If you've never worked with a brand naming agency before, that first kickoff can feel a bit like walking into unfamiliar territory. What are they going to ask? What do you actually need to bring? And how do you set things up so the project starts on solid ground? Here's a straightforward guide to help you get the most from your naming partners.
Start by pulling together your materials
Your naming team needs to get up to speed on your world — and fast. Share whatever you've got, even if it's a mix of polished slide decks and back-of-napkin notes. Things like a company or product overview, what sets your offer apart, any brand strategy work you've done, relevant research, and the feeling you want the brand to evoke are all helpful. The clearer the picture, the quicker a naming company can zero in on directions that actually resonate.
Know who you're naming for
When your naming agency understands your audience, they can focus on what really matters. Whether you've got full-blown personas or just a rough sketch of who you're going after, share it. Who's your primary audience? Why would they pick you over someone else? Are there secondary groups you need to keep in mind? A strong name speaks to people where they are — so giving your naming agency that context up front makes a real difference.
List out your competitors and category players
Naming doesn't exist in a bubble. Your agency needs to understand the landscape — what's normal, what’s essential, what's overdone, and what the clichés are in your space. A simple list works: direct competitors, indirect ones, and any broader industry references that feel worth mentioning. This helps your team spot patterns, steer clear of the generic stuff, and push your brand somewhere more distinctive.
Think through your naming preferences
During the kickoff, your brand naming agency is going to ask about your expectations, your tastes, and any hard lines you need to draw. Have you taken a crack at naming internally? What messages should the name get across? Are there styles you're drawn to, or ones you can't stand? Any specific words you want explored—or absolutely avoided? What are your expectations around URL availability? These conversations help your partners tune the creative dial so you're not wasting time on ideas that were never going to land.
Get ready for the legal conversation early
Legal stuff isn't exactly thrilling, but it's critical. Your agency will usually handle preliminary screening, while you and your attorney take care of the final trademark search and registration. Be ready to talk through which trademark classes you need, what countries are on your radar, and who's running the comprehensive search. A little alignment here can save you a lot of headaches down the road.
Bring it all together for a smooth kickoff
When you show up to your naming kickoff with materials in hand, a clear sense of direction, and some early instincts, you're giving your brand naming agency exactly what they need to hit the ground running. You'll move faster, dig into stronger ideas, and spend your time on names with real legs for your brand's future.
Ready to find a name worth building around? Reach out anytime: https://tanj.co/contact