TUNGSTEN

BACKGROUND

Introduce your business and what you do there.

I’m the business development head at one of Terrafugia’s product lines, Commaris, and we’re building unmanned aerial vehicles (UAVs) for commercial applications. 

OPPORTUNITY / CHALLENGE

What challenge were you trying to address with TUNGSTEN?

Our division did not have a name, and we needed help in coming up with a company and product name.

SOLUTION

What was the scope of their involvement?

We started by meeting through video calls where TUNGSTEN asked us many questions to know more about our new company. They want to understand our product, our audience, and our ideals. We went through multiple sessions to ensure they had all the information they needed to set off and formulate a plan. 

TUNGSTEN took all the information we gave them and turned it into several sessions. They gave us 10 name choices for every session. Each name choice came with a logo and description of what it means. We rejected many of their suggestions for various reasons, but they always came back to give us another set of 10 — it was an iterative process.   

TUNGSTEN and I kept a shortlist together and only presented 1–2 names that we thought were exceptional to the company's president. They first did the company name, and after that, they worked on the product name. The product name was more difficult to produce and had more iterations. 

Additionally, TUNGSTEN gave us an online catalog that includes different versions and colors of our logo. It also contained guidelines about how to publish and present our brand. We provide the style guide to our web developers, social media managers, and graphic designers.

What is the team composition?

First, I worked with their president. Later, their team evolved to 3–4 people, including John (Brand Strategist) and a graphic artist.   

How did you come to work with TUNGSTEN?

I searched for branding providers through Google search. I did my due diligence and looked at the websites of the shortlisted vendors to understand their companies. We’re an aircraft company, and I looked for agencies that had experience working in our industry. After that, I interviewed the shortlisted agencies. 

I ended up hiring TUNGSTEN because they really wanted to understand our company and our goals before anything else. Their proposal was excellent. Additionally, they were the most economical out of the shortlisted companies. 

How much have you invested with them?

We spent around $50,000–$55,000.

What is the status of this engagement?

Our engagement lasted from March–July 2021.  

RESULTS & FEEDBACK

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

I presented TUNGSTEN’s work to various people in our company, and it received unanimous approval. Everybody liked the name, and the logo was awesome. Both the name and logo represented our company.

We attended a big three-day trade show in Las Vegas along with our competitors, and it’s our first time showcasing our brand. Everybody at the show came over to our 18-foot tower that displayed our name. People loved our name, it looked good in the logo, and they all pronounced it correctly. Even our competitors think we did a great job; we received industry validation. 

How did TUNGSTEN perform from a project management standpoint?

TUNGSTEN is excellent at project management; John was our dedicated project manager. 

Every week, TUNGSTEN drove the agenda for our meetings, which ended up being extremely productive and informative. Their presentation skills were phenomenal — they weren’t prodding us, and we just sat there and watched. After our meetings, John gave us a summary, a to-do list, and the date for the next meeting.  

TUNGSTEN’s team was very friendly and had a lot of experience in this area. They were at the helm, driving us through the process. Even though it seemed like they were taking a long time and asking us a lot of questions, in the end, we understood that they did what they had to do. The whole process was a great experience. Everybody was so friendly and serious at the same time. 

We received tremendous value for our money, and I could say TUNGSTEN put serious work and hours into this project.

What did you find most impressive about them?

TUNGSTEN’s professionalism was impressive. They were a well-organized team — their presentations were phenomenal. They had a script, and each person had a role. We didn’t listen to the same voice droning on and on for an hour. They took turns for the presentation. 

Beyond their professionalism, they were very personable and friendly as well. They were great to work with. I recommend them to everybody; they did an excellent job for us. 

When I was interviewing other companies, I often spoke with their owner or president. However, with TUNGSTEN, three people spoke to me on our first call. They came to me as a team, and I could tell they had a lot of good chemistry among themselves — that was infectious. 

Are there any areas they could improve?

I can’t think of anything. 

BACKGROUND

Introduce your business and what you do there.

I’m the president of an over-the-counter medicine manufacturing company. We sell products that people would find in drugstores, grocery stores, and large chain stores like Wal-Mart and Target. Our products include diaper rash creams, bee sting remedies, sleeping aids, earwax removers, and more.

