Naming and branding guides

Short, practical guides written the way a brand consultant would actually walk you through the decision.

• How to name a business: a practical 7-step process

  A working process for naming a business: write the brief, generate widely, cut hard, run the say-it-out-loud test, check availability, and commit without regret.

  9 min read

• The business name checklist: 12 tests before you commit

  Run your shortlist through twelve practical tests — pronunciation, spelling, trademark, domain, cross-language, longevity — before you register anything.

  6 min read

• Brand identity basics: what a small business actually needs

  The minimum viable brand identity: name, positioning, palette, type, logo, voice and a one-page guideline. What to invest in first and what to skip.

  7 min read