So what is in a name? Quite a lot, as it turns out.

Your company’s name is a vital part of your corporate identity. The more your business or product name can communicate and resonate with your customers, the greater the appeal and staying power in people’s minds. Since your name impacts everything from web design, to collateral, to packaging, it is critical that you have the right name from the start.

A single name has the power to conjure up entire mental maps. What do you think of when you see the name Apple, Macy’s or Twitter? How about iPhone, Band-Aid, and Kleenex? The right name can establish you and your product as a leader in your industry.

UEresearch understands the common pitfalls faced by companies during the naming process. Arbitrary names with no apparent connection to what the company does and with no measurable appeal become needless “friction” to the success of a business or product. Names that sound perfect but turn out to be already taken cause delays and cost overruns. These common stumbling blocks, among others, are expensive and time-consuming. At UEresearch, we seek to eliminate those pitfalls - getting the name right by putting your customers in the process.

What can you expect from UEresearch when you entrust us with developing your name?

• We will work with you to understand your business and marketing goals to ensure that, at the end of the day, what we deliver is relevant and on-point.
• Then, we start our unique “customer-focused” approach to naming. The first step is to conduct a focus group with people that represent your target demographic. In this focus group, we conduct a series of word association activities that let us capture the “feeling” and perception of the type of product or service you are offering.
• Based on what we learn, we do our own creative exercises and conduct some initial trademark searches to get a sense, early on, of what will and will not be viable. Many companies wait until the end of the process to do this, and have to come back and say that all the work was for nothing, after everyone has gotten excited about a name. We don’t waste your time and money by taking this type of approach.
• With 1-3 strong and viable candidates, we conduct a final verification step. This is often accomplished through final surveys, focus groups or field interviews.
• We deliver a final name that’s ready to go.

With UEresearch, you don’t just get a name. You get a name that has proven appeal with its target audience and is ready for market deployment. Contact us today to find out how UEresearch can assist you with your naming needs.