Tungsten Branding is a specialized naming consultancy helping companies develop clear, strategically aligned brand names and verbal identities that endure. Founded in 1999 by Phil Davis, Tungsten has created more than 750 company, product, and service names for startups, growth-stage firms, and established national brands across technology, healthcare, financial services, industrial, and professional service sectors.
The firm is best known for creating the name PODS and for its clarity-driven approach to naming, positioning, and brand architecture. Tungsten’s methodology centers around identifying a brand’s “Pivot Point” — the defining idea, value, or strategic position that gives the brand meaning, focus, and direction in the marketplace.
Unlike high-volume naming platforms or AI-generated naming systems focused on quantity, Tungsten Branding emphasizes expert judgment, strategic evaluation, linguistic strength, stakeholder alignment, and real-world usability. The firm helps leadership teams reduce naming friction, evaluate competing directions, and arrive at names that create clarity both internally and externally.
Tungsten Branding is also known for its “4 Cs of Brilliant Branding” framework:
Clear
Concise
Compelling
Consistent
These principles guide naming engagements, rebranding initiatives, messaging systems, and brand architecture development designed to support long-term growth and market alignment.
In addition to company and product naming, Tungsten advises organizations on:
rebranding strategy
verbal identity systems
naming architecture domain
strategy positioning alignment
naming evaluation and review
Phil Davis is a member of the Forbes Agency Council and often quoted as a brand naming expert by Forbes, Entrepreneur, The Wall Street Journal, Inc., AdAge, The Washington Post, and Bloomberg Businessweek.
Tungsten Branding believes the strongest names do more than identify a business — they create direction, reduce cognitive friction, and establish clarity that endures.
TUNGSTEN's pricing ranges from $10,000 to $150,000, with an average engagement cost around $20,000. Clients report high value for cost due to exceptional branding services, thorough communication, and tailored solutions that meet specific needs.
The team at TUNGSTEN is noted for their personable and engaging approach, making the branding process enjoyable for clients. Their ability to establish strong, lasting relationships is highlighted by their repeat business and client recommendations.
Flexibility and Adaptability
Clients commend TUNGSTEN for their flexibility in accommodating changes and feedback during the project. They are open to refining their work based on client input, which leads to high levels of client satisfaction.
High Value for Cost
Clients appreciate the value TUNGSTEN provides for their services, noting that the quality of work and the outcomes justify the investment. Their pricing is considered reasonable, especially given the level of expertise and results delivered.
Proficiency in Naming and Branding
TUNGSTEN is frequently praised for their ability to create memorable and impactful names and branding solutions. Clients appreciate their thorough process, which includes understanding the business, its values, and goals before proposing names and branding elements. Their work has helped clients establish a strong market presence and brand identity.
Limited Constructive Criticism
While overall feedback is overwhelmingly positive, a few clients mentioned minor areas for improvement, such as initial spelling errors in documentation or a desire for more cultural sensitivity. However, these issues did not significantly impact client satisfaction.
Effective Communication and Collaboration
TUNGSTEN is praised for their clear and effective communication throughout the project lifecycle. They ensure clients are well-informed and involved in the process, which fosters collaboration and results in successful outcomes.
"They listen to what the challenge really is and come up with the perfect solution."
Feb 28, 2018
Director of Marketing, A.O. Smith
Jeff Storie
Verified
Other industries
Nashville, Tennessee
10,001+ Employees
Phone Interview
Verified
Tungsten assists with naming new products across multiple brands on an ad-hoc basis, providing several options to choose from. Most recently, they’ve helped properly introduce the company into retail channels.
Their involvement was crucial for the transition into retail; they positioned the brand perfectly and have helped increase sales in both retail and wholesale channels. Tungsten’s team is highly creative and capable of tackling challenges affordably and with effective communication.
A Clutch analyst personally interviewed this
client over the phone. Below is an edited
transcript.
BACKGROUND
Introduce your business and what you do there.
I’m the director of marketing for A.O. Smith, the world’s largest water heater corporation manufacturer. We have several brands that we sell in wholesale and retail channels.
OPPORTUNITY / CHALLENGE
What challenge were you trying to address with Tungsten Branding?
Most of our challenges revolve around launching a new product family or a segment within an existing product family and how to properly tie all the features and attributes to a name.
SOLUTION
What was the scope of their involvement?
They’ve been involved with naming a new product and product family, delving into how it fits within the brand. We sell multiple brands and usually roll a product out to all brands. Their work is intertwined across the different brands within that product offering.
Phil (President, Tungsten Branding) is a unique and very creative guy. We have a lot of product-focused people here, so we know what it takes to go to market, but being out-of-the-box creative is a challenge for us. Whenever we have big projects that require that, we typically know we need help and we reach out to Tungsten Branding.
We either meet face-to-face or over the phone, and spend an hour talking through the challenge, what the new product is, what its attributes are, how it’s different from what we and the competition have, and how we’re going to position it. They do a ton of research and let us know if something is looking close to what others are doing or if it's clear. They also do a lot of the prep work which helps our legal team.
Normally, Phil will take a few weeks to come back with 8–12 really well thought through paths we can take. We discuss them internally and weed them down to two or three, and Phil will do even more work on them. At some point, we end up with a winner or two.
What is the team composition?
Phil is my main point of contact but he has a support team.
How did you come to work with Tungsten Branding?
My boss had used them previously. When we had a naming opportunity and decided it was too big for us to handle internally, my boss suggested them. When someone comes highly recommended from your boss, you have to pay attention.
