Ever since there was a claim that AI was coming for copywriting jobs specifically, a lot of copywriters have sought out how they can both make use of AI and combat this AI takeover by advocating for their unique talents. One such unique talent that copywriters are leaning into heavily is Naming.
A Namer, or Brand Naming Consultant, is a Copywriter with senior-level skills in providing names for companies, brands, services, product lines, and more. They are able to take a brand’s information and core strategy and transform it into a catchy name. Sometimes they are also asked to create taglines and support copy, depending on the client’s needs.
There are plenty of courses online that you can take in order to be a brand naming consultant, but first, you'll need experience as a junior-level copywriter. That doesn’t mean you have to wait until you’re mid- or senior-level to begin your journey, though! The best way to get your feet wet is to look for how you can support your current copy role by managing up. Offer your senior writers help with brainstorming and learn from them how they research and fine-tune bigger branding objectives.
If you are already a mid-to-senior-level freelancer, then seek out clients who are in need of upper-level branding help. Even if it’s just a mom-and-pop store down the street, offer your services! Everyone can also work on personal projects, creating imaginary brands and developing names for product lines, services and more in between clients. Building up your portfolio is key. Eventually your experience will speak for itself. Don’t forget to ask for clients to provide reviews, too, for your homepage.
Another unexpected path to a Naming career? Comedy. We all know that humor is an integral part of writing good copy but it can also be an amazing way to add levity, creativity, and innovation into your style. Try taking a local improv class or even just going to see stand-up comedians do their thing. It'll help you find unexpected and interesting connections between concepts - a major part of the naming career.
Being a Brand Naming Consultant does not come naturally to everyone, not even all Copywriters. Those who love solving puzzles, love market research, love thinking about words (even in their sleep)—these are the kinds of obsessive wordsmiths that may thrive as a Namer. Bonus points if you have a slick sense of humor and for whom wordplay comes naturally. For others, the long hours of brainstorming, research, and rounds of client feedback may not sound appealing.
Because you want, not just a unique name, but a personalized touch. You want a real human being who understands things like entendre and clichés in marketing. You also want someone who is aware of fleeting trends and aims for names that leave a lasting impression. AI can be used to help generate ideas, for sure. But AI will only provide answers that are amalgamations of what’s already been done—which, as any marketer will tell you, simply won’t do if you want to stand out above the crowd. For a unique, highly personal touch, plus further copy help down the line, you will need to hire a Brand Naming Specialist.
If you are a client looking for a copywriter, or copywriter looking for more experience, perhaps we can help! Here at Artisan we are able to place talented people like you with great companies.