OPPORTUNITY / CHALLENGE

What challenge were you trying to address with TUNGSTEN?

We were looking to do a corporate rebranding. Most customers only cared about the name of our products, but as we grew, we were looking for more opportunities to get our company's name out there.

However, our previous name didn’t represent us; it was just the former brand owner’s last name. We wanted to have a name that showed what we did in a more descriptive way to have a better brand for our company.

SOLUTION

What was the scope of their involvement?

First, we discussed with TUNGSTEN about our company, what we did, and what we were trying to accomplish. Then, they came back with documentation on their findings and asked us some more questions to help further hone that in.

After that, we got into a naming process, where they suggested a series of names and together selected the best option. Once we had our name, they brought in a designer who helped us design our logo.

What is the team composition?

We worked with one main point of contact and three other people who also helped in the naming process, each of them pitching their own ideas.

How did you come to work with TUNGSTEN?

I don’t remember, but I think I found them on Google. We had an initial discussion and went from there.

What is the status of this engagement?

I don’t remember the dates, but the process took a long time due to delays on our end. From the first contact we had with TUNGSTEN, it took us 1–2 years to actually start working on the project, and the project itself lasted around six months.

RESULTS & FEEDBACK

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

Sometimes, people can be very creative and come up with an ingenious name, but they then find out that 40 other companies are using the same name when they look it online. The beauty of working with TUNGSTEN was that they helped us get a great and unique name, allowing us to acquire its web presence and get the URL that we wanted. This was an outstanding result that we would have had trouble duplicating ourselves.

We haven’t rolled out our new name to the public because we’re now in the process of having our website redesigned. Once we have our website, we will see the impact of our new name on our business.

How did TUNGSTEN perform from a project management standpoint?

TUNGSTEN’s communication was great, and they always communicated with us clearly. They constantly explained what they were doing and provided us with the timelines. We had some delays on our end, but they were very responsive nonetheless.

Another great feature about TUNGSTEN was that they had an internal website where they put the names they came up with, along with the rationale behind it and some specifics. This helped us review the names in more detail, which made the process easier.

What did you find most impressive about them?

Aside from their communication and ability to meet deadlines, TUNGSTEN’s quality of work was excellent. Additionally, they made it very easy to work with them.

Are there any areas they could improve?

No.

Do you have any advice for potential customers?

Put in the necessary effort and think about what you want out of the project. You can’t fully outsource these kinds of services; you need to work with them to drive the project where you want it to go. TUNGSTEN will guide you through the process, but you need to let them know what you’re looking for.

BACKGROUND

Introduce your business and what you do there.

I’m the CMO at Expansive, a flexible workspace provider. We own 44 properties across the US, and we offer them as coworking spaces, plug-and-play office suites, and private, dedicated offices. We also have event spaces, podcasting studios, on-demand conference rooms, and a variety of workspaces, and we offer long-term leases to our clients.

OPPORTUNITY / CHALLENGE

What challenge were you trying to address with TUNGSTEN?

We recently renamed our company, and we hired TUNGSTEN as our naming agency.

SOLUTION

What was the scope of their involvement?

TUNGSTEN helped us select our current name and explore other options. They also helped us bring our new name to life with a new logo and messaging around it. They were very helpful throughout the whole process.

I joined the project when TUNGSTEN was working with our company on phase one, which was defining the new name. This included exploring the different options to decide which name we wanted to use. Then, we extended the scope of work, and TUNGSTEN helped us design a logo and some initial messaging around it.

What is the team composition?

We worked directly with Elizabeth (Director of Brand Strategy), who was our main point of contact and acted as our account manager. She was the primary liaison between our team and TUNGSTEN’s team. Additionally, 4–5 people worked closely on the project, all with different capabilities. Some of them were oriented towards graphic design, for example.

We interacted with Elizabeth regularly. She organized and led most of our meetings and brainstorming sessions.

How did you come to work with TUNGSTEN?

TUNGSTEN was already on board when I got hired, so I wasn’t part of that process. However, I believe that my marketing director did some online research and reached out to people in our industry, looking for recommendations. TUNGSTEN’s name came out as a result of that process, but I’m not sure how extensive of a review they did before selecting them.

