Naming Your A/E/C Firm
By Emily Hall
If you’re considering naming or renaming your architecture firm, you probably know what you don’t want. Those names that make your eyes roll. Tacking on another last name to the string of names. The much-settled-for acronym. One client said, “I don’t want a name that sounds like it could be a cannabis store.”
In the world of naming, it’s much easier to edit losers than to generate winners. That’s because people tend to think that there’s one “perfect” name out there for their firm, it just needs to be plucked from the air or come to them during the perfect shower contemplation moment.
In rare instances that is true. I love the name Fathom for one of our clients that designs for the Navy. They came up with it. Brilliant.
But for most firms, naming is an inexact science rife with frustration (finding your first choice is already trademarked), obsession (waking up in the middle of the night thinking about it), and trust.
Trust?
Firm leaders need to trust that a name is just the beginning of the branding process. Your identity will be layered with meaning – from the name, to the graphics, to the messaging. Eventually, your reputation will bring dimension as will all intangibles that build a brand.
Your name alone can’t do everything, but it should be simple, memorable, and evocative.
Where to start?
Just as a creative brief outlines a rebrand, a naming brief defines naming parameters. You need to understand what your new name needs to do for you. Change an outdated perception? Subtly (or boldly) point to the next generation of leadership? Better position you to enter a new market? First and foremost, stakeholders need to agree on these intentions.
After you’ve designated your naming stakeholders – a small number of leaders who will ultimately make the decision – craft your naming brief, which should answer the following questions:
Description:
Who the firm is, what the firm does, and who the brand serves. (Keep it to one sentence each)
Objectives:
What do you want from the name?
Why do you want it?
Naming Criteria:
What does the name need to communicate?
What languages or geography are you including?
Does it need to include formal names or services?
Personality:
If your company were a person, how would you describe their personality? (give as much detail as you like - personality traits, physical attributes, hobbies, etc.)
Are there qualities your brand is definitely NOT?
What are the top three messages about your products or services that MUST be communicated?
Competition:
What are the names of your competitors?
Get thinking!
I’ll share a few of the brainstorming exercises that CVG uses. These have been developed from resources from Jeremy Miller’s book, Brand New Name, and Brand Flowers’ The Naming Book. I highly recommend both.
Some exercises have been tweaked because I’ve been working exclusively with architects and landscape architects for over 23 years. I understand your…discerning verbal palette.
Exercise 1: Free Form Association
Reserve 30 minutes to write down all of the words that come into mind when you think about your firm. Feel free to go on tangents and don’t edit. More is more.
Exercise 2: The Thesaurus Rabbit Hole
Review those words and circle the ideas that intrigue you. Use these resources to generate more ideas:
https://www.merriam-webster.com/thesaurus
Or look them up in a foreign language: https://www.indifferentlanguages.com/words/
Exercise 3: Compound Words
Find the shorter words on your list. Mix and match them. Add prefixes and suffixes (like co-, -ology, -ly)
Exercise 4: Characters, Places, and References
Think about references: geography, fictional or historical characters, or song lyrics as inspiration. Some may be too obscure, some may be cool. Remember, the name should spark intrigue.
These are just a few ways to get your brain working. Since naming is a professional focus for me, I collect various dictionaries and reference books. I often use a mythology dictionary and one of my favorite new reference books is Seafaring Lore & Legend by Peter D. Jeans.
Check availability
Check Google to start.
Go to the USPTO website to search for trademarked words: https://tmsearch.uspto.gov/search/search-information
Check your state’s business registry to make sure the name is available.
Sadly, this is where dreams are often crushed and you’re forced to go back to the drawing board. Trust me, I’ve cried out in frustration during many of these searches. But if you’re going to invest in the process, you’ve got to go by the book. I also recommend hiring a trademark attorney if there is any gray area. You may also decide to trademark your brand for future protection.
You’ll want to work with your business attorney as well to transition important documents and registrations under a new name if necessary.
Hire a branding consultant
If you’re renaming, you’re definitely rebranding, which also involves graphic design, copywriting, and website development. CVG’s Creative Studio provides all of these services (including naming) to A/E/C firms with the distinct advantage that you’ll have a professional A/E/C marketer managing your project through all stages. We understand the best industry marketing practices and guide firms accordingly.
If you’d like to learn more, book directly on my calendar here:
See additional resources about CVG’s approach:
Website: CVG’s Creative Studio Portfolio
Article: Lessons Learned from Branding Small Architecture Firms
Video: Case Study: Bayview Landscape Architecture Brand Refresh