You may not realize it, but your agency likely employs freelancers, and if you ask them to name something for you, odds are pretty good that they’ll come to someone like us for help, if they want to do it right. They may or may not tell you as much, but naming is not like the other things they do for you. Here’s why.While it’s most definitely driven by brand strategy (if you’ve read any of our other articles, I’m sure that’s been made abundantly clear), it’s also very easy to approach naming as a discrete project. Many of the skills a great namer brings to bear on a project are pretty specialized, and while it is helpful for a namer to have design sensibilities, he or she is not going to need to partner with an art director or a UX specialist or a media person or anyone else on the agency team in any kind of ongoing way -- so being part of a larger agency in order to realize cross-departmental communication and efficiencies really isn’t necessary.“But wait - doesn’t my agency have someone who could do this? They write stuff for me all the time.” Nope, copywriters are not namers. For one, there’s all that stuff about brand architecture. Furthermore, namers must be able to do practical things like pre-screening names for trademark conflicts -- and that’s something that would probably make the eyes of your uber-creative copywriter glaze over.
What does this mean for you? That depends. We’re happy to work hand-in-hand with your agency, if you choose to bring us on directly. We’re also happy to work under the direction of your agency, if you prefer to stay out of it. Either way, you’ll end up with a kick-a** name.