We are going to need a name
Patrick Horgan says that from Horizon8’s point of view – coming up with a name was a key moment for bringing everything they were doing into focus.
But right from the start, branding and customer experience was front and centre of the process. Patrick remembers very early on in the process, going to a big potential client and pitching them a simple story-board, outlining how the digital vault model would work.
“All along, we were just doing back-to-back meetings with people, getting their feedback, iterating on the idea, then we had a working prototype, iterating on that.”
“There was about a six-month lag between the initial conception of the idea and when I contacted TOTEM, it came early on, the point where we said; ‘Right, we actually need to start thinking seriously about this as a product, the branding and how we take it to market”.
“How do we craft that messaging? How do we roll it out?” Patrick still has photographs of team meetings – very early on in the process – that show a big whiteboard with the mantras ‘Has To Be Customer-Centric’ ‘Data Privacy By Design’ ‘Serving The Customer’. When TOTEM came on board, Patrick and his team were already focused on how they wanted to present their product. But first they needed a name.
“That was a big moment and what we really appreciated from TOTEM was that they gave us options and they explained the thinking behind them. That allowed us to zero in on the best option and I think we made a very strong choice”.
Colin Byrne of TOTEM points out that it’s not just choosing a name, there’s also the question of can you use it? “We had to do a lot of research on names, to ensure that they were not already in use by another company, to see what the costs in securing and registering those names were,” he says. Colin says it’s an important factor that often gets forgotten in the rush and excitement – you need to do the field research on potential names or you could waste time and resources.