Tanj

BACKGROUND

Introduce your business and what you do there.

I’m the founder and creative director of Poligrafik, a design agency. We mainly specialize in branding.

OPPORTUNITY / CHALLENGE

What challenge were you trying to address with Tanj?

I wanted to partner with someone for naming and strategy for my clients.

SOLUTION

What was the scope of their involvement?

Sometimes clients require me to do things that I don’t have the skills for, like naming and strategy, so I talk to Tanj first to see if they can help. All the times they’ve helped, it’s been a good experience. We collaborate at least once or twice a year.

Their scope of work can be for product naming, naming a specific offering they have, as well as strategy work. They have different approaches depending on the situation. The final goal of strategy can be brand guidelines, but it’s mainly to position the company to create visual assistance for a brand.

They normally start with an interview with the client to try to understand what the client is looking for. Then they do 3–5 reiterations for naming, starting with a larger list of names before going through the checks if those names are available or not. Three or four times, they have done it directly with my clients without my intervention. I trust their skillset.

Sometimes they work with me to come up with strategies and we present them to the client. They’ve also dealt directly with the client when it was better to do it that way. For example, when a larger client required a conference call, they had different people from around the world participating in the call. It became tricky with time, so Tanj dealt with the client without me being part of creating the strategy with them.

What is the team composition?

I talk directly to Scott (Founder & Managing Director, Tanj). He decides which people to bring on from his team and introduces them to me if necessary. Otherwise, I let him choose the people for a specific project.

How did you come to work with Tanj?

I knew Scott prior to finding Tanj, but we had lost contact. Someone else put me back in touch and I start working Tanj shortly thereafter.

How much have you invested with them?

We’ve spent $80,000–$120,000 in total.

What is the status of this engagement?

We started working together in 2012 and the work is ongoing.

RESULTS & FEEDBACK

What evidence can you share that demonstrates the impact of the engagement?

I’ve had clients come back requiring more services from Tanj, which means they’ve done a good job. I never heard any complaints from my clients, and some of them have stayed in contact with Tanj directly for smaller projects after the initial introduction. They have a really good reputation. I’ve always had a good experience working with them.

How did Tanj perform from a project management standpoint?

They always deliver on time and are always very professional. I feel very comfortable with them talking directly to my clients. We use Hangouts, Skype, email, and phone calls. They’re very respectful and never try to overstep boundaries with my clients, which I had with other companies. They’re very on top of time management and the overall management of the project.

What did you find most impressive about them?

The amount of work they put into a project is impressive. I remember when we collaborated on a naming project, I was amazed that they came up with so many names. They don’t stop until they get it done.

Are there any areas they could improve?

No, I just want them to stay the way they are. They always make me look good with my clients.

Do you have any advice for potential customers?

Let them understand your business or what you’re doing. Let them dig into it and do their job without trying to tell them how to do it. Listen to what they have to say, especially when it comes to strategy and naming.

BACKGROUND

Introduce your business and what you do there.

I'm the director of marketing for an alternative small business lender with for-profit and non-profit arms.

OPPORTUNITY / CHALLENGE

What challenge were you trying to address with Tanj?

We worked on a renaming project with them. It was extremely difficult for us to find a new name for our company internally, so we brought Tanj on board to help us with that. We have three arms that actually all have separate names, so an additional layer to the challenge was to find one name that would serve three companies.

SOLUTION

What was the scope of their involvement?

They started by speaking with 10 of our staff members to gather insight and then used that information to recommend a strategic direction for us. They also provided us with some sample names at that point. There was a little bit of back and forth to refine the project goals before they started their name generation process. Once they came back to us with a list of about 30 potential names, we had internal discussions about which of those we would choose.

What is the team composition?

We interacted with three people from Tanj, one of whom was our main point of contact.

How did you come to work with Tanj?

I identified my shortlist of agencies based on information and reviews on Clutch, and then we went through an RFP process where we received proposals from and had in-depth conversations with 3–4 different agencies. We ended up going with Tanj because they had the most relevant case studies for our industry and our problem and demonstrated excellent listening capabilities from the start.

How much have you invested with them?

We have spent between $25,000–$50,000.

What is the status of this engagement?

With some pauses, the process took about 4 months, from February–May  2019.

RESULTS & FEEDBACK

What evidence can you share that demonstrates the impact of the engagement?

So far, the name has been received very positively at every level. We announced the new name to internal stakeholders last week after it was approved by our board, which was a big hurdle. Before we even announced to staff, the mere fact that we got our committee of five aligned and excited about the new name was a great sign.