How much have you invested with them?
We’ve spent between $80,000–$100,000.
What is the status of this engagement?
We started working together about five years ago and the work is ongoing, though there’s usually quite some time in between projects. The last time we worked together was in 2017.
RESULTS & FEEDBACK
What evidence can you share that demonstrates the impact of the engagement?
For our last project, we took the A.O. Smith brand—that was nearly a 100-year traditional wholesale-only brand—and moved that over into retail as well. Tungsten helped us lay that out and analyzed from a naming standpoint how to best position a quality product in both retail and wholesale. We worked through those challenges and now our market share for that brand is up in both channels. Their work helped us achieve that.
How did Tungsten Branding perform from a project management standpoint?
In business, there’s usually a list of partners that you consider quality providers—people that are able to take a lot of the work off your plate and bring back a finished product. Phil and his team are certainly top players for us. Their work is solid, from project management to final delivery.
What did you find most impressive about them?
We’re a fairly unique company with unique challenges, but they have that out-of-the-box thinking. Tungsten’s ability to soak everything in, process it, and come up with a direction and a workable solution is remarkable. We’ve had other partners like Tungsten, but their solutions weren’t functional. Tungsten stretches our limits but gives us things we can work with.
Are there any areas they could improve?
No. Everything they do is well done in a timely manner and reasonably priced. They establish open lines of communication, and if they need to come and sit face to face, they do so quickly and efficiently. They fit into that group of partners that knock it out of the park every time.
RATINGS
5.0
"It’s a great experience from start to finish to work with them. They meet or exceed the original target."
Quality
5.0
Service & Deliverables
"One of the key things they do is listen to what the challenge really is and come up with the perfect solution."
Schedule
5.0
On time / deadlines
"The most recent challenge was large and had several moving pieces. We discussed a timeline and our needs, and they met those ahead of schedule."
Cost
5.0
Value / within estimates
"It’s good value for the price."
Willing to Refer
5.0
NPS
"Any time I have a good experience with a company, I’m excited to be their advocate.
Naming for Independent Wealth Advisory Firm
Branding
$10,000 to $49,999
July - Sep. 2016
5.0
Quality
5.0
Schedule
5.0
Cost
5.0
Willing to Refer
5.0
“The name is a great conversation starter for me to talk about how I'm different from other firms.”
Feb 14, 2018
Founder, EmberHouse
Lisa Dieter
Verified
Business services
Chicago, Illinois
1-10 Employees
Phone Interview
Verified
Tungsten provided naming services including brainstorming, multiple rounds of name generation, research on trademarks and regulatory conflicts, and domain registration.
The new name sparked unprecedented levels of curiosity and interest, driving increased engagement from potential new clients. Attention to detail and exceeding expectations highlight their work, as does a sense of fun created throughout the process.
A Clutch analyst personally interviewed this
client over the phone. Below is an edited
transcript.
BACKGROUND
Introduce your business and what you do there.
I'm the founder of an independent wealth advisory firm, providing portfolio management and financial planning advice to individuals and families.
OPPORTUNITY / CHALLENGE
What challenge were you trying to address with Tungsten Branding?
I needed help coming up with a name for my firm. A big part of the reason I wanted to go out on my own was to have a unique brand that wouldn’t get lost in the crowd. Most people in the industry use their first and last name “& associates” but I wanted a name that I could potentially sell later. Figuring out exactly the right name to build a brand around is tricky.
SOLUTION
What was the scope of their involvement?
They gave us a pre-work questionnaire that asked things like “If you were a hotel, which hotel chain would you be? What would it look like? What would it sound like?” They used our responses to jump-start the conversation and then developed a first round of names.
Nothing really grabbed us so they came back with a second round of names. There was one name—EmberHouse—that clearly stood out from the others. Once we landed on the name, Tungsten handled checking for trademarks or regulatory conflicts. They also acquired the .com web domain for the name.
What is the team composition?
We worked primarily with Phil (founder, Tungsten Branding) and one member of his staff.
How did you come to work with Tungsten Branding?
My operations manager did extensive online research and looked at portfolios. One thing we really liked about Tungsten is that they’re not based in New York or San Francisco, which often translates to being more expensive but not necessarily better. I also really liked the name Tungsten. Ironically, some naming agencies don't have great names but Tungsten made sense to me right away. We talked to Phil and found him to be very personable.
How much have you invested with them?
We spent about $10,000.
What is the status of this engagement?
Work began around July 2016 and was completed in 2–3 months.
RESULTS & FEEDBACK
What evidence can you share that demonstrates the impact of the engagement?
A lot of people I meet are curious how I came up with the name EmberHouse and what it means. The name is a great conversation starter for me to talk about how I'm different from other firms. I actually got an inbound lead from a potential client after seeing our website in an online design feature. I don't think our web designers could have created what they did with the site without the foundation of a great name. That potential new client came to me partly because of the name and partly because of the site design.
How did Tungsten Branding perform from a project management standpoint?
They were awesome. Often creative people are not necessarily super organized or good at meeting deadlines, but they were on point. In addition, Phil was really funny. He'd always make us laugh when we had phone calls, which eased the stress of the process.
What did you find most impressive about them?
One crucial differentiator is the amount of work that Phil put into making sure that the suggested names were viable from a trademark and intellectual property standpoint. We ran the name by our intellectual property attorney and he said it was the cleanest name he'd ever seen in the course of his career.
Are there any areas they could improve?
