Tanj

BACKGROUND

Introduce your business and what you do there.

I’m the VP of global marketing at Carbitex; we’re a B2B company focused on advanced material technologies.

OPPORTUNITY / CHALLENGE

What challenge were you trying to address with Tanj?

The names of our carbon fiber and other composites products had confusing names, so we wanted an easier way for our customers to identify and remember them.

SOLUTION

What was the scope of their involvement?

Tanj helped us rename three of our core products with something that would be easy to remember and speak specifically to the function of our technology, which is flexibility.

What is the team composition?

We worked with three members of their team, including Scott (Founder).

How did you come to work with Tanj?

Someone referred them to us.

How much money have you invested in this partnership?

We spent $27,000 with them on this project.

What is the status of this engagement?

We worked together from January–March 2022.

RESULTS & FEEDBACK

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

I was impressed with their ability to connect our technologies to names that were very clear and described what the product did — they were memorable and spoke to flexibility as we wanted. Moreover, their rebranding work was very well received by our brand partners, some of whom are footwear companies, which is the market we’re focusing on.

How did Tanj perform from a project management standpoint?

They were able to meet deadlines and stay on budget. Regarding tools, we used emails, Zoom, Google Meet, and Microsoft Teams.

What did you find most impressive about them?

They’re very strong and strategic thinkers with a creative approach. We also liked the system they applied, which is a naming convention that will allow us to name the new products and technologies ourselves. 

Are there any areas they could improve?

They could provide project updates more frequently. Communication was good, but they could touch base more often.

Do you have any advice for potential customers?

Be open to their processes and the suggestions they provide. They offer solutions you haven't necessarily thought about, and their contribution is valuable.

BACKGROUND

Introduce your business and what you do there.

I’m the CEO of Suits & Sandals, a branding and communications consulting agency.

OPPORTUNITY / CHALLENGE

What challenge were you trying to address with Tanj?

A client hired us to rebrand their company, and one of the challenges was to come up with a new name for the company, which isn’t one of the services we offer. We partnered with Tanj to provide naming services for the client.

SOLUTION

What was the scope of their involvement?

First, we worked collaboratively with Tanj in a discovery process whereby we interviewed the client to learn about their business and competitors. We also performed a variety of other research tasks. From there, they presented their naming recommendations and went through a few rounds of iterations to come up with 3–5 different options. 

The team vetted the names for availability in terms of the website address and copyright challenges. They also did preliminary trademarking searches to weed out any issues. After the client chose the name, we moved forward with the rest of the brand identity project. 

What is the team composition?

We worked with Scott (Founder & Managing Director) and another two teammates from Tanj. 

How did you come to work with Tanj?

Our company is in a number of directories of similar businesses. I found Scott through a networking group, and we connected and found that we had some complementary services, so it was a good match. 

How much have you invested with them?

Their service cost around $30,000, which was part of the total budget our client hired us for, so they paid Tanj directly. 

What is the status of this engagement?

The project lasted from January–March 2021. We’ve kept in close communication since the project ended and have worked on other projects together. 

RESULTS & FEEDBACK

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

The client was satisfied with Tanj’s work. They were great at explaining why they chose a specific name and what it meant. Now, if a client needs brand naming services, we always recommend working with Tanj, and they do the same for us with visual design services. Working with them has allowed us to take jobs that we otherwise couldn’t, so it’s great to have them as a resource. 

How did Tanj perform from a project management standpoint?

They had a very well-defined process that worked well for the client since it wasn’t tied to a certain amount of revisions. This process was quick and detailed, and they were very good at walking the client through it. Since the client ultimately had to decide on a name, things could take a bit longer due to this decision-making process. However, Tanj delivered at a good pace. 

We communicated via email and Slack. For presentations with the client, we used video conferencing on either Zoom or Google Meet. 

What did you find most impressive about them?

Tanj’s process was very similar to hours in terms of the stages: research, initial directions, feedback, and further iteration and revision. Therefore, it was really easy to start our research processes at the same time. 

I also appreciated the personalities in the team; they were very easy to work with, and our client really liked them. Moreover, the quality of their work was great. It was great to recommend another business, have them deliver impressive work, and have the client thank us for our recommendation. 

Are there any areas they could improve?

I don’t believe there’s anything they could have done differently; everything went really smoothly. 

