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Brand Naming & Language Studio

4.9
39 reviews

Hi. We’re Tanj. A global brand naming & language studio.

We help brands change the world, one word at a time.

Language is fundamental to how we understand and interact with the world around us. Our mission is to leverage our skills as seasoned namers, strategists, writers and researchers to help you go to market with little bits of language that your audience loves.

Brands we've named include:
 

  • "Wii" (Nintendo)
  • "Bravia" (Sony)
  • "Ally Bank"
  • "AdvancingCities" (JPMorgan Chase)
  • "Juke" (Nissan)
  • "Natural Bliss" (Coffee Mate)
  • And many, many more...

To learn more about our naming process and methodologies, download our FREE Naming Guides at http://tanj.co/guides/ 

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Undisclosed
 
Undisclosed
 
2 - 9
 Founded
2009
Show all +
New York, NY
headquarters

Portfolio

Key clients: 

We work across all industries and have helped brands big and small, including: Nike, CBS Interactive, Nissan, Hyundai, KIA, Lamborghini, J&J, P&G, Verizon, Agilent, Nintendo, Sony, Ubisoft, Ally Financial, Mastercard, Nestle, AB InBev, McKesson, Complete Genomics, Teleflex, Livestream, CVS, Palm Beach Opera, Blue Cross Blue Shield Association, Turner Classic Movies, Subway, Microsoft, Autodesk

Ally — renaming a national financial services company Image

Ally — renaming a national financial services company

You Need an Ally Let’s face it: banks don’t have the best reputations these days. For your average consumer, there is a general feeling of “us” against “them.” Several years ago, GMAC Financial understood this and aimed to develop a different kind of brand for a different kind of bank. Enter Ally Bank – a unique refreshing take on how banks operate and what they offer, with a uniquely refreshing name

…
developed by members of the Tanj team. The name “Ally” comes from the English noun “ally,” meaning a person or group that supports you for a common cause. By always doing the right thing, the company serves as a relentless ally for customers, empowering them to make smarter decisions about their financial lives. Since renaming the company, Tanj has worked extensively with Ally to develop dozens of brand names for new products, services, features and more.
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Wii — naming a global hit in gaming Image

Wii — naming a global hit in gaming

3 Little Letters, 100 Million Sales Wii. You know that crazy little game console brand that shook up the gaming market? We like to think it’s because of the name. Members of our team created it, after all. But the truth is, the name was only one part of the brand’s success. Nintendo’s vision for changing the face of gaming, the creation of a completely unique product, and a need to develop a brand that was as

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innovative as the product itself all led to the creation of the name “Wii.” And what does “Wii” mean? The name was plucked from the English pronoun “we,” as in ‘we will play together,’ and lightly spun to give it a highly unique look and feel.
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FilmStruck — naming TCM's new streaming service Image

FilmStruck — naming TCM's new streaming service

Only the Films You’ll Love When the folks at Turner Classic Movies (TCM) introduced themselves to us as “complete film nerds,” we knew we had a fun challenge ahead of us. TCM’s new streaming service, targeted at serious film lovers, is populated with a carefully curated collection of high-quality movies — including exclusive streaming access to The Criterion Collection. We talked with our clients about all

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of the feelings associated with watching great films: utter delight, comfort, fun, connection, and more. And we all realized we had to capture these in the name. After a broad naming exploration, TCM selected “FilmStruck.” Inspired by the construction of “awestruck,” “Moonstruck,” et cetera, the name elegantly expresses the feeling of being moved by a film. With the knowledge and enthusiasm of the film nerds at TCM, we have no doubt plenty of subscribers will soon be FilmStruck.
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Bravia — naming Sony's global TV brand Image

Bravia — naming Sony's global TV brand

Bravo for Bravia Who doesn’t love a big flatscreen? The vivid colors, impressive picture and sheer size make you want to jump to your feet and belt ‘Bravo!’ for its amazing performance! Well, maybe we’re exaggerating a teensy bit. But TVs can be cool, and when members of our team developed the name “Bravia” to help Sony climb back to the top of a highly competitive flatscreen market, the goal was to create a

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name that spoke to high performance. Hence “Bravia,” lightly coined from the word “bravo,” denoting a really good viewing experience.
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Juke — naming Nissan's sporty new crossover Image

Juke — naming Nissan's sporty new crossover

Make Your Move Have you ever driven in New York City? You’ve got to dodge, weave, step on it and STOP… all before the light turns green. Nissan had this in mind when they built the Juke crossover. It’s a sweet ride for navigating tricky streets safely and stylishly. Members of our team helped develop the name “Juke.” And we think it is a really good fit since “juke” means “outmaneuver.” Designed to look

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like a proud boxer from the outside, and feel like a jet-fighter cockpit inside, Juke lets you quickly carve up the toughest city streets.
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Veem — renaming a global payments powerhouse Image

Veem — renaming a global payments powerhouse

Just Veem It When you’re a tech company that’s about to hit the big-time, you’ve got to be ready for the show. Great talent, solid software, plenty of funding – all a must. And payments company Align Commerce had all that. They were prepped to change the clunky, outdated world of international payments, and with a recent round of funding, there was nothing standing in their way. What they didn’t have was a

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name they liked… “Align Commerce” wasn’t bad, but it didn’t say, “We’re about to change a global industry.” It was more generic and difficult to pronounce globally. Plus, they didn’t even do commerce anymore. So we partnered with them to create a more powerful, telegraphic and highly unique global name. The goal was to craft a name that was fast, sleek and short. Something people anywhere could adopt as a verb (“Google”, anyone?), and that didn’t require any inherit meaning because it’ll one day be in the dictionary under “to send or receive payments internationally”. Something exciting. Something that signaled change. And voilà… we came up with Veem.
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Natural Bliss — naming a new creamer for CoffeeMate Image

Natural Bliss — naming a new creamer for CoffeeMate

Making the Best Coffee Naturally Better Coffee-Mate is probably at 90% of coffee stations in offices and waiting rooms around the country. To continue its quest for global creamery domination, Nestle’s Coffee-Mate wanted to extend the brand into the wonderful world of all-natural real milk creamers. We helped them get there by naming the new brand “Natural Bliss.” We think the name speaks for itself. While