I honestly can't think of anything. My experience was fantastic on the whole.
RATINGS
5.0
Quality
5.0
Service & Deliverables
Schedule
5.0
On time / deadlines
Cost
5.0
Value / within estimates
Willing to Refer
5.0
NPS
"I’ve already recommended them.
Branding & Naming for Technology Firm
Branding
$10,000 to $49,999
Oct. 2017 - Ongoing
5.0
Quality
5.0
Schedule
5.0
Cost
5.0
Willing to Refer
5.0
“They try to fit our brand perspective and can spin ideas we wouldn’t have thought of.”
Feb 12, 2018
CEO, 1Rivet
Eric Middleton
Verified
Information technology
Washington, District of Columbia
51-200 Employees
Phone Interview
Verified
Tungsten Branding has collaborated on multiple naming projects for a technology firm, presenting options for the company name, applications, and other campaigns.
They return quickly with evocative possibilities that positively affect advertising budgets. They establish solid rapport in meetings and are dedicated to company vision and values.
A Clutch analyst personally interviewed this
client over the phone. Below is an edited
transcript.
BACKGROUND
Introduce your business and what you do there.
We’re a technology firm based in Washington D.C. I am Managing Partner/CEO.
OPPORTUNITY / CHALLENGE
What challenge were you trying to address with Tungsten Branding?
Our company had a name that wasn’t meaningful enough to people outside our business. We wanted something interesting and instantly recognizable in the marketplace that would attract potential customers.
SOLUTION
What was the scope of their involvement?
The first project was renaming our company but we’ve worked on four or five projects together. Phil (President, Tungsten Branding) wants to know what we’re trying to embody with the names we use. They help us find names that are memorable by going through the adjectives that define us and each project and come back within about 10–14 days with a list of possibilities. They present mockup websites, logos, imagery, and taglines for each option, with their reasoning behind each name.
When we were renaming our company, they came back with about ten names that we boiled down to three before asking them for additional options. They came back with about five more. 1Rivet was in that second list of names and I knew immediately that it embodied everything we wanted. We had multiple meetings with Phil to discuss messaging and our taglines. We finally landed on the wording that we use today.
We’ve been back to him quite a few times. We’re in the middle of building an application now to disrupt a fairly large industry and just finished the naming process for that. They asked specific questions, went away to do the stake process, and within about a week they had six or eight names for us to choose from.
What is the team composition?
We worked with three or four people on their team. We mostly work with Phil.
How did you come to work with Tungsten Branding?
We first started working with another company that wasn’t giving us what we needed. We were a smaller company at the time and worried about spending more money on a different company, but my partner found Phil through internet research. I had a great conversation with him. He’s easygoing, honest, and energetic and he has great ideas for branding and imagery.
How much have you invested with them?
We’ve spent between $40,000 and $50,000.
What is the status of this engagement?
We started working together a few years ago, and the latest project took place in September or October 2017. They had the first project done in about two weeks. We’ve since used them for other naming projects.
RESULTS & FEEDBACK
What evidence can you share that demonstrates the impact of the engagement?
I’m really happy with our company name. We bought another name they came up with as well, in case we ever split the company into new divisions.
We haven’t launched the app yet, so I can’t go into specifics about it. We do want it to hit the market quickly, and the name embodies everything we want. It will be easily recognizable and will save us money in future advertising.
How did Tungsten Branding perform from a project management standpoint?
It was a great process, and Tungsten was the right answer for us. We’ve met a lot and we have a good rhythm. I can call Phil and he’ll turn around with names quickly.
What did you find most impressive about them?
They’re very thoughtful about the process and super creative. They try to fit our brand perspective and can spin ideas we wouldn’t have thought of. They even suggest names that would allow us to expand into other industries. They provide a good dialog and are easy to work with. They’re able to take on our vision and values. Their skills are unparalleled.
Do you have any advice for potential customers?
I get a lot of value from them and am a repeat customer. I recommend them all the time to clients.
RATINGS
5.0
"I don’t think we’d ever work with a different company."
Quality
5.0
Service & Deliverables
"They brought our name to life on our website and logo and in our taglines. We love the process and every piece they deliver is amazing."
Schedule
5.0
On time / deadlines
"We don’t have hard deadlines with them, but they always get back to us within a couple of weeks with presentations and suggestions for names."
Cost
5.0
Value / within estimates
"The names that we have are worth what we paid. The process is efficient, and we’ve gotten into a great rhythm with them."
Willing to Refer
5.0
NPS
"I’ve referred them several times.
Branding for Leadership Development Startup
Branding
$10,000 to $49,999
Mar. 2015 - Ongoing
5.0
Quality
5.0
Schedule
5.0
Cost
5.0
Willing to Refer
5.0
“The name they suggested defines our brand superbly.”
Dec 18, 2017
Co-Founder, Truventure Enterprises
Angela Owen
Verified
Other industries
Balsam Grove, North Carolina
1-10 Employees
Online Review
Verified
They defined the overall identity of a startup that offers strategic planning and life coaching services. The team continues to assist with marketing efforts, including web development and logo creation.
The brand name resonated with internal stakeholders and helped with initial marketing efforts. Tungsten Branding’s CEO is personally involved in the project, and the rest of the team is warm and friendly. Combined with superior project management, this has led to successful collaboration.
The client submitted this review online.
BACKGROUND
Please describe your company and your position there.
