At Fluid, we understand the critical role that a unique brand name plays in establishing a successful identity in today’s competitive marketplace. Fluid Branding’s comprehensive approach combines clear brand strategy with rigorous research and trademark expertise to help clients find names that are distinctive, evocative, and legally protected.
A complex creative problem
Our process begins with establishing a clear brand strategy that sets the foundation for naming. We conduct extensive brainstorming sessions, leveraging insights from market research and consumer behaviour to generate a shortlist of potential names. To facilitate this process, we create a decision matrix framework that helps identify and reconcile name submissions into various themes. Each name is then assessed against the organisation’s strategic goals, ensuring alignment with the brand’s mission and values.
Finding a trademark-able name is no small feat. With a staggering 75,000 to 88,500 trademark applications filed in Australia each year and only about 80,000 English words available, the competition for unique names is fierce. This challenge is compounded by the limited combinations of three-letter acronyms and the growing number of brands entering the market. Our team excels in creating short, memorable names that resonate with target audiences while ensuring they meet legal requirements for trademarking.
Once we have developed a shortlist of names, we review them against a set of consensus criteria. This step includes gathering input from a committee of brand stakeholders who participate in ranked-choice voting to select the most compelling names to submit to our legal teams for trademark registration. This collaborative process ensures that the final name reflects a consensus and is strategically sound.
In our work with Connected Libraries, for example, we established a unique brand name that encapsulated their mission of providing accessible and engaging library services. By drawing on submissions from the public and utilising our naming framework, we developed a name that not only stood out but also aligned with their vision of fostering community engagement through digital resources.
Similarly, our collaboration with are-able involved mapping the marketplace across their various employment, training, and community service sectors. We provided strategic naming solutions that highlighted their commitment to inclusivity and adaptability. The name we developed not only reflects their broad range of services but also positions them as a leader in community support, making it easier for them to connect with their audience.
The legal process
The legal process of trademark registration in Australia typically takes a minimum of seven months. During this period, our team works closely with clients to develop and review naming options. We guide clients through each step, ensuring they are well-informed and confident in their choices. Once a trademark is registered, there is a cooling-off period of three to six months during which the name may be challenged. Despite this, some clients choose to initiate brand implementation and marketing during this time, relying on initial findings to boost their confidence. Our expertise also extends to securing URLs in required geographic locations, ensuring that clients have a cohesive online presence that aligns with their newly established brand name.
At Fluid, we are committed to helping brands navigate the complexities of naming and trademark registration. With over 20 years of experience, we empower clients to create distinctive brand identities that resonate with their audiences and stand the test of time. Let us partner with you to craft a brand name that embodies your vision and sets the stage for lasting success.