Name strategy - getting everyone to remember your name

It goes without saying that the name is a key ingredient for success as a business. Whether it's your brand, product, service, or anything else related to your organization, you want your name to be clear and memorable. And that requires a process. Launching a new name is a big investment, so it's wise to ensure high quality throughout with a naming strategy.

Proven process for naming strategy

At Navigator, we have developed a process that ensures that the new name holds up emotionally to the target groups as well as strategically, legally and practically. With hindsight, our method has so far resulted in several well-functioning names that are now successfully established in the market. All name development work should be based on a brand strategy to reflect what the brand stands for, its chosen strategic direction and promise to the market.

Part of the brand

The name is an important part of the brand. Therefore, it is also important that the name is used in the right way. Over the years, many brands have come under pressure when their product name has become synonymous with an entire segment, such as thermos, cottage cheese and post-it. This can be flattering, of course, but it can lead to the brand losing its distinctiveness, i.e. what makes it unique in the market. A well thought-out naming strategy protects the name by setting guidelines for its use and is a worthwhile investment as competition intensifies.

Long experience in naming strategies

At Navigator, we have extensive experience of working with naming strategies for companies in B2B, B2C and Healthcare. If you want to see examples of what we have done for different customers, you should browse through our cases. You can find more inspiration and knowledge on our blog. Feel free to use the filter function to search your way around.