When the Name Is Doing More Harm Than You Realize

A name is the one brand decision you can’t quietly A/B test your way out of. The wrong one confuses buyers, buries you in search, or boxes you into a category you’re trying to escape. Teams often live with a name that no longer fits because renaming feels risky—meanwhile every ad, deck, and domain is spending money reinforcing the wrong idea.

Naming is one of the hardest, highest-stakes things we do, so we treat it as strategy, not wordplay: names built to earn attention, stay ownable, and hold up for years. It’s inseparable from your broader brand strategy and visual identity, so the name and everything around it tell a single story.

Benefits of Our Services

Memorable Brand Identity

Our naming services help your brand stand out in the market with a memorable identity that is easy to recall and recognize. This strong identity helps to attract and retain customers.

Enhanced Market Positioning

A well-chosen name can significantly enhance your market positioning by differentiating your brand from competitors and establishing a unique presence that appeals to your target audience.

Long-Term Value

The names we develop are designed to have long-term value, supporting your brand’s growth and evolution. A strong name builds equity over time and becomes a valuable asset for your business.

Our Proven Process

We begin by understanding your brand’s current position, market dynamics, and strategic goals. This phase involves detailed discussions and research to align our efforts with your vision.

Based on our insights, we generate a variety of name options through brainstorming sessions and creative exploration. These options are then evaluated for their feasibility, relevance, and impact.

We assist in finalizing the chosen name and support its implementation across all brand touchpoints. This includes ensuring the name is consistently used in all communications and marketing materials.

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Case Studies

It's called Tapp because “tiny elegant party projectile” felt a little long. Nobody needs Tapp. But once you’ve used it, you kind of do. We built a brand that gets that, equal parts restraint and revelry.

The Alto came to us mid-construction, with high-end units on the rise and a brand that needed to catch up. They didn’t want another swoopy serif brand mark and a line about “urban living redefined.” We built them an identity with confidence, restraint, and no real estate clichés.

Frequently Asked Questions

Testimonials

Branding can be a scary and intimidating word for a business. What is it? Who needs it? How can I trust the people who are doing it for me? Having been through the branding process with several companies in my career, I feel that BS have the unique qualities of being immensely talented and knowledgeable while also being inviting, open and engaging with their clients about the entire process. They help to make the branding collaborative rather than alienating, fun instead of convoluted. The quality of their work is outstanding, their creativity is seemingly boundless and their team is always professional and transparent.

Lauren Fisher – BLDG 20

We were initially looking for a firm that would be able to organize all of our thoughts about our company into a brand that would make sense to our customers. They have done just that in the projects that we have been working on. We are going to continue to use BS for multiple different projects moving forward.

Colin Hanley – Arcadia Towers

BS helped us create a brand we couldn’t have imagined doing on our own or with anyone else. They understood our needs, vision and goal. They are great to work with and we trusted them the whole way. There is nothing like our brand out there. We will keep working with them with our new ventures and will always recommend them to everyone!

Mapi De Veyra – Decibel Chicken

Third Party Testimonials

Clutch

Google

Design Rush

UpCity