Copywriters aren’t namers. Your agency may not need a full-time namer on staff, but having a specialist you can call for all things name-related is more valuable than you might expect.
White-label naming? What on earth is that? And how is that different from just hiring a freelancer for a naming project? (Yeah, leave it to the namers to come up with a name for what they do…)
I’m one half of Prequel – a micro-agency that specializes in naming and verbal brand identity. We don’t do anything but name things and provide associated strategic branding services, like brand architectures and product portfolio guidance. We don’t pretend to do design or web development – we only do what we’re best at. We are one-trick ponies. You may not need us often, but when you do, boy is our trick a good one.
We do a lot of "white-label" naming work for other agencies, and we’ve found that we’re usually NOT the first place an agency looks when they need a namer. But we are the last. Here’s how it typically goes:
The first few times a naming project comes across the transom, it’s not uncommon for agencies to think that they just need to find a freelancer or a copywriter who’s good at coming up with names. They go down that road, and then discover that there’s a lot more to naming than they initially realized. It sucks to sell a client on a cool, creative name, only to discover (after the client spends a lot of money on lawyers) that it doesn’t clear trademark screening. Now you’ve wasted a bunch of time and money, the client is cranky, and it’s really hard to get people to fall out of love with a name they were sold on.
So in some ways we’re like “fixers.” (YES, I am like Olivia Pope in this one very narrow dimension of my life. Oh, and I like red wine.) Our first project with an agency is often one in which we’re brought in because things went badly, and now there’s no budget or time, but they really need to fish out the win. We help, and from then on, we’re the first call when there’s a naming project.
Here’s why, and what it all looks like:
Our process typically takes 3 weeks. We come in, do our job, and get out. But we don’t just come up with a list of names behind the scenes. We do research. We collaborate on brand strategy and creative direction for the name. We conduct filed and common-law trademarks searches. Most of our work is self-directed and separate, but we’re also able to function as part of an agency team for meetings or presentations.
Sometimes our presence in meetings is almost more important than coming up with the short list of name recommendations and rationales. We’re masters at helping bring clients along, helping them navigate the process of choosing a name, breaking down complicated brand architecture recommendations, and communicating with clients’ trademark attorneys when necessary. There isn’t a question we haven’t heard before, so we can answer with confidence and tact. Of course, we also come up with killer, on-brand names – that’s a given! – but the non-naming elements of our job are not to be underestimated. Some agencies present us as part of their team; others are more open about the fact that they’ve brought it outside specialists. Both approaches work.
So basically, white-label naming services means that you hire a high-power, professional resource – someone who specializes in this one very particular area of branding. You’re looking for a person or agency who can name things and then some – because you’ll find that the “and then some” is more valuable than you might expect. White-label naming means that you can offer all of the expertise your client would get if they went to one of the big-name naming agencies, and YOU get to wrap it into YOUR services and sell it as YOUR capability.
Sounding pretty good? First, focus on winning the business. Ask your potential naming specialist for guidance related to pricing, if you aren’t sure where to start. Agencies we’ve worked with have found that being able to confidently sell your agency’s ability to produce standout names can be the difference between nabbing a project or watching it go to the other guy. The naming agency should provide you with content for a pitch deck, too. (You may need some coaching the first time, but after the first couple of projects, selling “your” naming services will be old hat.) Or - even better - ask the naming agency to participate in the pitch with you. Then, when the questions start rolling in, you can relax knowing that all naming-related questions are covered.
I’m admittedly very biased, I know. But I think that if you give a white label naming agency a try, you’ll never go back to the DIY approach to naming. There’s something to be said for specialization.