Noesis begins the naming process by analyzing your brand status. We do this by asking you questions about your products or services, your customers, your values and culture, your business goals and aspirations and the existing and potential barriers that could prevent you from reaching them. We continue asking questions until we know your business inside and out.

Now that we know who you are, we take a close and critical look at your competition. Knowing all about them is an essential element in deciding where you fit in the marketplace. We look at what your competitors are doing, where they are and where you are in relation to them. We then present the results as a chart that reveals and rates each competitor's positioning, visibility and overall brand success.

Now that we've defined your core values and goals, and know all about your audience and your competitors, we analyze the information to establish your distinctive position in the market. Your choice of name should be directly driven by this positioning: the more precisely we define it, the more accurate and compelling your name will be. By the end of Step 3, we develop a Creative Brief that outlines your core values, positioning and other important information relevant to the development of your brand. It is agreed upon by all parties and then serves as an imperative guide to everything we do moving forward.

Now we brainstorm. We compose a large list of names from the research we've done, observations we've made and suggestions we’ve heard. After creating this initial list, we divide potential names into four categories, based on the different ways they can be perceived by the audience (some names, of course, will fit into more than one category). These are: Descriptive, Invented, Experiential, Evocative

An important part of the Noesis naming process is the development of creative materials to put potential name(s) in a meaningful context. These materials may include photography, layouts, taglines and "mood boards" that help to express the impact of the name and to communicate the story we are trying to tell. Presenting our ideas in this way brings a new level of clarity to the decision-making process by allowing us to identify the strengths and weaknesses of each of the candidate names. When these materials are complete, we present them and the names to focus groups in order to gain the fullest possible understanding of audience reaction to each.

The moment of decision has now come, and you make your final choice. Once you have done so, we develop taglines, arrange for the application for a trademark if necessary, and draw up an overall definition of positioning and "brand essence." By following a rigorous naming process, we have together set the stage for a seamless and painless transition into the creative process of developing your marketing collateral and overall messaging, and can forge ahead without delay.