Brand Naming
A name is often more decisive than any of a brand's visual elements. Through a structured process we arrive at a name that is short, memorable, free and has a unique character.
What brand naming includes
01Naming territories
Not every good name comes from the same place. Before we choose, we build out different conceptual directions — from descriptive and associative, through metaphors and loanwords, to entirely invented words with no direct link to the product. Each carries a different character and message. So you know not only which name it is, but why it is the right one.
02Competitor name analysis
A good name is not born in isolation — it has to stand out in a particular market, among particular competitors. So before we generate anything at all, we map the naming landscape: which conventions dominate, which territories are overcrowded, and where there is space for a new name to sound fresh and be remembered.
03Naming concepts
Brand naming is not a matter of one afternoon's brainstorm. Sometimes you have to work through hundreds of candidates — each with its own approach, character and logic. The wider the net, the more certain we are that what we choose in the end is not merely good, but right.
04Validated name proposals
Every final proposal goes through a structured check against the Bulgarian and European trademark registers. The names that survive are also checked for domain and social media availability. For the final shortlist we always recommend consulting a specialist trademark lawyer.
05Tagline concepts
The best taglines need no explanation — they simply lodge themselves in the mind. They take on a life of their own in an audience's head, long after the brand's other messages are forgotten. Alongside the name we often find exactly that: a few words to sign off every message you send.
Who it's for
Brand naming is for you if you're launching a new business or product and every name that comes to mind is already taken.
If your name has outgrown the business — it sounds out of step with who you are today.
If you're entering a foreign market and aren't sure how the name sounds there, or what it means.
If your name gets confused with a competitor's, or can't be registered as a trademark.
It's not for you if it isn't yet clear what you sell and to whom. In that case, it makes more sense to start with brand strategy.
How the process works
Competitor name analysis
We map which naming conventions in the market are overcrowded and where there is open space.
Territories and generation
Hundreds of candidates in several directions: descriptive, associative, metaphorical and entirely invented words.
Shortlist and checks
The final proposals are checked against the Bulgarian and European trademark registers, plus domains and social handles.
Presentation
The shortlist, with the reasoning behind each name, plus tagline concepts. For the final choice we recommend consulting a trademark lawyer.
Timeline and investment
Timeline
at least 2 weeks
It runs alongside brand strategy, in the first phase of a standard project.
Investment
from €2,500/
monthBrand naming isn't offered on its own — it is part of the first phase, together with brand strategy: competitor name analysis, territories, a shortlist of checked names and tagline concepts.
Format
Flexible monthly engagement
Business is dynamic and expectations keep changing, so we let the project's scope narrow or widen as the work goes on.
Capacity
Up to 3 clients at a time
We aim to put our full attention into every project we work on, so we keep the number of new projects in line with our small team.
Part of our toolkit
One-to-one and group sessions
Workshop approach
Varied approaches and conceptual territoriesPreliminary name screeningFeatured project: Brand Naming
Every idea has its place. Let us talk about yours!
Questions we often get
How do you choose a name, and do you check that it is available?
First we map the market's naming landscape — which conventions are overcrowded and where there is open space. Then we generate candidates across several territories: descriptive, associative, metaphorical and entirely invented. The final proposals are checked against the Bulgarian and European trademark registers, plus domains and social handles. For the shortlist we always recommend consulting a trademark lawyer too. You can find more in the process described above.
Do you guarantee the name can be registered?
No, and no honest studio would. We check the final names against the Bulgarian and European registers, domains and social handles, so the obvious conflicts drop out. The legal opinion comes from a trademark lawyer, which is why we always recommend one for the shortlist.
How many names will I see?
Between 5 and 15, all of them already past a preliminary viability check. Not a list of hundreds: we do the sifting, so you choose between a few strong names rather than dozens of weak ones.
What comes first — brand strategy or design?
Brand strategy. Without it, every visual choice is a beautiful guess, because there is nothing to judge whether it is right against. Brand strategy answers who you are, who you are talking to and why that is valuable to them in particular; only then does the design have something to express. At TYXIT, exactly this order is why the brand identity won investors' trust and not just fans' interest.
How do I know whether I need a rebrand or just a refresh?
Start from the cause, not the look. If the business has changed its audience, its market or its promise. If the change is fundamental rather than a gradual evolution, the problem is strategic and is solved with a rebrand. If the positioning is right but the execution is dated or inconsistent, a refresh of the existing system is usually enough. That is exactly what the first conversation is for — and we say honestly which of the two we see.
Do you work with clients outside Bulgaria?
We have experience with clients from all over the world, which makes it easy for us to adapt to any organisational, time-zone and communication needs. We work in Bulgarian and English, and our time zone is EET (UTC+2/+3).
Perhaps what you need is
We have already helped brands around the world like
Before contacting Alex and the Embrand team, I had only a rough vision of how I want my product to look and feel. I had a hard time expressing it via words, but they showed a great deal of professionalism and dedication. They brought it to life despite my insecurities getting in the way, and I'm thankful for their patience and understanding. These people can give a brighter future to your business. They follow a tried-and-true process that brings out your ideas and gives them a recognizable identity.
I was immediately impressed by the clear structure and the ease with which the entire process moves. Everything is organized, well-thought-out and extremely professional. Sasho understands the essence of the project — the context, the idea and also the people behind it.
We had worked with Embrand before, so we came back without hesitation for BOOM! Coffee. We knew we would get a professional attitude from the first to the last conversation, and that is exactly what we got. The result is a brand with a clear concept and a finished visual identity, ready for the market in record time.
