Brand Naming

A brand name is more than a word. It is the beginning of a conversation.

Every Lexicon brand-naming project begins by helping your team develop the conversation between the company, the market, the channel and the customer.

You can’t create an effective new brand without understanding the conversation. Some call this “brand strategy development.” We call it common sense.

Most brand names are developed and selected based on their popularity with consumers (or management) and their ability to support specific, logical attributes.

Because we know that believability is more important than popularity and attributes change over time, Lexicon develops names that reflect a desired brand character and personality—values that will be intrinsic to the brand.