We Do This Every Day: the Case for Professional Naming

We all perform routine tasks on a daily basis: brushing our teeth, preparing morning beverages, gazing at screens, and, possibly, perfecting personal crafts. Most people are lucky to get good at a hobby or two. Naming things is not typically one of those two things. In the naming biz, we see people take a crack at naming brands all the time — sometimes their final product is genuinely great, other times it’s a bit generic, but in the worst case it’s just fundamentally flawed. It is very common for your average founder, seasoned entrepreneur, and corporate internal creative to try it on their own before getting the help of a professional.

It’s natural to try and tackle a new task by yourself, especially one you might perceive as “simple.” With naming, sometimes freeform, internal iteration can go well, but other times engaging an outside voice with specific experience makes a lot more sense. Folks like us at A Hundred Monkeys have been specializing in naming companies and products for so long that we can’t help but see the world differently, and we’re here to help.

Just like an artist might see the world in a special light or a musician might hear the rhythms of the day differently, professional namers are obsessed with language. We write, refine, and meticulously analyze names and words constantly. Our world is a flurry of vernacular — in our homes, during commutes, while shopping — and we can’t help but dissect the linguistic “why” and “how.” This relentless self-immersion is not a job; it’s a way of life. And this level of daily dedication is precisely why you should seek out a bonafide naming agency when the time is right.

The common misconception is that naming is a quick, casual brainstorm, often limited by weak attention spans or more pressing matters. However, crafting enduring, legally sound, and strategically resonant names is a sophisticated craft. It’s a blend of artistic vision and rigorous iteration, demanding extensive research, linguistic precision, cultural sensitivity, and emotional depth.

Naming agencies don’t just select “cool” sounding words — subjectivity reigns there. We delve into the psychology of language, the texture of syllables, and the perceptual impact of words. We explore etymology, phonetics, trends, and market positioning. We have a deep understanding of which names work (and, importantly, which don’t), an appreciation for legal considerations, and an ability to cut through market noise.

Think of naming as architecture. Anyone can sketch a house on a napkin, but an architect makes sure it actually stands strong and looks sharp from every angle.

Engaging professionals offers more than just a superior name, it provides clarity. Decision-makers are often overwhelmed by diverse opinions and internal debates. Outsiders can navigate that chaos, delivering creative, vetted options that align with a company’s vision and practical goals.

We also conserve your most valuable asset: time. Instead of unproductive brainstorming sessions, we manage a streamlined process — from research to iteration to final selection — honed over decades, allowing you to concentrate on what you do best.

And then there’s this risk factor: bad names cost money. Whether it’s a trademark dispute, a name that doesn’t resonate with customers, getting lost in competitive obscurity, or a name that’s simply forgettable, the wrong choice of name can set a company back big time. We help prevent those mistakes before they happen.

A compelling name stands out and makes a lasting impression. It gets people to pay attention. Arcteryx, Teenage Engineering, Liquid Death — names that defy generic boardroom conventions. They were conceived with a purpose, to sound exceptional and atypical when uttered amongst their competitors. This is more difficult than it might seem. It demands open minds, disciplined dialogue, and a genuine commitment to explore the wildest (read: attention-grabbing) possibilities.

Perhaps the most significant advantage of partnering with a naming agency is objectivity. Internal perspectives are often clouded by company politics, personal biases, team objectives, and ingrained assumptions. External creative minds bring fresh, unbiased perspectives, challeng conventions, and foster innovative naming.

Naming is not a fleeting creative exercise; it’s a dedicated discipline. The same way you want a designer obsessed with color or an accountant who dreams in numbers, many companies stand to benefit from naming experts who are perpetually curious about words, phrases, phonemes, and etymologies. Don’t risk one of your most critical branding decisions to predictable pitfalls we navigate daily.

In brand names, we have witnessed firsthand what succeeds, what fails, and what endures. When you hire experienced naming professionals, you get more than a name — you gain strategic guidance, creative clarity, and decades of nuanced thinking.

So don’t spin your wheels trying to name something this important yourself. Instead, experience the difference that specialization affords. The best results come from those who live and breathe names and naming, every single day.