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it’s true that most of the folks at Tanj prefer a light splash of organic milk and no sugar in their daily joe, we have to say, Natural Bliss is quite dreamy. You should try it.
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Andigo — renaming a regional credit union Image

Andigo — renaming a regional credit union

Lose Your Bank & Let’s Go Changing the name of a business that has been around for more than 75 years is no easy feat. But this particular client truly embraced the challenge and went all-in on developing a whole new brand. When we began working with this midwestern credit union, their name was MECU—a relic from their history as the Motorola Employees Credit Union. Having long outgrown that history, they

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were ready for a new name to better fit with their current and future status as a friendly credit union that is always by their members’ sides. We renamed the credit union “andigo,” a coined name that gives a nod to the idea that “wherever I go, andigo is with me.” Next, we developed a tagline to go alongside the new name. The team decided on “Lose your bank & let’s go” to make a bold statement about what it means to be a credit union rather than a bank, to emphasize the “go” embedded in the name, and to serve as a clear call to action.
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Mack Masters — naming an event to build brand loyalty Image

Mack Masters — naming an event to build brand loyalty

Got What It Takes? Mack, the iconic American Truck brand, recently launched a competition for its dealership services and parts pros. The event series, named ‘Mack Masters’ by Tanj, is designed to be a team-building and training opportunity that showcases each team’s awesome skill set. It’s also a fantastic opportunity to bring together and honor the pros who live, breathe and love the Mack brand.

New Haircut — renaming a player in digital marketing Image

New Haircut — renaming a player in digital marketing

You Need a New Haircut DXB, a full-service creative and digital agency with offices in NYC and Romania, had a growing business, but one big challenge: the name ‘DXB’ lacked imagination or a clear message. Plus it didn’t stand out when pitted against agencies with similar names (think DDB, BBDO, JWT, SS+K, Y&R). So the founders decided to bite the bullet and change the name before making significant

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investments in growing the business and the brand. After several in-depth discussions with our team, it became clear that DXB needed to break out of its shell with a fresh, bold name, that felt, quite frankly, a little crazy. That’s where the name “New Haircut” came in. We created it to push the envelope, extend the boundaries of how current and future clients perceive them, and send a fun message about who they are and what they offer their clients. We hope the name serves them well, keeping the business flowing and growing.
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Avention — renaming a business intelligence platform Image

Avention — renaming a business intelligence platform

Your Avenue to Invention Several years back, OneSource, a business information services company, began revamping its entire product offering and brand to chart a new course for the future. Part of that task was to rename the company with a more distinct, ownable brand name (there are dozens of companies named OneSource inside and outside of technology) and a name that better reflected the value the company

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actually offers. Through an extensive, collaborative process, we developed a variety of options for the client to consider. The final choice was “Avention,” which was lightly coined to position the company as an “avenue to invention.” As a name and concept, Avention steers the business away from being a simple source for information, and toward the idea that Avention tools, information and insights serve as a runway for business innovation.
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Brick&Wonder — naming a high-end real estate platform Image

Brick&Wonder — naming a high-end real estate platform

Making Brick & Wonder This one goes out to all our fellow architecture and design fiends. Introducing Brick & Wonder, a cool new presence in the architecture and design community developed by our friends at Lang Architecture, who also created Hudson Woods. This real estate destination, which is the antithesis of a Zillow- or Trulia-type platform, features a highly curated selection of amazing

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properties from all over the world, all of which are currently for sale. In partnership with Studio Sanderson, we developed the general story behind the brand, as well as the name ‘Brick & Wonder,’ which is a tip of the hat to the musing put forth by famed architecture powerhouse Louis Kahn in his book Silence & Light.
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Intuvo — naming a next-gen laboratory instrument Image

Intuvo — naming a next-gen laboratory instrument

The Science of Intuition When Agilent, a global leader in designing and manufacturing scientific instruments, asked us to name their revolutionary new gas chromatography system, we said, “Sure! Wait, gas chromato-what?” We immediately knew a very detailed kickoff would be essential in order to fully understand exactly what this instrument was and how it differed from earlier generations of gas chromatography

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(GC) systems. Fortunately, the whipsmart folks at Agilent were able to get us up to speed quickly, and we hit the ground running. It quickly became obvious that they weren’t exaggerating when they called this new system “revolutionary.” After deep exploration and vetting of hundreds of names, the team landed on the name Intuvo. The name suggests that this new GC instrument is intuitive to use, while also aligning nicely with messaging around intelligence. The simple structure of “Intuvo” works well linguistically across the globe, so Agilent was able to launch their new product with a unified name internationally. So, not only do we now know what a gas chromatography system is—we’ve named one. And you can bet we’ll be working that fact into conversation at cocktail parties as much as possible.
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Bellarise — renaming a yeast manufacturer Image

Bellarise — renaming a yeast manufacturer

Rise Up Yeasts are eukaryotic microorganisms classified in the kingdom Fungi. But forget the science and think about how cool yeasts really are. They make all those baked goods you love possible. Pakmaya, a leading brand of Turkish yeast and a true global powerhouse when it comes to these bubbling wonders, was expanding its operations in US. To better connect with US bakers and other B2B audiences, the

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company decided to rename the brand specifically for the North American market. After an in-depth exploration of names, Pakmaya landed on “Bellarise.” The name is an elegant blend with European flair (“Bella,” meaning beautiful in Italian) and American pragmatism (“rise,” denoting the benefit of quality yeast).
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360Me - naming a new wellness program Image

360Me - naming a new wellness program

Everyday, Every-way Wellness Employee health packages are no longer just about annual check-ups and medications: they’re about everyday, every-way wellness. To ensure employees are able to live well and remain optimally productive, we need to approach wellness from all angles. And we need to encourage people to play an active role in their health. That’s why Regence started Regence 360Me, a turnkey wellness

