What The Naming Company does

The Naming Company is a US-based professional naming consultancy headquartered in Canton, United States, founded in 1995 and operating with 11-50 employees. It creates brand, product, corporate, and digital names for enterprise clients through a proprietary methodology branded as Name Team. Each project is staffed by a hand-picked team of ten professional namers drawn from a roster of 30+ specialists with diverse backgrounds including multi-lingual experts, linguists, artists, and musicians, yielding 40-50 carefully edited name candidates per project with supporting rationale for each recommendation.

The company generates revenue through project-based fees, with a 25% deposit required before work begins and 30-day net payment terms after completion. All rights to recommended names are included with no buy-out fees, and a second naming round is provided at no additional charge if initial recommendations fail trademark clearance. Pricing is quote-based and not publicly disclosed. Services are restricted to US-based clients due to legal, language, and cultural considerations, and the sales motion is entirely direct: prospective clients call a 1-800 number for a free quote and receive a written proposal within 24 hours. Trademark searching and registration are outsourced to a recommended external firm, The American Trademark Company, under a referral partnership rather than an integrated service.

Notable client work includes naming for Best Buy (Dynex, innit), Viacom (Spike TV), Maine Credit Union League (Synergent), Ross Products (Warm-Ups), Vycom (AZEK), Tiffany Computer Systems (Versatech), and MidCon Corp (mc2). The publicly disclosed customer base skews heavily to large enterprise clients across retail, media and broadcasting, food and beverage, healthcare, technology, entertainment, manufacturing, and energy, including Microsoft, Walt Disney Company, Nestlé, ABC Television, Netflix, MTV, Time Warner, Showtime, ESPN, Abbott Labs, Nabisco, Unilever, and Lucent Technologies. The business is human-expertise-led with no disclosed AI or automation, no funding history, no public ownership structure, and an apparent operational concern: one company website page shows signs of injected third-party spam content unrelated to naming services, suggesting a website integrity issue that warrants operational review.

Name

The Naming Company

Legal name

The Naming Company

Website

https://thenamingcompany.com

Company type

Private

Founded year

1995

Operating status

Operating

Headcount range

11–50 employees

Short description

The Naming Company is a US-based professional naming consultancy, founded in 1995, that creates brand, product, corporate, and digital names for enterprise clients using a proprietary Name Team methodology and serving major brands such as Microsoft, Disney, Viacom, and Nestlé.

Ownership category

akta.pro rank

Product category

Brand Naming Services

NAICS

Advertising Agencies (541810)

SIC

Services-Services, Nec (8900)

akta.pro primary industry

Naming & Verbal Identity (BPAFAEAB)

akta.pro secondary industry

Naming & Verbal Identity (Taglines, Messaging) (MPAAAEAB)

Keywords

• Brand naming services
• Naming consultancy
• Product naming
• Corporate identity naming
• Trademark naming

Headquarters

HQ city

Canton

HQ country

United States

HQ region

North America

Markets served

GTM type

B2B

Offering type

Services

Cost components

Personnel, Marketing or Sales, Operations

Revenue model

1. Naming Project Fees: Project-based naming fees billed upon completion with 30-day net payment terms. A 25% deposit is required before work begins. All available rights to recommended names are included with no further charges or buy-out fees.
2. Additional Naming Round: In the rare event that none of the recommended names clears trademark search, a second round of naming is provided at no extra charge.

Pricing tiers

Go-to-market motion1 record

Distribution channels1 record

Marketing channels2 records

Core offering

The Naming Company is a professional naming consultancy that creates distinctive brand names for new products, services, businesses, websites, corporate identities, mergers, subsidiaries, divisions, movies, TV series, and television channels. Each project is staffed with a hand-picked Name Team of ten professional namers who research, brainstorm, and generate 40 to 50 name candidates with supporting rationale. All rights to recommended names are included with no buy-out fees, and a second naming round is provided at no extra charge if initial recommendations fail trademark clearance.

