Re:name helps leadership teams, founders and agencies make confident naming decisions through a strategic process built by award-winning naming specialists. Start with the self-guided platform. Add expert review if you need senior confidence. Bring us in fully when the decision is complex, cultural or high-stakes.
Before you choose a name, get clear on what the name has to do.
Re:name is built for teams who need a name they can explain, defend and use with confidence.
After growth, confusion, or repositioning.
Too important for a quick AI prompt.
Strategic depth in a deliverable format.
A decision the room can sign off on.
With real commercial stakes attached.
Where trust and credibility carry the brand.
It is probably not for throwaway side projects, hobby names or anyone looking for hundreds of instant options.
The team has ideas. The board has opinions. Someone likes a clever name. Someone else wants safe. Someone checks a domain. Someone finds a competitor. The shortlist keeps changing.
Six weeks later, the launch is still waiting.
Re:name gives the decision a structure. We start with strategy, turn that into naming territories, generate names against clear requirements, then help you decide what is worth taking forward.
The same strategic structure behind award-winning agency naming work, productised so you can run it yourself.
What you are naming, why it matters, what the name needs to resolve.
The What, How and Why of the business. Foundation for naming.
Strategic territories. Each gives names a role, not just a style.
Rounds of names with rationale, scoring and risks. You respond.
Your strongest options, the evidence, and the recommended next step.
The right pathway depends on stakes, complexity and how much support the decision needs.
For businesses too important for ChatGPT, but not ready for a full agency engagement. A self-guided strategic process from business context to a board-ready decision report.
Complete the guided process, then bring in a Re:name strategist to review your shortlist, challenge the risks and recommend the strongest path.
For complex naming decisions involving stakeholder research, cultural considerations, brand architecture, mergers, legal risk or board-level facilitation.
Every shortlisted name is assessed against the criteria that decide whether it can carry the business for ten years. Decision-shaping, not decoration.
Does this name belong to the business you actually are?
Does it stand out from competitors in writing, speech and memory?
Does anything register correctly when the right buyer hears it?
Can the brain file it on first encounter and recall it later?
Will obvious brand checks, domain signals and TLD options hold up?
Does it still describe the business in three to seven years?
Can your team actually use it on calls, in emails, in conversation?
Some names earn the right to be strange. We test for that too.
AI can generate names. That is not the hard part.
The hard part is knowing which name is strategically right, commercially useful, memorable, credible, ownable and worth committing to.
Guided Strategic Naming does not start with names. It starts with the decision.
Decision-ready. The thinking, the options, the decision.
What, How and Why definition with a positioning statement.
Each one giving the names a role to play, not just a style.
Complete passes through the process if your thinking evolves.
Talk to a strategist persona about every name in your shortlist.
Top names, scoring, risks, mitigations, recommended next steps.
If the names don't land properly, we make it right.
Use it with your board, business partner, internal team or client.
Re:name's process has helped create names including Niko, Mai Lighthouse, Real Meals, pH7, Octo, ZeroJet, Hawkeye Finance, Augmento and many more. These were not random creative leaps. They came from strategy, evidence, reduction, judgement and a clear understanding of what each business needed the name to do.
A name created to move beyond Tesla confusion while preserving the deeper Nikola Tesla lineage in a shorter, more ownable form.
A name that combines cultural relevance with a universal metaphor of guidance, support and safety.
A direct, useful name that made the offer instantly clear and helped shift the brand from niche outdoor product to broader retail relevance.
A compact, category-literate name that signals neutrality, chemistry and practical protection.
A unifying name for multiple businesses coming together, built around the idea of many capabilities moving as one.
I'm Tim Dove, Strategic Director at Re:name. For more than 20 years, I've helped leadership teams name businesses, products, services and organisations across New Zealand, Australia and beyond.
After seeing the same naming problems repeat, I built Guided Strategic Naming to give more businesses access to a serious naming process without needing a full consultancy engagement from day one.
The goal is simple: help you reach a name you can defend, not just one you like.
Start your naming project →Optional. The process speaks for itself, but the founder bit lands harder out loud.
Re:name occasionally provides access codes for education, enterprise programmes, incubators, not-for-profits and founder support initiatives.
These do not change the core product. They simply make the process more accessible for groups we want to support.
Ask about access codes →Start the Re:name process. $1,495. Up to three Full Naming Runs. Board-ready decision report.
Start Guided Strategic Naming →