Naming & Branding Experts

Hi. We’re Tanj.  We create little bits of language – names, taglines, stories and copy – that have a big impact on your brand. 

Staffed with a team of writing, marketing and branding experts who believe that powerful language is the primary ingredient for branding success, we help brands say smart things to create deeper, more tangible connections with the world.

Brands we've named include:

  • "Wii" (Nintendo)
  • "Bravia" (Sony)
  • "Ally Bank"
  • "FilmStruck" (TCM)
  • "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/ 

 
Undisclosed
 
Undisclosed
 
2 - 9
 Founded
2009
Show all +
New York, NY
headquaters
  • Tanj New York, NY
    United States
    917.885.9509

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

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 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.

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 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.

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.

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 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...

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 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.

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 name that spoke to high performance.

Hence “Bravia,” lightly coined from the word “bravo,” denoting a really good viewing experience.

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 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.

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 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...

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

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 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.

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 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.

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 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.

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 (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...

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 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).

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 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...

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 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.

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 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.

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 “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.

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 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.

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 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...

Reviews

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Naming for B2B Payment Platform

“They were very good at making us feel like all of the attention was on us.”

Quality: 
4.0
Schedule: 
5.0
Cost: 
4.0
Willing to refer: 
4.0
The Project
 
$10,000 to $49,999
 
Jan. - Feb. 2017
Project summary: 

Tanj facilitated a rebranding process with a very short timeline. The team also handled domain name availability, trademark requirements, SEO potential, and other corporate naming concerns.

The Reviewer
 
51-200 Employees
 
San Francisco, California
Chief Marketing Officer, B2B Payment Platform
 
Verified
The Review
Feedback summary: 

While the new branding received positive feedback, the new name was too similar to that of another company and made market differentiation difficult. While this is an area for improvement, Tanj demonstrated a high level of engagement and a commitment to deadlines.

BACKGROUND

Introduce your business and what you do there.

I am the chief marketing officer of a company that provides international B2B payment solutions. We connect businesses quickly and easily, allowing them to save time on extraneous work.

OPPORTUNITY / CHALLENGE

What challenge were you trying to address with Tanj?

We were in a transitional phase after receiving new investment capital. At that time, we realized that we wanted a new name since the old one didn’t fit us anymore. We had grown under it, but we had some challenges in differentiating ourselves in the digital world. We tried to do it internally but soon realized that we needed help.

SOLUTION

What was the scope of their involvement?

We worked with one of Tanj’s department heads and with one of his team members, who performed the formal ideation. Tanj sat down with our company and collected all the information about us in terms of brand and market. They built a nice framework by taking down our thoughts and illustrating them on a grid. It showed the different aspects of having a functional name, an inspirational one, and so on. Tanj gave us different flavor buckets that we could choose from. By throwing some of those up and giving examples during the first round, Tanj got a feel of our DNA. The founder and I looked through all the options and gravitated towards one particular pocket. After more brainstorming, Tanj came back with several names.

We chose a few semifinalists and went through due diligence. They showed us both the pros and cons of our choices. We had to consider things like the ability to trademark the name in all 50 countries where we operated, search engine optimization concerns, and domain name availability. We went through a second round of names just in case, but it turned out to be unnecessary.

How did you come to work with Tanj?

One of my friends told me about Clutch. I reviewed several firms that I thought would fit us and interviewed them all. Tanj had the right balance between knowing the protocol and being able to move fast. Most companies I talked to went through standards pitches, almost working off of scripts, but Tanj took the time to listen to my needs and customize them. They seemed to be customer-adaptive in that sense.

How much have you invested with Tanj?

The cost of Tanj’s services was around $35,000.

What is the status of this engagement?

We started working with Tanj in January 2017. The project was completed in February.

RESULTS & FEEDBACK

Could you share any evidence that would demonstrate the productivity, quality of work, or the impact of the engagement?

The name is out there. We have good feedback from investors and other people who’ve come across it. Unfortunately, we have struggled with differentiation. I don’t think that Tanj provided the full gambit on what it would take to overcome neighboring names. There was a software company with a similar name to ours, and we’ve had to struggle with separating ourselves from them. We’re doing it, but it was a surprise. Other than this, employees are happy with the name, and everything seems to be good.

How did Tanj perform from a project management standpoint?

They stuck to timelines very well.

What did you find most impressive about Tanj?

