Objective

Coverys is a medical professional liability insurer. It wanted to launch a new company within the group aimed at the European market, and needed a brand to match it.

The work was commissioned to develop the company name and the initial brand strategy, the foundation the new business would launch from, before any of the usual identity or campaign work could start.

Creative response

• A stakeholder focus group first. Run with key people inside the business before any names were written.
• Company and industry research, plus research into the competitive landscape, the mission and the USP.
• Three names, three concepts. Three initial company names and design concepts developed in parallel rather than one favourite defended.
• Three company pillars drafted to sit underneath them.
• An online stakeholder survey testing the concepts before anything was recommended.
• One final recommendation: company name, company descriptors and brand narrative (truths, promise and story).

Results

The naming process moved through research, options, a stakeholder test, then one recommendation, rather than a shortlist handed back for the client to argue over.

There are no brand-tracking, awareness or commercial figures of any kind. This is evidence of a naming and brand-strategy method, not evidence of an outcome.

The work

Source: krismakuch.co.uk