How much have you invested with them?

We spent around $30,000.

What is the status of this engagement?

The project started right before the holiday season of 2020, so my company started working with TUNGSTEN around November 2020. I first heard about them in January 2021, and my first contact with them was in February 2021. By that time, they had already done a couple of naming rounds. Finally, we finished the transition process in July 2021.

RESULTS & FEEDBACK

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

As our renaming transition has just recently concluded, we don’t have any metrics on the impact of the new name on our business. However, our internal staff is very excited about it. Our new name energized things and brought where the company has evolved to fruition.

We’re still in the process of rolling out the new name to our customers, and we’re getting ready to announce it around August or September 2021, taking the time to explain what it all means. There’s a general positive feeling about it.

Although there was some hesitation initially, we’re 110% confident that this was the right decision for us. It was a long-term investment for our business, and it set us up for success. Now, we’re moving forward in this industry.

How did TUNGSTEN perform from a project management standpoint?

TUNGSTEN did a great job in terms of project management. Elizabeth did a great job of giving us visibility as to where we were on budget and timelines. They laid out everything ahead of time, and we had a work plan, which was helpful.

What did you find most impressive about them?

Naming was TUNGSTEN’s stand-out skill. I’ve worked in marketing for over 20 years, and I’ve worked with other naming agencies before. TUNGSTEN did a really nice job understanding where we were coming from and doing research to dig deep into what we were looking for.

They came back with really strong ideas — I was impressed. Their team kept coming up with ideas in different territories and a variety of options. They also did a great job working with our broader team to pinpoint what worked and what didn’t about the different names.

TUNGSTEN’s process allowed us to diverge before converging so that we could figure out what was what we really needed. They were also great at steering us in the right direction, making everyone involved feel heard, and taking us to a place where our whole team was satisfied. We’re very happy with the result.

Are there any areas they could improve?

Although TUNGSTEN did a great job on the naming, we had issues in some of the further downstream messaging. We had a very specific type of output that we wanted to get to, but we had difficulty communicating that to them. Thus, they also had a hard time grasping what we wanted to get to.

In retrospect, we should have spent more time in that part of the process to brainstorm and articulate what we were trying to accomplish in that stage. We ended up cutting some things out of the scope because we were running out of time and budget on it. However, we ultimately landed in a pretty good place, and it was a great process overall.

Do you have any advice for potential customers?

Write your own version of what you’re trying to accomplish, and be as clear about it upfront as possible because it will be helpful for everyone.

BACKGROUND

Introduce your business and what you do there.

I’m the owner and founder of a fashion jewelry company.

OPPORTUNITY / CHALLENGE

What challenge were you trying to address with TUNGSTEN?

I needed their team’s branding efforts.

SOLUTION

What was the scope of their involvement?

I just built my company when I reached out to TUNGSTEN’s team to task them with generating branding positioning strategies. They were also in charge of creating a brand name and a tagline that best represented our brand and the products we offered. Once those were settled, TUNGSTEN designed our logo and came up with an elevator pitch that we could use when promoting our company to potential clients and partners.

In order to ensure that our branding pipeline was well maintained, TUNGSTEN developed templates and a style guideline that we could use to generate promotional materials that were in line with their initial deliverables.

What is the team composition?

We worked with 2–6 branding resources from TUNGSTEN, depending on the project phase. Throughout the process, my main point of contact was their founder.

How did you come to work with TUNGSTEN?

I found their company online after looking for potential agencies to hire for this project. Upon looking at their website and eventually interviewing their team, I was convinced that TUNGSTEN was the right partner that could elevate our brand.

How much have you invested with them?

We spent $19,000.

What is the status of this engagement?

Our project with TUNGSTEN ran from December 2020–March 2021.

RESULTS & FEEDBACK

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

TUNGSTEN was an expert team that delivered top-notch results to our business. As a new company, we’re still in the process of promoting our products to our clientele, but I can confirm that TUNGSTEN’S branding efforts definitely elevated our brand. We had a great and fruitful collaboration with their team, and I’m sure all the other companies that left them a review on Clutch had the same favorable experience.

