Crafting a Brand

What’s in a Name? 3 Steps to Change Your Approach

When it comes to naming a brand or campaign, the process is just as important as the end result.

Choosing the right name is not just important—it could make or break a brand or organization. A great name is emotive, engaging, culturally sensitive, and sometimes provocative. It has the power to convey a message before anyone sees your logo or reads your messaging.

At Fig Industries, we approach naming with a proven process that is informed by the past while looking to the future. With our help, you can give your brand a head start with an intentional name that is concise, enduring, and withstands the test of time.

Step 1: Do the Research


We believe the client knows their brand best. In our discovery phase, we work closely with our clients, digging deep into the purpose and mission behind their new venture, unearthing helpful nuggets to inform a name that has a personal connection to the founder as well as their target audience.

Step 2: Get Curious

We love this part! We work our magic with a whiteboard, a word list, and a room of creative thinkers. During this part, no idea is a bad idea so we spend time testing out each direction until we have a handful of winners. We’ve found that the path to the best name is rarely a straight line.

Step 3: Push the Boundaries


The iteration phase is when we refine, revise, and rethink each proposed name collaboratively with our clients to ensure every word and even every letter is just right. Then it’s off to the trademark attorney before we begin crafting the brand story and visual language for the newly established brand.

For examples and insights plus a custom Fig Industries keepsake poster, request a copy of Issue 01 of Figment.