Too often, branding is thought of as the visual stuff. Logo, colors, look and feel. But naming is branding, too.
It lives within the broader discipline — alongside messaging, design, logo, tone of voice, and other essential expressions. But when you zoom in on how brands are built, naming often needs to happen before the rest of the branding journey can unfold.A great name sets the tone for everything that follows.
At Tanj, we like to think of it like this:
Naming gives the brand its first words. Design creates a world around those words.
Naming Sets the Verbal Foundation
A name is the first expression of your brand’s verbal identity. It’s the tip of the spear — a strategic idea distilled into a single word or phrase. It frames how your audience will see you, talk about you, search for you, and remember you.
A strong name provides direction for everything that follows: your messaging, your tone, your positioning — even your visual identity.
Design and Expression Build the Ecosystem
Once the name is in place, designers and brand strategists can shape the full experience — visually and verbally. The logo, color palette, typography, imagery, and voice all become tools to expand on the story your name has already begun to tell.
In this way, naming is the first move in a broader brand system.
One Starts the Conversation. The Other Builds the World.
When naming leads — and everything else follows in thoughtful sequence — you get a cohesive, compelling identity:
- A name with clarity, depth, and purpose
- A brand system that amplifies its meaning
- A solid foundation for connection and growth
Whether you’re naming a startup, a product, or a new division within a legacy brand, starting with naming sets the stage for better brand-building across the board.
Need help starting smart — and building strong?
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