How did TUNGSTEN perform from a project management standpoint?

We mainly communicated via email and held regular meetings on Zoom. TUNGSTEN’s team was on top of the project management game. They were committed to meeting our timelines and were always receptive to our feedback — the project flowed easily because of their understanding and accommodating nature.

What did you find most impressive about them?

TUNGSTEN was truly passionate about transforming our brand. They didn’t just work to produce the deliverables we needed, but they worked as an integral part of our onshore team. We saw their willingness to help us succeed throughout the project — they really went above and beyond to understand the industry we’re part of, so they could deliver more tailored results.

Are there any areas they could improve?

I don’t have any constructive feedback to share. We had a positive working relationship with TUNGSTEN.

Do you have any advice for potential customers?

Make sure to gather all the information you need to be able to kick start your project on a good note. Setting clear goals and relaying all of those to TUNGSTEN’s team will also lead them to deliver the results you need.

BACKGROUND

Introduce your business and what you do there.

I’m the co-founder and CEO of LoftLinks, an indoor golf concept. Our goal is to open the game of golf to all types of people through diversity, inclusion, and top-notch instruction.

OPPORTUNITY / CHALLENGE

What challenge were you trying to address with Tungsten?

We wanted to build a strong company, but there were holes in our understanding in terms of what we should and shouldn’t do from a branding perspective. We thought it would be important for us to go through a brand development and naming process.

SOLUTION

What was the scope of their involvement?

Tungsten did an overall discovery where we talked about our brand, our mandate, what we were looking to accomplish, what field we wanted to be in, the sound we wanted, and other brands we respected. We also discussed taglines and names that we thought could go well.

They also helped us understand how names and taglines should be used and set up a patent so that our work wouldn’t be used anywhere else. Additionally, they did web design and worked on the domain to make sure that we had our bases covered.

What is the team composition?

We worked with their full team. We worked with their CEO, and as the project went on, the team evolved to include an account manager.

How did you come to work with Tungsten?

They were referred to us, and the people who referred Tungsten told us that their relationship was well-handled.

What is the status of this engagement?

This project lasted from about January–August 2019, but we still collaborate with them.

RESULTS & FEEDBACK

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

Their work was outstanding. It has helped us keep our brand in mind throughout everything we do. The process was so instructive, and it helped us put guard rails on what we do.

Tungsten put us on the right path. The reception has been incredible. People love the colors, the art, the designs, and the look of the logo. When people look at our Instagram feed, everything is on-brand, which wouldn’t have happened without Tungsten.

How did Tungsten perform from a project management standpoint?

Everything was top-notch. We were able to tap into all of their resources and collective experiences, which gave us a lot of confidence. We didn’t feel like any question was too silly to ask, and the team handled everything at the highest level; you wouldn’t think they were a small company. 

What did you find most impressive about them?

Having access to the whole team was amazing. Every time we had a conference call, we could tell that we were working with people who knew what they were doing. We enjoyed every interaction with them because we knew that we were going to get the best from them. It was really fun.

Are there any areas they could improve?

No, I have no suggestions.

Do you have any advice for potential customers?

If you’re coming in without experience in this area, be open-minded and talk to Tungsten’s business development team. Additionally, make sure you ask a lot of questions because you’ll become more comfortable.

Go through the business development and proposal processes. If you do that, you’ll be impressed with how the team responds to your questions. 

BACKGROUND

Introduce your business and what you do there.

Native American Development Corporation is a nonprofit based in Montana, serving a four-state region. We help with business community, economic development, tribal and Native American communities, Native American-owned small businesses, government contracting, and business development. Most recently, we got into e-commerce and starting a health clinic. I currently oversee our e-commerce program as the project director.

OPPORTUNITY / CHALLENGE

What challenge were you trying to address with Tungsten?

We needed branding and naming development services.

SOLUTION

What was the scope of their involvement?

Tungsten took us through a process that none of my team had gone through before. They started off by asking questions, such as what we wanted the brand to look like and what our hopes for the brand were. Then, they did a first round of names that we went through. Although we did go through a second round and different ideations of some of those, we ended up going with a name that they developed during the first round.