Tanj is responsive to customers. They’re very personable. They take the time to listen and understood what we needed. When we told them that we might need another iteration because we may not get our domain name, Tanj responded quickly and without any kind of complaint. They were very good at making us feel like all of the attention was on us.

Are there any areas Tanj could improve?

They should do more work on giving guidance for cases when there is a neighboring name to the one being chosen. There are other considerations to make beyond the URL tree.

5.0
Overall Score At the end of the day, Tanj helped deliver on a tight timeline.
  • 5.0 Scheduling
    ON TIME / DEADLINES
    They met a very challenging deadline without any problems.
  • 4.0 Cost
    Value / within estimates
    The work can seem expensive for a startup, but the value was good.
  • 4.0 Quality
    Service & deliverables
    There’s always room for improvement. Some of Tanj’s ideas weren’t as free-thinking as we would’ve liked, but they did a great job for the most part. They gave us some great options to mull over.
  • 4.0 NPS
    Willing to refer
    There’s always going to be something else that the customer needs if they need to build a brand. If they simply need a fast naming service, I would recommend Tanj right away.

Naming Strategy for National Nonprofit

"They really got us right away, after talking to us just once."

Quality: 
5.0
Schedule: 
5.0
Cost: 
5.0
Willing to refer: 
5.0
The Project
 
$10,000 to $49,999
 
Oct. 2016 - Jan. 2017
Project summary: 

From a list of 800 options, the client was guided by Tanj throughout the entire process of selecting one name that accurately encapsulates their organization's identity and goals.

The Reviewer
 
51-200 Employees
 
Washington, DC
Communications Director, National Nonprofit
 
Verified
The Review
Feedback summary: 

Tanj understood the client's company in a way that established a mutual trust throughout the naming process.

BACKGROUND

Introduce your business and what you do there.

We’re a national nonprofit. I’m the director of communications.

OPPORTUNITY / CHALLENGE

What challenge were you trying to address with Tanj?

We were changing our name, so we were looking for a branding/naming firm.

SOLUTION

What was the scope of their involvement?

Tanj did a bunch of interviews and research and came up with the best naming strategy for what our organization needed, what we’re looking for in the future, and what we’re really about. From that, they came up with a list of 800 names that they then whittled down to 250, and then ran it through their own search through Google, social media, and trademarks to really narrow down a list of names. We were presented with 50 names. We then whittled that list down until we eventually, with their help, arrived at a final name. We’re now working with them on message development with our new name in mind.

How did you come to work with Tanj?

I googled naming companies and found their profile on Clutch, which led me to their website. I reached out to a few others, but I liked Tanj the best. What drew me to them the most was that they had a couple of resources on their website that talked through their naming process, which made it feel like they were really experts in this and knew what they were talking about. Their client list was broad, and we were looking for someone that was outside of our field of nonprofits who would really have an outsider’s perspective of what we need because we were looking for a more modern, fresh name and not a typical nonprofit name. After talking to them, I liked that they were a boutique and could really focus on us. They really got us right away, after talking to us just once.

How much have you invested with Tanj?

We have invested $32,000.

What is the status of this engagement?

We started working with them in October 2016. The initial scope of work for the name ended in early January 2017. It’s under wraps right now, but we’ll be launching our new name in June 2017. We then signed a new separate scope of work for the message development.

RESULTS & FEEDBACK

Could you share any evidence that would demonstrate the productivity, quality of work, or the impact of the engagement?

Although I don’t have actual data, anecdotally, we presented the name choices to our board of directors as well as to our leadership team. Everyone kept saying how much they appreciated the process. They felt that Tanj really did their homework and exhausted all options. We were presented with the best of the best. My organization tends to not like consultants as much and not trust them to know better than we know, but they immediately trusted Tanj in the process and were open to the new names because of it.

How did Tanj perform from a project management standpoint?

They performed very well. They kept to their deadlines and were always on top of us to keep to ours. They would also let us know what the next step in the process was. We communicated mainly through email as it wasn’t that big of a scope.

What did you most impressive about Tanj?

They understood our organization and leadership right away, which was really helpful. They also showed their work, which I liked in terms of how many names they came up with. The tools of their processes were great.

Are there any areas Tanj could improve?

I honestly don’t think so. We are really happy with them.

