Naming & Branding Experts

Gold
VERIFIED

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
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

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 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.

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&nbsp

;“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 action.

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, 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.

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 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.

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 TradingTable, where the market is finally open.

Reviews

Sort by

Naming for Skincare Startup

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

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. 

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.

Naming for Phone Services & Software Company

"As beginners in the naming process, Tanj went at our speed and prioritized our needs."

Quality: 
5.0
Schedule: 
5.0
Cost: 
5.0
Willing to refer: 
5.0
The Project
 
$10,000 to $49,999
 
Dec. 2018 - Jan. 2019
Project summary: 

Tanj provided naming services to a company launching a new app for their service. They performed market research, did background checks on the final options, and provided necessary information for each name.

The Reviewer
 
11-50 Employees
 
New York, New York
Kevin Malcolm
Director of Marketing, OnSIP
 
Verified
The Review
Feedback summary: 

The name Tanj created has fully satisfied expectations and supports the company’s overall goal. The team was an attentive, dedicated, and proactive partner. The special focus they gave to fostering a productive engagement was valuable.

BACKGROUND

Introduce your business and what you do there.

I’m the director of marketing for OnSIP. We’re a business phone service provider. We connect customer’s phones to the outside world and give them features like voicemail boxes, menu tools, etc.

OPPORTUNITY / CHALLENGE

What challenge were you trying to address with Tanj?

We were launching an app to connect with our users on a different level. To do this successfully, we needed to hire a team to help us create a name. Our goal was to have a name that resonates with our target audience and encourages them to sign up for our services.

SOLUTION

What was the scope of their involvement?

The first thing they did for us was a deep dive into our business as a whole and the competitive landscape we’re in. They took the time to understand the value of our app, who our target audience was, and the type of appeal we needed to have. After figuring out the voice our brand has, they began brainstorming options.

The first round of deliverables was based on feedback we gave their team about existing names and our product overall. We told them which options resonated with our business and they moved in that direction for the next round of names. Tanj presented a list of 20 names for the second round and then created a more concentrated final package for us to choose from. They researched all of the names to ensure they were available and had no issues attached—they also provided full explanations of each name’s meaning and history.

What is the team composition?

Scott (Founder & Managing Director, Tanj) and Jesse (Senior Namer & Copywriter, Tanj) were my main points of contact during the project.

How did you come to work with Tanj?

My colleague located potential companies and Tanj made a good first impression on us. Since we didn’t know how to come up with a good name, we wanted a company whose own name stood out. They asked all the right questions during our initial conversation and seemed like the most experienced team.

How much have you invested with them?

We spent around $20,000.

What is the status of this engagement?

We worked together from December 2018–January 2019.

RESULTS & FEEDBACK

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

We haven’t done a commercial push for the new name yet, so we don’t have any hard data. However, my company’s initial reaction to the name was fantastic and reassured me that we made the right decision with Tanj. All of the positive feedback has been a relief.

How did Tanj perform from a project management standpoint?

During our calls, we’d have regular checkpoints for everyone to discuss. We were kept informed throughout the project. They paid close attention to our team and understood exactly what we needed from them. All of our feedback was listened to and implemented into their process.

What did you find most impressive about them?

I was delighted with the explanations they provided for each name. The sharp attention to detail about every aspect of the project made them a great partner. The way they painted a picture of what each name would look like for our business was appreciated. As beginners in the naming process, Tanj went at our speed and prioritized our needs.

Are there any areas they could improve?

I was fully satisfied with our engagement so there’s nothing I’d recommend they change.

5.0
Overall Score
  • 5.0 Scheduling
    ON TIME / DEADLINES
  • 5.0 Cost
    Value / within estimates
    Although I have no point of comparison, we got a great value for the price we paid.
  • 5.0 Quality
    Service & deliverables
    They gave us reasons for every name and we understood their process.
  • 5.0 NPS
    Willing to refer

Naming for Smart Home & Artificial Intelligence Startup

"They were on schedule and on task, and they gave us deliverables when they said they would." 

