TUSI services | Brand
Brand naming for organizations, holding groups and products
Brand naming is the process of choosing a name that expresses the brand’s position, reads correctly in every target language and can be registered. TUSI created the name and identity of Espod Investment Holding and named Megamotor’s new engine series.
A name is the first brand decision, and the longest-lasting
At TUSI, naming starts with strategy. A name has to express the brand’s position, fit the group’s brand architecture, read correctly in Persian and other languages, and be registrable.
For a large organization, a name is more than a pleasant-sounding word. It has to carry the organization’s strength, credibility and standing, and mean something to every stakeholder, from shareholders to customers.
Meaning
A name should support the brand’s position.
Sound
A name should be easy to say and easy to remember.
Protection
A good name is one you can protect.
What we do
Naming strategy
Criteria for the name, based on brand position, audiences and the group’s brand architecture.
Name generation
Dozens of candidates across several creative routes, screened down to a shortlist.
Linguistic and cultural review
Meaning, pronunciation, associations and cultural sensitivities in Persian and every target language.
Preliminary trademark and domain checks
An initial search for conflicts with registered names and for available web domains.
Name story
The story and rationale behind the name, for leadership, employees and the media.
Taglines and naming systems
Where needed, a brand tagline and naming rules for products or subsidiaries.
Everyone says your name every day, so it has to be right from the start.
When you need this
Founding a holding or a new company
A group of businesses is coming together under a parent company that needs a name worthy of the group.
Launching a new product or service
The product needs a name that fits the brand family and stands out in the market.
The current name has become limiting
The old name no longer fits today’s business or the organization’s new markets.
A merger or integration
Two or more organizations are becoming one, and a new name has to represent them all.
Entering international markets
The name must read and make sense in other languages and cultures.
How we work
Discovery
Meet with leadership, understand the brand’s position and the future of the business, and define the naming criteria.
Creation
Generate candidates along different routes: descriptive, evocative, Persian-rooted and invented.
Evaluation
Screen candidates against the criteria, with linguistic, cultural and preliminary trademark checks, and field research where needed.
Selection and story
Present a shortlist with rationale, make the final choice and write the story that introduces the name.
Selected work
Espod Investment Holding
Naming and brand design for a parent holding with domestic and international businesses, after field research and discovery sessions.
Megamotor
Renewing an established corporate identity, designing the brand portfolio identity and naming a new generation of engines for a product launch.
Frequently asked questions
What makes a good brand name?
A good name is short, easy to pronounce and memorable. It fits the brand strategy, stands apart from competitors and doesn’t limit the future growth of the business. Registrability and domain availability should be checked before the final decision.
Does TUSI handle legal registration?
TUSI runs preliminary conflict and domain checks so that high-risk candidates are dropped early. Formal name and trademark registration is handled through the relevant authorities and the organization’s legal advisers.
Is a Persian or a Latin name better?
It depends on the audiences, the market and the brand’s position. The name has to be meaningful and memorable in the organization’s main market, and if international markets matter, it must read correctly there too.
How many options will we see?
We generate dozens of candidates, but leadership is shown a short list of evaluated names with full rationale, so the decision is clear.
Isn’t renaming an established organization risky?
Renaming is a serious decision and is not always necessary. Sometimes brand architecture or an identity redesign solves the problem. The naming strategy shows whether a new name is needed at all.
What comes after the name is chosen?
The visual identity and logo, and a plan to introduce the new name to employees, customers and the media. TUSI delivers these stages too.
How are fees for naming set?
Fees are set after the discovery meeting and confirmed in the proposal. They depend on the type of name (organization, holding, product or a family of names), the number of languages and target markets, the need for field research, and whether logo design and the name story are in scope.
Why TUSI for brand naming?
Three reasons. Naming experience with Espod Investment Holding and Megamotor’s engine series. Meaning, pronunciation and cultural sensitivities checked together, in Persian and other languages. And a single process that connects the name to the strategy and the visual identity.
Related services
What name does your organization need for its next chapter?
In an introductory meeting, we review your organization’s brand together and map out a recommended path.