I’m the co-founder of Truventure Enterprises and president of its parent company, TBL Leadership Partners. We conduct multiday strategic summits with individuals, businesses, ministries, nonprofits, and civic organizations, helping them develop a 1-page strategy map. Our company also provides executive coaching and counseling to help people make their vision a reality. I’ve co-authored Truventure: Strategy for Wildly Successful Living, which focuses on strategies for a successful life, ministry, and business.
OPPORTUNITY / CHALLENGE
For what projects/services did your company hire Tungsten Branding?
When we began the endeavor, we had a concept of what we wanted to do but no identity behind it. We hired them to help us develop a brand name for our startup.
What were your goals for this project?
Our company required a brand that would succinctly represent current work and future developments for multiple programs—books, conferences, and consulting. We wanted to acquire a registered trademark for the brand, which would be used in the title of our book.
SOLUTION
How did you select this vendor?
I have personally known Phil Davis, owner of Tungsten Branding, for several years. We worked together on a local task force for our community. Phil is a genuinely remarkable person with a gift for unearthing the gold in individuals and companies and then following that up with branding solutions that are worthy of the treasure. I reached out to him immediately for help on our project.
Describe the scope of their work in detail.
We began discussing the concept for our inaugural conference in Brevard, North Carolina. After multiple discovery sessions to understand the essence of what we were trying to do at the conference, we established early concepts for the brand. Further discussions and discovery sessions unveiled additional details such as the book, strategic summit sessions, and ongoing consulting. After investing time and exploring a plethora of questions with us, Phil suggested Truventure as a revised concept for the brand. We then developed a website, a Facebook page, a logo, and other components for the brand.
What was the team composition?
I work directly with Phil. Additional team members help with various components, including the website.
RESULTS & FEEDBACK
Can you share any outcomes from the project that demonstrate progress or success?
The name they came up with immediately resonated with us and exceeded our expectations. We’ve successfully launched our initial conference and a website for the new brand. Since our inaugural conference, we’ve conducted multiple strategic summit sessions across the country. Advanced reader copies of our first book have been printed and are being reviewed worldwide, with the final book publication scheduled for February 2018. We've had community groups that mastermind their Truventures alongside one another, and they’ve successfully completed the first phase of the Truventure process.
How effective was the workflow between your team and theirs?
The workflow has been superb. We met weekly for the initial development and continue to meet as additional work warrants.
What did you find most impressive about this company?
Given the plethora of information about an idea, a business, and its people, Tungsten knows how to discover the essence upon which to build a brand. Their work has always been stellar. Plus, they do not treat clients like a project; we are treated as friends. They are both genuine and extremely professional in all that they do. We could not have found a better branding firm anywhere in the world.
Are there any areas for improvement?
I suggest following up every meeting with written communication to document the decisions made and ensure mutual understanding.
RATINGS
5.0
"They are the best in the business."
Quality
5.0
Service & Deliverables
"We could not be more pleased, as the name they suggested defines our brand superbly."
Schedule
5.0
On time / deadlines
"They are super flexible and easy to engage."
Cost
5.0
Value / within estimates
"The value far outweighs the cost."
Willing to Refer
5.0
NPS
"I've already referred Tungsten Branding to multiple people and will continue to do so. They are the best in the business!
Rebranding for Dispensed Beverage Company
Branding
$10,000 to $49,999
June - Aug. 2017
5.0
Quality
4.5
Schedule
5.0
Cost
5.0
Willing to Refer
5.0
"They work quickly and provide a valuable service."
Oct 29, 2017
VP Marketing & Product Innovation, Beverage Company
Anonymous
Verified
Other industries
Houston, Texas
51-200 Employees
Online Review
Verified
Tungsten Branding created and presented multiple name options for an existing beverage product, engaging in several rounds of graphic design/basic web layouts based on in-house feedback.
The company president selected Tungsten Branding’s idea for the product line due to its suitability and originality, and customers shared overwhelmingly positive reactions. The team’s affordable pricing, clear communication, and pleasant demeanor helped the relationship succeed.
The client submitted this review online.
BACKGROUND
Please describe your company and your position there.
I am the VP of marketing for a dispensed beverage company.
OPPORTUNITY / CHALLENGE
For what reason(s) did your company hire Tungsten Branding?
We needed to create a new brand to replace a current product line.
What were your goals for this project?
Through this new brand, we wanted to convey our premium positioning in the marketplace.
SOLUTION
How did you select this vendor?
We chose Tungsten after using another company to come up with some naming options. That company didn’t specialize in brand name creation, and the options they presented reflected that deficiency. We chose Tungsten based on their affordability and strong customer reviews on their website.
Describe the project in detail.
They gave us several rounds of name options, all with graphics and reasons behind the brand. After each round, we provided feedback on what we liked and disliked for each name to guide the next round of development. We weren’t judging their creative or logo design, but as part of their service, they presented each name option in a basic webpage layout to allow us to visualize the branding.
What was the team composition?
Three people participated in the concept presentations for each round.
RESULTS & FEEDBACK
Can you share any outcomes from the project that demonstrate progress or success?
We presented the top four ideas to the company president for final approval. Two ideas were developed in-house, and two were from Tungsten. The brand name that we chose was Tungsten’s idea. We just launched the brand at the NACS [National Association of Convenience Stores] and received positive feedback from our customer base. We are replacing a popular brand and expected to have some naysayers, but so far we’ve been pleasantly surprised.
How effective was the workflow between your team and theirs?
The Tungsten team communicates well. They have a quick turnaround time and managed our requirements clearly. They exceeded our expectations in the number of concepts they presented and in their responses to our feedback and questions.