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

Tanj provided naming services, starting with a research process that informed a 40–50 option list. After incorporating feedback and trademark and linguistic issues, they developed a second list.

The Reviewer
 
1-10 Employees
 
Bethesda, Maryland
Daniel Simpkins
Founder & CEO, Domusys, Inc.
 
Verified
The Review
Feedback summary: 

Though there wasn’t agreement on a name, the options delivered were highly creative and reflected company goals accurately. Tanj managed the project transparently, delivering what they promised according to established timelines. Customers can expect a detail-oriented and supportive partner.

BACKGROUND

Introduce your business and what you do there.

I’m the CEO and founder of Domusys, Inc. We’re an early-stage startup developing smart home technology.

OPPORTUNITY / CHALLENGE

What challenge were you trying to address with Tanj?

We needed a brand and a name for our company. My team had come up with a lot of names for the company previously, but we found it challenging to find one not already in use. Finding a unique name that related to the company and was fun, cool, and relevant to our particular market was challenging. After going through two rounds of naming, we decided to bring on a professional.

SOLUTION

What was the scope of their involvement?

Initially, we had an hours-long phone meeting to explain our business. They introduced themselves and allowed us to pitch them our business so they’d understand what we were about. After going through a research process, they presented several potential names to us for feedback and then proceeded into a more intensive development stage.

During this time, which took several weeks, they performed a high-level global trademark screening and a linguistic investigation. The latter ensured our name wouldn’t have a negative connotation in particular countries. They organized the potential names into a framework associated with how they related to our stated goals and strategy.

What is the team composition?

We primarily worked with Scott (Founder and Managing Director, Tanj), but Jill (Director, Tanj) and two other resources were also involved.

How did you come to work with Tanj?

After running several companies over the years, I knew I wanted something unique for this one. Several companies turned up in my research, but Tanj seemed particularly well-suited based on their previous work. On the phone, I appreciated Scott’s philosophy and bedside manner. He came off as highly creative but still client-centric. Other companies I’ve worked with won’t listen to feedback on their ideas, but Tanj seemed like they’d respect our backgrounds and engage in a collaborative process.

As a final check, I consulted with a connection of mine in the creative industry, and they said Scott and his team came from top-notch firms. Someone in my connection’s organization had a positive experience with them previously, so I decided to give Tanj a go.

How much have you invested with them?

We spent $35,000–$40,000.

What is the status of this engagement?

We worked together from September until November 2018.

RESULTS & FEEDBACK

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

Naming is very subjective, so this is a difficult question, but Tanj hit the schedule, almost within the day. They were right on the money in terms of timeliness. Another metric is how many options they provided, and they came up with more than we were expecting. It was somewhere in the 40–50 range for the first pass, and about the same in the second.

We didn’t pick a name at the end of the process, but that isn’t a reflection on Tanj’s work. It speaks to the complexity of our business challenge. Their options were creative and thoughtful, but a couple failed a detailed legal search and we simply didn’t find one that everyone loved.

How did Tanj perform from a project management standpoint?

They were ideal from this perspective. They provided a thorough Gannt chart that explained what their deliverables would be, and they stayed on top of it. In general, they followed through. My only concern was that Jill (Director, Tanj) was very busy, and we didn’t receive as much attention from her as we expected. On the other hand, Scott was heavily involved.

Otherwise, I have no complaints. They were on schedule and on task, and they gave us deliverables when they said they would. The follow-up calls were scheduled well. When we were faced with a challenge, we went to them for follow-up discussions. They were always willing to communicate and support the process, especially Scott, who continues to check in.

What did you find most impressive about them?

We went through two main presentations, with the first one being a mid-way presentation where they laid out the entire strategy. One of the very first things my team said was that Tanj’s presentations were more detailed and thorough than anything they’d seen previously.

Are there any areas they could improve?

