Sticky Names

The Sticky Names™ Process

What’s in a name?

A good name for your company, product or service is one of the most important things a business or not-for-profit can own. Your name along with its trademark is the foundation on which all your marketing and communications are built. A well-known brand is simply the result of sound marketing combined with a relevant and distinctive name. Put simply…Your name needs to STICK!

My goal is to help you arrive at a sticky, marketable name that will be a solid, defensible trademark. I aim to do this as quickly and efficiently as possible and make the process pain free.

Look to The Ideas Guy when you are introducing a new product, launching a new service or starting up a new business or division.

A typical naming project

You give me a thorough description of the product, service or company you wish to name. Tell me whatever criteria you have for the kind of name you’re seeking and give me an overview of your competitors’ names and any other industry-specific information that might be helpful.

Within seven business days I respond with recommendations. This consists of a top ten list of names that I believe meet your brief and that fit your criteria.

If I haven’t been successful in the first round, I will ask you for additional direction and constructive feedback and will then begin the process again, pursuing other possibilities and returning with another short list of ten names I recommend.

Once you have selected one or more names you like, you should undertake your trademark and domain search and registration process. I do not perform these legal services but can recommend a firm to you, or you can use your own solicitor / legal department.

Investment

$7,500 (plus GST) per brief that requests the naming of ONE product, service or business.

50% payable upfront prior to the commencement of work.

This includes two passes ie. If a name isn’t identified in the first round then a second round of thinking is included in this fee.

When developing our brand in 2006 the opportunity was presented by our Advertising Agency, HUB, to use the services of Tim, The Ideas Guy. The product was brand new so we needed a process for developing a brand character which would be a solid basis to build upon. There were also six brand owners so this process was also very important to make sure we were all on the same page.

We found the Brand Character process extremely rewarding and worthwhile and was undoubtedly the most important part of our brand building process. In addition, the Brand Character workshop would not have been a success without the thorough exploratory approach Tim took, in addition to his enthusiastic yet relaxed style.

Angela Brown
Brown Brothers Wines