Naming: the name as a strategic decision.
A name has to work in every language, every context and every conversation. So it starts from the positioning and is tested for registration, pronunciation and memorability before it is chosen.
How a name is created and validated
First the positioning, then the naming territory, then the alternatives. Validation crosses technical criteria, such as registration and domain, with perception criteria: how each name sounds and what it communicates to stakeholders and, when needed, to the audience.
- Descriptive
- Says what the company does.
- Suggestive
- Points to a benefit or an idea, without describing the business.
- Abstract
- A new word, or one with no direct relation to the business, that gains meaning with use.
How a naming project runs
- 01 Positioning
- The name is born from positioning. Before any list, strategy defines what the brand needs to say and to whom.
- 02 Directions
- Defining the naming territory: descriptive, suggestive or abstract.
- 03 Alternatives
- Generating alternatives within each direction.
- 04 Validation
- Registration, INPI (the Brazilian trademark office), domain and disaster check. For internationalisation, pronunciation and meanings in other languages enter the filter before the final choice.
- 05 Selection
- The options to present, each with how it sounds and what it communicates.
What your company gets
- Naming territory
- Name alternatives
- Registration and INPI validation
- Domain check
- Disaster check in other languages
- Rationale for each name
Names born from a positioning.
“Our partnership with BRBAUEN goes back a long way. We worked hand in hand and arrived at a material with real depth and personality.”
Managing Partner, Séren Incorporadora
“Working with BRBAUEN was a surprising experience — for the creativity, the ease of the relationship and the ability to propose innovations that truly make sense for the business and add value.”
Managing Partner, Telgo Telecom
“This moved me. I tell my children that when I grow old I will become a painter. They said I would need to learn how to paint, but my dream is to paint with food, expressively, the way you created the Cucina Mia brand.”
Chef and TV host, Grupo Globo / GNT
“We were impressed with BRBAUEN's portfolio and their focus on results. Location didn't matter; project management did. They excelled at communication, process and understanding our goals. Their responsiveness, attention to detail and talent made them one of the best decisions we have made.”
Marketing Director, Allnorth
“I am extremely satisfied with the investments we have made with BR/BAUEN. Ten years after they created the brand, we came back to evolve our positioning with them, for their professionalism and their ability to understand the company's goals and turn it all into a solid strategy, simply and objectively. I always recommend them; they will be with us for our whole journey.”
CEO and Founder, IBBRA
“Since the brand launched in June 2023 we have seen an average 30% increase in sales, a number that speaks for itself. The new brand not only captured the essence of what we wanted to convey, it also resonated deeply with our customers.”
Head of Marketing & CRM, Grupo Saga
“We thank the BR/BAUEN team for the work, dedication and brilliance. You met and exceeded our expectations, and we look forward to future projects together. Thank you for making our brand stronger and more relevant in the market.”
Founder, Além do Olhar
“After an excellent experience with Rodrigo and the BR/BAUEN team at a previous company, I couldn't think of any other team I wanted to collaborate with to build out the NewCastle brand. Their work illustrated that NewCastle Gold was a serious market contender for investors and companies looking to acquire or merge with a junior asset.”
Director, Communities & Social Performance, Rio Tinto · formerly Director of IR & Corporate Communications, NewCastle Gold
What is naming?
Naming is the strategic design process of choosing a name. It starts from positioning, defines the territory (descriptive, suggestive or abstract), generates alternatives and filters them by registration, pronunciation, memorability and context.
How do you create a name that survives internationalisation?
By testing candidates beyond the language and market of origin: pronunciation in other languages, phonetic analysis, unwanted meanings, perception among target audiences and availability of registration and domains across multiple territories. All of it at the filtering stage, before the final choice.
How do you reposition a brand without losing current customers?
By listening to the people who already buy before deciding what changes. Research says what to preserve, strategy decides what to evolve, and the launch communication explains why to existing customers before it explains it to the market.
How much does a naming project cost?
The investment depends on the programme, of 3, 6 or 9 months, the size of the company and the depth of the research. The programme and the investment are defined from the first conversation, when we understand where the brand stands and the goal of the project.
How do we start a project with BR/BAUEN?
Request a meeting through the form on this page or via WhatsApp. In the first conversation we understand where the brand stands and suggest the most suitable programme. We reply within two business days.