My team typically does better with face-to-face meetings, but we only interacted with Tanj over the phone. The project was run flawlessly, but there’s something impactful about getting to know a partner from a personality and style standpoint.

4.5
Overall Score The quality of their work was outstanding, and our interpersonal interactions were excellent.
  • 4.5 Scheduling
    ON TIME / DEADLINES
  • 4.0 Cost
    Value / within estimates
    It was high for a startup, and we didn’t come up with a definitive answer, so we’ll likely have to spend more to get the result we need.
  • 4.5 Quality
    Service & deliverables
    I never give full marks, and in this case, the fact that we had no face-to-face meetings was a negative.
  • 5.0 NPS
    Willing to refer
    I’ve already recommended them. They were professional and on target with delivery and expectations.

Naming Services for Consumer Electronics Company

"Tanj delivered a modern, relevant name that reflected our brand’s values."

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

Tanj was hired for naming services to develop a modern brand name for a consumer electronics company. The team brainstormed multiple variations during three rounds of the naming process. 

The Reviewer
 
11-50 Employees
 
New York
CEO, Consumer Electronics Company
 
Verified
The Review
Feedback summary: 

Tanj met expectations, producing excellent results. Their team delivered an eye-catching and modern brand name. They’re passionate and creative. Customers can expect a dedicated and compassionate team of branding experts. 

BACKGROUND

Please describe your company and your position there.

I’m the founder of a consumer electronics company.

OPPORTUNITY / CHALLENGE

For what projects/services did your company hire Tanj?

We engaged with Tanj for a naming project.

What were your goals for this project?

Our company needed a new brand name that reflected the evolution of our products and services. We wanted a modern name that differentiated us from a field of competitors and without any trademark conflicts.

SOLUTION

How did you select this vendor?

I had a few conversations with Tanj. Scott (Founder & Managing Director, Tanj) was generous with his time, before our formal engagement. When it came for the project to begin, Tanj was the obvious choice.

Describe the scope of their work in detail.

At an in-depth exploratory meeting, we spoke about our brand. Our team discussed the uniqueness of our products, how we’re viewed in the market, and the value we offer to our customers. We also talked about other brand names we liked. Tanj asked questions before providing a methodology for naming.

From there, we went into our first round of naming. Each brand name generated was placed in the context of our company. All names were prescreened and delivered with a short reasoning behind them. We completed an additional two rounds.

What was the team composition?

We worked with Scott and his small team of creatives.

RESULTS & FEEDBACK

Can you share any outcomes from the project that demonstrate progress or success?

We ended up with a name that we ’re thrilled with. The results were fantastic working with Tanj. Naming can be a complicated process, but their team’s creative talent produced strong results. Tanj delivered a modern, relevant name that reflected our brand’s values.

How effective was the workflow between your team and theirs?

Scott and his team were extremely passionate about the process. They’re remarkably thoughtful, making sure to understand the client experience. Our conversations were always clear and left us with a sense of excitement. The results speak for themselves.

What did you find most impressive about this company?

Their service was fantastic. The team was readily available and thoughtful. I also appreciated their creative talent.

Are there any areas for improvement?

No, there are none that I can think of.

5.0
Overall Score I would highly recommend them for anyone undergoing a rebranding, naming, or copywriting project.
  • 5.0 Scheduling
    ON TIME / DEADLINES
    They were great. No complaints.
  • 5.0 Cost
    Value / within estimates
    For the service provided, the cost was sensible.
  • 5.0 Quality
    Service & deliverables
    They delivered wonderfully on what we hired them for - a new brand name.
  • 5.0 NPS
    Willing to refer
    I'm extremely likely to refer them.

Initiative Naming for Life Insurance Marketing Organization

“They met our needs 100%, delivering above and beyond what was expected ... .”

Quality: 
4.5
Schedule: 
5.0
Cost: 
4.0
Willing to refer: 
5.0
The Project
 
$10,000 to $49,999
 
Dec. 2018 - Feb. 2019
Project summary: 

Tanj provided naming services for an insurance initiative, which included a discovery phase, competitor research, and five rounds of options. 