How did Tanj perform from a project management standpoint?

Tanj's management was excellent. I could tell that they had done this many times before and had tweaked their approach over the years to make it really successful. The whole process was very thoughtful and struck the right balance between structure and flexibility. It nearly felt specifically designed to create internal alignment within our organization. Tanj helped our sixty-five-year-old organization get outside of its own head and successfully rename, which is amazing.

What did you find most impressive about them?

They’re just exceptionally thoughtful listeners. They picked up on things that were very nuanced about our organization, including things that we didn't even know about ourselves, and leveraged those for a successful end to the project.

Are there any areas they could improve?

I really don’t know anything they could have done better.

Do you have any advice for potential customers?

My best advice would be to just let go and trust them. The project was successful for us because we really respected their expertise and allowed them to push us outside of our comfort zone a little bit. I think in some organizations, naming can be a very emotional and stubborn thing, and if we didn't let Tanj take the reins, we would have ended up with a name that we didn’t love.

BACKGROUND

Introduce your business and what you do there.

I'm the art director at Olomi; a startup company mostly focused on skincare products.

OPPORTUNITY / CHALLENGE

What challenge were you trying to address with Tanj?

We reached out to Tanj to help us name some of our products within very broad categories. 

SOLUTION

What was the scope of their involvement?

We provided Tanj with some concepts and visuals, and they came up with three rounds of naming for various products. They also provided market research for different options, initial legal screening, and recommended a trademarking attorney. 

What is the team composition? 

We worked with Scott (Founder and Managing Director, Tanj).

How did you come to work with Tanj?

We did a lot of research online and considered several different naming companies, but ultimately liked Tanj's portfolio the most.

How much have you invested with them?

We spent $30,000 in total. 

What is the status of this engagement?

We worked with them from September–October 2018.

RESULTS & FEEDBACK

What evidence can you share that demonstrates the impact of the engagement?

We were very happy with the names they came up with and their process overall.

How did Tanj perform from a project management standpoint?

They were very helpful and responsive throughout the engagement. We mostly communicated through email and shared documents through G Suite.

What did you find most impressive about them?

They established great communication with us and took the time to understand our needs.

Are there any areas they could improve?

No, we were very happy with their services overall. 

BACKGROUND

Introduce your business and what you do there.

I’m the director of marketing for OnSIP. We’re a business phone service provider. We connect customer’s phones to the outside world and give them features like voicemail boxes, menu tools, etc.

OPPORTUNITY / CHALLENGE

What challenge were you trying to address with Tanj?

We were launching an app to connect with our users on a different level. To do this successfully, we needed to hire a team to help us create a name. Our goal was to have a name that resonates with our target audience and encourages them to sign up for our services.

SOLUTION

What was the scope of their involvement?

The first thing they did for us was a deep dive into our business as a whole and the competitive landscape we’re in. They took the time to understand the value of our app, who our target audience was, and the type of appeal we needed to have. After figuring out the voice our brand has, they began brainstorming options.

The first round of deliverables was based on feedback we gave their team about existing names and our product overall. We told them which options resonated with our business and they moved in that direction for the next round of names. Tanj presented a list of 20 names for the second round and then created a more concentrated final package for us to choose from. They researched all of the names to ensure they were available and had no issues attached—they also provided full explanations of each name’s meaning and history.

What is the team composition?

Scott (Founder & Managing Director, Tanj) and Jesse (Senior Namer & Copywriter, Tanj) were my main points of contact during the project.

How did you come to work with Tanj?

My colleague located potential companies and Tanj made a good first impression on us. Since we didn’t know how to come up with a good name, we wanted a company whose own name stood out. They asked all the right questions during our initial conversation and seemed like the most experienced team.

How much have you invested with them?

We spent around $20,000.

What is the status of this engagement?

We worked together from December 2018–January 2019.

RESULTS & FEEDBACK

What evidence can you share that demonstrates the impact of the engagement?

We haven’t done a commercial push for the new name yet, so we don’t have any hard data. However, my company’s initial reaction to the name was fantastic and reassured me that we made the right decision with Tanj. All of the positive feedback has been a relief.

How did Tanj perform from a project management standpoint?

During our calls, we’d have regular checkpoints for everyone to discuss. We were kept informed throughout the project. They paid close attention to our team and understood exactly what we needed from them. All of our feedback was listened to and implemented into their process.

What did you find most impressive about them?

I was delighted with the explanations they provided for each name. The sharp attention to detail about every aspect of the project made them a great partner. The way they painted a picture of what each name would look like for our business was appreciated. As beginners in the naming process, Tanj went at our speed and prioritized our needs.

