From Generic to Distinctive: Strategic Brand Naming

A deep dive into the brand naming process that helped Broad Lake Partners stand out in a crowded consulting landscape

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Meet Aliya Niazi Pitts. She's one of the most brilliant and vivacious people I know. Recently, Aliya decided to bring her expertise in nonprofit strategy, infectious energy, and impressive track record to launch her own consulting practice.

But when Aliya came to me ready to launch her consulting practice, the brand names she was considering were a bit …. boring: Purpose Blueprint or Purpose Bridge.

And Aliya is anything but boring.

Aliya is a brilliant and energetic consultant who helps nonprofit organizations with tough revenue challenges.

But the brand names she was considering for her practice were generic and boring.

The Strategic Challenge: Authenticity Meets Credibility

Aliya faced the classic professional services branding dilemma. She needed a brand name that would achieve two seemingly contradictory objectives:

1. C-suite credibility that positions her as a strategic partner to nonprofit executives

2. Authentic energy that captures her joyful, collaborative approach to complex challenges

In the nonprofit consulting landscape, executives are overwhelmed, underfunded, and often encountering consultants who bring more doom and gloom to already heavy mission-driven work. Aliya's differentiation lay in her ability to remind organizations that changing the world can—and should—be energizing.

She's not just a revenue strategist; clients have described her as a "catalyst for fun."

The Clew Brand Naming Methodology: Starting with Authentic Language

Unlike conventional naming projects that begin with category conventions or creative wordplay, my methodology prioritizes authentic language capture. Rather than chasing naming trends, I systematically uncover the natural vocabulary that founders already use to describe their work.

Through structured brand discovery, I categorized Aliya's authentic language across four strategic dimensions:

• Personality & Energy

• Purpose & Motivation

• Working Style

• Client Experience

The Clew Brand Naming Methodology Starts with Authentic Language Capture

Aliya’s Distinctive Approach

As we dug deeper, Aliya's unique positioning became clear. Unlike traditional consultants, she sees her nonprofit clients as "smart people who are paralyzed by high stakes and can't see the next step in front of them." They don't need a management consultant; they need a strategic partner.

Her three-step approach:

1. Identify the problem. The real problem. Get to the heart of the matter.

2. Set a course. Clients can trust that Aliya is watching out for the icebergs as they navigate ahead.

3. Assemble the crew. Know who needs to be at the table and get them there, even if they come kicking and screaming. Then, cheerlead the team towards a plan that works.

The Breakthrough: Finding the Right Question to Unlock the Magic

Something was missing from our initial naming territories. The goal was a brand name that captured Aliya's collaborative energy while giving her new business C-suite credibility and didn't sound like a generic cliche.

So I asked one more question: "Tell me about some places that are meaningful to you. Think about places in both the macro (Wisconsin) and micro (kitchen table) sense of the word."

That question unlocked everything.

Aliya's response revealed deeply personal connections to water, collaboration, and meaningful spaces:

• Round tables where everyone is equidistant from the center

• Lake Michigan as both childhood anchor and current home

• Fence Lake in Northern Wisconsin—the family's beloved vacation spot

• Ogunquit, Maine where "the ocean out there is like none I've ever seen"

Naming Concepts: Building on Authentic Connection

Using the personal touchstones as metaphors to mirror back Aliya’s differentiation in the marketplace, I was able to pitch four naming concepts. In addition to the brand name, these concepts also included logo thought starters, color theory, sample brand messaging and client appeal. Through a collaborative discussion, one clear winner emerged.

Curious about the names Aliya didn’t choose?

Download the complete case study.

The Winner: Broad Lake Partners

Strategic Rationale: Broad Lake Partners positions Aliya as someone who brings both wide perspective and profound insight to nonprofit challenges. Like a broad lake that appears calm on the surface but has incredible depth and complexity beneath, she helps organizations see the full scope of their possibilities while diving deep into strategic solutions.

The Multi-Layered Meaning of "Broad":

• Inclusive & Expansive: Communicates Aliya's commitment to bringing diverse perspectives to the table

• Comprehensive Approach: Reflects her ability to see the "big picture" while understanding how all pieces connect

• Confident Femininity: A cheeky nod to "broad" as slang for woman—unapologetic female leadership

• Geographic & Personal: Maintains the essential Lake Michigan connection that grounds the brand in authenticity

Why This Brand Name Works

Authenticity

• Personal: Honors Aliya's deep relationship with Lake Michigan while reflecting her expansive, inclusive worldview

• Professional: Captures her "broad" skill set and comprehensive approach to strategic challenges

• Values-driven: Directly connects to her commitment to "bring new people to the table"

• Personality: Subtle wordplay reflects her joyful, slightly cheeky energy while maintaining professional gravitas

Client Appeal

Nonprofit leaders immediately understand this isn't narrow, tactical consulting. "Broad Lake" promises expansive thinking, comprehensive solutions, and strategic depth that transforms organizations. The name suggests both accessibility (broad, welcoming) and sophistication (strategic depth).

Practical Advantages

• Easy to say: Two clear, simple syllables that flow naturally

• Memorable: The consonance and rhythm make it stick

• Professional: Sounds thoughtful, established, and credible

• Distinctive: Stands out in the consulting landscape without being forced

The Results: From Brand Foundation to Business Launch

The strategic foundation we uncovered during the naming process translated seamlessly into brand messaging that gave Aliya a headstart when it came time to write the copy for her website.

• Hero Statement: "Where expansive thinking makes for impactful nonprofit strategy"

• Collaborative Invitation: "Let's discover the full scope of what's possible as we dive deep into solutions together"

• Value Proposition: "Offering wide perspectives + profound insights to tackle your most complex revenue challenges"

Client Feedback

“Putting myself and my brand out there into the world is one of the most truly terrifying things I’ve ever done, but working with Nancy made it a lot less scary. It’s often hard to see your own value proposition clearly, but the process Nancy laid out—and her emphasis on authentic language—helped me hone in on what’s most important about my business and my work style. I love the name we landed on, but more than that, the brand itself is rock solid: it’s bright, colorful, a little retro, and there’s a tongue-in-cheek vibe that fits who I am.”

— Aliya Niazi Pitts

The Clew Brand Naming Framework

When Aliya’s brand name ideas were feeling generic, we didn’t jump to naming trends, focus groups, or sound alikes. Instead, we started with a brand discovery session to capture the authentic language Aliya uses to describe her work and what she hears back from clients.

The five-step methodology that transforms generic positioning into distinctive market presence:

1. Authentic Language Capture: Systematic categorization of natural vocabulary

2. Strategic Territory Development: Multiple naming directions based on authentic language patterns

3. Personal Connection: Visual metaphors and meaningful touchstones

4. Market Positioning: Names that solve specific positioning challenges

5. Implementation Strategy: Building brand foundation for comprehensive execution

Ready to Transform Your Brand?

Does your consulting practice, advisory firm, or professional service business struggle with generic positioning that fails to capture your unique value? Brand messaging that sounds like everyone else in your category? Names and positioning that feel disconnected from your authentic approach?

Strategic brand naming can transform professional service positioning from generic to distinctive. You should feel excited about your brand and confident about telling your unique story.

Ready to uncover a brand name you love?

Let’s start with a conversation.