The Reviewer
 
1,001-5,000 Employees
 
Asheville, North Carolina
Chief Marketing Officer, Insurance Organization
 
Verified
The Review
Feedback summary: 

Tanj took a very customer-centric, proactive approach to coming up with multiple rounds of naming options. In addition to offering top-notch services and deliverables, they also met deadlines and were very responsive throughout the engagement. 

BACKGROUND

Introduce your business and what you do there.

I'm the chief marketing officer at an insurance organization.

OPPORTUNITY / CHALLENGE

What challenge were you trying to address with Tanj?

We engaged Tanj to help us come up with a name for a new initiative we're rolling out.

SOLUTION

What was the scope of their involvement?

Tanj provided naming services for one of our initiatives, starting with a discovery stage that consisted of a few calls to go over the creative process, our company's culture and values, etc. From there, they provided a total of five rounds of naming options, researching competitive challenges in the process. They also introduced us to a reputable trademarking attorney firm to help us with the legal process.

What is the team composition? 

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

How did you come to work with Tanj?

We found them through an online search and decided to work with them based on the way they presented their creative process. 

How much have you invested with them?

We invested $25,000.

What is the status of this engagement?

We worked together from December 2018–February 2019.

RESULTS & FEEDBACK

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

They met our needs 100%, delivering above and beyond what was expected and in the timeframe we needed it completed.

How did Tanj perform from a project management standpoint?

They were excellent to work with overall. We corresponded mostly over email and through conference calls, and they'd send us a deck to review before each meeting. 

What did you find most impressive about them?

The level of service they provided was excellent.

Are there any areas they could improve?

No, I can't think of anything.

5.0
Overall Score They did a great job overall.
  • 5.0 Scheduling
    ON TIME / DEADLINES
    They set expectations well and met our deadline.
  • 4.0 Cost
    Value / within estimates
    Although it was a big investment, it was money well spent.
  • 4.5 Quality
    Service & deliverables
    They met all of our needs completely.
  • 5.0 NPS
    Willing to refer

Naming for Automotive Dealership Company

“Their attention to detail and creativity made them stand out from others in the industry.”

Quality: 
5.0
Schedule: 
5.0
Cost: 
5.0
Willing to refer: 
5.0
The Project
 
Confidential
 
Sept. 2018 - Feb. 2019
Project summary: 

Tanj came on board to provide naming support. They handled the process from beginning to end, including the discovery phase and the final selection.

The Reviewer
 
51-200 Employees
 
Madison, Wisconsin
Director of Executive Operations, Automotive Company
 
Verified
The Review
Feedback summary: 

Though the new name hasn’t been launched yet, the internal team is confident and satisfied with the naming process Tanj provided. The team was flexible and dedicated to the work. Their expert, efficient approach helped the project run smoothly.

BACKGROUND

Introduce your business and what you do there.

I’m the director of executive operations and my company provides high-level management services for several automotive dealerships.

OPPORTUNITY / CHALLENGE

What challenge were you trying to address with Tanj?

We were entering a new phase of growth for our company, so we hired Tanj to help us name and define our brand.

SOLUTION

What was the scope of their involvement?

To start, Tanj interviewed our team to find out information about our company’s history, current positioning, and future aspirations. We also provided them with our core values to incorporate into the name. From there, they developed various categories and storylines to define our path as a company. Once we picked the message that suited our business best, Tanj developed names that reflected our messaging and we selected the right one.

What is the team composition?

Scott (Founder & Managing Director, Tanj) was our primary point of contact. Jill (Director, Tanj) was also involved in our project.

How did you come to work with Tanj?

Our CEO searched for vendors online and followed recommendations. Although they weren’t local to us, we knew Tanj was the right fit after looking at their portfolio and having an initial call with them. After hearing their approach, there was no doubt they’d provide the strong, in-depth process we wanted.

