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Naming Snapshot

June 26, 2020 October 1st, 2020

Creating the Perfect Name

VFC has refined the naming process to a series of necessary steps into which we inject creativity and personality for optimal results.

There are several specific categories or types of names and all are explored in our custom presentations provided to VFC naming clients. Of course, ALL OF THE NAMES that we develop for clients are strengthened by a representative tagline and VFC corporate identity package that includes logo and brand standards and assets.

We will forever argue that all branding starts with a meaningful and memorable name but, any company, product or service name can successfully go to market with organized brand standards and  strong creative campaigns to support it.
Getting started, a collaborative brainstorming process is essential but, at VFC, it all starts with strategic research.

RESEARCH

VFC undertakes cursory explorations of competitors, potential customers and the larger market to develop a naming plan.
  • Competitive Analysis: VFC researches direct competition, noting pros and cons of their naming conventions and marketing power, lessening the chance of offering names that can create confusion and strengthening the chances at exceeding their efforts.
  • Market Analysis: VFC researches the larger market, including similar categories, to identify trends (to follow or avoid) in the naming exercise and campaign support, yielding a more sophisticated approach to the development of naming criteria.
  • Target Analysis: VFC researches existing and potential clients at a psychological level, creating a profile of the demographic—who they are, the styles that attract them, and the other brands to which they’re loyal and we define the personality as a group.

CRITERIA

VFC combines the competitive, market and target analyses with input from the brand stakeholders gleaned from creative meetings and customized surveys, to yield a set of criteria for the naming exercise. We employ the same tactic for brand development and having parameters for creative brainstorming guides us to the objective together.

IDEATION

Brainstorming is the fun part! We’ve got the criteria and a set of boundaries for creative exploration so we can begin thinking in terms of words. From here we employ many trade secrets to explore multiple directions including analogies, literary references, popular culture, foreign languages, rhymes, idioms, portmanteau (combining two words), and neologism (manufactured words). This process is thorough and yields, within the set criteria, a list of potential names for the brand, product, product line or service offering.

EVALUATION

From the list of brainstormed names, which can be extensive and voluminous, we begin the process of collaboratively evaluating the candidates. VFC has created a proprietary scoring proforma that grades each name, at which point we will have a short list of finalists to review with the client.

SELECTION

Selecting the final name of the organizational brand, product or service from the short list can still be a daunting task, particularly if there are several strong candidates, which there often are. At this stage, VFC has several devices we employ to aid in the selection process that includes presenting visual representations as logotypes and application examples. Further visual development starts to take us into identity creation and branding.

TRADEMARK

After you have a short list of names for the company, product or service it’s time to make certain you can use it in your category. A simple search from a Trademark Attorney will reveal any potential conflicts.
If there are none then file to trademark your selection and protect it.

BRANDING

Once the name is selected, VFC will flesh it out with a purposeful tagline and and initiate brand development so that the full process, from name to logo, is strategic, scientific, creative, results-focused and effective!
See the results in action here.

Here, in one place, are a few of Virtual Farm Creative’s more memorable naming solutions.

Logistical nomenclature—naming developed with client criteria and brand objectives in mind—has always been a VFC strength. We realize the importance of engineering and supporting the perfect name for marketable CAMPAIGNS, BRANDS, PRODUCT LINES, PRODUCTS and SERVICES and our process employs a proven method to collaboratively achieve names that work.

Perfect Hatch

Fly fishing product distribution

 

Laxzilla

Lacrosse product distribution

 

UpGrow

IT recruitment and placement

 

Blue Collar Workforce

Labor staffing service

 

Solar Utility Nexus

S.U.N. – Solar installation services

 

Panacea Payroll

Cannabis industry business services

 

American Paradigm

Charter school group

 

Lot Squad

Event recycling services

 

Keystone Green

Environmentally focused staffing and products

 

Bemuse

Belgian-style ale

 

Mainstay Independent

Craft brewery

 

White Collar Construction

Remodeling service

 

I Pick Pottstown / Pioneers of the Good Life!

Campaign slogan & tagline

 

Asura

PPE distributor

 

Hear & There Music

Traveling music instruction

 

Twisted Leaf

Upscale cigar retailer

 

Manatawny Still Works

Craft distillery

 

Nourish Mobile

Mobile fresh market

PROTECT YOUR BRAND

You’ve made your mark, now it’s time to take the next step. Throughout our 21-year history, VFC has assisted hundreds of brands in the process of trademarking. Take a more in-depth look at the process here.

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Backed by years of solid agency experience, VFC is an innovative and energetic team of award-winning copywriters, designers, illustrators and programmers prepared to grow your brand and your business. VFC delivers strategic marketing, advertising and public relations campaigns for a diverse roster of clients from a 170-year-old, high-tech renovated farmhouse in the heart of Chester County, Pennsylvania. For more information call 877-GROW ART or visit VFC on the web at www.virtualfarm.com.

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