Additionally, it allowed us to keep hiring talent by getting them excited about the company, which is what we were going for. Our new name was very well received by our clients and internal team. Thanks to Tanj’s involvement in the process, our launch was very successful. What evidence can you share that demonstrates the impact of the engagement? However, Tanj structured their proposal around our needs while adding the option to add more services depending on our future needs. We had a lot of different needs because we weren’t entirely sure about what we really needed. Their founders took the time to read through the very long brief we had created and responded with a proposal that really hit the nail about what we were looking for. I got proposals from all of them, and Tanj’s one was by far the most impressive one I received. With this in mind, I created an RFP and sent it out to a dozen naming, branding, and storytelling firms. Thus, we wanted to find a firm that could do a good job on the project while taking our team through the process and getting everyone on board. We knew that this project would be a business challenge for our company because we also had leadership and stakeholders with different comfort levels regarding naming and branding. We worked with Scott (Founder & Managing Director), Jill (Director of Naming & Strategy), Liz (Senior Namer), Perry (Trademark Attorney, Litwin Kach), a senior namer and copywriter, and a strategy and research director. For example, they helped us establish our voice so that our tone was consistent across our different channels and represented us well. Thus, they recommended avoiding using numbers in our name because people could read them in their native language, which could potentially cause they couldn’t find us online.Īs part of the brand strategy process, they provided us with brand guidelines on how to better sell our products and represent our company. One of their suggestions was to choose a name that was pronounceable anywhere in the world. With these criteria, Tanj addressed all the things we were worried about, including how to make the name fit with our strategy and how to make it global. This exercise allowed them to highlight potential opportunities, helping us form our communication strategy.Īs previously mentioned, our naming was quite challenging, but Tanj also helped us create objective success criteria that resonated with our leadership members, who were hesitant to spend money on naming. After that, they audited several of our competitors to assess what they did well and what they didn’t. Then, Tanj audited our former brand to help our stakeholders understand what was working with it and what wasn’t. In addition to this research, they also conducted multiple interviews with stakeholders and clients, getting them excited about participating in helping us formulate our identity. Initially, they did thorough research on our industry because they didn’t have a background in it. We hired Tanj to help us with our naming and brand strategy. Therefore, we also needed help navigating names that could make us feel trusted in this industry without it being so conservative that it could scare away the young tech talent we were hiring. Moreover, our company is in a very conservative field people have seen technology related to our industry fail in the past, so they’re very cautious around new companies. We were still figuring out what would work best for us at that moment while also thinking about something that could be scaled into the future as our business evolved and transformed. We had come up with a very challenging brief because it touched on very abstract concepts. Once we started forming our company and were getting prepared for our product launch, we decided that it was time to think about the future and define a name that helped people perceive our brand accurately. As an early-stage startup, we found it difficult to name our company because we weren’t sure which way we would go with our business. We needed help with our naming, branding, and brand strategy. What challenge were you trying to address with Tanj?
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