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Naming & Corporate Wording for Startups

A name that is easy to remember, pronounce, protect and register as a domain – and a language that makes your brand recognisable.

Updated: September 2026

A name is the decision that is hardest to undo. Agencies develop names systematically: strategy, creation, linguistic check, trademark and domain screening. On top comes the brand's language – how your startup writes and speaks.

Questionnaire: Naming & corporate wording

The more precisely you answer, the more precise the quote – without follow-up calls. Required questions are marked.

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What's included

Naming (company or product name)

€4,800 – €19,200

Development of a company or product name: naming strategy, long list often with 100+ ideas, shortlist with rationale. Result: 3–5 screened candidates.

Tagline / claim

€1,300 – €4,800

A short line that sums up your promise – for website, business card, pitch and advertising.

Trademark, domain & social handle check

€1,300 – €4,000

Pre-screening whether the name is free in your target countries, plus domain and social media availability. Legal clearance is done by a trademark attorney.

Linguistic check for target markets

€800 – €3,200

Check whether the name works in the languages of your target markets: pronunciation, meaning, unwanted associations.

Tone of voice & corporate wording

€2,400 – €8,000

A guide to how your brand sounds: tone, word choice, do's and don'ts, examples. Corporate wording makes sure the whole team writes consistently.

Messaging framework / key messages

€3,200 – €9,600

The key messages for each audience, derived from the positioning – the basis for all copy.

Website & product copy

€1,600 – €6,400

Copy for website, app and product pages – search-friendly and in the brand's tone of voice.

Guide price: Guide value for agencies and studios, excl. VAT, printing, production and third-party costs.

How it works

Briefing

What should the name do, in which markets, with which taboos?

Creation

Long list and selection against clear criteria.

Screening

Linguistic, trademark and domain checks of the favourites.

Decision

Shortlist presentation, decision, handover to the attorney.

Duration: Naming: usually 4–6 weeks. Tone of voice and messaging: 2–4 weeks.

Frequently asked questions

Does the agency file the trademark?
The agency does the pre-screening. Legal clearance and filing are done by a trademark attorney or the relevant trademark office.
Does it have to be a .com?
Not necessarily. For international startups .com often matters, for local markets the country domain is enough. Say so in the questionnaire.
How many names will I get to choose from?
Typically 3–5 screened names on the shortlist, derived from a much longer list of ideas.

Questionnaire: Naming & corporate wording

About 10 minutes. The more precise your answers, the more precise the proposal – and the fewer calls you need.

Take your time – you don't have to do it all at once.Your answers are saved automatically in this browser. Fill in the brief in two or three sessions: close the window, come back later – everything you entered is still there. To continue on another device, save your answers as a file.

1. Your startup

The basics every agency asks first.

Stage

Business model

Target markets

2. What you need

From strategy and logo to web portal, app and trade-fair booth.

What do you need? Tick everything that applies. Grouped the way branding agencies structure their services. Not sure where to start? Select the essential kit – you can add or remove items afterwards.

Nothing selected yet

★ = essential kit every startup needs

Naming & corporate wording

Add more services

Brand strategy & positioning

Logo & corporate design

Business stationery

Website, web portal & e-commerce

App & product design (UX/UI)

Pitch deck & investors

Marketing, campaigns & editorial

Packaging design

Trade-fair booth, signage & space

Launch, film & photo

PR & communications

Employer branding & culture

Ongoing support (per month)

3. Starting point

What exists already and where the brand should go.

Why now? The trigger for the project.

What already exists?

What must stay?

at least 20 characters

Interested in a digital competitor analysis?How your competitors show up online: website or shop, which pages and search terms (keywords) bring them the most traffic, social media (Instagram, Facebook, LinkedIn, TikTok), apps and ads. Many agencies do this together with SEO and online-marketing partners.

Brand characterMove the sliders – the middle means «no preference».

PlayfulSerious
ClassicModern
AffordablePremium
UnderstatedBold
Warm & humanTechnical & precise
4. Budget & timing

The two questions that decide whether an agency can help you.

Budget for this project Excl. VAT. A realistic range saves everyone time – agencies scale the scope to it.

Is the budget approved?

Payment models you are open to

Would you be willing to pay part of the fee in company shares (equity)?Some agencies work with startups partly in exchange for a stake – this can lower the cash amount. Whether it is possible is always up to the agency.

How fixed is the deadline?

5. Working together

So you are matched with agencies that work the way you do.

Who makes the final decision?

How do you want to choose an agency?We do not forward requests for unpaid creative pitches.

Location of the agency

Preferred agency size

Experience with agencies

Should the agency also take care of legal protection?Trademark search and registration for name and logo, design protection, domains and transfer of usage rights. Agencies usually coordinate this with an IP lawyer. Patents protect technical inventions and are a matter for a patent attorney, not a branding agency.

6. Contact

Who the agencies should talk to.

Preferred first contact

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