What did you find most impressive about this company?
They work quickly and provide a valuable service. The whole team is really easy to work with, and they provided several good choices for our team.
Are there any areas for improvement?
I can’t think of anything since the communication was so clear.
RATINGS
5.0
Quality
4.5
Service & Deliverables
Schedule
5.0
On time / deadlines
Cost
5.0
Value / within estimates
Willing to Refer
5.0
NPS
Branding & Web Dev for Sales Consulting Startup
Branding
$10,000 to $49,999
May - June 2017
5.0
Quality
5.0
Schedule
5.0
Cost
5.0
Willing to Refer
5.0
"I’m completely satisfied. They delivered exactly as promised, if not better."
Jul 19, 2017
Consultant, Triple20
Jeff Burnett
Verified
Business services
Baltimore, Maryland
1-10 Employees
Phone Interview
Verified
At the outset of starting a new business, Tungsten Branding aided in creating a complete branding and marketing strategy. They also developed a website to help bring the new products to market.
The speed with which Tungsten Branding is able to take a concept and produce quality deliverables is a definite highlight of working with them. Their ability to effectively manage projects without constant instruction continues to impress.
A Clutch analyst personally interviewed this
client over the phone. Below is an edited
transcript.
BACKGROUND
Please describe your organization.
I am a consultant for a sales consulting company. I work with a bunch of startups.
OPPORTUNITY / CHALLENGE
What business challenge were you trying to address with Tungsten Branding?
The majority of the startups I work with don’t know how to get their products sold. I needed help in developing a branding and sales strategy that would help bring their products to market.
SOLUTION
Please describe the scope of their involvement in greater detail.
I went to Tungsten in the early stages of setting up a company and told them what I was trying to achieve. When you decide to go into business, it makes sense to pay top prices for expertise on the things you really need, such as setting up a brand name and a website. Tungsten Branding created the firm name, a matching logo, and handled the website development. They went from concept to deliverable in about five weeks.
I worked primarily with Phil and Liz, the two presidents.
How did you come to work with Tungsten Branding?
I started looking around for branding agencies and came across Tungsten's website, which is very creative and is a good display of what they do. I was impressed with what Tungsten Branding did with their own business. That’s why I hired them. It wasn’t a price decision, but a quality decision.
Could you provide a sense of the size of this initiative in financial terms?
The financial investment was around $17,000.
What is the status of this engagement?
We started working with them May 2017 and the project was completed by the end of June 2017.
RESULTS & FEEDBACK
Could you share any statistics or metrics from this engagement?
I’m completely satisfied. They delivered exactly as promised, if not better. They continually came back to us with multiple options and allowed us to conduct multiple rounds until we decided on the final mockup we wanted. The process was very fast.
How did Tungsten Branding perform from a project management standpoint?
They were excellent. When working with a team like Tungsten, it's important to avoid micromanaging them or else you will get lesser quality results. If you're able to go into the project with faith and confidence in the people you've hired, the relationship will work well. I put my confidence in them and they were great.
What distinguishes Tungsten Branding from other providers?
I like to work with entrepreneurs. Phil started his own business and he runs the show. He knows what he’s doing. You give him a little direction and he’ll come back quickly with a good result. That’s what you want.
Is there anything Tungsten Branding could have improved or done differently?
No, they stick right to what they’re good at. There’s no question I’d hire them for a future project.
RATINGS
5.0
"They were as concise and prompt as I was. You just pay for it and it gets done."
Quality
5.0
Service & Deliverables
"Their deliverables are prompt and complete. If there’s something you’re not quite sure about, they’ll give you a couple of different options. They’re incredibly responsive."
Schedule
5.0
On time / deadlines
"They came back and told me when they’d be ready and it was usually faster than I would have thought. If there's a delay in the process, I expect it’ll be on the side of the customer and not them."
Cost
5.0
Value / within estimates
"I didn’t shop around much. You may be able to get a lower price, but if you get a lower price, you’re getting a lower quality. I didn’t think twice about the price."
Willing to Refer
5.0
NPS
"I already have.
Branding for Social Enterprise Food Manufacturer
Branding
$10,000 to $49,999
Dec. 2016 - Apr. 2017
5.0
Quality
4.5
Schedule
5.0
Cost
5.0
Willing to Refer
5.0
“They inspire powerful thinking about the value of a brand and how the audience will receive it.”
May 31, 2017
VP of Marketing, Cermount
Ann Buchman
Verified
Manufacturing
Brevard, North Carolina
1-10 Employees
Online Review
Verified
The team helped create a new brand identity that differentiated a subsidiary from its parent organization. Tungsten Branding was also responsible for a refresh of the main enterprise logo.
The brainstorming stage led to powerful insights about the new brands, thanks to the creativity and enthusiasm of Tungsten’s principal. The process itself was very inclusive and involved key stakeholders. As a result, the brand received positive feedback within the organization.
The client submitted this review online.
BACKGROUND
Introduce your business and what you do there.
I am the vice president of marketing and growth for a social enterprise food manufacturer. As an AbilityOne certified 501(c)(3) organization, we serve the government and commercial sectors. More than 75% of our workforce is comprised of people with disabilities or other barriers to employment. We provide evaluation, training, employment, and day care services for people with disabilities. We are celebrating our 50th anniversary this year. Our business model has 2 aspects—people services and manufacturing services. These have very different audiences.
OPPORTUNITY / CHALLENGE
What challenge were you trying to address with Tungsten Branding?
