At Fluid, we know a strong name shapes brand identity and success. Our approach blends brand strategy, research, and trademark expertise to create names that are unique, evocative, and legally secure.
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.
We organise ideas with a decision matrix, helping align names with brand goals and values.
Brand Naming is challenging. Each year, Australia sees 75,000 to 88,500 trademark applications. With only about 80,000 English words, finding unique names is tough. Three-letter acronyms and new market entries add more complexity.
Fluid creates short, memorable names that resonate with audiences and meet trademark rules.
After shortlisting, we review names against criteria. Stakeholders vote on names to choose those sent for legal checks. This ensures the final choice fits brand strategy.
Real-World Examples
For Connected Libraries, we developed a name reflecting accessible and engaging library services. Public submissions and our framework guided us to a name that stood out and matched their vision for community engagement.
For are-able, we mapped their markets across employment, training, and services. We delivered names highlighting inclusivity and adaptability. Their new name reflects their broad services and strengthens their community presence.
The Legal Process
Trademarking in Australia takes at least seven months. During this time, we help clients refine name choices.
Once registered, there’s a cooling-off period of three to six months. Some clients begin brand rollout during this phase, confident in our research.
We also help secure URLs in target regions, ensuring online presence matches new brand names.
At Fluid, we help brands navigate naming and trademark challenges. With over 20 years’ experience, we help create names that resonate and last.