Naming · Brand
A name that stands out from competitors and sticks in memory
We create a name from your brand positioning and check how it sounds, what it means and whether the domains are available. You get a name customers remember and sales reps explain with ease.
DOGMA’s position
A name is the shortest form of positioning. We judge every option by what it will do for sales and show it in a live context: on a storefront, in conversation, in search.
When you need it
Sound familiar? That’s what clients tell us when they come in.
People keep asking us to repeat our name and spell it wrong
All the good names are taken
We’re going international, and our name only makes sense at home
The team keeps arguing about the name, and everyone has a favorite
What you get
What you’ll have in hand
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Naming criteria
What the name must carry from the positioning, how it should sound and what to avoid.
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Shortlist
The strongest options with the reasoning: what each name tells the customer.
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Name checks
Sound, meaning in other languages, available domains and a preliminary trademark conflict search.
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The name in context
Every finalist on a storefront, packaging, a website and in a sales rep’s sentence, so you choose through the customer’s eyes.
How we work
Criteria → Search → Selection → Decision
Stage 01 of 04
Criteria
From the positioning we work out what the name must convey, who it’s for and which markets it will live in.
- Your part
- Session on goals and constraints
- Stage output
- Criteria and search directions
Stage 02 of 04
Search
We explore several directions: descriptive words, metaphors, coined words. We weed out what’s taken and what gets confused with competitors.
- Your part
- Answers to follow-up questions
- Stage output
- A long list of options
Stage 03 of 04
Selection
We narrow it down to a shortlist and check sound, meaning, domains and trademark conflicts.
- Your part
- First review and feedback
- Stage output
- A checked shortlist
Stage 04 of 04
Decision
We present the finalists in context and help you choose against the criteria. If needed, we test the names with customers.
- Your part
- Final session, owner’s decision
- Stage output
- The chosen name and its rationale
How we think
The principles behind the result
Position first, then the word
The name grows out of what the brand promises. Then every option can be judged against criteria, and the debate about taste ends.
A name is heard more often than read
We check how it sounds over the phone, in a recommendation to a friend and in a search bar. A name that’s easy to pass on sells by itself.
A name for years
A strong name holds up through new products, markets and formats. We check that it will still fit when the business grows.
What changes
- 01 People ask you to repeat the name and misspell it People remember the name the first time
- 02 The name says nothing about the product The name hints at why to choose you
- 03 Choosing a name is a battle of tastes The choice follows criteria from the positioning
Business resultYour brand has a name people remember, pronounce with ease and can grow with for years.
Discuss your challengeCases
Where it has already worked
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Strong both at home and away Remolo DOGMA’s own product: a remote desktop for Mac you control by touch -
A brand from the name to the website Nonka’s Archive Brand and website for a personal media archive -
From a personal brand to an agency that runs without the founder at every meeting KASHE Strategy, naming and brand identity for an event agency: the chaos stays backstage -
One system: 100 g and 200 g tins, boxes, a drop and merch Gedonist Hookah tobacco: a new name, a smile mark and a packaging system -
New brands in Ukraine Beauty Science Name, mark and the pitch deck that brings international brands into Ukraine -
From a bundle of AI features to a product with one promise Hearo GTM sprint, naming and website for an AI platform that answers every lead
Questions
What clients usually ask before we start
Will you register the trademark?
We run a preliminary check for conflicts and domains to filter out risky options before you choose. Registration is handled by a trademark attorney; we hand them the chosen name along with our check results.
Can you create a name without new positioning?
Yes, if your brand’s position is already clear; then we start straight from the criteria. If it isn’t, we first put the brand promise into a few lines, since a name needs something to be measured against.
What if we don’t like any of the finalists?
We build the shortlist on criteria you approved at the start. If the finalists don’t fit, we go back to the criteria and search in new directions.
What’s next
Clients often continue with