One of my strategic objectives was to clarify and simplify our branding and communications. Our original branding and website provided confusing messages to our targets. We were trying to be all things to all people, and it was failing.
SOLUTION
What was the scope of their involvement?
We asked Tungsten Branding to create a separate brand for our manufacturing services division. It had to include a subtle reference to the parent organization. The scope also included a refresh of the main enterprise logo so that it connected with the newly designed manufacturing identity. The project involved 2 key members of the Tungsten team, as well as 1–2 outside graphic designers they had contracted.
How did you come to work with Tungsten Branding?
I had collaborated with Tungsten Branding before on a small project, so I reached out to them first. I also reviewed several other firms based on their websites. Among them was another branding firm that I had personally worked with. However, I ruled them out because their fees were significantly higher, which was due to a rigorous process they insisted on for branding.
How much have you invested with Tungsten Branding?
We spent a total of $25,000 on Tungsten Branding’s services, including logo development.
What is the status of this engagement?
The project took place over the course of 4 months. We’ve just presented the new branding at a meeting that included our entire company.
RESULTS & FEEDBACK
Could you share any evidence that would demonstrate the productivity, quality of work, or the impact of the engagement?
The internal feedback was outstanding. Tungsten balanced inclusion with executive decision making, which helped keep the project on track. We also kept our board members closely engaged. By keeping key team members informed as we progressed, the adoption was smoother. We are still in the process of announcing the brand externally, so we have no feedback on that yet.
How did Tungsten Branding perform from a project management standpoint?
They were excellent at project management. Tungsten met deadlines. They were also clear and proactive with communication.
I enjoyed the luxury of having them located in our town. Our face-to-face meetings were incredibly vibrant and creative.
What did you find most impressive about Tungsten Branding?
Phil Davis is brilliant when it comes to purposeful branding. He is a highly creative individual with intense energy and enthusiasm. It is easy to brainstorm with him and see how 1 + 1 equals more than 2. He and Liz [Director of Client Services, Tungsten Branding] are a balanced team. She can guide the visionary brainstorms into concrete examples. Meanwhile, Phil is focused on the goal and outlines multiple paths to get there. They inspire powerful thinking about the value of a brand and how the audience will receive it. They are also incredibly approachable and not caught up with status or hierarchy. They want to get the job done and deliver a memorable product, and they do.
Are there any areas Tungsten Branding could improve?
We only had one miss on this project: the enterprise logo development. The first designer was not able to create something that had a connection to our mission and history. Fortunately, the second designer got it right. I believe they chose the first one due to the need for speed. They will probably not do that again.
RATINGS
5.0
"It is an absolute pleasure to work with them because of their bright ideas, strategic process, and approachability."
Quality
4.5
Service & Deliverables
"This would have been a perfect score had we not spent a lot of time fine-tuning the enterprise logo. However, the quality of the end product was tremendous."
Schedule
5.0
On time / deadlines
"Tungsten did not miss any deadlines. The communication was smooth."
Cost
5.0
Value / within estimates
"There were no diversions from the scope or cost."
Willing to Refer
5.0
NPS
"I trust that they can deliver a top-quality product. They are wonderful to collaborate with.
Naming & Branding for Technology Startup
Branding
Confidential
Sep. - Nov. 2016
5.0
Quality
5.0
Schedule
5.0
Cost
4.5
Willing to Refer
5.0
"They provided a very personal service, and that led to a very high-quality output for us."
Mar 14, 2017
CEO, InUgo
Anonymous
Verified
Information technology
New Zealand
1-10 Employees
Phone Interview
Verified
Starting with creating a suitable name for the client's business, Tungsten Branding provided a full suite of branding services, including the development of a new logo, graphics, and a style guide.
Working with Tungsten Branding is a worthwhile and personal experience. They take the time to fully understand their clients before diving into the process of naming and branding.
A Clutch analyst personally interviewed this
client over the phone. Below is an edited
transcript.
BACKGROUND
Introduce your business and what you do there.
InUgo is a startup in the technology space. We have a mobile application, and we’re providing a revolutionary new way to find, enter, and pay for parking. My role is as CEO of the company, which in a startup means pretty much everything.
OPPORTUNITY / CHALLENGE
What challenge were you trying to address with Tungsten Branding?
We were trying to find a name that really reflected what we were trying to do. We had a working name originally, which was not very good and didn’t match with what we wanted to do. We wanted our brand image to be a particular way.
SOLUTION
What was the scope of their involvement?
We first worked with Tungsten Branding as a naming service. They came up with a number of possible names. In the end, we were really impressed with the way they worked through that process. I think InUgo is a fantastic name that reflects exactly what we do. It jumps into people’s minds when we explain how to find parking. You press a button on your smartphone, the barrier goes up, and in you go. I think the name is going to make a positive impact on the business.
They also helped us with branding services, positioning, fonts, graphics, and all those kinds of things you’d expect. They delivered a style guide, promotional examples, and an animated logo.
We’re far away from each other geographically, so all our interaction was through video conferences on Skype, phone, and email. We never met in person, yet they were still able to get a really good idea about who we were, what our business is, and what we’re trying to achieve. They did a very good job of understanding us and what we were trying to do. We’re very impressed with the way they did that.
What is the status of this engagement?
We started working with them in September of 2016, and they finished the assignment in mid-November. The engagement has ended for the time being, but we will have additional work for them in the future.
RESULTS & FEEDBACK
Could you share any evidence that would demonstrate the productivity, quality of work, or the impact of the engagement?