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program that puts employees in control of their own health. 360Me, the brand name we developed for Regence, says a lot in just five characters. It puts the employee — “Me” — in the driver’s seat, and suggests that the program provides a 360 degree approach to personal health and wellness. We also worked with the client to create descriptive tier names to identify the three different versions of the program. It was important that the names not come across as ‘good, better, best,’ because the best solution for one employer may not be the best solution for another. By naming the tiers Foundations, Advanced, and Custom, they were able to call out the benefits of each option without pitting them against one another. And that’s great, because Regence 360Me is all about making life easier for employers and employees alike.
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Luminent — naming a risk management platform Image

Luminent — naming a risk management platform

Shining Light on Risk Risk is everywhere. Managing risk, especially in business, requires a 360-degree approach. And in infrastructure-related industries like energy, the consequences of not thinking critically about how to mitigate risk are tremendously high. That is where Luminent comes in. Named by Tanj, the Luminent platform shines light on corporate risk within infrastructure-intensive industries. The

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platform automates the preparation of reports for pipelines, plants and other facilities to help workers more efficiently and effectively compile the right compliance information for proper legal review.
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Axis — naming a big-data platform Image

Axis — naming a big-data platform

Better Data for Better Health Imagine what’s possible when you tap into the power of the most comprehensive dataset in health – a trove of actionable, accurate information spanning nearly 1 in 3 Americans today? With its new platform and brand, named AXIS by Tanj, BlueCross BlueShield offers analytics and insights on providers and procedures captured via more than 104 million patients. In turn, innovators and

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the medical community at large can leverage the AXIS dataset to gain a deeper understanding of how to improve decision-making and build tools that lead to better health for all. AXIS, a short, classic sounding name, sends a clear, powerful message appropriate for this revolutionary brand, and aligns with the trusted BlueCross BlueShield name.
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Matchbuilt — renaming a leader in homebuilding recruitment Image

Matchbuilt — renaming a leader in homebuilding recruitment

Building a Better Name It’s tough to change the name of your business — especially when you’ve been going strong for ten years. But sometimes the moniker you’ve been going by just doesn’t jibe with who you are and what you do. Such was the case with a recent client of ours. The folks at Big Builder Sourcing match top talent with leading home builders across the country. “Builder sourcing”? Accurate. But

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“big”? Well, they work with big builders, but also smaller ones — and they provide the same level of attention and knowledge to every client, no matter the size. We renamed the company MatchBuilt to speak to the end result of successfully placing talent. Just as their clients build homes, MatchBuilt builds connections. The name is a great fit for the business today and is flexible enough to carry them into the future. It’s all about finding that perfect match.
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Myris — naming an ID authentication device Image

Myris — naming an ID authentication device

My Iris Is The Key Hate passwords? Like security? Have eyes? Well then Myris is for you. As part of a larger strategy and identity project spearheaded by R/GA for Eyelock (they are pioneers of iris authentication technology) we named the sweet new personal identity verification device in the image above. We called it Myris – from “my + iris” – since it takes video of your irises to let you access all of your

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important data without having to remember and type dozens of pesky usernames and passwords. It’s great technology, highly useful and rapidly evolving. It was also named ‘Best in Show’ upon launch at CES 2014. Stay tuned for more from Eyelock and Myris.
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TradingTable — naming a food services platform Image

TradingTable — naming a food services platform

Turning the Tables Our friends at Venture86 – the brains behind an entirely new way for restaurants, distributors and manufacturers to buy and sell food – explained the situation to us in very clear terms: The current way restaurants purchase food is old-school. Think pencils, paper, faxes and endless phone calls to distributors, all to keep their kitchens stocked every day. That’s where TradingTable comes

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in. TradingTable is Venture86’s innovative B2B food service online marketplace that gives all parties – restaurants, distributors and manufacturers – the forum, tools, information and access they need to streamline their businesses and optimize how they buy and sell food. We named it “TradingTable” to tell an effective, credible story about how the platform brings together all parties. Plus the accessible, memorable word choice works across cultures and languages, which is key in the restaurant business. Welcome to TradingTable, where the market is finally open.
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Reviews

4.9
39 reviews
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Naming Process for Enterprise Software Company

“They’re super responsive and well-organized. Even how they run meetings and feedback sessions is very thoughtful.”

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5.0

Quality: 
5.0
Schedule: 
5.0
Cost: 
4.0
Willing to refer: 
5.0
The Project
 
$10,000 to $49,999
 
Dec. 2019 - Feb. 2020
Project summary: 

Tanj proposed new names in a rebranding process for an enterprise software company. They interviewed key stakeholders, provided several options, and researched trademarks for the final few names.

The Reviewer
 
51 - 200 Employees
 
Charlottesville, Virginia
Dan Schleifer
Co-founder & CEO, Cosaic
 
Verified
The Review
Feedback summary: 

Since the new brand was announced, reception has been fantastic. Tanj did a good job involving the entire team and identifying the company’s core values. The new name tells the company story accurately.

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 an enterprise software company that provides technology to banks, brokerages, hedge funds and financial technology companies all around the world, specifically in capital markets. I'm the co-founder and CEO of the firm, started the business about eight and a half years ago.

OPPORTUNITY / CHALLENGE

What challenge were you trying to address with Tanj?

When my partner and I started the business eight and a half years ago, the name of the company was the same as the name of our sole product. And over the past three years, we've become a multi-product company.

So we really wanted to rebrand the company and kind of reintroduce our company to the world as a portfolio company and not just a single product company. We struggled with our identity as a company.

SOLUTION

What was the scope of their involvement?

They guided us through the naming process. They interviewed key stakeholders to learn more about the business. They focused on learning about the intangibles, like how our customers think of us and what we think about ourselves.

After those interviews, they educated leadership and our marketing team on how naming works and how to construct names. Then they provided us with different options so we could give them feedback and narrow down what we wanted from the name itself. We went through several rounds like that, and they helped with trademark research and the legalities surrounding the name.

What is the team composition?

Scott led the engagement, but we worked with two of his colleagues as well. They were really helpful throughout the process and they each played a different role.

How did you come to work with Tanj?

I’ve worked with Tanj twice before at a previous company, so I’m a returning customer. There was no question in my mind that they were the right folks.

How much have you invested with them?

We spent about $25,000.

What is the status of this engagement?

The project lasted from December 2019–February 2020.

