The copywriter submits the best free options.
Unfortunately, most of the names are already taken; they are eliminated at the stage of checking the uniqueness - this is up to 80% of the chic options. Thus, the priority for us is no longer only creativity, but also being unoccupied - we choose a fairly suitable name.
Sometimes the name means nothing, is unclear and has no history. Most big brands are like this (Calve, Nike, Apple). Naming begins to work when it is supported by corporate identity and branding. The name itself can essentially be anything.
After checking the uniqueness of the name, we select a corresponding free domain for it that is not occupied by other companies (including in other niches) and not occupied by squatters (buyers of interesting domains), so that you do not have to buy the domain for 2 million euros.
We also evaluate the semantic field of the title in search results. For example, the name “Merrah” comes up in Google as the river Marah, whose bitter waters became sweet according to the Bible. The connotation is positive, but this reference is important to consider. However, if a good title is wrapped in a negative field (for example, hentai characters, porn or gangs, illegal drugs and other inappropriate publications), we are forced to abandon it or decide to change the search field (which is a lot of time-consuming work).
You do naming once or twice in your life. A copywriter does this 3-6 times a month. We understand that you need to make the “right choice”. But there is no “wrong” in presentation. We see the fate of the names in advance, we see their adaptability to advertising campaigns, longevity and freshness for the next 10 years. We provide something that you will think about only in six months.
It is desirable that the name is easily transliterated.
We pay attention to the outline of the word: the angles of the letters, the combination of typographic rhymes (repetitions of letters or stems like V, Z, R), the “color” of the word (crimson raspberry, blue blueberry).
When presenting titles, the font and accompanying visualizations are always conditional; this is a draft. After the final choice of option, we select the font, color, shapes, illustrations, even the domain, and create a logo.
Never reject the entire pitch at once. Take time to get used to it, think, “live” with the names. Very often, names are not liked right away, but become loved over time.
Try not to go to the second round of service. It often seems to the client that the copywriter tried poorly in the first pitch and held back everything until the second. Usually it's quite the opposite.
Enjoy your choice, and remember that any title that is promoted correctly will be successful.
© Natalya Mayorova