MEMORABLE

DISTINCTIVE

MEANINGFUL

Brand architecture defines the different levels within your brand and provides a hierarchy that explains the relationships between the different products, services, and components that make up your company’s portfolio of offerings. 

BRAND
ARCHITECTURE
& NAME

The right name is timeless, tireless, easy to say and remember; it stands for something, and facilitates brand extensions. Its sound has rhythm. It looks great in the text of an email and in the logo. A well-chosen name is an essential brand asset,
as well as a daily workhorse.

chaos to architecture

Our Brand Architecture and Naming methodology is a three pronged approach that ensures that your brand purpose is clear and management of the brands is orderly. A good example is a company which has 2 brand. Brand A is a high end bespoke gents wear label and Brand B a kiddies fun socks label. Using a masterbrand for the two would erode value off the high brand and repel kiddies socks clients as parents don’t typically associate shopping for kiddies wear from a bespoke gents tailor. .

what's in a name really?

A name is transmitted daily in conversations, emails, websites, on the product, business cards and in presentations. A company name creates and immediate impression which can either enable or hinder business. 
Take for example a company called Faku Trading. What immediately springs to mind? Is this a company you would do business with? Why? 

See our Architecture and Naming tools below.

VISUAL

POSITIVE 

MODULAR

BUSINESS ANALYSIS

PORTFOLIO STRUCTURE GOALS 
EXTERNAL VIEW POINT
ARCHITECTURE BY TYPE

PORTFOLIO STRUCTURE

BUSINESS NEEDS ANALYSIS
INVESTMENT PRIORITY
SOLUTION TYPES ANALYSIS
ARCHITECTURE ASSESSMENT FRAMEWORK

NAMING RULES

BUSINESS NEEDS ANALYSIS
INVESTMENT PRIORITY
SOLUTION TYPES ANALYSIS
ARCHITECTURE ASSESSMENT FRAMEWORK

Common naming myths

ANY NAME WILL DO. ITS JUST A NAME

Naming is a rigorous and exhaustive process.
Frequently hundreds of names are reviewed prior to
finding one that is legally available and works.

I WILL KNOW IT WHEN I HEAR IT 

People often indicate that they will be able to make
a decision after hearing a name once. In fact, good
names are strategies and need to be examined,
tested, sold, and proven.

WE WILL JUST DO THE SEARCH OURSELVES 

Various thoughtful techniques must be utilized to
analyze the effectiveness of a name to ensure that
its connotations are positive in the markets served.

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