Episode 033: Naming a Financial Services Company – Tips & Techniques

Brilliant Branding Live Show Archives

Originally aired weekly August 2017 - August 2018 With host Phil Davis

Show Description

"Brilliant Branding" shines the spotlight, and provides valuable insights, into the most common, and frustrating company identity issues facing startups, entrepreneurs, consultants, and even established business owners. Topics address timely issues such as effective naming strategies, smart logo design, tips for trademarking, clear brand messaging, engaging social media and reputation management. We take a deep dive to uncover the "pivot point" of an organization, the "why" behind each business to help build a more clear, cohesive and compelling brand image.


Naming a financial services company runs the gamut from conservative names (e.g. United Trust & Associates) to the more current strategies such as Mint, Nutmeg and Ally. Knowing which naming strategy to use depends on your audience and your overall brand mission and purpose.

On today’s show, we’ll discuss what strategies to use, and more importantly, what strategies NOT to use when naming your financial firm.

If you plan to sell or transition your firm, having a brand name vs. a surname or legacy name can make a big difference. We’ll provide insights and examples into creating timeless, meaningful financial brand names that stand the test of time — without sounding old and outdated. Or clunky and forgettable.

With over 250 brand names to our credit, Tungsten has the experience to help shine the light on best branding practices.

Tune in and subscribe to learn more about how to build a better, brighter brand!