Do you have any advice for potential customers?

Some companies don’t understand the level of work and the importance of the work that goes into brand naming. It's not as easy as just coming up with a name; most would be surprised how much time and energy goes into the naming process to weed out options that aren’t a good fit for availability, or for legal and cultural reasons.

As a result, some companies may not have properly budgeted their branding project to include naming and end up surprised by the cost. In truth, Tanj is pretty on-par from a cost perspective, in comparison to other naming studios. Overall, companies would do well to educate themselves on the brand naming process and why the cost is justified.

BACKGROUND

Introduce your business and what you do there.

I’m a producer at a video games development company.

OPPORTUNITY / CHALLENGE

What challenges were you trying to address with Tanj?

We were looking for a world-class agency to name our game. We wanted to hire a company we could involve in the process and get feedback from.

SOLUTION

What was the scope of their involvement?

The project's main goal was naming. Tanj came up with different ideas and recommendations. Then, we provided feedback and made adjustments. We went through that loop three times.

How did you come to work with Tanj?

I was in charge of researching and finding the best companies for this product. After this process, I recommended Tanj as the best choice. Our main criterion was finding an agency with general gaming industry knowledge. Also, we wanted someone who had worked before naming a game and had external experience with gaming. Tanj had worked with other important gaming platforms, which was crucial for us.

How much have you invested in them?

We spent about $100,000.

What is the status of this engagement?

We started working with them in September 2019, and the game was released in April 2020.

RESULTS & FEEDBACK

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

We measured the success in terms of how effectively they responded to our feedback and recommendations. Ultimately, the goal was to land the game's name, and we did. 

How did Tanj perform from a project management standpoint?

They were very responsive and showed great availability all the way through. It felt like a personal relationship in terms of communication. We mainly communicated through emails and video calls. 

What did you find most impressive about them?

They completely understood what we were looking for and met our expectations. Also, they understood our timeline and were very responsive. All in all, they felt like an extension of our team.

Are there any areas they could improve?

I couldn't think of anything. More people should use them; they’re a great team.

Do you have any advice for potential customers?

Just be honest, open, and straightforward about what you’re trying to get out of the project. Include them as much as possible in the challenges and conversations.

BACKGROUND

Introduce your business and what you do there.

I’m the CEO of DPAC Ventures, an audio products manufacturer that sells phones, headphones, speakers, and soundbars for home theaters. 

OPPORTUNITY / CHALLENGE

What challenge were you trying to address with Tanj?

We were trying to come up with a new name for our brand.

SOLUTION

What was the scope of their involvement?

Tanj conceived our brand’s name. They looked into market factors, like our competitors's names and trademark availability in India. We needed a name that was short and easy to remember; we needed something that the layperson could say. 

What is the team composition?

We worked with Scott (Founder & Managing Director). 

How did you come to wo​​​​r​​​​k with​​ Tanj?

We worked with a few other agencies but couldn’t pick a name that all our stakeholders liked. So, when Tanj came up as naming experts during a Google search, we hired them. 

How much have you invested with them?

We invested $25,000–$30,000 with them. 

What is the status of this engagement?

Our partnership with Tanj was from December 2020–February 2021. 

RESULTS & FEEDBACK

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

We determined success by whether or not we liked the name Tanj provided and our ability to trademark it. We liked one of the names Tanj suggested and then adopted it, which defines this project as a success. 

How did Tanj perform from a project management standpoint?

Their team was responsive — Scott was accommodating and put in a lot of effort. We communicated through emails, phone calls, and scheduled video meetings. 

What did you find most impressive about them?

He went out of his way to help us. For example, at first we didn’t like their suggestions, so Scott went beyond the scope of work outlined in our contract to provide more names and characteristics that could define our brand. They did more than they were contractually obliged to: they wanted to find something that worked for us as the client. 

Are there any areas they could improve?

It was difficult to find Tanj on Google; their team should make their services more noticeable online so potential customers can find them. 

Do you have any advice for potential customers?

Customers need to have some idea about what they want from a partnership with Tanj. Once the brief is outlined, Tanj can deliver whatever they need, but the project will take longer if there is no clarity. 

BACKGROUND

Introduce your business and what you do there.

I’m an executive at a software company. We focus on providing expense management solutions.

