Brand name and intellectual property for brand identity

Brand name creation & verbal brand identity

From company names and brand names to sub-brands, propositions, products and categories: naming is a specialist discipline that brings a brand's identity to life.

We offer a full range of services, including developing naming structures, conducting verbal analyses, and providing inspiration for verbal brand identity.

Whether it's brand architecture, brand descriptions, brand statements and slogans, the brand heartbeat or the verbalisation of vision and mission — we guide the process from start to finish.

You imagine it, we name it.

What kind of name suits your brand best?

A name can be descriptive, communicative, associative or abstract. This choice often sparks debate, and there is no universally correct approach.

The answer depends entirely on strategic or tactical objectives, the position within the brand architecture, the competitive landscape and a host of other factors.

Developing and selecting brand names and naming structures requires in-depth knowledge of brand strategy and seamless integration with the visual identity, so that the brand presents itself clearly and powerfully.

The technical side of naming

Naming also involves technical challenges.

A name must not only be linguistically suitable for different markets and cultures, but also meet intellectual property requirements and be available as an internet domain.

The latter is becoming increasingly challenging, as national and international domain registrations now run into the tens of millions and demand for unique names continues to grow.

The process: from creation to evaluation

Our experienced naming specialists work closely with an extensive network of copywriters, linguists and trademark advisors to create names that are both inspiring and distinctive.

Every naming project is carried out in close collaboration with the design team, ensuring that the verbal and visual identity align seamlessly.

Each name is systematically evaluated on linguistic criteria, intrinsic associations and the degree to which it connects with the emotional drivers of the 23plusone methodology, as established in the strategic starting points.

From vision to brand passport

Our names transcend product or service descriptions and contribute to expressing the core values, vision and mission of the brand.

This ultimately translates into a brand passport: a blueprint for brand identity that guides all future communication and brand growth.

With care and expertise, we create names that endure, strengthen the brand and connect with the deeper meaning the brand wishes to convey.