What does the name represent?
During the interview participants completely avoided accounting firms with names that were perceived as "traditional".
When asked what traditional meant to the participants they described names of companies that were:
- Names of founders
- Real words that were too literal, for example, "Audit Express", "Nice Management & Business Consultants", and "SME Accounting and Tax Sevices Pte Ltd"
The reason participants avoided such companies—despite being one of the top companies in some listicles—is that they were perceived as dubious to participants.Participants were afraid of suddenly incurring hidden fees or going through multiple unnecessary sales calls from these companies.
To avoid such scenarios, I decided to recommend names that were lexical, metaphorical, abstract, or invented.
Then I drew inspiration from the brand attributes, the purpose, mission, vision, as well as their offerings to find ways to make it part of the name.
After a discussion with the stakeholders we came up with words that resembled "finance", "caring", "thoughtful", "attentive", "collaborative", "dynamic", "relaxing", and "progressive".
I then started combining these words and the synonyms to come up with names that capture the essence of the brand and stray away from being traditional.
After going through some domain names online I realised that it was a challenge to secure names with real words by it's own. This made me reconsider coming up with real, single, metaphorical names.
I ended up leaning more towards inventive and abstract names as it will be distinct from Red Beak/Yuzu's competitors as well as the big 4 and 10. I asked for the stakeholders thoughts and they agreed it made sense but are still hesitant on changing the name.
So I also did some research on characteristics of brand names and shared it with them so they can understand more and be a part of the branding journey
Most of the names I have chosen were portmanteaus which is a combination of two words. For example, finapeutic is a combination of finance and therapeutic and affintive is affluence and attentive.
I then did a scatter plot to show how descriptive or abstract each the names were or whether it was a real word, compounded words or a coined word.
This would then help stakeholders get an understanding of how the names are categorised and perceived as they had always been a fan of abstraction and being unconventional.
Deciding the final name was a bit tough as stakeholders were still unsure about the idea, nonetheless, they took a liking to the name "finapeutic" whereas I was leaning more toward "afflur".
The naming exercise took more time than I had planned for as the stakeholders were unsure about the names as well, however, this felt like a win to me as they seemed pretty invested in it.
The only issue was time, but they eventually got me to share more about why I chose the names and what it represented. Then they like the idea of "affintive", which was to show that "clients will be affluent with knowledge and wealth because we are attentive".
They wanted more time to brood on it and ask families, friends, clients, and relatives for opinions. I liked the fact that they were so invested in it that I gave them more time, so I moved on to develop the stylescapes for the brand identity first.