Are there any areas they could improve?

I was fully satisfied with our engagement so there’s nothing I’d recommend they change.

BACKGROUND

Introduce your business and what you do there.

I’m the CEO and founder of Domusys, Inc. We’re an early-stage startup developing smart home technology.

OPPORTUNITY / CHALLENGE

What challenge were you trying to address with Tanj?

We needed a brand and a name for our company. My team had come up with a lot of names for the company previously, but we found it challenging to find one not already in use. Finding a unique name that related to the company and was fun, cool, and relevant to our particular market was challenging. After going through two rounds of naming, we decided to bring on a professional.

SOLUTION

What was the scope of their involvement?

Initially, we had an hours-long phone meeting to explain our business. They introduced themselves and allowed us to pitch them our business so they’d understand what we were about. After going through a research process, they presented several potential names to us for feedback and then proceeded into a more intensive development stage.

During this time, which took several weeks, they performed a high-level global trademark screening and a linguistic investigation. The latter ensured our name wouldn’t have a negative connotation in particular countries. They organized the potential names into a framework associated with how they related to our stated goals and strategy.

What is the team composition?

We primarily worked with Scott (Founder and Managing Director, Tanj), but Jill (Director, Tanj) and two other resources were also involved.

How did you come to work with Tanj?

After running several companies over the years, I knew I wanted something unique for this one. Several companies turned up in my research, but Tanj seemed particularly well-suited based on their previous work. On the phone, I appreciated Scott’s philosophy and bedside manner. He came off as highly creative but still client-centric. Other companies I’ve worked with won’t listen to feedback on their ideas, but Tanj seemed like they’d respect our backgrounds and engage in a collaborative process.

As a final check, I consulted with a connection of mine in the creative industry, and they said Scott and his team came from top-notch firms. Someone in my connection’s organization had a positive experience with them previously, so I decided to give Tanj a go.

How much have you invested with them?

We spent $35,000–$40,000.

What is the status of this engagement?

We worked together from September until November 2018.

RESULTS & FEEDBACK

What evidence can you share that demonstrates the impact of the engagement?

Naming is very subjective, so this is a difficult question, but Tanj hit the schedule, almost within the day. They were right on the money in terms of timeliness. Another metric is how many options they provided, and they came up with more than we were expecting. It was somewhere in the 40–50 range for the first pass, and about the same in the second.

We didn’t pick a name at the end of the process, but that isn’t a reflection on Tanj’s work. It speaks to the complexity of our business challenge. Their options were creative and thoughtful, but a couple failed a detailed legal search and we simply didn’t find one that everyone loved.

How did Tanj perform from a project management standpoint?

They were ideal from this perspective. They provided a thorough Gannt chart that explained what their deliverables would be, and they stayed on top of it. In general, they followed through. My only concern was that Jill (Director, Tanj) was very busy, and we didn’t receive as much attention from her as we expected. On the other hand, Scott was heavily involved.

Otherwise, I have no complaints. They were on schedule and on task, and they gave us deliverables when they said they would. The follow-up calls were scheduled well. When we were faced with a challenge, we went to them for follow-up discussions. They were always willing to communicate and support the process, especially Scott, who continues to check in.

What did you find most impressive about them?

We went through two main presentations, with the first one being a mid-way presentation where they laid out the entire strategy. One of the very first things my team said was that Tanj’s presentations were more detailed and thorough than anything they’d seen previously.

Are there any areas they could improve?

My team typically does better with face-to-face meetings, but we only interacted with Tanj over the phone. The project was run flawlessly, but there’s something impactful about getting to know a partner from a personality and style standpoint.

BACKGROUND

Please describe your company and your position there.

I’m the founder of a consumer electronics company.

OPPORTUNITY / CHALLENGE

For what projects/services did your company hire Tanj?

We engaged with Tanj for a naming project.

What were your goals for this project?

Our company needed a new brand name that reflected the evolution of our products and services. We wanted a modern name that differentiated us from a field of competitors and without any trademark conflicts.

SOLUTION

How did you select this vendor?

I had a few conversations with Tanj. Scott (Founder & Managing Director, Tanj) was generous with his time, before our formal engagement. When it came for the project to begin, Tanj was the obvious choice.

Describe the scope of their work in detail.

At an in-depth exploratory meeting, we spoke about our brand. Our team discussed the uniqueness of our products, how we’re viewed in the market, and the value we offer to our customers. We also talked about other brand names we liked. Tanj asked questions before providing a methodology for naming.