5.0
Overall Score It was great. It was a two-year project that I decided that I needed help on, and we managed to do what I intended to do in two years in three months.
  • 5.0 Scheduling
    ON TIME / DEADLINES
    Tanj is great. They were always on time and kept us on our deadlines, too.
  • 5.0 Cost
    Value / within estimates
    I didn’t get other proposals in terms of knowing where they fell in price, but I felt that what they cost was well worth the money.
  • 5.0 Quality
    Service & deliverables
    We are thrilled with our new name. They really helped me present the name to the board in a way that I got us the results we wanted.
  • 5.0 NPS
    Willing to refer
    I’ve already recommended them to two other organizations who are looking for someone.

Naming Services for Credit Union

"The process was outstanding, and it was a breath of fresh air."

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

Tanj assisted with the naming process, tagline generation, and development of an internal verbal identity for a non-profit financial services company.

The Reviewer
 
11-49 Employees
 
Chicago, Illinois
Erin Hennessy
VP of Marketing, Andigo
 
Verified
The Review
Feedback summary: 

Tanj has a unique ability to listen and turn industry jargon into language that can be easily understood both internally and externally, effectively conveying the present and future of an organization. The Tanj team is exceptionally creative and well-spoken.

BACKGROUND

Introduce your business and what you do there.

Our company was called MECU (Motorola Employees Credit Union) at the time of engaging Tanj. We are a non-profit financial services company.

I am the Vice President of Marketing.

OPPORTUNITY / CHALLENGE

What challenge were you trying to address with Tanj?

We went through an interesting series of changes, needing to completely rebrand and change the way in which we did business in order to stay alive in the economic climate of today's credit unions and our key sponsor company, Motorola.

SOLUTION

What was the scope of their involvement?

We engaged Tanj for assistance in both the naming process and tagline generation, as well as our internal verbal identity.

How did you come to work with Tanj?

We conducted online research, looking at different naming agencies. We contacted several of them for initial phone screens, narrowing our choice to 3. I brought in our Chief Executive Officer and Chief Operating Officer for a final review. We went through proposals and ended up selecting Tanj as a unanimous decision.

How much have you invested with Tanj?

The total cost of our project with Tanj was between $10,000 and $50,000.

What is the status of this engagement?

We started working with Tanj in July 2015 with an initial kick-off featuring our senior leadership team. We received approval from our board for the new name and tagline in October.

RESULTS & FEEDBACK

Could you share any evidence that would demonstrate the productivity, quality of work, or the impact of the engagement?

Our new name, tagline, and verbal identity were the first steps of our organizational rebrand. We've recently announced the name change, although this hasn't gone live. We need to update our website and collateral. Our go-live date for actually using this material is September 2016.

I don't have specific metrics, but I do have a ton of positive word-of-mouth feedback from our employees. Our new name gathered a huge amount of positivity around it. People got it and really aligned with it. When we launched it to our current customer base, we received a lot of positive feedback as well. The impression was that the name supports the future of our organization.

What did you find most impressive about Tanj?

There are many things that set them apart. Tanj has the ability to really listen and turn our industry jargon into something that can be understood by everyone. We don't understand how to create a name or what words we should be saying. Tanj has a very specific process which is easy to understand at the same time. We felt overwhelmed by the prospect of creating a name, but Tanj made it easy to understand and explain where our name came from and why we chose it. Everyone in the organization can give that background because of Tanj's ability to communicate our process to our employees. They're a very creative and well-spoken team.

Are there any areas Tanj could improve?

I can't think of anything. The process was outstanding, and it was a breath of fresh air.

5.0
Overall Score It was truly outstanding. I've worked on naming and copywriting projects with other agencies, and it just doesn't even compare to working with a specialized company like Tanj.
  • 5.0 Scheduling
    ON TIME / DEADLINES
    The only negative feedback here is for my own team.
  • 5.0 Cost
    Value / within estimates
    Yep, they were exactly what I thought they'd be.
  • 5.0 Quality
    Service & deliverables
    Without question, it was a five.
  • 5.0 NPS
    Willing to refer
    I have recommended Tanj.

Naming & Identity for Television Channel

"Everything that they promised, they delivered."

Quality: 
5.0
Schedule: 
5.0
Cost: 
5.0
Willing to refer: 
5.0
The Project
 
$10,000 to $49,999
Project summary: 

Tanj provided the name for a television channel’s new service that fell outside of their existing brand footprint.

The Reviewer
 
200-500 Employees
 
Atlanta, Georgia
VP Brand Marketing, Television Channel
 
Verified
The Review
Feedback summary: 

Tanj developed a name that proved to effectively convey what the service was in consumer testing, while remaining broad enough to accommodate expanded offerings in the future. The Tanj team is creative, intelligent, professional, and a pleasure to work with.

