The name has to survive a trademark search, not just a brainstorm
Most naming projects die because nobody checked availability until after the room fell in love with an option. I build the trademark and domain check into the process from day one, not as an afterthought.
Naming is its own discipline, not a branding add-on
A name has to do more work than a logo ever will — it gets said out loud, searched, spelled from memory, and lived with for a decade. That takes a different process.
Naming workshop
A structured session to define what the name needs to signal — sector cues to lean into, clichés to avoid, and the words your competitors have already worn out.
Linguistic & pronunciation checks
Names that misfire in speech, look wrong in a URL, or mean something unfortunate elsewhere get cut before they reach your shortlist.
Trademark & domain screening
Every shortlisted name is checked for UK trademark conflicts and realistic domain availability before you get attached to it.
Rationale, not just a list
Each finalist comes with the reasoning behind it, so you're deciding with logic, not just gut feel on a Friday afternoon.
The naming process that avoids an expensive rename later
The common approach
- A shortlist of names nobody's checked against the trademark register
- Picking the name the loudest person in the room liked best
- Discovering the .com is squatted after the logo's already designed
- A name that sounds great in the pitch but nobody can spell from a phone call
How I do it
- Every finalist pre-screened for UK trademark conflicts
- A shortlist backed by reasoning tied to your positioning
- Domain and social handle availability checked before sign-off
- Names stress-tested out loud, not just read silently on a slide
Tell me what's broken, or what you're starting.
One email or a fifteen-minute call. I read and reply to every one myself.