From there, we went into our first round of naming. Each brand name generated was placed in the context of our company. All names were prescreened and delivered with a short reasoning behind them. We completed an additional two rounds.

What was the team composition?

We worked with Scott and his small team of creatives.

RESULTS & FEEDBACK

Can you share any outcomes from the project that demonstrate progress or success?

We ended up with a name that we ’re thrilled with. The results were fantastic working with Tanj. Naming can be a complicated process, but their team’s creative talent produced strong results. Tanj delivered a modern, relevant name that reflected our brand’s values.

How effective was the workflow between your team and theirs?

Scott and his team were extremely passionate about the process. They’re remarkably thoughtful, making sure to understand the client experience. Our conversations were always clear and left us with a sense of excitement. The results speak for themselves.

What did you find most impressive about this company?

Their service was fantastic. The team was readily available and thoughtful. I also appreciated their creative talent.

Are there any areas for improvement?

No, there are none that I can think of.

BACKGROUND

Introduce your business and what you do there.

I'm the chief marketing officer at an insurance organization.

OPPORTUNITY / CHALLENGE

What challenge were you trying to address with Tanj?

We engaged Tanj to help us come up with a name for a new initiative we're rolling out.

SOLUTION

What was the scope of their involvement?

Tanj provided naming services for one of our initiatives, starting with a discovery stage that consisted of a few calls to go over the creative process, our company's culture and values, etc. From there, they provided a total of five rounds of naming options, researching competitive challenges in the process. They also introduced us to a reputable trademarking attorney firm to help us with the legal process.

What is the team composition? 

We worked with Scott (Founder and Managing Director, Tanj).

How did you come to work with Tanj?

We found them through an online search and decided to work with them based on the way they presented their creative process. 

How much have you invested with them?

We invested $25,000.

What is the status of this engagement?

We worked together from December 2018–February 2019.

RESULTS & FEEDBACK

What evidence can you share that demonstrates the impact of the engagement?

They met our needs 100%, delivering above and beyond what was expected and in the timeframe we needed it completed.

How did Tanj perform from a project management standpoint?

They were excellent to work with overall. We corresponded mostly over email and through conference calls, and they'd send us a deck to review before each meeting. 

What did you find most impressive about them?

The level of service they provided was excellent.

Are there any areas they could improve?

No, I can't think of anything.

BACKGROUND

Introduce your business and what you do there.

I’m the director of executive operations and my company provides high-level management services for several automotive dealerships.

OPPORTUNITY / CHALLENGE

What challenge were you trying to address with Tanj?

We were entering a new phase of growth for our company, so we hired Tanj to help us name and define our brand.

SOLUTION

What was the scope of their involvement?

To start, Tanj interviewed our team to find out information about our company’s history, current positioning, and future aspirations. We also provided them with our core values to incorporate into the name. From there, they developed various categories and storylines to define our path as a company. Once we picked the message that suited our business best, Tanj developed names that reflected our messaging and we selected the right one.

What is the team composition?

Scott (Founder & Managing Director, Tanj) was our primary point of contact. Jill (Director, Tanj) was also involved in our project.

How did you come to work with Tanj?

Our CEO searched for vendors online and followed recommendations. Although they weren’t local to us, we knew Tanj was the right fit after looking at their portfolio and having an initial call with them. After hearing their approach, there was no doubt they’d provide the strong, in-depth process we wanted.

What is the status of this engagement?

For this project, we worked from September 2018–February 2019. We’re still in the final stages but the main work has wrapped up.

RESULTS & FEEDBACK

What evidence can you share that demonstrates the impact of the engagement?

We haven’t launched the new name yet, but we’re delighted with the final product Tanj produced. We’re confident in the quality of work we received from them and know they took the most detailed approach possible.

How did Tanj perform from a project management standpoint?

They managed the project in a flexible manner. Throughout the process, Tanj submitted updates and showed us how their plans fit into the schedule we created. Regardless of the changes we requested, they were able to keep the timeline consistent and delivered the scope of work we asked for.

What did you find most impressive about them?

Their attention to detail and creativity made them stand out from others in the industry. Their process was strong and incredibly customized.

Are there any areas they could improve?

There’s nothing I can think of for them to improve.

BACKGROUND

Introduce your business and what you do there.

I’m the co-founder and CPO of Buoy Health, a healthcare technology company. We’re creating an AI system that allows users to ask questions about their symptoms and sicknesses. From there, the platform would direct an individual to the right kind of care for their situation.