RESULTS & FEEDBACK

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

Once the name was established, we took some time to build out the new logo, create a design aesthetic, and redesign the website. So we just launched the new brand last month. Since we announced it, the reception has been fantastic. It did exactly what we were hoping for, which was to retell our story. So it’s been a successful project from our standpoint.

How did Tanj perform from a project management standpoint?

Generally, we had meetings over video conference, and all three of them would be online.

They’re super responsive and well-organized. Even how they run meetings and feedback sessions is very thoughtful. We certainly haven’t had any issues here, and it mirrors the experience I’ve had in the past.

They offered to come down in-person but we chose to do it over video and it worked fine.

What did you find most impressive about them?

The process of coming up with a new name and brand identity is really two parts. First, it’s coming up with different options. Then, it’s acting as an organizational therapist, bringing in a group of stakeholders, and coming to a group agreement on what the new name will be. They do a really good job making sure the whole team feels like they’re part of the process.

Are there any areas they could improve?

Nothing comes to mind.

Do you have any advice for potential customers?

Be brutally honest and open with them. Involve them in the internal discussions and allow them to speak with a wide variety of stakeholders, including employees, customers, and partners. Be open and committed to the process.

5.0
Overall Score
  • 5.0 Scheduling
    ON TIME / DEADLINES
  • 4.0 Cost
    Value / within estimates
  • 5.0 Quality
    Service & deliverables
  • 5.0 NPS
    Willing to refer

Naming for Consultancy Platform

"Tanj … really listened to our needs and translated our ideas into what they built."

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5.0

Quality: 
5.0
Schedule: 
5.0
Cost: 
5.0
Willing to refer: 
5.0
The Project
 
$10,000 to $49,999
 
Mar. – May 2019
Project summary: 

Tanj named a new platform for a global consulting firm. They led a step-by-step approach that involved multiple stakeholders and suggested 15 names with associated branding and copy for consideration.

The Reviewer
 
5,001-10,000 Employees
 
Chicago, Illinois
Principal, Global Consulting Firm
 
Verified
The Review
Feedback summary: 

The chosen name has been met with nothing but praise from internal and external stakeholders. Tanj ran an organized process from start to finish, balancing their own expertise with the client’s input. Their promptness, diligence, and thoughtfulness made for a smooth workflow.

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 a principal for a global consulting firm.

OPPORTUNITY / CHALLENGE

What challenge were you trying to address with Tanj?

My department was developing a new platform. We needed a name for the platform that would play to our marketing and convey the message of our practice.

SOLUTION

What was the scope of their involvement?

Tanj led a naming process to name our client-facing platform. Their team started by collecting information about the tool, its functionalities, our marketing and target audiences, and other important factors. They also investigated how we differentiate ourselves from our competitors and what similar tools are named. 

Tanj then walked us through a structured process that put parameters around how we would select a name. They asked us our preferences on an abstract name as opposed to a name with an existing meaning. After we had a brainstorming session with our senior leadership, Tanj came back to us with a list of 15 names with branding and meaning attached to each. Our leadership team whittled it down to 3–5 we liked best, collected input from other stakeholders, and then landed on a name.

What is the team composition?

We worked with Scott (Founder & Managing Director, Tanj) and two more people.

How much have you invested with them?

We spent about $35,000.

What is the status of this engagement?

The project ran from March until May 2019.

RESULTS & FEEDBACK

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

It’s been a completely seamless transition in rolling out the platform and renaming it. The name we settled on has been key to our branding and messaging. When we do demos, people connect with the story behind the name. We haven’t seen any negative reactions so far.

How did Tanj perform from a project management standpoint?

Tanj always delivered on time and within budget. Their communication was direct and succinct, and they were always easy to talk to. They also were willing to turn around last-minute requests quickly. For example, after Tanj presented us with the list of names, we asked them to write copy with each name to get stakeholder input. They supplied us with the copy fast, which we appreciated.

We communicated primarily over email, where we’d share slide decks and information to form the foundation of their research. Their team used PowerPoints to present name options to us.

What did you find most impressive about them?

I've never worked with a naming consultancy so it's hard for me to compare. However, I enjoyed the structured approach that Tanj imposed on the naming process, which otherwise can be such a broad thing. Their team framed the steps in a way that our less marketing-savvy stakeholders could contribute to. 

Tanj also really listened to our needs and translated our ideas into what they built. We’re thrilled with their communication style and the ultimate delivery of the names.

Are there any areas they could improve?

No, nothing really comes to mind. 

Any advice for potential customers?

If you want Tanj to be effective you need to prepare your side with information. We didn’t know that we needed to provide things like marketing messages, copy, and other materials in advance. Once we did, it was easy to collect the materials, but I’d advise any team to do that in advance. In fact, I gave this advice to another team at my company that just started working with Tanj.

5.0
Overall Score Tanj made the entire process really easy.
  • 5.0 Scheduling
    ON TIME / DEADLINES
    Their team hit every timeline, and they had an amazingly fast turnaround.
  • 5.0 Cost
    Value / within estimates
    Their fees were quite reasonable.
  • 5.0 Quality
    Service & deliverables
    Tanj nailed it. We’re thrilled with the name we chose.
  • 5.0 NPS
    Willing to refer
    I already have recommended them.

Naming for Productivity Platform

"Their presentation was professional and well thought out."

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4.0

Quality: 
5.0
Schedule: 
5.0
Cost: 
5.0
Willing to refer: 
5.0
The Project
 
$10,000 to $49,999
 
Jul. - Aug. 2018
Project summary: 

Tanj offered several rounds of potential names for a naming project. They also created visual design mockups to help their customer envision the ideal name for the product.

The Reviewer
 
11 - 50 Employees
 
San Francisco, California
Maya Muranaka
Lead Designer of Notability, Ginger Labs
 
Verified
The Review
Feedback summary: 

They created a distinct name that pleased internal stakeholders. Tanj goes beyond expectations in terms of the quality and quantity of their offerings. They’re flexible and thorough in their delivery and they provide research to justify their ideas.

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 lead designer for Notability, one of our two products at Ginger Labs. We have another product called Twobird.

OPPORTUNITY / CHALLENGE

What challenge were you trying to address with Tanj?

We needed them to help us create a name for Twobird.

