In a world overflowing with brands, standing out starts with the right name. Whether you’re launching a new venture, refreshing a legacy brand, or naming a new product, choosing the right naming agency can mean the difference between landing with impact — or barely making a ripple.

At Tanj, we’ve been in the naming trenches long enough to know what separates a solid agency from a flop. So if you’re a marketing leader navigating this decision, here are five essential qualities to look for when choosing a naming agency — along with a few insights that’ll help you on your search.

1. Strategic Thinking, Not Just Wordplay

Great names don’t come from thin air. They’re built on insight, clarity, and a strong strategic foundation. The best naming agencies don’t just deliver lists of names—they help you think through what your brand should be saying.

What to look for:

  • Agencies that start with deep discovery and positioning work.

  • Naming grounded in brand strategy.

  • Clear articulation of your name’s role in the broader brand ecosystem.

Pro tip: Ask to see how their process connects strategy to naming outcomes. 

2. A Proven Process (That Still Feels Human)

Naming is part art, part science—and the best agencies have a process that honors both. Look for a naming partner that’s structured enough to get results, but flexible enough to adapt to your needs.

What to look for:

  • A clear, repeatable naming methodology.

  • A detailed timeline with defined milestones.

  • Flexibility to engage internal stakeholders or boards as needed.

Pro tip: Ask how they handle team disagreements or indecision. Process matters when things get messy.

3. Range and Rigor in Creative Exploration

The strongest agency partners explore a wide range of name types (real words, coined names, evocative phrases) and help you understand the pros and cons of each.

What to look for:

  • Clear naming rationales: Why this name, for this brand?

  • Ability to push creative boundaries — and rein things in when needed.

Pro tip: Review their past work. Look for variety across industries and naming styles.

4. Trademark and Linguistic Awareness

A name that can’t be cleared is a liability. The right agency understands global markets, trademark hurdles, and cultural nuance.

What to look for:

  • Built-in preliminary trademark screening.

  • Cultural and linguistic vetting for global launches.

  • Access to legal partners or in-house expertise.

Pro tip: Ask about their track record with name clearance. They should be able to show how they help reduce risk before you fall in love with a name.

5. True Partnership (Not Just a Vendor)

Naming is personal. It’s creative. It can stir up passionate opinions. You want a partner who gets that—and who knows how to navigate it with empathy, clarity, and confidence.

What to look for:

  • Thoughtful facilitation of stakeholder conversations.

  • Honest, strategic discussion — not just name dumps.

  • A team you actually enjoy working with (you’ll be talking a lot).

Pro tip: Chemistry matters. If they don’t feel like a good fit, trust your gut.

Getting to a great name isn’t easy — and it shouldn’t be. By choosing a naming agency with these five qualities, you’ll set your brand up for the right name. And? You’ll build a foundation for clarity, resonance, and long-term growth.

At Tanj, we’ve helped everyone from Fortune 500s to startups name with purpose. If you’re ready to start your naming journey, we’d love to talk.

Explore more naming insights at Tanj.co or get in touch to start the conversation.