BACKGROUND

Please describe your organization.

I work for a cable television station.

What is your position?

I am Vice President, Brand Creative & Head of On-Air Creative. I'm responsible for our brand’s presentation on air, as well as off-channel activation and events.

OPPORTUNITY / CHALLENGE

What business challenge were you trying to address with Tanj?

We were looking to develop a name and identity for a new service that was outside of our brand footprint. In other words, we didn't want to lean on the TV channel’s name and brand as part of this new service; we wanted to start from a blank slate. We did not have a very long period of time to come up with the name, and we knew there were a couple of significant hurdles we would face. One being our own creative satisfaction with the name, but also legal matters. We had to make sure we had the .com domains or were within some good space of having domains available for the name.

We were looking for a name that conveyed what the service was, but was still broad enough so we could expand our offerings in the future. We talk about them being relatives, probably living on the same street but different houses. How this new brand could tuck up next to that existing house, was part of the challenge.

SOLUTION

How did you come to work with Tanj?

I had looked at a list of the usual suspects that Turner might have engaged. We knew that we probably had to operate with a smaller shop because we had to be quicker, and felt that if we identified a more boutique agency, we would have likelihood of better attention and focus. We actually worked with two agencies before we ended up with Tanj. Those companies didn’t work out, both from the creative side, as well the business side. They just moved too slowly.

I can't even remember now how I tripped across Tanj, but I really felt that the work that they had done across some of the other projects, including Wii, indicated a level of creativity that would take us to another space, which was what we were looking for. We thought we'd have to end up with a kind of made up name. Happily, we ended up with something that was more grounded, which we like. I also just thought that they had a good process that made sense to me. I appreciated the intelligence that they displayed on their site, in terms of helpful background information of them and what they do. Pretty quickly, I knew they would be in the running, and after that first conversation with Scott [principal], that was really confirmed for me.

Could you provide a sense of the size of this initiative in financial terms?

It was in the $10,000 to $50,000 range.

What was the timeline of this engagement?

I think things officially got rolling in January, and I believe we were done by the end of February, which was the timeline we were looking for.

RESULTS & FEEDBACK

Could you share any statistics or metrics from this engagement?

We haven't launched the product yet, but we did do consumer testing around a shortlist of names, and it was great to see that the name Scott liked the most and we liked the most, was also the one rated the highest by consumers. With the name Scott developed, there’s an immediate understanding about what we’re doing and what the service is going to be.

What distinguishes Tanj from other providers?

I appreciated that Tanj had a process, they weren’t just winging it. It was efficient and lean enough to accommodate our crazy schedule. It felt very much based on our brief and our needs. I'd say that they really, and this is again not to disparage the other agency we worked with, but I just felt that they were dialed in, in a different way and it was a remarkable experience. Tanj was professional, but still enjoyable to work with.

Is there anything Tanj could have improved or done differently?

Truly, everything went as they promised it would in terms of timing and questions around volume. Everything that they promised, they delivered. Even when we were satisfied, they were still asking what else they could do. I have nothing but high praise for them. It's interesting because they were unfamiliar to people here, but I have a feeling it won't be the last time they work with our company, because it was so successful.

5.0
Overall Score They're fantastic.
  • 5.0 Scheduling
    ON TIME / DEADLINES
    It was a crazy schedule.
  • 5.0 Cost
    Value / within estimates
  • 5.0 Quality
    Service & deliverables
  • 5.0 NPS
    Willing to refer

Naming Services for Lab Equipment Provider

"At the end, we had confidence that no stone had been left unturned."

Quality: 
5.0
Schedule: 
5.0
Cost: 
4.0
Willing to refer: 
5.0
The Project
 
$10,000 to $49,999
Project summary: 

Tanj developed a new name for a laboratory measurement product and its category, to more accurately describe what the product was and how it could be of use to the consumer.

The Reviewer
 
10,000+
 
Philadelphia Metro Area
Director of Marketing, Lab Equipment Provider
 
Verified
The Review
Feedback summary: 

Tanj demonstrated an ability to relate to younger generations while remaining highly professional. The team is exceptionally creative, and their naming process is extremely thorough. The new name has been a breath of fresh air.

BACKGROUND

Please describe your organization.

We're a high technology company that provides laboratory measurement instrumentation to life sciences and applied markets including energy, chemical, and environmental. Companies might use our instruments to assist in food safety analysis, for example.