OPPORTUNITY / CHALLENGE

What challenge were you trying to address with Tanj?

We needed help to develop a brand name for our business that could help us sell and market our product.

SOLUTION

What was the scope of their involvement?

Tanj provided branding services for us, including our name, logo, fonts, colors, design, website development, and other materials. 

Tanj worked collaboratively with another agency we hired to identify the name we wanted to get across and how we wanted our customers to recognize us. They also helped us assess if we wished for a symbolic, literal, or abstract name. After sorting that out, we went through constant rounds to refine everything based on the testing and feedback sessions until we came up with something that accurately represented our company.

In addition to that, they did preliminary trademark reviews for each one of the names they came up with to check availability. Their team also gave us references to domain name brokers to figure out which domains would be available that we were choosing to market.

What is the team composition?

We worked with two members of their team, including their managing director and a freelance copywriter that Tanj was working with.

How did you come to work with Tanj?

Our COO found them while researching for a new partner, and we chose them after a series of interviews with potential providers. We were impressed with their work and felt that their proposal was reasonable.

How much money have you invested in this partnership?

We spent around $17,000 with them on this project.

What is the status of this engagement?

We worked together from March–April 2021.

RESULTS & FEEDBACK

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

They did a great job. Their team set expectations upfront regarding the project’s stages and results.

How did Tanj perform from a project management standpoint?

Project management was good; they deployed a calendar with every process step and delivered it accordingly. Also, when we needed to adapt the project or do some additional work, they managed it well.

In terms of communication, we used Zoom, Slack, and email.

What did you find most impressive about them?

They came across as experienced and thoughtful. They had a real framework of what they were doing instead of throwing out ideas from nowhere — their team used a model to think through our challenges and needs. Also, they were very disciplined in their execution and were aware of trademark concerns, which was key to our process and saved us from going into time-consuming wrong paths.

Overall, they were real pros, and I was excited about the outcome of their work.

Are there any areas they could improve?

They could charge less, but other than that, I don’t think there’s anything they can improve on.

BACKGROUND

Introduce your business and what you do there.

I’m the co-founder of a boutique marketing agency.

OPPORTUNITY / CHALLENGE

What challenge were you trying to address with Tanj?

We had a client interested in rebranding and renaming their company, so we engaged with Tanj to help us with the naming part.

SOLUTION

What was the scope of their involvement?

Tanj has become our naming partner. For this project, we had a discovery phase to understand the business context of what our client was trying to do. During this phase, we worked closely with Tanj and the client to understand their business problems and goals so that we could develop some parameters for the project.

From there, they began their naming exploration. Based on the brief we provided them with after the discovery phase, we collaborated with them to create what we called creative name development territories. During this process, they generated a lot of names for us, and we worked with them to select the best candidates to present to the client. Eventually, we got that list down to a manageable list that we provided the client with.

What is the team composition?

We’ve worked closely with Scott (Founder & Managing Director), who has been the key to our successful relationship. We’ve also worked with 2–3 other verbal designers.

How did you come to work with Tanj?

Scott and I worked together around 5–10 years ago. When this project arose, I remembered him and contacted him.

How much have you invested with them?

We’ve spent around $50,000.

What is the status of this engagement?

We started working together in February 2022, and our engagement is ongoing.

RESULTS & FEEDBACK

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

Tanj is very good at providing the rationale behind each name they’ve come up with and explaining the pros and cons of those names. Additionally, they’re excellent at sharing their point of view along the way because they’re very candid, genuine, and honest about the rationale behind their naming process.

How did Tanj perform from a project management standpoint?

Tanj’s team is professional, easy to work with, enthusiastic, and very dependable. Overall, it feels like we’re partners and are working together. We communicate via Slack, Zoom, and email.

What did you find most impressive about them?

Tanj has a group of talented and experienced verbal designers.

Are there any areas they could improve?

No.

BACKGROUND

Introduce your business and what you do there.

I’m the CEO of Cordance; we’re a software company that acquires other software companies in North America.

OPPORTUNITY / CHALLENGE

What challenge were you trying to address with Tanj?

We ran into trademark issues with our original company name, so we engaged Tanj to help us identify a new company name we could trademark. Our goal was to find a name that represented our business strategy and marketplace positioning.

