Developing Reputation By

Building a Brand

What Branding Means to Us

BrightBox doesn't take the word "branding" lightly. It's not just pretty, creative, catchy and a touchy-feely website. It's business.

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Brand Naming & Messaging

Naming a brand: the most important decision you’ll ever make. Naming a baby: also probably important.

Naming Standards

“What’s in a name? That which we call a rose by any other name would smell as sweet.” William Shakespeare understood the power of naming. Our BrightBox content team is no different. We never touch a name until we’ve traveled through The Brand MapTM. By way of extensive research, questioning and comparisons, we identify every brand name to a set list of naming standards. This list gives you the clarity to rally behind one particular name. Sure, we’ve had a few meetings where it’s important to bring out our pitchforks to professionally shame a not-so-right name for a brand. But 9 times out of 10, we have the opportunity to present brand names that clients not only approve of, but are inspired by and excited to wear on their sleeve, metaphorically and sometimes literally.

You have a small window of opportunity to control your name before your customer does, so we always recommend our list of naming standards as a guide. Your name, much like your visual logo, is what people will label you as, so make your identity strong, direct and one-of-a-kind.


Although we ask you to take time to revel in your name and celebrate your new brand’s identity, we always keep momentum going by providing you with your core messaging. This includes but is not limited to a brand story, a tagline, campaign slogans and voice standards that give your brand a clear and defined personality and position in the market. Discovered through The Brand MapTM, your core messaging is what will shape everything your brand says to your customers, your competitors and even to your team internally. Company culture, morale, sales pitches and so much more and heavily influenced by how your brand speaks. Core messaging sets the stage and prepares you for heightened business opportunity.