SOLUTION

What was the scope of their involvement?

We held an initial meeting to discuss the branding talks we’d already held in-house and to align our ideas on the brand. That gave them insight into what we wanted, and they then proposed a four-week delivery schedule.

They sent us name ideas every week and we emailed them feedback from our team members. If they needed more feedback, we’d discuss it on a call. Each week, they’d send us fewer names as we got closer to making a decision. In the end, some of our team members still weren’t sure about the name, so they extended their engagement window to ensure we had something we liked. They mocked up some names with graphic designs such as an app interface and advertisements.

What is the team composition?

We worked with Scott (Founder and Managing Director, Tanj) along with two other team members. Scott was the project manager, ensuring everybody’s ideas were aligned with our goals. He was our main point of contact.

How did you come to work with Tanj?

I’d worked with a creative director at a different agency and I reached out to him for branding recommendations. He introduced us to another creative director, who in turn referred us to Scott.

How much have you invested with them?

We spent around $25,000.

What is the status of this engagement?

We worked together from July – August 2018.

RESULTS & FEEDBACK

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

We had no idea what people would think of our new name, but we make our stakeholders happy.

Tanj asked good questions to help determine what we wanted. There are no other names like ours in the app store, so it was easy to distinguish ourselves.

How did Tanj perform from a project management standpoint?

We didn't expect such a large main pool of names—there were between 50 and 100 in the first round. They delivered more than we asked for and we were surprised that they could come up with so many in such a short time. The way they presented their work was very thorough and they always provided us with reasons why they made the decisions they did, such as linguistic aspects.

They were good at handling our opinions. We communicated through email in addition to our weekly feedback calls. We’re very satisfied with their workflow.

What did you find most impressive about them?

They set a good tone of what to expect given that it was our first time working with a creative agency. They certainly set the bar high. Their presentation was professional and well thought out.

Are there any areas they could improve?

No, I can’t think of anything.

Do you have any advice for potential customers?

We gave them a single feedback document that included input from each of our engineers. We should have worked that into a single voice. Our feedback was not concise enough, which made it hard for them to understand.

4.0
Overall Score There was a learning curve on our part and we had to improve our feedback to them.
  • 5.0 Scheduling
    ON TIME / DEADLINES
    Every deadline was met and nothing was late. They added time when needed.
  • 5.0 Cost
    Value / within estimates
  • 5.0 Quality
    Service & deliverables
    They set the bar high and delivered more than we expected.
  • 5.0 NPS
    Willing to refer
    I would recommend them to any other small company.

Strategy & Naming for Portfolio Architecture of SaaS Company

"Tanj is small enough to dig into a client’s project and intimately understand their business challenge."

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5.0

Quality: 
5.0
Schedule: 
5.0
Cost: 
5.0
Willing to refer: 
5.0
The Project
 
$10,000 to $49,999
 
Mar. - June 2019
Project summary: 

Tanj crafted a portfolio architecture for a SaaS company. They identified and name five audience categories, created frameworks to guide messaging and sales narratives, and advised on market strategies.

The Reviewer
 
51-200 Employees
 
New York, New York
Mindy Sabella
Former Mktg. Strategy Consultant, App & Software Developer
 
Verified
The Review
Feedback summary: 

The project delivered on all requirements and won praise from the client. Tanj delivered high-quality naming and strategy insights consistently and on time. The team showed professional, expertise, and dedication from start to finish.

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 am a former marketing strategy consultant at a software development firm.

OPPORTUNITY / CHALLENGE

What challenge were you trying to address with Tanj?

The client was a product-driven company with a SaaS platform as its main product. However, from a market-facing perspective, they had no product architecture or messaging strategy. Their messaging was often inwardly-focused and overly technical, which didn’t translate to the market.

I reached out to Tanj about creating a product brand portfolio with some messaging framework to build a sales narrative.

SOLUTION

What was the scope of their involvement?

Tanj first sent a proposal as to how they would go about our product segments. The plan spanned about 60–90 days maximum. Once the client approved, we kicked off the project.

Tanj organized the client’s go-to-market audience portfolio by audience typology. Their team rationalized the product organization and service experience based on the buyer types. My client lacked an organized hierarchy of to whom they were selling their product and the value proposition for each segment. 

Scott (Founder & Managing Director, Tanj) and his team helped us create an organizing principle behind the product offering based on the market need. They identified five audiences and named those categories. We then mapped levers for each product and service and created narratives for each audience. 

What is the team composition?

We worked with primarily Scott and 1–2 other people. Scott worked with me and the client’s CEO.

How did you come to work with Tanj?

I had worked with Tanj in past positions and seen their effectiveness firsthand. They had substantial experience working with tech companies—both startups and large enterprises—and had an appealing portfolio. When I identified the need for a rationalization of my client’s product portfolio, I reached out to Scott because he’s one of the best people in the industry for this kind of project.

How much have you invested with them?

We spent about $25,000–$30,000.

What is the status of this engagement?

The project ran from March until June 2019.

RESULTS & FEEDBACK

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

The rationalization project was only one part of rearchitecting the client’s market presence, so it hasn’t launched visibly just yet. However, my client was quite happy with the work that Tanj provided.

How did Tanj perform from a project management standpoint?

The work plan that Tanj created in the beginning was comprehensive and precise. We followed its elements from start to finish, and the workflow went very smoothly. Tanj’s processes and methods were tight and well-managed. They consistently led thoughtful meetings and conference calls. Tanj was also always on top of deadlines and often delivered in advance, leaving time to make corrections and edits as we requested them.

What did you find most impressive about them?

Tanj is small enough to dig into a client’s project and intimately understand their business challenge. They can tailor their service to each client and never take on more projects than they can handle. That way, Scott can be intimately involved in each project. Their team is also incredibly thoughtful, providing a lot of insight backed up with facts and information in each meeting. Their service levels are outstanding and add a lot of value to every project.

Are there any areas they could improve?

No, nothing comes to the top of my head. Everybody has areas in which they can do better, but I can’t think of anything specific that Tanj can improve.

Any advice for potential customers?

Tanj specializes in language and words and their power in crafting a market-facing product. If you’re looking to repackage a product or company with verbal branding, go to Scott, not a general branding agency.