What is the status of this engagement?

For this project, we worked from September 2018–February 2019. We’re still in the final stages but the main work has wrapped up.

RESULTS & FEEDBACK

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

We haven’t launched the new name yet, but we’re delighted with the final product Tanj produced. We’re confident in the quality of work we received from them and know they took the most detailed approach possible.

How did Tanj perform from a project management standpoint?

They managed the project in a flexible manner. Throughout the process, Tanj submitted updates and showed us how their plans fit into the schedule we created. Regardless of the changes we requested, they were able to keep the timeline consistent and delivered the scope of work we asked for.

What did you find most impressive about them?

Their attention to detail and creativity made them stand out from others in the industry. Their process was strong and incredibly customized.

Are there any areas they could improve?

There’s nothing I can think of for them to improve.

5.0
Overall Score They are a high-quality company with creative, reputable people.
  • 5.0 Scheduling
    ON TIME / DEADLINES
    They delivered everything within our timeline and stuck to the schedule.
  • 5.0 Cost
    Value / within estimates
    The work they produced aligned with what we spent.
  • 5.0 Quality
    Service & deliverables
    The volume and scale that they present the work in is great.
  • 5.0 NPS
    Willing to refer
    Because of the success we've had with them, I'd definitely recommend their team.

Branding & Messaging for Healthcare Technology Company

"They were masters of language—they continually impressed us with the work they produced."

Quality: 
5.0
Schedule: 
5.0
Cost: 
5.0
Willing to refer: 
5.0
The Project
 
$10,000 to $49,999
 
Jan.–May 2018
Project summary: 

Tanj developed a branding guideline. Following a deep discovery period to identify core values, they delivered a set of materials and words to better communicate with audiences.

The Reviewer
 
11-50 Employees
 
Boston, Massachusetts
Adam Lathram
Co-Founder, Buoy Health
 
Verified
The Review
Feedback summary: 

The branding playbook contributed to a wave of new, quality leads for the company website. The messaging is clearer and easier to use to communicate with consumers and investors. The Tanj team used a patient, dedicated approach to create work that reflected the original vision.

BACKGROUND

Introduce your business and what you do there.

I’m the co-founder and CPO of Buoy Health, a healthcare technology company. We’re creating an AI system that allows users to ask questions about their symptoms and sicknesses. From there, the platform would direct an individual to the right kind of care for their situation.

OPPORTUNITY / CHALLENGE

What challenge were you trying to address with Tanj?

We hired Tanj because we were struggling with how we communicated our product to the general public. To have an effective message, we needed to understand our brand and find terms that resonate with our audience.

SOLUTION

What was the scope of their involvement?

To begin the project, we had a kick-off meeting for both teams to get to know each other. They took the time to understand our goals and where we envisioned ourselves after the engagement. It was a communication exercise for our team and we got a better sense of what motivates our work.

After we established the core beliefs of our company and product, Tanj began creating the messaging. They produced a comprehensive brand playbook. They developed our voice and showed us how to apply their materials to a variety of business contexts. The guidelines highlight the foundational aspects of our company and are geared toward communicating with our customers.

What is the team composition?

Our main points of contact were Scott (Founder & Managing Director, Tanj) and Jesse (Senior Namer & Copywriter, Tanj).

How did you come to work with Tanj?

We originally found Tanj on Clutch. We chose them because we knew we wanted a company that specialized in writing and language. They have an impressive record of producing positive results and they fit our budget well. Pricing was an important aspect for us because we’re a startup, but Tanj made us feel like we were getting a premium service at the right cost.

How much have you invested with them?

We spent around $35,000 on the project.

What is the status of this engagement?

The project lasted from January–May 2018.

RESULTS & FEEDBACK

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

After completing the project with Tanj, we updated our website to include all the new guidelines they developed for us. Immediately following this, we saw a dramatic increase in leads to the site. We’re also able to effectively communicate with users, buyers, investors, and others with the new playbook Tanj built.

