Associated Services:

Brand Naming

What is Brand Naming?

A great name does more than identify. It tells a story in a single breath. It captures belief, evokes emotion and defines how people first encounter your brand. The right name becomes an asset that endures, adapts and continues to build value long after launch.

At Fable&Co., our naming process blends insight with intuition. We begin by understanding your strategic positioning and personality: who you are, what you stand for and how you want to be remembered. From there, we explore language, sound and structure, balancing creativity with rigour to uncover names that feel natural, original and true.

Each idea is examined through both creative and strategic lenses. We consider linguistic meaning, pronunciation, longevity and trademark suitability, as well as how each option supports future growth and recognition. Above all, a strong name must feel believable. It needs to inspire confidence while aligning seamlessly with your brand’s ambition and story.

Tion Renewables Case Study

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Brand naming is the strategic process of creating a name that defines how a brand is recognised, remembered and understood. It balances meaning, language and structure to produce names that are distinctive, credible and built to last.

Our work on the creation of Tion Renewables and the renaming of Navro (formerly Paytrix) are two examples of how a clear, disciplined naming process can unlock clarity and momentum. For Tion, the name distilled an ethos of clean, intelligent energy into a single word that feels modern yet enduring. For Navro, the shift marked a confident evolution from start-up to trusted financial infrastructure partner. Both demonstrate how the right name can define not only a brand’s identity, but its trajectory.

The process is always collaborative. We involve leadership teams in every stage, building alignment and confidence as the creative direction evolves. Together, we move from exploration to refinement to validation, ensuring the final name is one your organisation can own with pride.

Naming is one of the most important strategic decisions a brand will make. When crafted with intelligence and care, a name captures what is most true about your brand and gives people a reason to remember it.

Who This Service is For

This service is for organisations launching new brands, products or ventures, as well as established businesses undergoing change. It is suited to teams who need a name that aligns with strategy, supports long-term growth and stands up to real-world use.

Frequently Asked Questions

Why is brand naming so important?

A name is often the first interaction people have with your brand. It shapes perception, sets expectation, and influences recall. A strong name creates distinction, conveys meaning, and becomes an enduring asset that grows in value as your business does.

How does Fable&Co. approach the naming process?

Our process balances creativity and strategy. We begin with clear criteria: audience, tone, ambition, and linguistic considerations. Through research and creative exploration, we generate name territories that express your brand’s essence while remaining relevant, ownable, and adaptable.

What makes a good brand name?

A good name is distinctive, memorable, and meaningful. It should align with your brand’s positioning and values while remaining flexible enough to evolve with your organisation. The best names feel inevitable once you hear them, simple, resonant, and true to the brand’s character.

Do you handle linguistic, cultural, and trademark checks?

Every shortlisted name is assessed for linguistic clarity, cultural sensitivity, and preliminary availability across key markets. We don’t conduct full legal trademark searches in-house, as these require specialist expertise and jurisdictional coverage. However, we perform basic availability checks to ensure shortlisted names are assessed thoroughly before registration.

What kinds of names do you create?

Names are either real-words or coined terms, these range from the descriptive such as E-Trade or SunPower to the suggestive such as Microsoft and Netflix all the way to the abstract such as Apple or Google. Our experience spans sectors such as finance, sustainability, professional services, and technology. Projects such as Navro (a renaming from Paytrix) and Tion demonstrate our ability to balance originality with credibility.

What can we expect as deliverables?

Clients receive a curated shortlist of naming options supported by rationales, linguistic checks, and strategic alignment. We also provide guidance on selection and implementation. The result is a name that feels distinctive, future-ready, and firmly grounded in your brand strategy.