5.0
Overall Score Scott is consistently outstanding to work with. He’s smart, professional, and delivers value every time.
  • 5.0 Scheduling
    ON TIME / DEADLINES
    The team was prompt and organized. Scott was always there whenever I needed him.
  • 5.0 Cost
    Value / within estimates
  • 5.0 Quality
    Service & deliverables
    Tanj delivered high-quality, thoughtful, and relevant work.
  • 5.0 NPS
    Willing to refer
    I've referred to Tanj more times than I've worked with their team directly.

Names of Multiple Products for PropTech Company

"They provided the combination of structure, flexibility, creativity, and experience needed to deliver on our projects."

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4.5

Quality: 
4.5
Schedule: 
5.0
Cost: 
4.0
Willing to refer: 
4.5
The Project
 
$10,000 to $49,999
 
Apr. 2019 - Ongoing
Project summary: 

Tanj ran a naming exercise for a new product line. They held briefings and exchanges about product information, brand positioning, and company specifics. They then suggested a number of names.

The Reviewer
 
51 - 200 Employees
 
South Holland, Netherlands
Head of European Marketing Operations, Proptech Company
 
Verified
The Review
Feedback summary: 

One of the names Tanj came up with was ultimately selected for the product line and it’s been well-received internally. There was, however, more trademark vetting required than anticipated. They received praise from the customer for their organizational structure and flexibility.

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 head of European marketing operations for a proptech company.

OPPORTUNITY / CHALLENGE

What challenge were you trying to address with Tanj?

We were looking to name and rename a couple of products.

SOLUTION

What was the scope of their involvement?

We engaged Tanj to name a new product that we’ve brought onto the market.

When we initially spoke, we created a briefing that gave an overview of our brand vision, our strategy, our tone of voice, what the product does, and what makes it unique. We then held a discussion with our key stakeholders, including our CEO. We also worked on understanding our audience and why they would care about our brand.

They asked us for key information about our key features and any information we might have in terms of product collateral and new features we’re adding.

We held an exercise about who our main competitors were and also identified some of the individuals in this space that were aspirational for us in terms of naming.

On the naming side, they tried to get a sense of the tone and style within our company. They took us through a process of what types of names we were open to, what type of message we wanted to communicate in the name, how we wanted to present our company through the name, and how we wanted the name to align with other existing product names within our company.

We did another strategy call and within the call, they provided some initial names and then we had an iteration and discussion. They went ahead and did the full-on name development in a pitch format.

For part of the naming process, they were supposed to check first-level availability of those names for trademarking. They were also going to check the language to see if there were any anomalies or any quirky things that we should be aware of when moving from one region to another.

We’re looking at engaging them for a brand refresh soon. They’re now working on another product naming for us.

What is the team composition?

We worked with two people. Scott (Founder & Managing Director, Tanj) was our main point of contact.

How did you come to work with Tanj?

We reached out to individuals through references from some of our investors. I sourced 3–4 others through Clutch and through people in the industry. We reached out to about six firms in total with briefings and held scoping calls. Tanj was one of the top three and we chose them.

How much have you invested with them?

We’ve spent $25,000-$50,000.

What is the status of this engagement?

We started working together in April 2019 and the work is ongoing.

RESULTS & FEEDBACK

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

The process was relatively seamless. They had a very structured approach, which we needed, and they met our expectations.

When we reached out to our attorney, there were still a lot of trademark issues with all of the names. It was a matter of risk that we were willing to take to go with the names we chose. The first name, which we really wanted to go with, was identified as vetted, but we couldn’t because there was too much risk. The second name, which we chose, also had some risk, but we decided to go ahead with it.

Acceptance was difficult at first, but now everyone likes the name and it resonates both internally and externally. We’re quite happy with it.

How did Tanj perform from a project management standpoint?

Their project management is very good. I have no complaints. They provided the combination of structure, flexibility, creativity, and experience needed to deliver on our projects. We communicate via Zoom or email.

What did you find most impressive about them?

Scott is very personable. He knows his stuff and he knows how to reach individuals. We have some strong characters within our leadership team. He was able to help set expectations and guide them appropriately upfront. They have a structured approach that allows for flexibility, which is the key reason we continue to engage with them.

Are there any areas they could improve?

No, there’s nothing that needs to be improved.

Do you have any advice for potential customers?

It’s good to have a structured brief when you first start engaging with them. If you don’t, be advised that they will ask you most of the key issues that need to be in that structured briefing. If you don’t come to them with information about the tone of voice and the brand narrative and understanding of your USPs and your target market, those are key things that they will ask you about.

4.5
Overall Score They left a positive impression on our leadership team.
  • 5.0 Scheduling
    ON TIME / DEADLINES
    They were proactive about setting expectations for deliverables.
  • 4.0 Cost
    Value / within estimates
    Their price point is quite high, but they are competitive and willing to be flexible.
  • 4.5 Quality
    Service & deliverables
    Their end deliverable was what we anticipated, save for the trademarking issue.
  • 4.5 NPS
    Willing to refer
    I’d definitely recommend them to a small to mid-sized organization or a startup.

Renaming & Tagline for a Patient Advocacy Nonprofit

"They delivered excellent options and results."

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5.0

Quality: 
5.0
Schedule: 
5.0
Cost: 
5.0
Willing to refer: 
5.0
The Project
 
$10,000 to $49,999
 
Mar. 2015 - Sept. 2018
Project summary: 

Tanj developed a list of names for an organizational name change. They also worked on iterative naming processes for other projects within the same partnership.

The Reviewer
 
2 - 10 Employees
 
Ambler, Pennsylvania
Claire Baker
Director of Communication, Beyond Celiac
 
Verified
The Review
Feedback summary: 

The new name Tanj created has received praise from both internal stakeholders and customers. Their team is communicative, reliable, and timely. They work to understand their subject matter.

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 communication at Beyond Celiac, a national foundation for Celiac awareness. We’re the largest patient advocacy organization in the country for Celiac disease, driving research for treatments and a cure beyond the gluten-free diet.

OPPORTUNITY / CHALLENGE

What challenge were you trying to address with Tanj?