OPPORTUNITY / CHALLENGE

What challenge were you trying to address with Tanj?

We hired Tanj because we were struggling with how we communicated our product to the general public. To have an effective message, we needed to understand our brand and find terms that resonate with our audience.

SOLUTION

What was the scope of their involvement?

To begin the project, we had a kick-off meeting for both teams to get to know each other. They took the time to understand our goals and where we envisioned ourselves after the engagement. It was a communication exercise for our team and we got a better sense of what motivates our work.

After we established the core beliefs of our company and product, Tanj began creating the messaging. They produced a comprehensive brand playbook. They developed our voice and showed us how to apply their materials to a variety of business contexts. The guidelines highlight the foundational aspects of our company and are geared toward communicating with our customers.

What is the team composition?

Our main points of contact were Scott (Founder & Managing Director, Tanj) and Jesse (Senior Namer & Copywriter, Tanj).

How did you come to work with Tanj?

We originally found Tanj on Clutch. We chose them because we knew we wanted a company that specialized in writing and language. They have an impressive record of producing positive results and they fit our budget well. Pricing was an important aspect for us because we’re a startup, but Tanj made us feel like we were getting a premium service at the right cost.

How much have you invested with them?

We spent around $35,000 on the project.

What is the status of this engagement?

The project lasted from January–May 2018.

RESULTS & FEEDBACK

What evidence can you share that demonstrates the impact of the engagement?

After completing the project with Tanj, we updated our website to include all the new guidelines they developed for us. Immediately following this, we saw a dramatic increase in leads to the site. We’re also able to effectively communicate with users, buyers, investors, and others with the new playbook Tanj built.

How did Tanj perform from a project management standpoint?

They were great to work with. Their team was on top of the project’s needs and delivered everything on time. The meetings always happened on schedule with the right teammates. They managed the workload well.

What did you find most impressive about them?

They were masters of language—they continually impressed us with the work they produced. When I saw the final deliverables, I breathed a sigh of relief because Tanj captured all of our ideas perfectly. Even though our concepts were fairly complicated, they knew exactly what we wanted and it was an incredible feeling.  

Are there any areas they could improve?

They fulfilled all of our expectations, so there’s nothing I’d recommend they change.

BACKGROUND

Introduce your business and what you do there.

I'm the director of marketing communications within the business technology division at Konica Minolta, which is an imaging and business solutions company.

OPPORTUNITY / CHALLENGE

What challenge were you trying to address with Tanj?

We worked with Tanj to determine the name for one of our products that we're looking to take to market later this year.

SOLUTION

What was the scope of their involvement?

We needed to determine the name for a new product, and we had to obey naming policy guidelines that are determined by our corporate headquarters in Japan. We needed to understand, as well, what would be a compelling name to drive sales and set the naming policy for the future. The trouble we have is that not all particulars of the product have been clearly defined, and the features of the product will change as we develop upgrades. The challenge was trying to understand the product as it is today and also the potential for where it may go due to innovation efforts, and we had to come up with a name that would support that change in the product and also lay the groundwork for future portfolio expansion.

Tanj started with a comprehensive internal communications audit that gave us clarification on people's thinking for how this product should be named. That gave us some structure. They followed with some external research to determine the linguistic framework for naming. Based on that, they came up with some creative roots. From there, we crafted some initial name options and conducted some trademark searches. We then whittled down the names until we came up with five final options.

What is the team composition?

I work directly with Scott, the managing partner.

How did you come to work with Tanj?

We found Tanj via Google search. They demonstrated a clear and structured linguistic approach to naming, which I had not seen from the other proposals. I felt that other firms offered strong branding services. I'm not sure if Tanj does or does not do that, but what I've seen with other agencies is they are able to offer support with naming activities, but they are probably not experts in the way that Tanj is.

How much have you invested with them?

We’ve spent about $50,000.

What is the status of this engagement?

Our engagement lasted from May through July 2018.

RESULTS & FEEDBACK

What evidence can you share that demonstrates the impact of the engagement?

Their work and their approach have been received incredibly well. The management team at Konica Minolta in R&D and within the workplace business unit have incredibly high standards. Tanj really stood out to us.

How did Tanj perform from a project management standpoint?

We have an incredibly busy schedule, and what we found fantastic about working with Tanj was that they were able to manage the program almost independently. They asked us questions when they needed, they kept us updated so we felt involved, and they were very responsive in their communication with us. They adapted to our business needs as and when they arrived.

Are there any areas they could improve?

No. They did an amazing job for us, and we hope to work with them in the future.