If naming your company or product is driving you half crazy, then in the words of Ann Landers, perhaps it’s time to “seek professional help.” This of course sounds self serving, but it’s also a form of kindness — the kindness that comes from witnessing talented people suffer needlessly for weeks and months on end, in countless group meetings, getting tangled in a process with no clear structure or objective, other than to “get a great name.” With such an ambivalent goal, it’s no wonder the process gets completely muddled, and why many new clients call with the urgency of a dental patient with an impacted molar. “Just make it go away!”

Dan Smith was one such client, an intelligent, well thought out, well reasoned entrepreneur with numerous skill sets. But by the time he called me, he was starting to lose sleep over the naming thing. We were able to help Dan and he was kind enough in return to write an open letter to other entrepreneurs and business owners about the benefits of professional branding assistance. Without further adieu, here is Dan’s recent email…

“Why Entrepreneurs should focus on what they do best and spend the money to let Phil manage the naming process”

“Being the typical budget stretched entrepreneur I was reluctant to spend start up funds on developing a company name. I spent two precious weeks in the “do it yourself” mode and was no closer to finding a name that spoke to my customers, represented my company’s key value propositions, was available for national trademark, had the perfect tag line to accentuate my advertising efforts, and had an available domain name. After much frustration I found Phil at Tungsten Branding. We spoke on the phone and discussed Tungsten’s naming process. I immediately knew that I had found the solution for my company naming project. Phil laid out a plan that he felt would most effectively accomplish my goals and the ensuing costs involved. Rather than listening to Phil’s advice, I asked if I could just pay for “parts” of the process. Phil sighed and said he would accommodate my request even though his previous experience had shown this to be ineffective. Thrilled with my savings I said “Let’s roll with it, I am sure it will be fine.”

Four days later Tungsten Branding gave me exactly what I had asked for and then some. The information was light years better than what I had spent two weeks trying to do myself, but still did not offer the perfect name that I wanted. At this point I asked Phil if he would be willing to execute the original plan that he had proposed if I was willing to pay the price difference between what I had already paid and the original proposal cost. Thankfully Phil said yes without saying “I told you so”, we dove in, collaborated through the right process and BrightPath was born!

The moral of the story is: You have to get this right! Pay these people their money, do what they say, and focus on the things that you are great at. They are fair, fast, insightful, and really good at what they do (just look at their client list)! Thanks Phil!”

Dan Smith
President
BrightPath Mortgage