They also helped us develop the logo and icons, color scheme, font, and things like that. They provided collateral pieces that went along with the branding, as well as a branding guide that we utilize in our website, advertising, and other areas.

What is the team composition?

We worked with John (Brand Strategist) early on in the development. Once we started getting going, we worked with Elizabeth (Director of Brand Strategy) and her team. I probably communicated with Elizabeth more than anybody else.

How did you come to work with Tungsten?

We came up with some funding to start this e-commerce program through the Minority Business Development Agency, and we put out a bid and RFP for branding and name development services. Tungsten was one of the strongest responses that we got. We really liked what they had to offer and what they were looking at providing, so we decided to go with them.

What is the status of this engagement?

I believe we got funding around October or November 2019, so we probably started initial discussions in November. We pretty much wrapped up the last bit of collateral last month. It was a good process.

RESULTS & FEEDBACK

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

The feedback we’ve gotten so far has been positive. Since we just launched, most of the feedback has been local. People have been responsive to the name; they’re curious about it, which opens up dialogue and conversation. They definitely like the icons that we have in the logo.

How did Tungsten perform from a project management standpoint?

On our side, we had a team of 4–5 people that continuously met and were on the calls with Tungsten during the development. We looked at the things they gave us, and we followed their direction in order to get where we wanted to be.

They communicated with me and I communicated with my team, and then vice versa, so I communicated with Elizabeth, and she relayed that to her team. It worked pretty seamlessly. We got our schedules to work together. The conversations were to the point, and they got work done when we needed it to be done. They were fairly responsive and time-sensitive. We communicated through Zoom.

What did you find most impressive about them?

They took a lot of our suggestions. I think they had minimal experience working with a Native American company, so they took this work to heart. They wanted to showcase their abilities and talents while also taking our feedback into account. It was nice working with a team that was responsive to our feedback, ideas, and the direction that we wanted to go.

Are there any areas they could improve?

They could’ve gone deeper into the cultural differences between tribes across the US. I know they got into that a little bit, but they were probably unsure of what direction to take. I don’t think that’s truly on them, since there are 500 different tribes in the US, but I think they sometimes struggled to understand the differences between Southern and Northern tribes, as well as the cultural aspects and aesthetics that tribes like to use in their designs. This wasn’t necessarily a bad thing; I think they just didn’t understand some of those types of nuances.

Any advice for potential customers?

I think a lot of it goes back to the client’s team. Tungsten’s work is going to be based upon what you give them and the ideas, feedback, and thought processes that you have. Their work is only going to be as good as the client’s level of engagement. The more engaging you are, the better work they’ll do.

BACKGROUND

Introduce your business and what you do there.

I’m the product manager at Cervey, a pharmacy-centric technology company.

OPPORTUNITY / CHALLENGE

What challenge were you trying to address with Tungsten?

We were splitting from our parent company that was a drug wholesaler, and we were transitioning into having our technology division as its own company. We had gone through this process with another company to do our brand platform and positioning statement.

As we were going through the process, we were told that our original name was quite bland. So, we started shopping around for a naming company, which is why we approached Tungsten.

SOLUTION

What was the scope of their involvement?

We provided Tungsten with our messaging and positioning statement so that they could get to know us. They then sent questionnaires to all of our stakeholders so that they could get more input. 

We had an online workshop in which Phil (President & Founder) walked us through a bunch of questions and got to know us and our product offerings.  

Afterward, the team came back to us with a couple of different names, and, after picking our top three, we landed on Cervey. Additionally, the team did some trademarking work. 

What is the team composition?

I worked primarily with Phil and a project manager.

How did you come to work with Tungsten?

We got a couple of recommendations from a few people and I also did my own research. We found them through Clutch, and they looked like a good partner. 

How much have you invested with them?

We spent around $18,000 for naming and trademark research. 

What is the status of this engagement?

We worked with Tungsten from January–April 2019.

RESULTS & FEEDBACK

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

In January 2020, we went live with the new name and branding. There’s been a positive impact and people have been very impressed. We had a huge boost in traffic at our conference. Overall, Tungsten’s work has had a positive impact on our brand awareness.

