I suggest several angles because a brand identity can be expressed in different ways, each with its own lexical field and key ideas, then we brainstorm together.

I perform a deep-dive on the ideas from the previous step, exploring them from every angle and loosing myself on the net, in dictionaries, on translators… I quickly check their availability on the INPI website (National Institute of Industrial Property) on Google.

I present my ideas to you, each one backed up with a reasoning because once again, name finding is the result of carefully thought out process, not just an impulse or a personal preference.

Together we select the names that we feel work best so that I can fine tune them should it be necessary (for each idea I may test a number of terms or find synonyms), and subsequently perform a more in-depth legal research to abandon those that are too risky from the outset (with the help of my lawyer).

My first word-for-word check isn’t enough: we now need to check that no other brand’s name is too close to our idea, be it phonetically or in terms of meaning. To do so, only a lawyer is authorised to perform a thorough patent search.
Finding a low-risk name (because zero-risk does not exist) is by far the most tedious part, and it often occurs that, without there being anything we can do to foresee it, our first choice name is too risky and we have to have a second name verified, and so on.