Brand naming: A name for your B2B business
Your company name should be catchy, reflective of your brand identity, and legally unique. Feeling like every good name is already taken? Not at all! Our brand naming specialists are here to help.
Looking for experts to create a name that sounds great and truly represents your business?
Whether you need a name for a company, product, service, or internal program, we can help!
A company name should sound right… everywhere
Some companies have learned the hard way that a name can carry a very different meaning in another language—and sometimes not a flattering one. Your company name should be understandable and appropriate in multiple languages, avoiding any unintended missteps. When we begin a brand naming process, our creative team conducts thorough linguistic and cultural research to ensure your name is well-received worldwide. And if you wish to register your name, we can connect you with a trusted trademark agent to finalize the process.
Avoid popularity contests
Should your employees be involved in the brand naming process? Absolutely! Should they be the ones choosing the name? Definitely not! Too often, naming contests lead to cliché, uninspired, or even awkward names. While individuals may overlook this, business decision-makers expect credibility, and a weak name could hurt your reputation.
Involving your team in the naming process can be useful, but leaving the final choice to an internal vote often leads to less strategic decisions. In B2B, a company or product name needs to attract, convince, and inspire trust. It should uphold your credibility with a knowledgeable audience, who aren’t impressed by vague references or inside jokes. When naming your company or products, it’s better to rely on a structured and thoughtful approach.
Rebranding? Modernize your name while preserving your legacy
Changing a company name can be an emotional challenge, as you and your team have grown attached to it. But ask yourself: If you were choosing this name today for the first time, would it still impress you? We help you navigate this transition by creating a modern, strategic name that reflects your growth while respecting your company’s history and values.
Brand naming is quite a challenge! Entrust your project to B2B professionals.
Our approach to brand naming stands out by balancing method and imagination. Each project is assigned to a dedicated creative team that follows a clear, structured, and proven process. But beyond the method, we understand how sensitive this choice is. That’s why you are involved at every step.
And because a name does not exist in isolation, we can then bring in our experts in brand strategy, visual identity, and graphic design to bring it to life consistently. Everything you need to build a strong image, all under one roof.
Creating a committee to choose your business name
The process starts by assembling a team for individual brainstorming. Based on your company’s personality and history, we conduct extensive research, explore different lexical fields, and ensure the name works in multiple languages if needed. We also immediately check for legal availability through the Quebec Enterprise Register.
Refining and testing name ideas
Through multiple creative sessions, the naming committee evaluates and refines potential names. We discuss each option, highlight potential issues, and conduct several rounds of review and iteration over a few weeks to ensure the best possible result.
Final selection of your company name
We present our final name proposals once we have a shortlist of strong contenders. We explain the strategic thinking behind each choice and validate which name best represents your company’s vision. Your team’s feedback is also gathered to support a confident, final decision.
Legal validation and business registration
Your official name in French (and its translation, if required) is submitted to the Quebec Enterprise Register, and we handle all final validations required for your business name. While we are not trademark agents, we work with them to ensure your brand name is fully compliant and that a matching domain name is available for your website and professional emails. All final validations required for your trade name are handled for you.
Frequently asked questions about brand naming
How do I choose a great company name?
Here are some common brand naming strategies, depending on your business type and the name’s intended use:
Acronyms
Suitable for large corporations but not ideal for startups that need to build brand awareness.
Existing words
They often work better in foreign languages (Strom Spa) but may lack originality in French.
Personification
Names like Docteur du Pare-Brise can be appropriate for specific industries but are less credible in B2B.
Descriptive names
These help clarify your offer and naturally incorporate relevant keywords for your website’s SEO (Bank of Montreal). However, overly generic names may reduce your brand visibility or limit domain name availability. (Plomberie Joliette).
Invented names
Creating a brand name from scratch ensures exclusive use and legal validity not only in French but also across all languages. However, not every invented name or unique combination of words is aesthetically pleasing!
Inc. or inc.?
If your legal name in French must be followed by the abbreviation “inc.” (short for incorporated), note that both the lowercase “i” and the period are required in French. This rule follows standard French grammar, where any adjective following a noun starts with a lowercase letter, which applies to abbreviations like “inc.” as well. Additionally, a period is only used in an abbreviation if the last letter of the abbreviation is different from the last letter of the full word. For example, “Monsieur” can be abbreviated as “Mr” or “M.”, with the period only necessary in one of the two cases. In French, the correct format is therefore: “inc.”
How to find an original company name?
Regardless of creativity, your company name must be unique in Quebec. Always check the Quebec Enterprise Register and confirm that a matching domain name is available before making a final decision. To develop an original and engaging name, start with a clear understanding of your brand identity. Your brand strategy, as well as your brand positioning and messaging, provide a solid foundation. Using business name generators, AI tools, or exploring synonyms and lexical fields can also help. Most importantly, follow a structured process with multiple brainstorming sessions, because great names aren’t found at the coffee machine!
Why aren’t business name generators enough?
Business name generators can be helpful for ideation, but they won’t hand you the perfect brand name on a silver platter. Most AI-generated names are already taken, too generic, or lack meaning. Just like brand naming contests, AI tools often produce uninspired results that don’t align with your brand strategy.
Our blog articles
How to choose your graphic design agency: 4 truths it should share with you
To help you choose your graphic design agency, we could follow the same approach as everyone else and discuss years[…]
Branding
Jan 7, 2025
/2 min
3 good reasons to change your company name
A company name is the heart of your brand identity. Since most first impressions are made through word of mouth, it[…]
Branding
Oct 2, 2018
/3 min
Business name search: 4 key steps
You’re cooking up a new business idea, but don’t know what to call it? Fellow entrepreneurs, this one’s for you: it[…]
Branding
Jan 21, 2014
/2 min
Looking for a great partner?
Perfect! We’re always on the lookout for excellent clients.