We decided to change our name because we knew for a long time that it was problematic. It had too many words that were too tough to remember. Our social media handles weren’t aligned with our name.

SOLUTION

What was the scope of their involvement?

They talked with us about what our desires were, what we want our name to convey, and who our audiences were. They did a lot of fact-finding upfront and went off and worked their magic.

They came up with a long list of names that we vetted with our internal committee first. We gave them feedback and they honed the list based on that conversation. They then walked our internal team through it and answered any questions before we decided we needed to get more buy-in from stakeholders.

I created a SurveyMonkey survey and organized a phone call. I had my board member on the call and I walked the board people through the Tanj slide deck of name choices to get their feedback. It took some effort to get the board to buy in because some members thought it sounded a little too much like a campaign rather than a name. We used the name for all our social media channels, which was part of the consideration in picking the name.

We worked with them two additional times. We created a patient registry that needed its own name. We met and discussed what the goals of the registry were, who the target audience is, and what feelings we wanted to convey. They came back with a number of options. Through an iterative process back and forth, we came up with the name for the patient registry.

In the most recent round of working with Tanj, we wanted to change our tagline. They gave us a slate of choices with the feelings behind them. They gave the option and explained what it means and what feeling they hope people will take away. We picked one and it was resonant with the leadership of the organization when we were finally at a point, we could roll it out.

What is the team composition?

My point of contact has been Scott (Founder & Managing Director, Tanj), who was on all the calls.

How did you come to work with Tanj?

We had a board member who had worked with Tanj in the past. Working with a firm that had a known track record gave our board more confidence in the options we were going to put forward for the final choice. Part of the driving factor was that the organization had known for a long time it needed to change its name, but couldn’t decide because it wasn’t confident in any of the choices that had come up.

How much have you invested with them?

We’ve spent $10,000–$25,000.

What is the status of this engagement?

We worked together from March 2015–September 2018.

RESULTS & FEEDBACK

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

At first, people found the name to be unsettling, but once they thought about it for a minute, they loved it. Our name shows we drive research for treatments beyond the gluten-free diet and ultimately a cure. We’re going beyond Celiac. I’m thrilled with the name. They know what they’re doing.

How did Tanj perform from a project management standpoint?

They always brought great care and brought the A-team to our work. They were always on time with their deliverables. If anything came up, they were always good about communicating where they were in the process and if they needed more time.

I always felt we were important to them and that they were always on the job. I felt very valued as a client. We communicated via phone calls and emails. The meetings were all conference calls and they’d send a slide deck over beforehand and I’d share it with the team.

What did you find most impressive about them?

They took the time to really get to know us and know the point. They came out with a much clearer understanding of Celiac Disease and the challenges that people face. They really listened to us when we said it’s a serious disease and we’re not defined by our treatment.

Are there any areas they could improve?

No, there’s nothing I’d have them improve. Perhaps they could bring creative women to round out their team to bring a different vibe to the work.

Do you have any advice for potential customers?

Make it a priority. You’re paying real money for a real service. Take it seriously and give it the time it deserves.

5.0
Overall Score If I had another opportunity to work with them, I would call them in a heartbeat.
  • 5.0 Scheduling
    ON TIME / DEADLINES
    They were on time.
  • 5.0 Cost
    Value / within estimates
    It’s absolutely great value for the money.
  • 5.0 Quality
    Service & deliverables
    They delivered excellent options and results.
  • 5.0 NPS
    Willing to refer
    I recommend using them.

Naming Strategy for NFL App

"It was an extremely polished form of creative strategy development that I haven't experienced with other partners."

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5.0

Quality: 
5.0
Schedule: 
5.0
Cost: 
5.0
Willing to refer: 
5.0
The Project
 
$10,000 to $49,999
 
Feb. - May 2019
Project summary: 

Tanj created a name for an information and ticketing app for NFL events. For the two-round process, they researched similar products and placed their suggestions into three categories.

The Reviewer
 
1,001 - 5,000 Employees
 
New York, New York
Eleanor Fortier
Former Brand Manager, National Football League
 
Verified
The Review
Feedback summary: 

The name that was ultimately chosen emerged in the first round of review, thanks to Tanj’s thoughtful and thorough analysis. The team was highly responsive to questions and open to explaining their process. Their level of expertise and customer service stood out.

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 former brand manager for the National Football League (NFL), a professional sports organization that promotes American football.

OPPORTUNITY / CHALLENGE

What challenge were you trying to address with Tanj?

We were looking to name a new app that would serve as a single source of information and ticketing across all our annual events. We engaged Tanj for their naming services.

SOLUTION

What was the scope of their involvement?

We first sent Tanj the brief for our project. Their team then developed a list of questions for the department that oversees products supporting fan engagement and me. After the kick-off meeting, they sent over a first pass, which included an incredibly comprehensive strategy deck. 

Tanj researched the landscape of similar products and offerings to inform their thinking. They then provided three categories under which they assigned their suggested names. The groups were intuitive and made it incredibly easy to evaluate each name and provide direction on the second task.

I left the company before the second round of review started. I handed off my role to our creative director, who would be responsible for keeping the project going. Our side eventually settled on one of our recommendations from the first round.

What is the team composition?

Scott (Founder & Managing Director, Tanj) was our main point of contact throughout the process. We worked with three language specialists and linguists at a given time. I didn’t interact with these people as much; I trusted Scott to resource our project appropriately.

How did you come to work with Tanj?

I did a quick online search for agencies and only found a handful that specialized in naming. Tanj was well-reviewed. Once we had established a discrete project that we needed an agency for, I reached out to Scott and asked if he’d be interested in working with us.

How much have you invested with them?

We spent $20,000.

What is the status of this engagement?

The project started in February 2019 and wrapped up in May the same year.

RESULTS & FEEDBACK

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

We were thrilled with the choices Tanj gave us. My supervisor and I were happy with the selections from the first round, but he went through the second round for more exploration. The final name was signed off by him and our executive team, who had approved the app’s development.

How did Tanj perform from a project management standpoint?

Tanj hit every deadline and stayed transparent about timelines. Their availability was also impressive; we could always huddle up and get on calls very quickly. Given the small scope of the project and the limited rounds of review, we didn’t need any software for our communication. We spoke over email and the phone.

