What’s in a name?

Maybe more than you realise.

Thinking of hiring a naming consultancy?

Start with a look at their name.

What does it signal? How does it feel?

Ask any parent and they’ll tell you: naming’s tricky. There really is no perfect name.

But sometimes, once you’ve lived with it, a name seems to fit.

And with a strong name, the positives outweigh the negatives.

Let’s take ours as an example.

It’s made up of Old English words. “True”  was used by the ninth-century poet Cynewulf. It appears later on, in the manuscript of Beowulf.

“And” is recorded even earlier. It was used by the illiterate cow-herder Caedmon in his seventh century Hymn — according to Bede, Caedmon underwent a miracle: he was able to sing hymns in honour of the Creator, using words he’d never heard before. (Of course, even illiterate cow herders knew “and”.)

“Good” is an Old English word too. Consult the Oxford English Dictionary, and you’ll find citations from the tenth-century scholar Aelfric. Everyone else used it then too, but he was one of the few people who knew how to write.

Fast-forward six hundred years and you’ll find all three words strung together. Shakespeare was doing the stringing, in act one, scene two of Hamlet.

Horatio tells Hamlet he’s seen the ghost of Hamlet’s father. The sight backed up the sentinels’ story, “each word made true and good”.

Of course, there’s no reason to know this. It’s not something we go to lengths to point out. But it’s why our name feels so firm and familiar. And it adds to our foundation myth.

Now let’s look at the negatives.

Maybe it sounds a bit arrogant. Calling ourselves and what we do ‘true’ and ‘good’ might seem to set a pretty high bar.

But we see it more as a benchmark. It’s a standard we’ve got to live up to. A pole star (thinking back to Prince Hamlet.)

Being ‘true’ is about offering authenticity. Being ‘good’ is a promise of quality. These are things every client should expect.

We weighed up dozens of options before deciding on this one. We researched it. And we trusted our gut.

Try to choose a naming partner who’ll take just as much care weighing up your naming options.