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.