How did Tanj perform from a project management standpoint?

They were great to work with. Their team was on top of the project’s needs and delivered everything on time. The meetings always happened on schedule with the right teammates. They managed the workload well.

What did you find most impressive about them?

They were masters of language—they continually impressed us with the work they produced. When I saw the final deliverables, I breathed a sigh of relief because Tanj captured all of our ideas perfectly. Even though our concepts were fairly complicated, they knew exactly what we wanted and it was an incredible feeling.  

Are there any areas they could improve?

They fulfilled all of our expectations, so there’s nothing I’d recommend they change.

5.0
Overall Score I’d work with them again.
  • 5.0 Scheduling
    ON TIME / DEADLINES
    They met every deadline and we never had an issue with scheduling.
  • 5.0 Cost
    Value / within estimates
    Price was a determining factor for us, and they were the right price and delivered valuable work.
  • 5.0 Quality
    Service & deliverables
    They went above and beyond our expectations. We’re fully satisfied with the work.
  • 5.0 NPS
    Willing to refer
    I’d absolutely refer them.

Naming for Business Solutions & Imaging Company

"They did an amazing job for us, and we hope to work with them in the future."

Quality: 
5.0
Schedule: 
5.0
Cost: 
4.0
Willing to refer: 
5.0
The Project
 
$50,000 to $199,999
 
May - July 2018
Project summary: 

Tanj conducted an internal audit and external research to develop a linguistic framework for a new product’s name. Tanj followed corporate protocol for naming and established a precedent for future iterations.

The Reviewer
 
1,001-5,000 Employees
 
London, United Kingdom
Stacey Sujeebun
Director of Marketing & Communications, Konica Minolta
 
Verified
The Review
Feedback summary: 

Tanj largely worked independently as project management proved to be a strong suit. They offer bright context for naming solutions and adapt well to deadlines. Their work was well-received by all significant parties and will be practical for later projects. 

BACKGROUND

Introduce your business and what you do there.

I'm the director of marketing communications within the business technology division at Konica Minolta, which is an imaging and business solutions company.

OPPORTUNITY / CHALLENGE

What challenge were you trying to address with Tanj?

We worked with Tanj to determine the name for one of our products that we're looking to take to market later this year.

SOLUTION

What was the scope of their involvement?

We needed to determine the name for a new product, and we had to obey naming policy guidelines that are determined by our corporate headquarters in Japan. We needed to understand, as well, what would be a compelling name to drive sales and set the naming policy for the future. The trouble we have is that not all particulars of the product have been clearly defined, and the features of the product will change as we develop upgrades. The challenge was trying to understand the product as it is today and also the potential for where it may go due to innovation efforts, and we had to come up with a name that would support that change in the product and also lay the groundwork for future portfolio expansion.

Tanj started with a comprehensive internal communications audit that gave us clarification on people's thinking for how this product should be named. That gave us some structure. They followed with some external research to determine the linguistic framework for naming. Based on that, they came up with some creative roots. From there, we crafted some initial name options and conducted some trademark searches. We then whittled down the names until we came up with five final options.

What is the team composition?

I work directly with Scott, the managing partner.

How did you come to work with Tanj?

We found Tanj via Google search. They demonstrated a clear and structured linguistic approach to naming, which I had not seen from the other proposals. I felt that other firms offered strong branding services. I'm not sure if Tanj does or does not do that, but what I've seen with other agencies is they are able to offer support with naming activities, but they are probably not experts in the way that Tanj is.

How much have you invested with them?

We’ve spent about $50,000.

What is the status of this engagement?

Our engagement lasted from May through July 2018.

RESULTS & FEEDBACK

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

Their work and their approach have been received incredibly well. The management team at Konica Minolta in R&D and within the workplace business unit have incredibly high standards. Tanj really stood out to us.

How did Tanj perform from a project management standpoint?