How did Tungsten perform from a project management standpoint?

Our project manager was great about making sure the team hit their deadlines, keeping us on track, and moving the project along. It went really well. We communicated via phone and email

The team also created a web-based suite where we were able to see the names they had selected as well as sample templates of what the names would look like.

What did you find most impressive about them?

Tungsten provided quite a few creative options that could go different ways. Once we narrowed it down to our top 2–3 options, we had a hard time deciding which direction to go because all of them were very creative. They’ve also got good technical writing skills. 

Are there any areas they could improve?

No, not that I can think of. 

Do you have any advice for potential customers?

Make sure you’re clear about exactly what you need. Our experience was great.

BACKGROUND

Introduce your business and what you do there.

I’m the co-founder of Remagin.

OPPORTUNITY / CHALLENGE

What challenge were you trying to address with Tungsten?

My wife and I are both ophthalmologists, but she focuses on oculoplastic surgery. We had different brands. She had her ocular plastic surgery practice and I had the Orlando Eye Institute. We wanted to combine our brands because it was annoying to have two different names for the same office. We wanted an umbrella name for clients to understand our services.  

SOLUTION

What was the scope of their involvement?

Tungsten helped us to create a name, tagline, and logo. Their team found a name with an available domain because we didn’t want our website to have a different name. Those were the major components, but they also provided other brand aspects such as fonts. Their team created a different color scheme to use in our advertising.  

What is the team composition?

Our main point of contact was John (Brand Strategist).

How did you come to work with Tungsten?

I searched Google and talked to a few companies but Tungsten provided the best pitch. They talked about how they would tackle the project systematically. The other companies vaguely talked about how they would accomplish our goals. Tungsten wanted to be involved in the whole process, so their team felt like a better package. I also remembered their name because their branding was effective, which was a good sign. Even though they were a little more expensive than their competitors, I had the most confidence in them.

How much have you invested with them?

We spent about $10,000 on the project. I would totally do it again.

What is the status of this engagement?

We started this project in February 2020, and they delivered the final package in June 2020.

RESULTS & FEEDBACK

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

Their team created a comprehensive package. We loved the process. Initially, they came up with an array of names. We liked one of the names from that first batch.

We told them that we didn’t want a medical logo. Rather, we wanted something more iconic. Again, they quickly came up with a logo that my wife and I liked. When we finished the process, we had an overwhelmingly good feeling about it.

How did Tungsten perform from a project management standpoint?

They were good at setting and meeting deadlines. In terms of availability, the issues were on our side. Their team was flexible.

What did you find most impressive about them?

Their team was able to listen to our needs. For medical practices, they might not have expected to do what we did. Their team was able to think outside the norm to give us what we wanted.

Tungsten also wasn’t afraid to give us feedback to ensure we didn’t make a bad decision. We valued their advice given their experience.

Are there any areas they could improve?

No, not really. It would’ve been nicer to have a name sooner, but the creative process takes time. The project went about as well as I could’ve possibly imagined it to. Their cost was higher than other companies, which initially gave us pause. But looking back, it was worth the investment. We wish that we started with them when we launched our company 10 years ago.

Do you have any advice for potential customers?

I would highly recommend that people go with an established marketing and branding company. It will make your life easier in the long run. I also highly recommend Tungsten. Take their questionnaire seriously because that guides the project. Attack the questionnaire and have fun with it.

BACKGROUND

Introduce your business and what you do there.

My position is CMO. Red Rover is fetchable storage, which is actually a tagline that Phil (Founder) coined. We think it will help redefine a whole new category of moving and storage. We are fairly new and have just started to build out our marketing team.

OPPORTUNITY / CHALLENGE

What challenge were you trying to address with Tungsten?

Although we’re in the moving and storage industry, our service offering is so different that we felt like we needed something to reflect that difference. We wanted our name and positioning to be as unique as the service offering we provide.

SOLUTION

What was the scope of their involvement?

Tungsten did everything from naming, tagline, brand iconography and logo, look and feel, voice, and brand guidelines. They really did the full package.

What is the team composition?

Phil was our primary point of contact. I know there have been several other people working on the project.