What is your position?

I am the director of marketing, including inbound marketing, which is defining user needs and customer requirements. Also, outbound marketing, which is taking the value we create and articulating that to the marketplace.

OPPORTUNITY / CHALLENGE

What business challenge were you trying to address with Tanj?

We're a spinoff of the Hewlett Packard company, and our names followed the rather dry convention of a combination of four-digit numbers and letters. Especially to people who had less long-time experience with our instruments, those names didn't express anything about the nature, character, or benefit of the products to them.

We were finding that more and more of our decision makers are millennials, and our names didn't mean anything to them. We wanted to create a name for our product line that differentiated it, and explained what the product was all about and how that would be of interest or benefit to the potential customer.

SOLUTION

Please describe the scope of their involvement in detail.

It was naming one product and its category. We believed that we were carving out a new category in a relatively mature product area, and Tanj helped us communicate that to the customer.

How did you come to work with Tanj?

One of the full-service marketing agencies we work with identified Tanj. We were looking for a company that was able to prove to us that they had fresh, new concepts that related to a younger generation. In the selection process, Tanj's demonstrated ability to relate to younger generations was the single biggest differentiator for us.

Could you provide a sense of the size of this initiative in financial terms?

It was between $50,000 and $100,000.

What was the timeline of this engagement?

It was about three months. Tanj was always on the ball in terms of responsiveness and keeping us on schedule.

RESULTS & FEEDBACK

Could you share any statistics or metrics from this engagement?

We have not introduced the product yet, so I can't tell you any business results. What I can say is that internally, we have tested this with many different levels and functions within the company, and everyone feels that it's been a breath of fresh air. So, subjectively, I would say it's been a resounding success.

What distinguishes Tanj from other providers?

There are two things that resonate with me when working with Tanj. First is the level of creativity – they came to the table with a great selection of names. Naming is a very difficult process and you need to have a lot of room for error. The creativity was excellent.

Also, I think from a business point of view, one of the main things that I was very impressed about Tanj was their thoroughness and professionalism. They knew very well they were dealing with a traditional IT [informational technology] business and, for a young creative agency, they handled themselves with total professionalism. One way this manifested itself was through their process. It was incredibly thorough and, at the end, we had confidence that no stone had been left unturned.

Is there anything Tanj could have improved or done differently?

At this point, honestly nothing comes to mind.

5.0
Overall Score They delivered what I was expecting and then some.
  • 5.0 Scheduling
    ON TIME / DEADLINES
    We gave them a tough schedule, and they had no problem handling that.
  • 4.0 Cost
    Value / within estimates
    I don't think that they were a bargain, but I wasn't looking for a bargain.
  • 5.0 Quality
    Service & deliverables
  • 5.0 NPS
    Willing to refer
    I already have.

Renaming for Executive Recruiting Agency

"I give them the highest endorsement."

Quality: 
5.0
Schedule: 
5.0
Cost: 
5.0
Willing to refer: 
5.0
The Project
 
$10,000 to $49,999
Project summary: 

Tanj provided a new name for an executive recruiting agency that more accurately described what they did, was short, and was easy to use and understand.

The Reviewer
 
2-10 Employees
 
Indianapolis, Indiana
Owner, MatchBuilt
 
Verified
The Review
Feedback summary: 

The Tanj team is responsive, experienced, great at listening, and adept at guiding newcomers through the process of renaming and rebranding. The new name has led to significant increases in new business and brand awareness.

BACKGROUND

Please describe your organization.

Our company, MatchBuilt, is a recruiting company. We do executive recruiting for the home building industry.

What is your position?

I am the owner of the company.

OPPORTUNITY / CHALLENGE

What business challenge were you trying to address with Tanj?

Our company has been in business for 10 years, and our original name was Big Builder Sourcing. Through the changing industry and changing times, the name of our company did not reflect our clients and our business in the best light anymore. We were looking for something more descriptive to what we do and something that was easy to use. I'm on the phone all day with our recruiters, so the name had to be somewhat short and easy to understand that, but still be unique to us and something we could build a brand on.

SOLUTION

Please describe the scope of their involvement in detail.

There were obviously conversations about our larger brand positioning, but it was primarily naming.

How did you come to work with Tanj?

I found them on the Internet. Scott [Milano, CEO of Tanj] was very responsive in getting back to us. We felt comfortable with his expertise, and we moved forward with them.

What was the timeline for the project?

Less than 90 days.