SOLUTION

What was the scope of their involvement?

Tanj kicked off the project by interviewing our key stakeholders to learn the tone, texture, and message we wanted our new name to express. We collaborated with Tanj to identify creative themes we wanted to highlight within the naming process. We also shared a list of similar companies so the team could asses our competitors’ names and learn how they positioned themselves. 

For the next stage, Tanj identified hundreds of potential names, which they whittled down to a list of about 50. They shared the list of names with our executive team, and we reviewed the themes within the list and shared feedback on the names we wanted to refine further. We collaborated on mapping out how the names could work with our values and strategy. Then, we researched the names in depth to determine whether we could build a trademark for our top candidates. 

Then, Tanj delivered a 90-minute PowerPoint presentation outlining the top three candidates. They walked us through where each name fell in the expression matrix and told us whether the names were actual words, composites, or syntax words. They also built out website mock-ups for each name, which they included in the presentation. Furthermore, they discussed how website users could potentially receive the name, outlining whether the name was welcoming and streamlined with our business strategy.

Finally, they narrowed down the list and conducted another round of research for the final two names. Then, we selected Cordance, and they helped us file with the trademark and the patent office. They recommended a law firm to help us with the trademarking process. 

What is the team composition?

We worked with Scott (Founder & Managing Director) and one other team member from Tanj. 

How much have you invested with them?

We invested about $50,000 in the partnership with Tanj. 

What is the status of this engagement?

We worked with Tanj between October–November 2021. 

RESULTS & FEEDBACK

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

Tanj delivered exceptional value for the price point, and we’re delighted with the results. We landed on a name that represents our brand, and we were able to file a trademark. At the end of the project, I had to present our name decision to our board of directors, and Tanj insisted on crafting the presentation materials, which was fantastic. We received expeditious approval from the board following the final presentation. 

The most definitive sign of our increased brand awareness has been the popularity of our online job postings. Before launching our new name, we’d receive 10–20 resumes for each job posting. Since launching, that number has increased significantly to about 400 resumes submitted per job posting. We’ve also noticed increased followers and people engaging with our content. We serve a particular market, and it’s been great to see our brand resonate with people in our industry.

How did Tanj perform from a project management standpoint?

We were super impressed with the attention to detail in the initial project roadmap Tanj delivered. They were phenomenal project managers who clearly outlined their processes and set realistic timelines. The fact that we only worked together for a short time before choosing a name is a testament to their efficiency. 

They ran a very tight ship, set clear expectations, and defined milestones and deliverables. Whenever they needed us to take action, they communicated ahead of time and set us up with the necessary tools to accomplish the task. They checked in with us during each project stage and kept in touch between meetings. We mainly used email and Zoom to communicate. 

What did you find most impressive about them?

I was most impressed by Tanj’s thorough and effective research strategy during the naming process. Branding is their bread and butter, and they’re exceptional at it. The Tanj team are true subject matter experts in naming brands and take the journey very seriously. 

They laid out their process from the beginning and communicated what went into their research and how they would get us to our goal. They provided a very holistic view of each name and presented the methodology behind why it was on the list. 

During each presentation, they shared a wide breadth of data and information behind each name, which was a great vehicle to drive productive conversations during our Zoom meetings. They guided us in the right direction and empowered our team to look at each name with the appropriate lens.

I was super pleased with their work and would use them again in a heartbeat. Not only did we end up with a great name, but we also walked away with a deeper appreciation for what goes into naming a brand, allowing us to continue building our business.

Are there any areas they could improve?

I have nothing Tanj could improve on; we had a positive experience.

BACKGROUND

Introduce your business and what you do there.

I’m the CEO and founder of a data analytics firm that specializes in text mining and machine learning for complex problem-solving.

OPPORTUNITY / CHALLENGE

What challenge were you trying to address with Tanj?

This is my third business starting, and I've learned from previous experiences that you only have that one shot to make a first impression. In thinking about the name, our space is super competitive so it's hard to differentiate services sometimes. 

We thought that spending a little bit of money might make a big difference in helping customers to see us differently and better understand our value proposition. So, we hired them for naming services.

SOLUTION

What was the scope of their involvement?

Tanj developed a naming strategy. They would come up with different batches of names and then we would discuss them. 