There are no hard metrics around the work they completed for us. The product naming and the logo have really struck a chord with people. When we meet with potential customers, talk in sales processes, or discuss the project, a real light goes on when people say, ‘Oh, in you go. I get it.’ It is memorable and seems to stick in people’s heads.
The logo they created is the same. It’s an ‘in’ with an arrow going in, around the InUgo name. It really helps people understand exactly who we are. It’s rare that a logo and a name really communicates what a company does. There are so many crazy names in the tech space, and it’s unusual to have a name that really pins what the company does. I think that’s pretty exciting. We’re certainly very happy with it, and our customers do respond to it positively.
How did Tungsten Branding perform from a project management standpoint?
They have a very personal touch. Phillip Davis, the president of Tungsten Branding, worked with us directly. It was a very well-managed process. I think the key is that they took that personal approach to managing the project and talking with us. Even though we never met in person, the communication was thorough and they delivered on time, which is everything you want from project management.
What did you find most impressive about Tungsten Branding?
They really took a very personal interest in our company and our product. They spent time understanding us before they started coming up with names. That process was quite interesting. We’re very happy with the name and the branding work. They took a much more personal approach to understanding the company, the people, and the product before they started work. That led to a much higher-quality outcome.
Are there any areas Tungsten Branding could improve?
I didn’t experience anything that I’d say could be done better. Our experience was a very good one.
RATINGS
5.0
"We had an excellent experience. We had a personal connection with the president. They provided a very personal service, and that led to a very high-quality output for us. We’re very happy."
Quality
5.0
Service & Deliverables
"We’re very happy with what they delivered. They did it quickly and very well. They really set the brand for our company on its way, which is very important for a young company like us."
Schedule
5.0
On time / deadlines
"They met the timelines they gave us. They were ahead of the timeline on some items. They delivered exactly when they said they would, and they delivered high-quality work."
Cost
4.5
Value / within estimates
"We got very good quality output for a price we were willing to pay. I’d call that good value for money."
Willing to Refer
5.0
NPS
"I would absolutely recommend them every time.
Naming & Branding for IT Consulting Firm
Branding
$10,000 to $49,999
Nov. 2015 - Jan. 2016
5.0
Quality
5.0
Schedule
5.0
Cost
5.0
Willing to Refer
5.0
"It was a very unique and fun experience. I couldn't be happier with the end results."
Feb 7, 2017
Founder, Altacent
Steve Devitt
Verified
Information technology
Saint Paul, Minnesota
1-10 Employees
Phone Interview
Verified
After undergoing an in-depth process to understand the client's business, Tungsten Branding worked to create a name, tagline, and website that captures the essence of their brand.
Not only is the team at Tungsten Branding smart and skilled, but they're also fun to work with. The brand they developed for the client has already pushed them beyond their goals for 2017.
A Clutch analyst personally interviewed this
client over the phone. Below is an edited
transcript.
BACKGROUND
Introduce your business and what you do there.
Altacent is a business technology transformation organization headquartered in Minneapolis, Minnesota. We work with middle clientele of the Fortune 500. I am the founder.
OPPORTUNITY / CHALLENGE
What challenge were you trying to address with Tungsten Branding?
I have been in the industry for 20 years and decided to start a company. Things took off a little fast, so we white-labeled the company originally because we had to get a federal tax ID number and ensure its success. We called it Devco, but we couldn't go to market with that name. It was important for me to have a name that I thought resonated with the market and myself. Tungsten Branding worked with us to develop the branding rationale, the tagline, and the website from soup to nuts. I knew it was going to take some time.
SOLUTION
What was the scope of their involvement?
The first thing that Phil [Davis, president of Tungsten Branding] and the team from Tungsten Branding helped me with was the naming. After a lengthy interview – which was very interesting because he asked a bunch of questions to really try to get the essence of what I was looking to do and who we wanted to be in the marketplace – he came up with a series of company names. He explained the process in detail. After three rounds of going back and forth, we landed on the name, Altacent.
In conjunction with the naming process, Tungsten Branding also did a branding rationale to capture the essence of who Altacent was. They also worked on our tagline. Phil provided a bunch of taglines that he thought may resonate with me and my audience. After we had done that, he helped us with our website and framed our content to the particular market that we're in. That exercise took two to three months.
How did you come to work with Tungsten Branding?
I had interviewed several other organizations. However, when I had a conversation with Phil, he and I just clicked. I felt like he understood what I was looking to do and felt like a true champion of my cause, which was to get this right.
How much have you invested with Tungsten Branding?
He asked what my budget was, I shared that with him, and we got through everything for $20,000, which I thought was a great value.
What is the status of this engagement?
We worked from November 2015 to March 2016. I still reach out to him from time to time to ask him certain things, which he's very available and open to helping me out with.
RESULTS & FEEDBACK
Could you share any evidence that would demonstrate the productivity, quality of work, or the impact of the engagement?
From a financial perspective, we had to create projections this past summer for our banking relationship. We've already exceeded our 2017 goals and a certain part of it is due to the website and branding rationale. The website looks very professional and people love it. It resonates with our clients, consultants, and the market that we're serving. The feedback has been very positive.
How did Tungsten Branding perform from a project management standpoint?
It was a pleasurable and awesome experience working with Phil. He was always very available and accessible. He was very clear in laying out next steps and what to expect in each phase of the process. The cool thing about Phil is after we had our lengthy conversation in the beginning, I got the sense that he got me as the founder and the champion of this organization. When we were coming up with the name, tagline, branding rationale, and content and mockups of the website, he didn't hesitate to offer his unfiltered insight.
