NameGrab episode 1: strongly associative and familiar, yet distinctive and full of personality
25 May 21
What I Do
What I Do
I’m here to help clients do
the following really well:
Corporate & brand naming
Brand strategy & positioning
Brand & naming architecture
Workshops – strategy & naming
Internal brand engagement
QUESTIONS I CAN HELP YOU ANSWER
Very, or not at all, depending on the nature of the problem, the time and resource that’s available and whether you want to be a part of it! I can advise on how to put together an effective strategic or creative workshop and facilitate.
Brand management starts with a CEO and their Board. I can help with senior management training to understand roles and how to champion a brand on the inside and out, as well as designing cascade programmes and working with middle management to embed a brand in an organisation.
Brands are created on the inside of an organisation, before impact can be made on the outside. Having staff engaged with your corporate brand and understanding how it can help them do better at work is key to bringing the brand to life externally. I can help design a process to communicate the brand and create ownership, as well as diagnosing gaps in an organisation’s internal processes, systems and resource around the brand.
Every organisation is different when it comes to creating or re-focusing a brand. For some, involving their people in the direction of the brand they are expected to manage and deliver is crucial to success. I can propose a process and tactics that are right for your business, taking in to account practicalities and culture.
The emergence over time of a plethora of brands, sub-brands and services behaving like brands can mean a portfolio pickle, including cost and management inefficiencies. I can help you design a process to review the commercial sense of your portfolio, conduct the review and then help create guidelines for creating products and services that need (or not) their own identity.
A brand can’t go far without an identity. I have been naming businesses and brands for over 20 years and love nothing more than a naming conundrum. I can also advise on how to achieve consensus internally and on considerations in the complicated field of Trade Mark law.
There are many ways to approach a corporate or brand naming exercise, from facilitated workshops to engaging the services of a professional name-writer. I can give advice on the best approach for your business, based on time, budget and culture.
No brand can maximise opportunity without a clearly defined driving idea that informs its behaviours internally and externally. I can help you design the right process and then lead or be a part of your team to define the big idea and supporting elements.
As humans and consumers we are all better at remembering two or three key things – and simple is powerful. Thinking about the commercial landscape, your sector and competitors I can help you decide which elements of a model will be most relevant for your brand. Vision, mission and values aren’t a one solution fits all.
Sometimes performance or customer feedback might point towards a problem with engagement or some element of your brand just not quite connecting. I can help you explore what a brand MOT would look like and how to ask the right questions. I can then ask them.
I’ve been a brand consultant since 1996 and self-employed since 2005. I started as a graduate at Interbrand, working across brand naming, strategy, corporate identity, brand valuation and internal brand engagement. I was Director of Naming and then New Business Director before making the leap client-side in 2002. As head of Brand at Consumers’ Association I led the corporate re-brand to Which? This involved creating and rolling out a new brand strategy and identity internally and externally.
Self-employment has brought me the freedom to do what I love – creating and developing brands, with a focus on brand positioning and naming. My strength is sharp and rigorous thinking, blending strategic and creative insights to help new brands get established, or re-focus existing brands. I’m as happy on my feet in strategy workshops or in front of a Board as I am behind the scenes creating names. Sadly I’m not a designer, but I work with talented people who are. Same for Trade Mark lawyers.
Branding aside, I live down on the Hampshire coast and adore the New Forest, Saints FC, foodie things, languages and travel and my black lab Bentley. I’m a weekly volunteer at Lymington New Forest hospital and have a missed career as an A&E doctor. My spiritual home is Spain.
I don’t specialise in any one sector and have worked for a really wide spectrum of companies ranging from small UK charities to multinational brand leaders. It just needs to be the right kind of brand problem, or needing a diagnosis and point of view.
My clients are often brand consultancies and design agencies such as:
Since becoming freelance I have
worked on projects for clients such as:
Suzanna defines flexible ways of working… happy to work solo and come up with the goods or act as a phenomenal facilitator extracting the very best out of a disparate and on occasion inert audience… I wish I could work more with Suzanna and cherish the times we do.
Client Services Director, VCG Parachute
I’ve worked with Suzanna for over 20 years, on a range of strategy and naming projects. She has an excellent set of consultancy skills; the ability to get up to speed and critique a brief quickly and astutely and the rigour to frame strategic issues and ask the right questions. She has an instinctive ability to turn strategic insight in to great creative ideas. She’s a pleasure to work with: diligent, dependable and with a good sense of humour.
Founding Partner, The Caffeine Partnership
Suzanna has worked with me as a freelance consultant for in the region of ten years, and I’ve known her professionally for almost 20. In that time, she has consistently produced high quality work that has brought perspectives I hadn’t thought of, helped me out of tight spots, delivered copious quantities of names, and introduced rigorous lines of questioning – sometimes all at once. Her ability to turn around a quantity of high quality names is unmatched, and her skills extend across a range of strategic disciplines, from positioning to architecture. Discipline is a hallmark of Suzanna’s approach – steeped in branding best practice, she is a true professional.
Strategy Director, FutureBrand
All business is about working out what to do and then doing it well enough that it works. Most people favour one part of this equation – and it is rare to find people with the skills to do both. Whether you believe that execution eats strategy for breakfast, or that culture eats strategy for breakfast and lunch – or that those who tell the best stories rule the world – get Suzanna to help you eat your competitors for breakfast, lunch and dinner.
Chief Operating Officer, System1 Group
I’m paid to have these, which is nice. People who know about digital tell me I must reference relevant terms often to keep Google happy, even if this disrupts beautiful, on-brand copy. This upsets me a bit. So here are some thoughts on strategy, naming and other branding stuff, without copy-disruptive and tactical repetition of strategy, naming and other branding stuff....
25 May 21
Is it fair to say that, just very occasionally, a naming creative brief that comes our way is…well… not a very good brief? It may lack objectives, insight, awareness of…
28 Apr 21