Our Brand Naming Expertise
Seedhouse is a brand naming agency with over 45 combined years of naming experience, helping companies across Chicago and beyond create names that are strategically grounded, legally ownable, emotionally resonant, and built to last.
We develop brand names, product names, sub-brand names, taglines, and full nomenclature systems — all vetted through trademark databases and domain checks at every stage of the creative process. No surprises at the end.
Our approach is rooted in three convictions: shorter names outperform longer ones, a distinctive name is a competitive advantage, and the right name creates an emotional connection before the product or brand ever speaks for itself. Whether you’re launching a new brand, extending an existing portfolio, or repositioning after a pivot, our brand naming process is built to get you to a name you can own with confidence.
We create compelling names that stay true to your brand’s personality and strategy while deploying sticking power.
How Our Brand Naming Process Works
Step 1:
Our naming process starts with research of the competitive space to identify category conventions and where opportunity might lie. Once we understand the competition, we develop evaluative criteria – bringing objectivity to the process. The evaluative criteria allow us to measure the seaworthiness of a potential name relative to the target, the category and the business objectives.
Step 2:
Then, we huddle up and as a team, brainstorm to identify creative opportunities or “buckets” for exploration.
Step 3:
To start the creative exploration, we scatter to write, scribble, and search high and low for inspiration. Our inspiration can come from plant names while walking through a conservatory or while reading The New Yorker. We are constantly on the hunt with eyes and ears open for stimuli.
Step 4:
We hold each of the naming candidates up to the evaluative criteria established at the beginning of the phase and cull the list down to a few hundred brand name candidates for vetting.
Step 5:
For each name, we vet the own-ability three ways: URL availability, Google search and UPSTO TESS (Trademark Electronic Search System). While we do a thorough search, we are not lawyers – and don’t want to be mistaken for one! So we leave the final legal vetting to you. We can also make a referral if need be.
Step 6:
The top 5-10 name candidates that make it through the preliminary Seedhouse vetting get presented to the client, with rationale and identified visual opportunities. Then the arm wrestling begins…just joking.
Our Naming & Copy Development Services
Brands
Subbrands
Taglines
Nomenclature Systems
Product Descriptors
Copywriting
Tone of Voice Direction
Marketing Copy
Website Copy
Frequently Asked Questions:
Q: What does a brand naming agency do?
A: A brand naming agency like Seedhouse creates strategic, legally vetted names for brands, products, sub-brands, and product lines. They conduct competitive research, trademark clearance, and domain checks to ensure the name is ownable, distinctive, and aligned with the brand’s positioning.
Q: How long does the brand naming process take?
A: At Seedhouse, timelines vary by scope, but a typical brand naming engagement runs 3-6 weeks. This includes briefing, creative exploration, legal vetting, and final presentation of recommended names.
Q: How do you know if a brand name is legally available?
A: Naming agencies like Seedhouse vet names against trademark databases (such as the USPTO), check domain availability across extensions, and review existing brand registrations and web search results.
Q: What makes a great brand name?
A: At Seedhouse, we believe a strong brand name is short, distinctive, legally clear, and emotionally resonant. It should be easy to pronounce, available as a domain, and aligned with the brand’s strategic positioning and target audience.
Q: What’s the difference between a brand name and a product name?
A: A brand name represents the overall company or family identity, while a product name identifies a specific offering within that portfolio. Naming agencies often develop both, alongside nomenclature systems that govern how names relate to each other. At Seedhouse, we even name flavors or other product specific benefits.
Need help with your naming project?
We efficiently create and vet brand names.