What did you most impressive about Tungsten Branding?
Phil is an exceptionally talented, smart person in his space who gets it. I've been in the private and public consultancy sector for 20 years serving Fortune 50 to Fortune 1000 companies, so I've been around many talented people in my time. He's incredibly fun to work with. He's got a great sense of humor – he makes certain things funny. I'm glad that we were able to work with him.
Are there any areas Tungsten Branding could improve?
I honestly can't think of anything. The whole thing was a very positive and pleasant experience. They were very accommodating.
RATINGS
5.0
"It was a very unique and fun experience. I couldn't be happier with the end results."
Quality
5.0
Service & Deliverables
"The audience that we have in the Twin Cities is loving our name and website. What Phil came up with is resonating in the market."
Schedule
5.0
On time / deadlines
"They were great. If anything, they were pushing my wife and me to get certain information back to them."
Cost
5.0
Value / within estimates
"I'm pleased with how much it cost and what we got in return. They were right in line with what I was expecting for the quality that they were providing."
Willing to Refer
5.0
NPS
"I have no less than 50 times shared Tungsten Branding with others when they've asked who did your website or how did he come up with your name.
Naming and Logo Design for Energy Efficiency Company
Branding
Less than $10,000
5.0
Quality
5.0
Schedule
5.0
Cost
5.0
Willing to Refer
5.0
"He's been doing this for a number of years so he knows what to do and what not to do."
Jan 19, 2016
CEO, TrickleStar
Anonymous
Verified
Other industries
Wilmington, Delaware
11-50 Employees
Phone Interview
Verified
Tungsten Branding delivered a new brand name and logo. The challenge was finding a name that was memorable and rang true but was also available as a .com domain and a trademark.
Tungsten Branding delivered a new brand name and logo. The challenge was finding a name that was memorable and rang true but was also available as a .com domain and a trademark.
A Clutch analyst personally interviewed this
client over the phone. Below is an edited
transcript.
BACKGROUND
Please describe your organization.
We produce a range of energy-saving products for the air conditioning market.
What is your role at the company?
I am the CEO.
OPPORTUNITY / CHALLENGE
What business challenge were you trying to address with TungstenBranding?
We realize how difficult it is to name a business. A .com domain that can be trademarked, but is also fun, catchy, and memorable is very difficult to find.
SOLUTION
How did you come to work with Tungsten Branding?
We have used Tungsten before, and they did a super job for us with another brand we have called TrickleStar.
Could you provide a sense of the size of this initiative in financial terms?
It was less than $10,000.
What is the status of this engagement?
It was a four-week project from start to finish and was completed in October [2015].
RESULTS & FEEDBACK
Could you share any statistics or metrics from this engagement?
We have not yet launched the business, so we have no meaningful metrics to share. But we have designed the logo, and the response to the name and logo has been very positive from the project stakeholders.
What distinguishes Tungsten Branding from other providers?
Phil [Davis, president of Tungsten Branding] just gets it. He knows all of the issues. He's been doing this for a number of years, so he knows what is needed and what not to do. He immediately grasps what you need and comes up with options and then a solution quite quickly. The names that Phil comes up with are fun, catchy, and have enough flexibility to allow a business to grow in different directions.
In hindsight, are there areas in which they could improve or things you might do differently?
Honestly, nothing I could ask to be done differently. They did what they were asked to do. It was done quickly, efficiently and cost-effectively. Having been through this process before, we don't even waste any time on naming. We just give it to Phil and ask him to handle it for us, and we are super pleased with everything he has done for us so far.
RATINGS
5.0
"Excellent."
Quality
5.0
Service & Deliverables
Schedule
5.0
On time / deadlines
Cost
5.0
Value / within estimates
Willing to Refer
5.0
NPS
"Definitely. We would recommend them.
Showing 51-60 of
69 Reviews
Our Story
Tungsten Branding helps companies choose names that are clear, credible, and built for long-term growth. Founded by naming expert Phil Davis, Tungsten has developed more than 750 company, product, and service names, including PODS. The firm works with organizations that need to get naming right — whether launching something new, rebranding an established company, or aligning teams around a stronger identity. The goal is simple: create brands with clarity that endures.
Meet the Team
Phillip DavisFounder
Phil Davis is a globally recognized naming expert and founder of Tungsten Branding, the consultancy behind more than 750 company, product, and service names, including PODS. Phil has been quoted in Forbes, Inc, AdAge, Newsweek, WSJ and Entrepreneur.
Blake WallDirector of Operations
Blake brings leadership and operational experience to Tungsten as a US Army Veteran and former Infantry NCO. His background in construction, hospitality, and wellness helps clients align brand strategy with real-world execution.
What Sets Us Apart
Clarity That Endures
Tungsten Branding helps companies develop names leadership teams believe in, customers remember, and businesses grow into. The goal isn’t trendy branding or endless options — it’s helping organizations get naming right.
750+ Names Developed
Founded by naming expert Phil Davis, Tungsten has developed more than 750 company, product, and service names, including PODS. The firm brings decades of real-world naming experience across technology, healthcare, finance, industrial, and professional services
Built for Real-World Business
Tungsten’s naming approach is grounded in real business challenges — leadership alignment, customer trust, market perception, and long-term growth. It’s not about generating short-term buzz. It’s about building long-term momentum and the kind of brand clarity that endures the test of time.
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