Brand strategy & positioning
Naming and identity development for a new hospitality, restaurant or hotel brand, where the name has to work in a menu, a sign, a search bar and a trademark register all at once.
Brand naming and identity development is the process of generating, testing and finalising a name for a new hospitality brand, alongside the brand architecture, tone of voice and visual identity direction that name has to work within.
Founders and developers launching a new restaurant, bar, hotel or hospitality brand, and existing operators launching a new sub-brand or concept.
Naming built to survive contact with trademark law, domain availability and a crowded market, not just a workshop wall of sticky notes.
Naming is one output of positioning work, not a substitute for it.
| Term | What it answers |
|---|---|
| Brand naming & identity development | Generating and finalising a specific name, tone of voice and identity direction. |
| Brand strategy & positioning | The underlying work of defining what the brand stands for and who it's for, which the name then has to express. |
Naming without positioning produces a name that sounds nice but doesn't say anything; we do the positioning work first, even briefly, before generating names.
We screen for trademark and domain conflicts early, so the shortlist that reaches you is one you can actually use, not just one you like.
A shortlist of viable names with trademark and domain clearance, a positioning framework and the visual identity principles to brief a design agency.
We usually present a shortlist of five to ten, narrowed from a much longer generation and screening process.
We screen for availability and flag risk; formal trademark filing is handled by a specialist IP lawyer, which we can help coordinate.
We set the naming, tone of voice and identity direction; visual logo design is typically delivered by a specialist design partner working from our brief.
Yes, including how the new name should relate to the parent brand architecture.