Branding & Strategy
A name, a tone and a message that pass the test outside the meeting room: legally, linguistically, and in your team's own mouth.
Naming checked legally and linguistically, a tone of voice usable from day one and key messaging built on real positioning, not on unchecked creative ideas.
- You are incorporating and need a name that can be registered legally and bought as a domain, with no conflict against an existing trademark
- Your brand is established but the communication is incoherent: marketing writes one way, customer support another, the CEO's LinkedIn a third
- You are expanding internationally and need the name and messages to work with no linguistic accident in the target markets
01 · What it costs you today
The name you picked is already someone else's trademark
The most expensive scenario there is: the name goes on the website and the signage, and only then does the trademark conflict surface. Fees paid on an application rejected for lack of a prior search are not refunded.
The name sounds good in Romanian, odd in another language
An unintended association in English or a romanisation mix-up in Korean, discovered after the materials are printed, not before launch.
Everyone on the team writes differently
Marketing sounds young and casual, customer support sounds like an official form. It is not a problem of individual talent, it is the absence of a usable tone guide.
The brand guide exists, but nobody opens it
You paid for a 40-page document that stayed in a folder, written as brand theory rather than as a resource to use daily.
02 · What you get
A validated name, not just a creative one
Every shortlisted option comes with an availability report: prior-rights search in OSIM and TMview, plus domain and username checks on the relevant networks.
Linguistic testing across your active markets
We check pronunciation and semantic associations in Romanian, English and Korean, including a single validated official transliteration for the Korean market.
A supporting file for the trademark filing
Final name, recommended Nice classes and a flag on SME Fund reimbursement where you are eligible, ready for your industrial property attorney.
A short-format tone guide with applied examples
Voice attributes, permitted and forbidden vocabulary, before and after examples on at least four channels, not a narrative document nobody rereads.
An application session at handover
We rewrite three to five of your company's real texts together, precisely to avoid the unused-guide scenario.
Reusable key messages
Positioning condensed into sentences anyone in the company can reproduce correctly, not an isolated slogan with no strategic backing.
03 · How we work
- 01
Brief & discovery
We clarify what the name or tone has to communicate, which markets it will be used in and what must be explicitly avoided. 3-5 working days.
- 02
Generation
Structured generation sessions in a small team for naming, or defining the voice attributes for tone of voice, with fast filtering of problematic meanings.
- 03
Validation & checks
Prior-rights search in OSIM and TMview, domain and username checks, linguistic testing across your active markets. 2-3 weeks for naming.
- 04
Documentation & handover
The full verbal guide plus an application session on your team's real texts, not just a file sent by email.
04 · Results
- hbledu.roHappy Blue Lessons
Key messaging and tone of voice for communication with parents and pupils.
- spitalultulkarem.roTulkarem Hospital
Tone of voice for a medical context, where clarity matters more than persuasion.
- luxeria.roLuxeria
Brand language for a product sold through consultation, not through a catalogue.
These are the figures reported by the clients themselves, for their own accounts, over the periods shown. We do not turn them into derived percentages and we do not present them as reproducible.
05 · What people usually ask us
- “We could come up with a name ourselves, in-house, for free.”
- The idea can come from anywhere, the problem is not generation, it is validation. A name found internally, with no trademark, domain and linguistic risk check, risks a forced rebrand later that costs, statistically, 25 to 100 times more than the initial legal clearance.
- “It is too expensive for a name or a tone document.”
- Set against the cost of a forced rebrand, 25,000 to 100,000 USD for small businesses, plus litigation risk, full clearance up front is a fraction of the risk, not an added cost.
- “We did a brand guide before and nobody used it.”
- The most common reason is the format: a theoretical document with no ready-to-use examples per channel. We build the opposite guide, short, with real examples, and an application session at handover.
06 · Frequently asked questions
- How long does a full naming process take?
- Usually 4-6 weeks for a solid result, with legal and linguistic clearance included. A shorter process raises the risk of an undiscovered trademark conflict.
- Do you file the trademark application as well?
- Not directly. We prepare the supporting file and connect you with an authorised industrial property attorney for the filing at OSIM or EUIPO, including flagging SME Fund reimbursement where it applies.
- Why does linguistic testing matter for Romanian, English and Korean?
- A name that sounds good in Romanian can carry an unintended association in English or create romanisation confusion in Korean. Testing up front costs far less than fixing it after launch.
- We already have a logo and a visual identity. Does verbal identity still make sense on its own?
- Yes, verbal identity does not depend on the visual side. It is frequently the case of a brand with solid visuals but inconsistent communication.
- Does the tone of voice guide actually get used, or does it end up forgotten like most of them?
- Statistically, most brand guides are not applied consistently. That is why we build the document differently: short format, real examples ready to copy, plus a working session at handover where we rewrite your company's real texts together.
Shall we talk about your project?
Tell us where you stand. If we are not the right answer for you, you will hear it in the first conversation.
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