Could you provide a sense of the size of this initiative in financial terms?

It was in the $10,000 range.

RESULTS & FEEDBACK

Could you share any statistics or metrics from this engagement?

We've seen significant increases in business and significant increases in brand awareness since Tanj helped us rebrand the company. People mention to me all the time how much better the new name is than the old name. My only regret is that we didn't do it sooner.

What distinguishes Tanj from other providers?

They were just great at listening to us, describing the process, and setting our expectations. I give them the highest endorsement.

Is there anything Tanj could have improved or done differently?

No. Not really. 

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

Naming for Trade Association's Learning Platform

"Tanj's performance was exemplary."

Quality: 
5.0
Schedule: 
5.0
Cost: 
5.0
Willing to refer: 
5.0
The Project
 
$10,000 to $49,999
 
Mar. 2011 - Sept. 2011
Project summary: 

Tanj delivered a short list of three name candidates for a highly customizable self-directed learning platform.

The Reviewer
 
501-1000 Employees
 
Washington DC Metro Area
Former Communications Senior Manager, Trade Association
 
Verified
The Review
Feedback summary: 

Tanj’s CEO, Scott Milano, is personable, knowledgeable, flexible, and consultative. He and his team offer specialized knowledge of naming and it’s connection to brand and culture that is leagues beyond their competitors.

BACKGROUND

Please provide a description of your company.

When we hired Tanj, I was in the marketing and communications department for a large trade association with more than 400,000 members. 

What is your role at the company?

I was the senior manager of communications for all our standardized testing and examinations.

OPPORTUNITY / CHALLENGE

What was the business challenge that you were trying to address when you approached Tanj?

We had conceptualized a self-directed learning platform, highly customizable and loaded with rich content, aimed at all levels of the accounting profession, but primarily at accountants who aren't in public accounting. The platform had to be adaptable so that it could eventually be marketed to other professions. We needed a name for this complex product.

What was the scope of the project, and can you describe the specific services provided by Tanj?

The scope was a three-to-six-month engagement to dig into our brand and name the learning platform in such a way that it aligned with the brand, but still had a distinct feel. Tanj was tasked with first delivering concepts, followed by names for each concept, then wheedling down the lists and, through an iterative process, delivering a short list of three final name candidates. 

SOLUTION

What was your process for selecting Tanj with which to work?

I had worked with Scott Milano [CEO of Tanj] in Japan when he was with Interbrand, and then later after he founded Tanj, we kept in touch. I recommended him to the project owners, and they invited him to respond to the RFP [request for proposal]. We decided to work with Tanj because Scott never tried to sell us on the project. He proposed a process that made sense, was honest about the challenges we faced, and his manner won over the key decision makers in the room.

Can you give us a general estimate of the size of the project in dollar terms or personnel work hours?

It was between $10,000 and $20,000.

When did the project begin, and when was it completed?

The project began in March 2011 and was completed by September 2011.

RESULTS & FEEDBACK

How did they perform in terms of the quality of their work? Are there any relevant statistics or metrics you can share?

Tanj's performance was exemplary. Scott and his team stayed true to their process and delivered what they said they would deliver.

When working with them, was there anything unique or special about them compared to other partners with which you may have worked?

Their specialized knowledge of naming and its connection to brand and culture are leagues beyond anyone else I've worked with. Scott just brings a winning presence to the room. He is knowledgeable, flexible, and consultative. 

Looking back on the project, do you have any constructive criticism? Is there any area that they could improve or you would do differently?

None come to mind.

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

Naming for Digital Product Agency

"We immediately saw the value in contracting Tanj."

Quality: 
5.0
Schedule: 
5.0
Cost: 
5.0
Willing to refer: 
5.0
The Project
 
Confidential
 
Aug. - Oct. 2013
Project summary: 

Tanj developed a new name for a digital product agency intended to consistently elicit a strong reaction when it is introduced.

The Reviewer
 
11-50 Employees
 
New York City Metro Area
Jay Melone
CEO, New Haircut
 
Verified
The Review
Feedback summary: 

The Tanj team put a great deal of care and thought into their work, using an extremely polished approach to deliver exactly the sort of name that was asked for. Their professionalism and creative chops separate them from the competition.

BACKGROUND

Please provide a description of your company.

New Haircut is a digital product agency. We build Web and mobile experiences for our clients.

What is your role at the company?

I'm the founder and CEO.

OPPORTUNITY / CHALLENGE

What was the business challenge that you were trying to address when you approached Tanj? 

