What was the scope of their involvement?
Tanj put together a robust plan on how we would come to the right name, messaging, and proposition. We had a discovery session with our internal stakeholders, including the product marketing and the product management teams, in order to learn about the product, target audience, competitors, current messaging, and the positioning we had in mind. Tanj worked hard to understand all of these from our viewpoint, and also conducted external research to see what our competitors were doing.
We started out with 120 names presented to us, but, on their end, I believe they looked at upwards of 1,000. They did a preliminary screening to make sure that particular names were not being used by other organizations, that we were clear from a trademark perspective, and that the names aligned with how we wanted to position the product. We narrowed that list down to around 20 names and came up with a shortlist of 6, for which we screened more in-depth using our internal legal counsel.
They also provided us with value-proposition statements and key supporting messages. These were put on real concepts: how they would look on our website and digital marketing ads. With the product name, they created stories to help us articulate what the name meant.
What is the team dynamic?
I worked with Scott Milano [Founder, Tanj] and their research lead.
How did you come to work with Tanj?
I came across a 2016 Clutch research piece which was about the challenges startups were facing with business naming and finding the right domain names. As I went through it, I found the actual ratings. Tanj was one of the listed companies, and I looked at their reviews and ratings. We reached out to 3 other agencies and got more information, but eventually chose Tanj.
How much have you invested with them?
The total cost was around $60,000.
What is the status of this engagement?
We started working with them in June 2017 and wrapped up in September.