We went through three different rounds, and in each one, we would narrow the options down to ones that resonated with our team. They also looked at trademarks and did URL screening. 

What is the team composition?

I mostly worked with Scott (Founder & Managing Director) and Jill (Director of Naming & Strategy).

How did you come to work with Tanj?

I reached out to my network, and we came up with a shortlist of companies to reach out to. We did an RFP and Tanj came out on top, without a doubt. What differentiated them was that they had a very rigorous, clearly outlined process.

They were also the only company that proposed analytical techniques to come up with viable names. Being an analytics firm, we know the power of data, so that made them stand out.

How much have you invested with them?

We spent between $25,000–$50,000.

What is the status of this engagement?

We worked with them from January–February 2019. We’ve maintained some contact.

RESULTS & FEEDBACK

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

A lot of our customers asked where we got our name because it’s very different from others in our space. Many people have commented that the name is memorable, sharp, and approachable, which is exactly what we wanted. 

How did Tanj perform from a project management standpoint?

Tanj’s project management was outstanding. We’re a consulting firm, too, so when we bring other partners on, it’s important that they know how to help us get good results. This team did exactly that. I can’t think of anything that could’ve been done better. 

It felt like we were working with masters of the craft both from the linguistics standpoint as well as from a project management standpoint. It was probably the smoothest piece of work we’ve contracted out. They were great at reaching out and getting our feedback. 

We use Trello internally, and they were willing to work with it. We also communicated via video calls. They had a very personable nature and care for their clients and their work, which was exceptional.

What did you find most impressive about them?

Their creativity was over the top. They helped us to expand our thinking about what the name could be, which was really great because we're analytics people. Secondly, their approach to the process, both the rigor of using some data analytics in the process as well as the clarity of scheduling and expectations, was great. 

We had a couple of interruptions from our end and the team was very flexible with a couple of changes in direction. They had a mastery of the creative, analytical, and project management aspects of the process. 

We've done projects with other firms where they start out with a huge head of steam and then it sort of peters off. The attendance on the consultant side becomes smaller, and then the senior partners pop in at the very end to make sure everything is good. With Tanj, it was a totally different experience. 

Are there any areas they could improve?

No, it was pretty much flawless. 

Do you have any advice for potential customers?

One of the most important things would be to be as generous as you can with your information and your time. That will help them to really understand your organization, your goals, your customers, and your market. They’re there to help you, so doing so is only going to improve the end result. 

BACKGROUND

Introduce your business and what you do there.

I’m the founder and CEO of a consumer credit service company.

OPPORTUNITY / CHALLENGE

What challenge were you trying to address with Tanj?

We contracted them for both company naming and branding guidelines.

SOLUTION

What was the scope of their involvement?

We were looking specifically for an exploratory process around how to name our company. Once we arrived at a name, we also wanted to arrive at a brand tone and language as well. 

It was very clear to us when we started working with Tanj that they have a very well thought out process for naming, which included looking at the industry and other exploratory work. The process was pretty collaborative, starting with immersion and discovery, then industry research, and then the iterative naming process. 

What is the team composition?

We worked with two people, most directly with Scott (Founder & Managing Director).

How did you come to work with Tanj?

I found Tanj on Clutch. They had a tremendous number of good reviews. 

How much have you invested with them?

The naming was between $25,000–$30,000, and the branding was around the same.

What is the status of this engagement?

We started working with them in March 2020, and the naming and branding assignments were finished by May. We’re still working with them — they’re currently doing writing assignments and other services.

RESULTS & FEEDBACK

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

It’s difficult to measure their success in any type of statistical way. It’s just very clear when we work with them that their product offering is good. All the management and executive team loves the work, as does everyone down the line. It’s on point, and the whole team is happy with Tanj’s contributions. 

How did Tanj perform from a project management standpoint?

They’re great. Tanj defines their own process, and they stick to it. I give them a 10 out of 10 for their process. We don’t use project management tools together, we mainly communicate with emails and phone calls. 

What did you find most impressive about them?

They do a great job of listening to us. Also, they have a great structured process that arrives at a great outcome. The quality of Tanj’s work is phenomenal.

Are there any areas they could improve?

There’s nothing that comes to mind.

Do you have any advice for potential customers?

Be available and be very forthright with all of the information you can give them, because they do absorb all of it.