At the time, New Haircut was called DigitalXBridge or DXB. It was a name I had come up with one night on the train ride home. I spent all of 10 minutes thinking about it and swore I'd come up with something better a couple weeks later. Three years later, and multiple attempts to spend time thinking about something more aligned with our vision and culture, we were still stuck with DXB.

What was the scope of the project, and can you describe the specific services provided by Tanj?

We saw what Tanj had done in naming brands like the Nintendo Wii and Ally Bank. We engaged Tanj to help apply that same creative thinking to a brand rename for DXB.

SOLUTION

What was your process for selecting Tanj with which to work?

We had the opportunity to see Tanj in action for a mutual client of ours, TradingTable. Scott [Milano, Tanj's managing director and owner] and his team were extremely polished in their approach to helping with TradingTable's name and language direction. We were sold on their professionalism and creative chops.

Can you give us a general estimate of the size of the project in dollar terms or personnel work hours?

It was in the $10,000 to $50,000 range.

When did the project begin, and when was it completed?

The project was relatively quick. It began in August 2013 and ended in October 2013. 

RESULTS & FEEDBACK

How did they perform in terms of the quality of their work? Are there any relevant statistics or metrics you can share?

Tanj came back with 28 proposed names in a professionally crafted and presented proposal. We immediately saw the value in contracting Tanj and had trouble narrowing down the names to a final set because we favored several.

The most important requirement we had for Tanj was that nobody should ever have a mild reaction to our name. I'd rather they hate it than have lukewarm feelings toward it. They accomplished just that. In the two-plus years since we've been New Haircut, it's rare that I hand out a business card or introduce myself and our agency that people don't smile and say, "Wow, great name! Why New Haircut?" Mission accomplished.

When working with Tanj, was there anything unique or special about them compared to other partners with which you may have worked?

Again, what shined was how much care and thought they put into their work. I'm sure many people would assume that selecting a company name is like picking names out of a hat but trust me when I tell you we tried for years and failed to come up with a winner.

Looking back on the project, do you have any constructive criticism? Is there any area that they could improve or you would do differently?

Nope.

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

Branding & Naming Services for Web Design Agency

"I've been blown away with the level of service that Tanj offers .... it's clear that they know what they are doing."

Quality: 
5.0
Schedule: 
5.0
Cost: 
5.0
Willing to refer: 
5.0
The Project
 
Confidential
Project summary: 

Tanj provided work for a number of different projects, including branding, naming, and creative copywriting.

The Reviewer
 
2-10 Employees
 
Washington DC Metro Area
Miles Kemp
Founder, Variate Labs
 
Verified
The Review
Feedback summary: 

Tanj has the ability to focus on what matters and then create a concise representation, condensing the ideas of a product into a simple, shareable message. They set clear expectations and overdeliver with polished, effective work.

BACKGROUND

Please provide a description of your company. 

I run a Web design agency located in Washington, D.C.

OPPORTUNITY / CHALLENGE

What was your goal in working with Tanj?

We've worked on a number of different projects with Tanj around branding, naming, and creative copywriting.

SOLUTION

Please describe the scope of their work.

I’ve worked with Tanj on a number of different projects in the past. They don't just do naming, but everything having to do with branding. They’ll come up with a slogan, help frame the message, and build the foundation of how clients would represent themselves online.

One of our projects was a startup where we raised more than a million dollars to build an online game. I worked closely with Tanj, and they came up with a new name for the company and product. They helped us craft our values and helped us build messages around the main idea. Tanj came up with a bunch of different name options and worked with us through several ideation sessions, during a couple months, to hone in on a specific name. When I started another company, Tanj helped me come up with the name for that company and ultimately named our first product.

What was your process in selecting Tanj with which to work?

I looked at a few different companies in New York and Los Angeles. The reason I picked Tanj was simply that they have quite a track record with their names. They’ve come up with some amazing names in the past, so I knew they had the experience to do the job I wanted. What ultimately sold them to me was their owner [Scott Milano]. He’s just a one-of-a-kind, fantastic person to work with. He’s so easy to talk to, really listens, smart, and has a lot of creative ideas. For me, Tanj is the total package.

Can you provide a ballpark dollar figure for the size of the work that they’ve done for you?

The most recent project was about $10,000. The other projects were a little bigger, around $20,000 each.

What was the timeline for their work?