How did you come to work with Tungsten?

My company had worked with Phil on other projects before I came on board.

What is the status of this engagement?

The engagement began in March 2019, which predates my time with the company, and it’s ongoing.

RESULTS & FEEDBACK

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

I’ve been in marketing for a long time, and I believe we have probably gained 50% more immediate recognition based on the name versus if we had come up with something that sounded endemic to the category. The moving and storage category and the associated content can be a little dry, but having the name Red Rover allows us to have a little bit of fun with it. It gives us an opportunity to do some interesting and fun social media, as well as develop other content that’s not just about moving and storage. I believe that the brand guidelines they created for us actually won an award.

How did Tungsten perform from a project management standpoint?

They’ve been excellent. We communicate via phone calls, email, and text. They’re very timely and conscientious.

What did you find most impressive about them?

They’re able to distill down the essence of a business and put a unique and creative spin on it.

Are there any areas they could improve?

No, not that I can think of off the top of my head. It’s been really great working with them. We’ve seen great results.

Any advice for potential customers?

I would say educate them as much as possible about your category and your business. The things that you feel maybe aren’t as important, they may recognize as little gold nuggets and actually build platforms on them. Just be super engaged and transparent with them. Let them be creative, because they deliver creative.

BACKGROUND

Introduce your business and what you do there.

I’m the president of an IT managed services firm. We provide IT services and sell products.

OPPORTUNITY / CHALLENGE

What challenge were you trying to address with Tungsten Branding?

Our company’s name dated back to our founding in the mid-80s and didn’t align with our service portfolio. By 2013, we were looking to rebrand our organization. As IT has evolved, so have our company and service offerings. Given how quickly the IT industry is changing, we needed a relatively generic name. Identifying a new brand name is tricky, so we decided to look for firms that would be able to help us through this process.

SOLUTION

What was the scope of their involvement?

Tungsten Branding walked us through the process of identifying name options that would correlate to our desired future brand. They not only provided names that they believed were available and capable of being trademarked but also ensured that we had access to appropriate domain names. During this several-week process, Tungsten Branding worked with us to understand our vision and desired brand attributes. They helped us through the selection process.

What is the team composition?

I just worked with two people.

How did you come to work with Tungsten Branding?

We did some online research, and I believe I read a blog post that they’d written that keyed me in to the fact that Tungsten Branding specializes in names. We reached out to them and learned more about the company, their approach, and how they’d work with us to confirm domain name availability and check off all of the boxes that we were struggling with. They put forth a proposal, and we chose to work with them based on that.

How much have you invested with them?

My company spent around $16,000–$18,000.

What is the status of this engagement?

Our work with Tungsten Branding spanned June–August 2013. We formally changed our name at the beginning of 2017.

RESULTS & FEEDBACK

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

At the end of the process, we came out with a new company name that we believe better positions us in the market going forward. Ultimately, this was what we were looking to achieve.

The name has been well received. Our goal was to avoid pinning ourselves down the way we had with our original name, and I think we’ve accomplished that. It’s challenging these days to find a name you can trademark and take through that process, so Phil (President, Tungsten Branding) and his team solved a big problem for us. 

How did Tungsten Branding perform from a project management standpoint?

Tungsten Branding had a very well-defined process around our engagement. They used an online portal to show us the project phases and send deliverables for review and approval. Once we received the deliverables, we’d go over them in phone review sessions. They solicited our feedback in an effort to identify our end product. We had a lot of conversations throughout the project. 

What did you find most impressive about them?

Tungsten Branding came in at a very competitive price point and delivered a high-quality service. Naming may sound simple, but it’s a challenging task that’s extremely important for any company.  I don’t think everybody is suited to do it, which is why Tungsten Brand brought a lot of value in creatively walking us through the process. We’re happy with the end result.

Are there any areas they could improve?

No, not within the scope of our engagement. We accomplished exactly what we were looking to accomplish, so I can’t say there’s anything I’d recommend they do differently.

Any advice for potential customers?

For any engagement, make sure there’s a clear understanding of the vendor’s process. Some people might underestimate the naming process, so it’s helpful if Tungsten Branding can reference other projects and really articulate the steps they take.