We have an incredibly busy schedule, and what we found fantastic about working with Tanj was that they were able to manage the program almost independently. They asked us questions when they needed, they kept us updated so we felt involved, and they were very responsive in their communication with us. They adapted to our business needs as and when they arrived.

Are there any areas they could improve?

No. They did an amazing job for us, and we hope to work with them in the future.

5.0
Overall Score The deliverables were superb, and we now have a clear framework for naming in the future.
  • 5.0 Scheduling
    ON TIME / DEADLINES
    We never had any scheduling issues.
  • 4.0 Cost
    Value / within estimates
    The work was done very well, and it warranted the fees we paid.
  • 5.0 Quality
    Service & deliverables
    The quality of the work was exceptional.
  • 5.0 NPS
    Willing to refer
    I highly recommend them.

Naming for Insurance Company

"We’re very happy with the result and certainly got our money’s worth."

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

Tanj provided naming services a research-based collaboration. As part of the process, they also identified trademark and domain availability. The team offered eight strategies and 35 options in total.

The Reviewer
 
501-1,000 Employees
 
Reno, Nevada
SVP of Operations Innovation, Insurance Company
 
Verified
The Review
Feedback summary: 

They exceeded expectations. The 35 options became six, which required further in-depth consideration beyond the project scope. As a result of their creativity and thorough research, Tanj met goals and deadlines in a custom approach.

BACKGROUND

Introduce your business and what you do there.

I’m the senior VP of operations innovation at an insurance company. We’re not public yet.

OPPORTUNITY / CHALLENGE

What challenge were you trying to address with Tanj?

We needed a name for a new company. Originally, we engaged with a marketing firm to work on the company’s positioning, mission, and vision. The firm came back with suggestions, but none struck a chord with us. In the end, the relationship didn’t work out and we were behind in the process. Subsequently, we hired Tanj to complete that project.

SOLUTION

What was the scope of their involvement?

Tanj put together a statement of work and got through the master’s services agreement process. We shared all of the research we had done, which they reviewed in one weekend. Our team then facilitated a phone call between our leadership and Tanj to answer the latter’s questions. After a week, they produced preliminary ideas—with focus on directional accuracy—to gauge our reaction. Tanj walked us through approximately eight naming strategies. During this process, we provided examples to help them understand our thoughts. This stage lasted a few weeks, after which they delivered a narrative-based PowerPoint presentation for our company name, its meaning, and ways to leverage it. In total, Tanj supplied 35 choices tiered into primary, secondary, tertiary groups. Next, our leadership narrowed the choices to six an initiated a deeper internal dive into the process.

How did you come to work with Tanj?

During the original search, I interviewed Tanj and was very impressed with Scott (Founder & Managing Director, Tanj). We didn’t choose them at the time because Tanj specialized in naming and we wanted to bundle a variety of services. After we stopped the first engagement, I told Scott that I loved his story, passion, and work. We then hired Tanj exclusively for naming services.

How much have you invested with them?

We spent $28,500.

What is the status of this engagement?

We worked together from March–April 2018.

RESULTS & FEEDBACK

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

They were quick to give us the time and attention we needed. Tanj was also very thorough in their research and work. The team posed insightful questions that were highly specific to our needs. Likewise, they customized the process and deliverables, which exceeded our expectations for service.

How did Tanj perform from a project management standpoint?

I didn’t have exposure to their internal process. But, they made it clear what was going to happen and it happened when they said it would. We had three key delivery dates and they met each deadline.

What did you find most impressive about them?

While naming is subjective, Tanj’s knowledge of multiple languages—such as Latin and Swahili—helped them produce impressive options in a creative approach. None of the possible names was questionable.

Are there any areas they could improve?

The team did preliminary research on trademark availability for website domains and derivations. Tanj did its best to estimate the purchase price for various owned domains, but our actual cost was very different from their guess. However, there wasn’t much they could do about that, since they tried to provide the correct context for us.