The first project we did lasted about six weeks, and the other two projects took three or four months. That included everything from the initial creative ideas, three rounds of names, a couple rounds of taglines and polishing the brand.

RESULTS & FEEDBACK

Can you speak a little about the results of the project? 

Everything we've done with Tanj has worked out great. We've had a lot of positive feedback on the names, the brands, and how we're representing ourselves. Tanj is just a pleasure to work with, and they have knocked it out of the park on a number of projects. I've been blown away with the level of service that Tanj offers.

In general, the names were very well received, very on point and quite recognizable. I got a lot of great feedback on that. A few other companies working in the space noticed what I was doing, and I got some very unique business opportunities out of that.

Tanj does such a good job of focusing on what matters and then creating a concise representation. Tanj really condensed the ideas of every product that we’ve worked on into a simple, shareable message. They were very effective each time I worked with them.

Is there anything unique about Tanj that really makes them stand out compared to other companies?

They really add a lot of polish to their work. They’re very clear about setting expectations for the project at the beginning. Tanj always overdelivers. One glance at their work, and it’s clear that they know what they are doing.

Looking back on the work so far, is there any area that you think they could improve upon or something that you might do differently?

My only regret is I can't afford to have Tanj on a retainer because we always have ongoing needs, and they can do a lot more than just naming, including copywriting and the overall brand picture. Tanj is great, and I plan on hiring them for all my future projects.

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

Naming & Branding Work for Global Communications Firm

"They deliver the quality of the large global agencies at the price of a small boutique."

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

Tanj provided full naming services⎼ including research, creative concept development, linguistic verification, and basic trademark and viability evaluations⎼ on a variety of projects.

The Reviewer
 
501-1000 Employees
 
Portland, Oregon
Aimee Corso
US Healthcare Practice Lead, Waggener Edstrom
 
Verified
The Review
Feedback summary: 

Tanj’s team enjoys their work and always brings a positive energy and fresh insight that matters to a project. They are responsive and adept at uniting disparate views, helping create alignment on naming approaches, and keeping clients on task.

BACKGROUND

Please provide a description of your company.

Waggener Edstrom is a large, globally integrated communications firm.

What are your role and responsibilities?

I lead the North American health care practice.

OPPORTUNITY / CHALLENGE

What was your goal in working with Tanj?

We've worked together on several projects. The most recent project focused on differentiating a company’s brand and products across several different markets.

SOLUTION

Please describe the scope of their work.

We were facing several different challenges. We needed to rebrand a diagnostics lab company that was being dragged down by an old negative reputation. We needed to name a new surgical product for a large medical device company, We needed to develop a naming system for a new family of products. Finally, we needed a name for the launch of a new wellness service offered by a health insurance plan.

Tanj provided full-service naming including research, creative concept development, linguistic verification and some basic trademark and viability evaluation. In addition, their team provided significant expertise in helping clients through the naming process within organizational hierarchies and constraints.

What was your process in selecting Tanj with which to work?

Tanj was initially recommended by a former client and friend. We did our first project, and I was hooked on the service and quality of their work. I couldn’t find that kind of quality at that price anywhere else.

Can you provide a ballpark figure for the size of the work they’ve done for you?

We’ve spent somewhere between $35,000 and $70,000 working with Tanj.

When did the project begin, and when was it completed?

We’ve completed multiple projects with Tanj, usually lasting from three to six months.

RESULTS & FEEDBACK

Do you have any statistics, metrics, or general feedback to show the quality of their work?

Their work is of the highest quality. Deadlines are met on or ahead of schedule. Their work product is concise, sharp, and creative. Tanj consistently exceeds expectations. They deliver the quality of the large global agencies at the price of a small boutique.

Is there anything unique about Tanj that really makes them stand out compared to other companies?

I appreciate Tanj’s client service. Their team is adept at uniting disparate views and helping create alignment on naming approaches. They are able to keep clients on task and are very responsive and collaborative as ideas build during a discussion. They enjoy their work and always bring a positive energy to assignments and fresh insights that matter.

Looking back on their work, is there any area that you think they could improve upon or something that you might do differently?

I rarely find a team who exceeds in all parameters, but Tanj does. They are an excellent and trusted partner for me. So, no, I don’t think there is anything either of us would do differently.

5.0
Overall Score
  • 5.0 Scheduling
    ON TIME / DEADLINES
  • 5.0 Cost
    Value / within estimates
  • 5.0 Quality
    Service & deliverables
  • 5.0 NPS
    Willing to refer
    I do it all the time.