Within the branding process and starting the house from the foundations, the first thing we would have to do after the initial study and analysis process, would be to name the creature.

Incredible as it may seem, naming processes can achieve very varied results that can be a great success for the new brand or a real disaster.

In this sense it is necessary to be very methodical in the process of searching for the ideal name, and we have to say that it can be a long process and of great complexity with many variables to take into account that are not in your hand and that sometimes can take you back to square one.

When faced with a naming assignment, the project has to be approached on two main levels that have to go hand in hand in the decision making process and these two levels, the proportion of the less creative part is the one that finally has more weight and relevance.

CREATIVE” PART

Search for originality, differentiation, connection with people, connection with the values of the company, good sonority, easy to remember, evocative, in short, everything that has to do with the creation of the name itself.

LEGAL / ANALYTICAL” PART

Part that will determine whether or not we can really use the dreamed name.

• Analysis: The position of the new naming with respect to the competition, possible negative associations in different languages, confusions with existing names, etc. will have to be analyzed.
• Legal: Can the new naming be registered, do we have domain and social network names available?
• Due to the over saturation of brand names this process can be extremely frustrating and can take you back to square one on many occasions.