faq
Have questions? Get answers.
Working with Catchword
1. Does Catchword have a formula for creating the perfect name?
We don't believe in formulas—they stifle creativity and result in names that lack distinction. We believe that naming is more art than science. You won't find computer programs generating names in our offices—each name is handcrafted. We do, however, have a process we follow to move projects along, a process that includes discovery, creative exploration and development, and name evaluation.
2. How long does it take to create a name?
Most naming projects take about six weeks, but the time frame can vary. We focus on balancing your needs with our process, so you always win. In the end, we give you multiple lists of names, conduct preliminary trademark availability analysis, and recommend a select group of names that we feel are out-and-out winners. If you also want visual identity work, you should allow an additional four to six weeks. You'll also need to tack one to two weeks to the end of the process for your intellectual property attorney to do a full legal search and trademark registration. This search and registration process can take even longer if you require international searches.
3. What makes Catchword different from other companies offering naming and branding services?
When you hire us, the same senior people who present our services to you actually work on your naming project. There's no "B team" here. In fact, you'll receive hands-on attention from our founders. Each team member brings a unique contribution to your naming project, from business acumen to sociolinguistic expertise to industry savvy. With a balance of creative talent, a disciplined process, and business smarts, we're ready to create a rich array of naming options that directly meet your needs.
4. How does Catchword apply strategy to the naming process?
Our process is both strategic and creative in nature. We advocate names that support your brand and magnify the message you convey with other branding elements, such as graphics, your logo, and the tone of your advertising. Because creativity and business strategy go hand-in-hand at Catchword, you'll always get name candidates that are both evocative and relevant. You'll never receive a list of out-there names that don't take into account your competitive position or long-term branding goals. Nor will we deliver names that fit your strategic goals to a "T" but come up short in creative impact. If you need an outside perspective to help you shape your brand-positioning strategy, we can also help. Our intimate knowledge of many different industries, combined with our expertise in branding, makes us an ideal sounding board.
5. Can clients be involved in the creative process?
We welcome your input—especially because you know your business better than anyone. When you share your insights, we get a thorough understanding of your company's background, branding strategy, marketplace, competitors, and naming goals. We'll run with whatever you offer, whether it's a few key comments scribbled down to jumpstart the creative process or a long list of name candidates you love. Conversely, there's no pressure—we're happy to take care of the entire process from alpha to omega if you don't have the time or desire to participate.
The World of Naming and Naming Companies
6. What kinds of names are there and what is their "job"?
There are three major name categories: descriptive, suggestive, and arbitrary. Within these categories are several types of names. Some are coined, new words. Others are real words and real-word combinations in English and in other languages. Whatever the type, a good name has muscle. It evokes the unique style of your company or product. It clearly sets your products and services apart. It has the potential to work in international markets, so can expand with you. And it's flexible enough that you aren't boxed in to a particular business model or product line. Unlike other naming companies, which tend to produce a lot of names in the same vein, Catchword has a varied portfolio. Our names are always fresh.
7. What is a naming architecture and why do you need one?
Because companies sometimes have hundreds of product names, a naming architecture is an important tool. A naming architecture organizes your existing product names and sets guidelines for naming future products so you cultivate your image through your product lines strategically rather than haphazardly. Naming architectures help you keep track of names and provide a strong platform for your brand strategy and marketing communications. As a result, your product names stay in line with your strategic objectives and deliver a well-conceived message to your customers. To discuss your brand architecture and how we can help, contact us.
8. Does a strong name influence corporate success?
A name won't make your company. Rather, your success will add weight to your corporate or product name. That's not to say a name isn't vitally important. A bad name creates obstacles—whether by making a negative or inaccurate association or by failing to have any impact at all. Conversely, a strong name can enhance your corporate or product image, enticing consumers to brand loyalty.
9. Is it important to choose a name with global appeal?
Many companies find that staying competitive requires them to address international markets. That means adopting names that can cross borders, both literally and figuratively. A name should work in France as well as it does in the United States. And a name should appeal to the heterogeneous, multicultural audience within a single market. At Catchword, we leverage a worldwide network to ensure that the names we create will appeal to the international markets important to you. Our global partnerships allow us to get local insights into foreign markets—from Paris to Shanghai.
10. How is the shrinking availability of domain names affecting naming?
Finding usable and appropriate domain names is becoming harder and harder. Clearly, .com is still the most valuable top-level domain. However, it's nearly impossible to find names with available .com domains. While new TLDs are emerging in an attempt to alleviate this problem, their impact is still an X-factor. Most Internet users still go to the .com domain first when conducting a search. This makes our work even more valuable to companies looking for both a great name and a name that has an available and apropos domain name.
11. What does Catchword consider when naming a company versus naming a product?
A product name is generally more descriptive and functional than a company name. You want a company name to be emotionally evocative and flexible, so you can expand your business without jeopardizing the power of your brand. The stakes are high with a company name—it must appeal to customers, employees, and the media. Thus, personality and tone are paramount. Your product name's goal in life is to wiggle its way into your customers' minds and stay there. Because a product typically has a shorter lifespan than a company, its name does not need to be as flexible as a company name, which often must accommodate a wide range of different products.