Product overview

The Naming Company is a professional naming service provider offering a single unified service for creating brand names, product names, website names, service marks, and corporate identities. The core offering is their Name Team™ approach—a hand-picked team of ten professional namers who research, brainstorm, and generate 40-50 name candidates per project with supporting rationale. Notable named products created for clients include Dynex™ and innit™ for Best Buy, Synergent™ for Maine Credit Union League, Warm-Ups™ for Ross Products, Spike TV™ for Viacom, Versatech for Tiffany Computer Systems, AZEK for Vycom, and mc2 for MidCon Corp. The company structures projects as one-time engagements with all rights to recommended names included and no buy-out fees.

Differentiator

Problem solved

Functional benefit

Products and services

• Brand Naming Services Professional naming services for new products, services, businesses, websites, corporate identities, mergers, subsidiaries, divisions, movies, TV series, and television channels, delivered by a hand-picked Name Team of ten professional namers.
• Name Team™ Methodology A proprietary, hand-picked group of ten professional namers assigned to each naming project, providing diverse perspectives and creative problem-solving approaches.
• Website Naming (Dot Com Domain) Naming services specifically for web properties, including recommendations for available dot-com domain names.
• Corporate Identity Naming Naming services for mergers, subsidiaries, new divisions of existing companies, and complete corporate nomenclature systems.

Quantifiable outcome

• 40 to 50 name candidates per project with rationale for each

Named customers13 records

Segments2 records

Ideal customer profiles2 records

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Feature1 record

Partnerships

One partnership is on record.

• The American Trademark CompanyminorImplementation/ SI/ Consulting PartnerRecommended external law firm specializing in trademark law for clients who need legal assistance with trademark searching and registration. The Naming Company does not perform legal services and refers clients to this firm for due diligence on trademark matters.

Scale indicators3 records

Recent moves3 records

Expansion highlights1 record

Direct peers

• Catchword: Independent naming and brand identity firm that develops product, service, and corporate names for major brands — directly competes in the same specialty naming space with a similar boutique, expert-team model.
• Tanj: Boutique naming and verbal identity agency creating brand names, taglines, and messaging systems for consumer and B2B brands — a focused naming specialist directly comparable in service mix and client profile.
• Igor Naming Agency: Specialized naming and verbal identity consultancy that works on brand names, taglines, and nomenclature for global brands — a direct peer in the boutique naming-vertical identity category.
• Lexicon Branding: Specialized brand naming agency founded in 1998 that creates brand names for Fortune 500 clients using a curated, expert-driven methodology — directly comparable to The Naming Company in service offering, client tier, and human-expertise-led positioning.
• Brand Institute: Branding agency with dedicated pharmaceutical, consumer, and corporate naming practices serving global enterprises — comparable in client tier and naming focus, with a more vertically structured practice model.

Broad incumbents

• Interbrand: Global brand consultancy with dedicated naming and verbal identity capabilities serving many of the same enterprise clients — a broad incumbent whose naming practice competes with specialist firms like The Naming Company.
• Siegel+Gale: Global brand strategy and design firm offering naming as part of a broader brand simplification and identity portfolio — a larger incumbent with overlapping naming capabilities but operating as a full-service brand consultancy.
• Lippincott: Brand strategy and design firm serving Fortune 500 clients with capabilities in naming, identity, and verbal identity — a broader incumbent with naming as one of multiple brand services offered.
• Landor & Fitch: Worldwide brand consulting and design firm providing naming, brand identity, and brand strategy for major multinationals — a broad incumbent that competes on enterprise naming engagements while operating a much wider brand portfolio.

Emerging players

• Ruckus Branding: Boutique branding and naming studio building brand names, identities, and verbal systems for consumer-facing companies — a smaller emerging competitor with comparable core naming capability at potentially lower enterprise scale.

Market position

Strengths4 records

Weaknesses4 records

Competitive moat2 records

Key risks6 records

Key highlights5 records

Customer concentration

• LinkedInlinkedin.com/company/the-naming-company

Revenue estimate

Valuation estimate

Number of profiles

Funding overview

Funding rounds

Investors

Funding detail is available on the Subscription and Enterprise plan.Contact sales →

M&A

Investments

M&A and investment is available on the Subscription and Enterprise plan.Contact sales →

Frequently asked questions about The Naming Company