Choose a ‘Brand Naming’ agency carefully. It is the foundation decision which should not prove costly in the medium to long run. Choose an agency with intellectual gravitas and experience. Lighthouse Brands is that agency.
We have over three decades of expertise in brand architecture, brand management and building brand equity. Our core brand competency has been built over three decades of corporate, product and service branding experience with blue chip FMCG companies such as Diageo, Kellogg’s and Cadbury and retailers like Coles and Repco.
Shakespeare once said “A Rose, by any other name, would smell as sweet.” The bard’s quote suggests that a name is just a label to distinguish one thing from another.
This insight from the bard was perhaps true with established objects or products in a certain era. But in today’s context, millions of brands compete for mindspace. Astronomical advertising costs are required to establish a nascent brand.
This is where Lighthouse Brands can assist with a smartly named brand.
What do we do?
Lighthouse Brands is a Brand Naming agency.
A mediocre brand name will not distinguish your product thereby costing you sales. Creating a brand from a mere product is a specialised skill.
Some of the other brand naming agencies suffer from mediocre names themselves. If they were not able to name themselves properly, then you have to realistically question their competence with brand naming your precious product offering. You need to be in capable hands.
Building brands starts with Brand Names. It is the foundation platform for your organisation’s brand architecture and equity.
Questions one needs to ask.
- Is your brand name distinctive from the competitive set?
- Is the brand name relevant in the category it plays in?
- Is it easy to recall your Brand name?
- Does the Brand Name have enough brand width (pardon the pun) to expand into new segments – should the business require it. In other words, is it future proofed or will you have to spend money creating a new brand when the business expands.
A case in point is SpecsSavers which is a good catchy brand name for an optometrist retail chain.However, with their expansion into Audiology – their brand name restricts them. There are numerous cases of retail brands naming themselves after a single product category and then missing out on the sales of other products when expansion takes place. Daniel’s Doughnuts. Great for doughnuts. Not so great if they also sell pies.
There are a number of design agencies masquerading as brand naming agencies. You need to navigate carefully. Lighthouse Brands have a track record of smartly steering you towards building brand equity.
How do we do it?
Your selection of the brand name is the first step in creating brand equity in the marketplace with potential customers and consumers. We keep it simple.
We follow a 5 Step process to create compelling brand names.
- Competitive Brand Scan to assess playing field.
- ‘Brand Name’ Brainstorming using AI & our innate natural intelligence. Shortlist options.
- IP Scan of ‘Brand Name’ options.
- Consumer Scan and validation.
- 3 Brand Name Options presented to you.
Large agencies have large overheads. move fast. We eschew wasteful steps thereby saving you costs.
We embrace relevance and differentiation. We are selective about the types of products and organisations we work with. With the right brand name we will help you rapidly build credibility, emotional connection and lay the foundation for trust. A strong brand name enables brand loyalty, business expansion and growth making it easier to attract investors.
Lighthouse Brands is the nimble, cost effective ‘Brand Naming agency you need by your side to navigate you on your brand journey.
Here are some examples of good and average brand names across different categories, highlighting what makes one stronger than the other:
