What does it take to find the perfect name? A name that reflects the business strategy, engages the target audience, and stands the test of time? At Skriptor, this is our everyday work. As a sister company to Groth & Co, Skriptor has for more than 30 years helped companies worldwide to build strong brands through smart, strategic, and creative naming.
We met Kristina, Managing Partner of the Stockholm office and Creative Director at Skriptor, to talk about how a name can become one of a company’s most valuable assets. In the interview, she shares her long-standing experience, insights from both international and national naming projects—and why the right name always starts with the right strategy.
How would you describe what you do at Skriptor?
We create sustainable and internationally viable names that meet today’s high standards. Our names balance legal, linguistic, and domain-specific aspects so they can work seamlessly in a global context. We focus on developing names that strengthen both the businesses and brand— today and in the future.
You work with strategic naming – what does that mean in practice?
Strategic naming involves creating names that not only sound appealing or are unique but actively support the company’s overall strategy, positioning, and long-term goals. This involves considering several key factors, such as:
- Target audience and market: The name should appeal to the right people and function in the markets where the brand will operate.
- Brand identity: The name should reflect the company’s personality, values, and what it offers.
- Competition: The name should help the brand stand out from the crowd and differentiate itself from competitors.
- Legal aspects: The name must be protectable (e.g., as a trademark) and must not infringe on others’ rights.
- Language and culture: The name needs to work linguistically and culturally in the countries where it will be used – avoiding negative meanings or associations.
- Digital availability: Ideally, domains and usernames should be available to ensure a strong digital presence.
How does the collaboration between Skriptor and Groth & Co look today?
We enjoy a close and strong partnership because we complement each other within our respective fields of expertise. Our well-established teamwork ensures that transitions are smooth and natural. It is also enjoyable and rewarding to work closely together in a team where everyone is striving toward a common goal.
You mention developing different brand name scenarios – what does that process look like?
It depends on the clients needs and the goals, but we usually work according to a funnel model. We start broadly , generating a wide range of names proposals to cover different directions and types of names that may suit the client. It is important to allow creativity to flow freely in the early stage of naming project. We then hold a couple collaborative workshops where we refine the selection together, moving forward with names that undergo linguistic and legal checks. Our process is designed to result in one or two names, which a trademark attorney than takes through deeper legal review, application and final registration.
Which factors are most important when developing a naming strategy for a client?
Sustainability. The legal aspects of naming are very important, and we believe it’s essential to find a name that can be protected. Without legal protection, it doesn’t matter how creative or catchy a name is as there’s a real risk that someone could already be using it, or that it might infringe on an existing trademark. Linguistic fit is just as critical. There are several of examples of brand or product launches stumbling in other markets because the name didn’t translate well – culturally or linguistically.
Are there any pitfalls companies fall into when choosing a name for themselves?
Definitely. The most common are:
1.Lack of a clear strategy Without a solid understanding of what the name should communicate, to whom, and in what context, it’s easy to end up with something that doesn’t align with the brand or stands the test of time.
2. Names that are too narrow or trendy A name can feel “right” in the moment but can quickly become outdated or limit the brand’s ability to grow.
3. Insufficient legal checks Creating a name without having put it through legal screening can result in a name that can’t be protected, or a name that infringes on someone else’s trademark.
4. Linguistic and cultural missteps A name that works well in one language might carry unintended or even embarrassing meanings in other languages or cultures. This aspect is critical for brands that are aiming for international expansion
5. Wrong focus When there’s not a clear leadership, the process often results in names made up of compromises. Names chosen based on personal preference rather than brand strategy, target audience, or practical considerations (e.g. visual identity, tone, or digital availability) rarely last in the long term.
What do you find most enjoyable or most challenging part of your job?
The most enjoyable and rewarding part of my job is being part of creating something completely new. It’s exciting to see an idea take shape as a name that has never existed before. Meeting people from a wide range of industries and backgrounds is another source of joy—one day working with a small startup, the next collaborating with a global team where different languages, perspectives, and cultures come together.
Can you share a project you are particularly proud of?
I our portfolio, we have names such as Telia (a telecommunications operator founded in Sweden but now a global player), Briska (a cider – its name evoking a sparkling and fresh sensation with ties to the Swedish word frisk, meaning fresh, and the English word brisk). And a more recently is Camphouse (House of Media Campaigns) – a bold, clever, and confident name that stands out.
What trends do you see right now in naming and brand strategy?
I would say authenticity is very popular. There’s a strong focus on making brands feel genuine and trustworthy. At the same time, names need to be flexible, scalable, and have the ability to grow with the business – being used on physical products as well as on digital services. Digital adaptability is key. Brands want to be easily searchable and findable across social platforms. In some categories there’s a growing preference for playful and creative naming with a personal or humorous twist. A name from our portfolio, Vimla, is a great example – light-hearted and youthful.
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