Brand naming: The perfect solution for a business that builds reputations
A long-standing client of Broom & Moon was setting up her own consultancy — and approached us for help coming up with a new name.
The new business specialises in PR and crisis communications, helping individuals and organisations build and manage their reputations.
Its founder was looking for a name that was punchy and memorable.
She also needed something that would set her apart from her more traditionally monikered competitors (typically named after partners and founders). So something modern, but not too “out there”.
The naming process: following an idea sparked by the words in the brief
The first thing we do when a client approaches us for help with their name
is get a sense of what kind of name they want.
Do they want something abstract, evocative and metaphorical
(like Amazon or Broom & Moon)?
Or do they want something more explicit, descriptive and literal
(like General Motors or Hotels.com)?
Our client told us she was most attracted to the former: metaphorical names
that reflect the spirit of the brand.
Broom & Moon’s briefing process for naming jobs also encourages the
client to tell us about their brand — and the feelings they want to
inspire in their customers.
This client’s brief highlighted several themes: protection and security, flexibility and smoothness, and an ability to remain calm while navigating turbulent waters.
All of these themes were explored while researching candidates for the name — a process that led to a long list of hundreds of potentials, narrowed down
to a shortlist of 17.
But it was these excerpts from the written brief that ended up sparking the idea behind our final recommendation:
We are a specialized agency
that protects and builds
reputations and brands.
We are not consultants, we are on
the tools, building plans, ensuring seamless execution.
We can work in the background, providing you the arms and legs
you need.
We are more comfortable in a war room, solving an urgent problem than on our sofa watching netflix.
Naming a new business or product is a messy process. It’s most successful when you give yourself the time and space to explore multiple avenues (and inevitable dead ends) and make conceptual leaps.
In this instance, the initial spark for the final idea was an online list of things that are strong. It included the word “denim”: material that is also smooth, flexible, protective and blue (a symbol of calm and trustworthiness).
But, above all, it was created for workers — people who build things.
That led to a question: who are some famous builders? Which led us to:
And her real-life counterparts…
Like our client, icons of female strength and power, who build things in a time of crisis.
Also like our client, not in the direct line of fire, but a hard grafter in the background.
Finally, sealing the deal, we remembered this person, who was also happiest in a war room:
The outcome: a name our client instantly new was right
When we presented the name — and the story behind it, our client knew she’d landed on the perfect solution.
That name was…
And, as it says on the Jumpsuit Global website:
Our name reflects how
we work.
Hands-on.
Sleeves rolled up.
Quick to action.