Brand Naming and Definition

We know you need a trusted expert to develop your brand name and define it.

Your brand strategy partner needs to be affordable, insightful, and understand the power of brand. Plus, you’d like to ensure the brand speaks for the product and connects to its intended customers. Trust The Small Business Brand Naming Experts.

A brand name is where our clients stories begin. We deliver epic tales for them. A strong brand name is enduring, its critical to get it right.

COG Strategy treat this part of branding like a science. We know a brand has a story to tell and the beginning of any epic tale needs to be amazing.

The COG Strategy agency are brand naming professionals. We know naming brands is hard, harder than it ever has been. Being able to communicate the essence of a business in a single or few words is part science, part art (and part lunacy sometimes if we’re honest). Our clients brand names are seen as an opportunity to reflect the brand essence, and to make a real impact on their target audience and customers.

For our clients their brand names deliver the first impression of their business, the hood ornament to their vehicle if you like. The name will be seen on signage, marketing collateral, it’ll be seen first, remembered, recalled, judged, discussed and challenged. The words chosen to identify your products and services are critical to brand equity. Not even starting with the visual identity, words themselves require plenty of consideration.

In any business the brand name is the easiest and first thing that can be hated on. To be turned off a brand you don’t need to experience its products, services or experiences. It requires no more than hearing or reading the word to base your opinion. It’s human nature to do so.

Most businesses are open to public forum and opinion, anyone who feels qualified to judge a brand name can. And it’s for this reason why it’s important for brands to invest in the brand naming exercise to discover a brand title which is an accurate representation of who they are, what they do and what they believe in. If done right it’ll resonate with their customers and audience.

The awesome part of brand naming is that there are no rules in the discovery of the perfect brand name. While COG Strategy use strategic processes in which we follow to generate the best names for our clients, only sometimes you can be like ACDC and find your brand name from the back of your sisters vacuum cleaner.

COG Strategy treat brand naming like a science. Our processes enable us to deliver brand name concepts to our clients that are accurate, strategic and relevant. We begin with creative briefs with our clients brand to set guidelines and understand parameters. This enables us to figure out the basics like long or short brand names, we focus on the positioning of the brand name as an abstract, descriptive or suggestive proposition. We quickly figure out if the brand name should be a real word and understand if that’s even going to be possible from a legal standpoint or if there isn’t a competitor already using it.

For our clients the brand naming process includes creating a long list of name concepts, which are then narrowed down for legal approval and checking. We always recommend our clients consider the best names that are first cleared legally.

Where COG Strategy do our best work is helping our clients understand that a flawed product or service will always bring down the greatest of brand names. No matter how dynamic and amazing the brand identity and title is, if the product and service isn’t king, the brand will fail. Thus our processes include the business research to ensure what we’re naming is accurate.

The names our agency creates for our clients are insightful, dynamic, unique and logical. We focus on discovering a brand name that will play a powerful part of our clients broader brand strategy and open the door for clients and customers to enter the business.

Your all-in-one for small business. We know that small business in Australia requires a expert support partner that delivers results, provides value and ensures your business survives, grows and performs.

It’s About Your Business.

COG Strategy is an independent graphic design agency located in Sydney. Our focus is the survival, growth and performance of our clients businesses.

Established as a reliable strategy agency with over a decade in business, we welcome new partnerships and look forward to solving new problems with dynamic forward-thinking solutions.

We lead as a branding consultancy while operating as a design agency, providing our clients a unique offer that ensures small Australian businesses and brands have the best advice, knowledge and support that increases their rates of survival, growth and performance.

By combining the strength of emotion in storytelling and the power of branding sees COG Strategy’s products and services purposefully designed to create a sustainable go forward point for the brands and businesses that we are entrusted with.

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Leadership and experience is everything when seeking a trusted partner for your project and business support.

Leadership And Experience

COG Strategy is led by Luke Sullivan. A dynamic Sydney-born professional with a diverse design and marketing career.

Luke leads the design agency as a knowledgeable and dynamic captain at the helm. With professional experience across numerous industries, Lukes’ leadership at COG Strategy is brand aware and business considerate, which ensures that all brand and marketing briefs big and small, are driven through to commercial success.

The benefit of having a Managing Director with professional hands-on-the-tools experience ensures the transfer of real working knowledge throughout the agency. It also offers the COG Strategy service offering great depth and an honest transparent value.

Small businesses can unlock great value from a Sydney design agency by asking the right questions, fostering a positive working relationship, and seeking a partner who envisions their success. Together, we’ll create a powerful brand that paves the way for a prosperous future.

Let’s embark on this exciting journey, hand in hand!





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