Choosing the right naming agency can make or break your brand before it even hits the market. A good name opens doors. A bad one builds walls. And while many agencies say they do naming, very few do it well. Fewer still can deliver names that are legally sound, strategically smart, emotionally compelling, and built to last.
This post breaks down exactly what to look for in a naming agency—beyond the buzzwords, fake awards, and shiny presentations. If you’re investing in naming, do it right. Here’s how to spot the real pros from the amateurs.
Why Naming Is Harder Than It Looks
Before we jump into the checklist, it’s worth stating the obvious: naming is deceptively difficult. Here’s why:
Everything’s taken: Between trademarks, domain names, and social handles, the real estate is tight.
It’s emotional: Everyone has opinions about names—especially bad ones.
It’s strategic: A name isn’t just a label; it’s your brand’s first impression, tone, and identity.
It’s permanent-ish: Rebrands are expensive. A good name saves you the pain of doing it twice.
Naming is a mix of art, science, and legal due diligence. That’s why working with the right agency matters.
What Makes a Naming Agency Kickass
Not just competent. Not just “pretty good.” Kickass. Here’s what to look for:
1. Naming is a core service—not a side hustle
Red flag: The agency offers naming buried under “creative services” or “branding” with no deep explanation.
What to look for: Agencies that specialize in naming or treat it as a top-tier service. They should have a dedicated methodology, team, and track record.
Why it matters: Naming isn’t the same as designing a logo or writing copy. It requires unique skills—linguistic, strategic, legal—and a serious process. If an agency treats naming as a checkbox, walk away.
2. A real, repeatable process—not magic or chaos
Red flag: “We’ll brainstorm a few ideas and see what sticks.”
What to look for: A clear naming process. It should include:
Discovery (brand goals, audience, positioning)
Strategy (naming territories, tone, themes)
Creation (name generation, filtering)
Legal screening (basic trademark and domain checks)
Shortlisting (top name candidates with rationale)
Why it matters: A structured process reduces subjectivity, helps you compare options logically, and ensures the agency isn’t just winging it.
3. Strong portfolio with a range of styles
Red flag: All the names they’ve done sound the same—or worse, you can’t find any real examples.
What to look for: A naming portfolio with real clients and real results. Look for variety—tech, CPG, SaaS, fashion, nonprofit. Look for depth—abstract names, descriptive names, invented names.
Why it matters: A good agency should adapt to your brand, not force you into their house style. Range is proof they listen, think, and create strategically.
4. They do legal and linguistic pre-screening
Red flag: “We’ll give you names, but you’ll need to run the legal stuff yourself.”
What to look for: An agency that checks preliminary trademarks, domains, and linguistic issues (e.g., what the name might mean in other languages).
Why it matters: A name that sounds great but isn’t legally available is worthless. A name that offends in Spanish, Mandarin, or Arabic could cost you global markets. Good agencies build this into the process upfront.
5. They challenge you—respectfully
Red flag: An agency that says yes to everything, gives you what you think you want, and avoids hard conversations.
What to look for: A team that pushes back, asks tough questions, and presents bold options. But does so with empathy and clarity.
Why it matters: Great names often start where your comfort zone ends. A real naming partner doesn’t just follow—they lead. You’re not hiring them to validate your ideas. You’re hiring them to raise the bar.
6. Naming strategy is part of the deliverable
Red flag: A list of names without context.
What to look for: Strategic rationale. For each top name, they should explain:
The story behind the name
How it connects to your brand goals
Why it’s distinct in your market
How it sounds, feels, and plays in the real world
Why it matters: Naming isn’t just creative. It’s strategic. The why behind the name helps you make a smart, defensible choice—not just a gut reaction.
7. They understand branding beyond the name
Red flag: A name that sounds cool on paper but doesn’t align with your identity or audience.
What to look for: An agency that gets your brand positioning. That asks about your target customers, your competitors, your future plans. That sees the name as part of a bigger system—logo, tone, story, growth.
Why it matters: Your name has to work with your brand, not just sound nice. If it doesn’t align, it confuses people or sets false expectations.
8. You get a team, not a freelancer in disguise
Red flag: One person doing everything—strategy, naming, legal, client communication.
What to look for: A small team of specialists—strategists, namers, linguists, legal checkers. Even boutique naming agencies should offer a team approach.
Why it matters: Naming well requires multiple perspectives. You want a collaborative team with checks and balances, not just one voice or bias.
9. Their names are actually in use
Red flag: An agency shows names they pitched—but weren’t chosen. Or names for startups that folded in 6 months.
What to look for: Live brands using the agency’s names in the wild. Ideally, ones you recognize or can verify.
Why it matters: A name that survives client review, legal scrutiny, and the market test is a name that works. Ask, “Which of your names are still in use today?”
10. They’re obsessed with language
Red flag: They talk more about trends and aesthetics than sound, rhythm, wordplay, and semantics.
What to look for: People who geek out about syllables, cadence, alliteration, suffixes, linguistic roots, and phonetics.
Why it matters: A strong name isn’t just an idea—it’s a linguistic object. It has to sound good, feel good, and carry meaning. That requires a love of words, not just branding lingo.
Bonus: Questions to Ask a Naming Agency
Here’s a list of smart questions to ask when interviewing agencies:
How many names do you typically present, and in what format?
What’s your process for trademark and domain screening?
Can I see examples of names you’ve created that are currently in use?
Who will be on our project team? What are their backgrounds?
What happens if we don’t like any of the names?
How do you ensure the names align with our brand strategy and future growth?
Do you test names with target audiences? If not, can you support that process?
Their answers will tell you everything you need to know.
What a Kickass Naming Deliverable Looks Like
At the end of a great naming engagement, you should walk away with:
A shortlist of 3–5 fully vetted, legally screenable names
Strategic rationales for each name
Domain availability info (and possibly acquisition support)
Linguistic checks for international use
Clear next steps for legal filing, branding, and launch
No fluff. No filler. Just real options, ready to build on.
Red Flags = Run Fast
Let’s recap the worst offenders:
They have no clear process.
They only show work that was never launched.
They skip legal or linguistic checks.
They focus only on creativity, not strategy.
They nod to everything you say.
They send a list of names in a spreadsheet with no context.
They outsource naming overseas without transparency.
If you see these signs, don’t compromise. Keep looking.
Where to Find Great Naming Agencies
Word of mouth: Ask founders or brand leaders who’ve done successful naming work.
Branding communities: Slack groups like Branding Collective or Indie Worldwide.
Awards aren’t everything: The best agencies don’t always have the biggest trophies. Look for depth over glitz.
LinkedIn and Behance: Look for detailed case studies, not just visuals.
Final Word: Naming Is a High-Stakes Bet—Make It Count
You only name your company once (hopefully). So the agency you choose isn’t just a creative vendor. They’re your first real brand partner.
A kickass naming agency won’t just hand you words. They’ll hand you clarity. They’ll take everything swirling in your head—your vision, values, strategy—and give it a name people will remember, trust, and talk about.
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