5.0
Overall Score When I reached out again, Scott immediately knew who I was. I explained my situation and he was very responsive to our urgency.
  • 5.0 Scheduling
    ON TIME / DEADLINES
    They set clear goals and expectations, and then met each one.
  • 4.5 Cost
    Value / within estimates
    We’re very happy with the result and certainly got our money’s worth. We wouldn’t have gotten the same result without them.
  • 5.0 Quality
    Service & deliverables
    The deliveries were on time and exceeded expectations.
  • 5.0 NPS
    Willing to refer
    If I had to come up with a new name tomorrow, I’d call Scott to do it again.

Company Naming for Private Equity Firm

“They have a disciplined approach and an effective process. They are talented, creative, and thoughtful.”

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

Tanj assisted the naming efforts for a mergers and acquisitions platform. Through a systematic, iterative process, they provided options that matched brand messaging. They also helped with trademarking.

The Reviewer
 
51-200 Employees
 
New York, New York
Investment Professional, Private Equity Firm
 
Verified
The Review
Feedback summary: 

The majority of feedback is positive. Tanj was well-organized, professional, and easy to work with. Their efforts were complete within a few weeks and the process was largely successful.

BACKGROUND

Introduce your business and what you do there.

We’re a growth-oriented private equity firm focused on the middle market. I am one of our investment professionals.

OPPORTUNITY / CHALLENGE

What challenge were you trying to address with Tanj?

We were launching a new holding company that would become a mergers and acquisitions platform. We tried naming companies in the past and developed an appreciation for how difficult it is. We wanted a team to help us.

SOLUTION

What was the scope of their involvement?

They took us through a methodical process to make sure the name gave the right impression and had the right message. They were very systematic and allowed us to select from several options. We had multiple rounds before we came up with the most compelling fit. They also helped with trademarking and other legal procedures.

What is the team composition?

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

How did you come to work with Tanj?

We found them through a Google search. We had a good first discussion with them and they walked us through how they work with firms like ours. They had a good track record and we decided to work with them.

How much have you invested with them?

We spent somewhere between $10,000–$20,000.

What is the status of this engagement?

We started working in March or April 2018. The whole project was completed within two or three weeks.

RESULTS & FEEDBACK

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

We had multiple options for names that were viable. It’s a binary process; either you get a good name or you don’t. We selected the best option they provided and the vast majority of feedback is positive.

How did Tanj perform from a project management standpoint?

They were very organized and a pleasure to work with. We usually communicated via phone and email and they shared PowerPoints and other slides throughout the process.

What did you find most impressive about them?

They have a disciplined approach and an effective process. They are talented, creative, and thoughtful and provided us with several good options. They were professional and generally likable.

Are there any areas they could improve?

I can’t think of anything. The process was largely successful and they were always timely.

Do you have any advice for potential customers?

Trust their process.

5.0
Overall Score They’re very talented and got results.
  • 5.0 Scheduling
    ON TIME / DEADLINES
    They stuck to all of our timelines.
  • 5.0 Cost
    Value / within estimates
    The price was ultimately worth it. We see a strong return on our investment.
  • 5.0 Quality
    Service & deliverables
    They were consistent and professional throughout the process.
  • 5.0 NPS
    Willing to refer
    They’re a pleasure to work with.
Verification

Clutch verification provides an additional layer of data to help you make the right purchasing decsion of business services. Learn more

Verification Level
Gold
VERIFIED
Business Entity
Status
Active
Jurisdiction of Formation
New York
ID
3855527
Date of Formation
Sep 14, 2009
Source
NYS Department of State
Last Updated
Dec 24, 2018
Payment & Legal Filings
Bankruptcy
No
Tax Lien Filings
0
Judgement Filings
0
Collections Count
0
Last Updated
Dec 24, 2018
Client Reviews
VERIFIED CLIENT REVIEWS
30
OVERALL REVIEW RATING
5.0
Source
Clutch
LAST UPDATED
March 20, 2019