The naming proces
At Zigila we believe that the ability to come up with the optimal name is the result of:
- World-class creative work
- Professional independent advice and project management
- Complete integration of all of the disciplines involved in building a brand
- Close collaboration with the client
Zigila comes up with the optimal name by working through a fast, flexible and focused process in which all relevant disciplines are integrated from the start.
The process consists of a series of phases that produce an optimal end result in the most efficient way possible.
Phase 1: Briefing
The client gives Zigila a briefing. This can be done verbally or in writing. Zigila will then write to the client within two working days outlining in detail how it intends to approach the assignment. If required, Zigila can also compile a complete checklist to help the client prepare the briefing.
Phase 2: First presentation
Within ten days of the briefing Zigila will suggest 40 to 60 names that cover all different angles of approach. The main object of this first presentation is to sharpen the focus of the briefing. Assessing names is an instinctive process – it is not a science. Clients are only really able to form an opinion when presented with a large number of concrete proposals. Naturally the client’s instinctive response is assessed in light of the criteria that Zigila has drawn up in advance. All of the names that Zigila suggests will be consistent with the client’s brand strategy. If the client has not yet formulated a brand strategy or if the brand strategy needs to be refined Zigila is able to offer advice.
Phase 3: Second presentation
Within five working days of the first presentation Zigila will suggest another 20 to 30 names. The object of this presentation is to arrive at a shortlist of 3 to 5 names that will then be subjected to linguistic and legal screening. Zigila will usually conduct an initial check to ensure that the names have not already been registered and that they are available as domain names prior to the presentation. A third presentation may be necessary for more complex assignments.
Phase 4: Connotation checks
If a name is going to be used in different countries it is essential to carry out connotation checks in the different language regions. These checks assess how easy the name is to pronounce and positive and negative connotations and associations. The checks are carried out by Checkpoints, one of Zigila’s subsidiaries.
Click here for more information about connotation.
Phase 5: Legal research and registration
This phase includes trademark and brand name clearance and domain name availability checks and usually takes around five to ten working days. Registrations can be initiated on the basis of the results.
Click here for more information about legal research.
Phase 6: Internal presentation of the new name
Acceptance of the (new) name within the client’s company is vital in ensuring that the name is a success. This is achieved by careful process management and interim and final presentations to third parties. As part of the assignment Zigila can deliver presentations that elaborate on the process not only at boardroom level but also to all of the staff and other parties involved.