but just because the domain is available doesn’t mean the trademark is clear. You should always consult with a trademark attorney for proper legal guidance on company and product naming.

Name generation robots (algorithms) and crowd naming services promise to deliver an inexpensive solution to what is, frankly, a costly, multifaceted problem. Though “even a broken clock is right twice a day,” nobody who understands the full impact branding and naming exerts on a business would resort to such cut-rate hackery. In theory, they both sound full of potential. In practice, not so much. After scrutinizing the name portfolios of completed projects coming out of these websites, here’s what I concluded. If you’re even the slightest bit tempted to take their bait, please:

1) Take notice of the unnatural (unpronounceable) arrangement of consonants.

2) Notice how domain availability seems to trump storytelling or connectivity.

3) Notice how often silly puns and poor stabs at portmanteaux show up in the output.

4) Notice how many of these companies would also like to sell you an off-the-shelf logo and remember that “off-the-shelf” is about as far away from authentic branding as you can get.

Naming companies sell their full intellectual property rights in the chosen name to you. Some naming firms may retain rights to display the name as a work sample, and some naming agencies may retain rights in the options you choose not to pursue. Other than those intellectual property exceptions, it’s what Pat Sajak used to say, “Once you buy a prize, it’s yours to keep.”

Business naming mistakes are most commonly made when branding and naming objectives are misunderstood, when companies and owners believe the equity they have in the current name outweighs the benefits of re-branding and re-naming, when there are too many people in the room, when puns pass for cleverness, when names aren’t pre-checked for matching domain availability, etc. When naming for global companies, language translation issues can lead to some pretty embarrassing situations.

Many domain name registrars also hold auctions of available domain names. If you are in search of a brand name that also has a suitable domain name, work with a naming agency that only presents viable naming options. Then, consult your trademark attorney to ensure your favorite name won’t encroach on another company’s intellectual property.

Company naming fees vary based upon many factors, including the complexity of the assignment, the number of name generation options you would like to see, and the naming firm’s track record. The larger naming agencies regularly charge anywhere from $25,000 to $250,000. For small businesses and un-funded startups, Articulated Brands® offers special packages that range from $3880 to $12880. Please call for a firm quote.

A tagline is a phrase that serves to summarize a company’s position in the marketplace. It serves together with the name and logo to comprise the brand identity. The word “tagline” is also used to describe short headlines used on websites and in print marketing pieces, but these are technically headlines, subheads and captions, not taglines. Similarly, many television campaigns are built around and drive to theme lines, but these are specific to each campaign. Companies should have only one primary, dominant tagline at the brand level, but they can have taglines for service groups, business units and products, as well.