What did you find most impressive about them?

Tanj went above and beyond in the amount of research they put in our naming. Their commitment to understanding our product’s landscape and helping guide our strategy was phenomenal. Their team laid out an incredibly intuitive process to come with the name for us. It was an extremely polished form of creative strategy development that I haven't experienced with other partners.

Are there any areas they could improve?

No, I have no constructive feedback for anything Tanj should work on. They’re a small company, but they don’t act like one. Even though we were far from their only project and among the smaller scopes of work, they remained extremely available to us. Tanj did a fantastic job on this project.

Any advice for potential customers?

Be prepared to think expansively about linguistics. I found out to be an interesting and thoughtful process, and I learned a lot from Tanj’s team.

5.0
Overall Score I’d give them a higher rating if I could.
  • 5.0 Scheduling
    ON TIME / DEADLINES
  • 5.0 Cost
    Value / within estimates
  • 5.0 Quality
    Service & deliverables
  • 5.0 NPS
    Willing to refer
    I recommend Tanj to everyone.

Naming & Strategy Partnership with Design Agency

"They don’t stop until they get it done."

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5.0

Quality: 
5.0
Schedule: 
5.0
Cost: 
5.0
Willing to refer: 
5.0
The Project
 
$50,000 to $199,999
 
2012 - Ongoing
Project summary: 

Tanj created names and did branding strategy consultation for various third-party firms as part of a branding partnership. They do company and product branding.

The Reviewer
 
2 - 10 Employees
 
Port Washington, New York
Cristian Butcovich
Founder/Creative Director, Poligrafik
 
Verified
The Review
Feedback summary: 

Tanj has received consistently positive customer feedback and their competence has inspired long-term engagements. They’re reliable and dedicated to their work.

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 and creative director of Poligrafik, a design agency. We mainly specialize in branding.

OPPORTUNITY / CHALLENGE

What challenge were you trying to address with Tanj?

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

SOLUTION

What was the scope of their involvement?

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

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

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

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

What is the team composition?

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

How did you come to work with Tanj?

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

How much have you invested with them?

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

What is the status of this engagement?

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

RESULTS & FEEDBACK

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

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

How did Tanj perform from a project management standpoint?

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

What did you find most impressive about them?

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

Are there any areas they could improve?

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

Do you have any advice for potential customers?

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

5.0
Overall Score We never had a complaint from a client.
  • 5.0 Scheduling
    ON TIME / DEADLINES
    They’re always on time.
  • 5.0 Cost
    Value / within estimates
  • 5.0 Quality
    Service & deliverables
    They emphasize not only quality but quantity, which is kind of rare.
  • 5.0 NPS
    Willing to refer

Renaming for Small Business Lender

“Tanj helped our sixty-five-year-old organization get outside of its own head and successfully rename, which is amazing.”

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5.0

Quality: 
5.0
Schedule: 
5.0
Cost: 
5.0
Willing to refer: 
5.0
The Project
 
$10,000 to $49,999
 
Feb. - May 2019
Project summary: 

Tanj generated a list of potential names for an umbrella organization encompassing 3 separate companies. They performed extensive discovery into company operations and culture before making recommendations. 

The Reviewer
 
51 - 200 Employees
 
Albany, New York
Marketing Director, Commercial Lender
 
Verified
The Review
Feedback summary: 

Tanj was able to come up with a name that satisfied a disparate group of parties within both the company and its shareholders. They did this by prioritizing a deep understanding of the history and goals involved, as well as by remaining communicative throughout the project. 

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 an alternative small business lender with for-profit and non-profit arms.

OPPORTUNITY / CHALLENGE

What challenge were you trying to address with Tanj?

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

SOLUTION

What was the scope of their involvement?

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

What is the team composition?

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

How did you come to work with Tanj?

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

How much have you invested with them?

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

What is the status of this engagement?

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

RESULTS & FEEDBACK

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

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

How did Tanj perform from a project management standpoint?

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

What did you find most impressive about them?

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

Are there any areas they could improve?

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

Do you have any advice for potential customers?

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

5.0
Overall Score The experience was informative, and even fun at times.
  • 5.0 Scheduling
    ON TIME / DEADLINES
    They met all deadlines and were very accessible by phone and email.
  • 5.0 Cost
    Value / within estimates
    The cost estimate didn’t change at all throughout the project, and their pricing was equivalent if not more competitive than their peers.
  • 5.0 Quality
    Service & deliverables
    Their work exceeded our expectations.
  • 5.0 NPS
    Willing to refer
    I would enthusiastically refer them.

Naming for Skincare Startup

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

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5.0

Quality: 
5.0
Schedule: 
5.0
Cost: 
4.0
Willing to refer: 
4.5
The Project
 
$10,000 to $49,999
 
Sept. - Oct. 2018
Project summary: 

Tanj provided naming services for various products, including market research and some initial legal screening. 

The Reviewer
 
1-10 Employees
 
Los Angeles, California
Jui Hsieh
Art Director, Olomi
 
Verified
The Review
Feedback summary: 

Tanj provided thoughtful, well-researched naming options for different products. In addition to the quality of their work, they were also very proactive and responsive throughout the engagement. They invested time in understanding business needs and goals. 

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 art director at Olomi; a startup company mostly focused on skincare products.

OPPORTUNITY / CHALLENGE

What challenge were you trying to address with Tanj?

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

SOLUTION

What was the scope of their involvement?

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

What is the team composition? 

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

How did you come to work with Tanj?

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

How much have you invested with them?

We spent $30,000 in total. 

What is the status of this engagement?

We worked with them from September–October 2018.

RESULTS & FEEDBACK

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

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

How did Tanj perform from a project management standpoint?

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

What did you find most impressive about them?

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

Are there any areas they could improve?

No, we were very happy with their services overall. 

5.0
Overall Score
  • 5.0 Scheduling
    ON TIME / DEADLINES
  • 4.0 Cost
    Value / within estimates
  • 5.0 Quality
    Service & deliverables
  • 4.5 NPS
    Willing to refer
    They're a little pricey, so that's something to consider.