Tanj

I was the head of design at a logistics solutions company.

We needed help with our naming, branding, and brand strategy. As an early-stage startup, we found it difficult to name our company because we weren’t sure which way we would go with our business. Once we started forming our company and were getting prepared for our product launch, we decided that it was time to think about the future and define a name that helped people perceive our brand accurately.

We hired Tanj to help us with our naming and brand strategy. Initially, they did thorough research on our industry because they didn’t have a background in it. In addition to this research, they also conducted multiple interviews with stakeholders and clients, getting them excited about participating in helping us formulate our identity.

We worked with Scott (Founder & Managing Director), Jill (Director of Naming & Strategy), Liz (Senior Namer), Perry (Trademark Attorney, Litwin Kach), a senior namer and copywriter, and a strategy and research director.

We knew that this project would be a business challenge for our company because we also had leadership and stakeholders with different comfort levels regarding naming and branding. Thus, we wanted to find a firm that could do a good job on the project while taking our team through the process and getting everyone on board.

We spent around $75,000.

We worked from May–October 2020.

Thanks to Tanj’s involvement in the process, our launch was very successful. Our new name was very well received by our clients and internal team. Additionally, it allowed us to keep hiring talent by getting them excited about the company, which is what we were going for. Moreover, our clients continued to trust us after our name change, so we were able to meet all of our initial goals overall.

The most important thing for us as a startup was the timeline; we were on a deadline, and we wanted to launch quickly. From the start, Tanj did a great job of communicating the project’s key milestones and ensuring we hit them.

Tanj’s biggest strength is that they focus on the work that they excel in. They don’t try to diversify and upsell clients on different things; instead, they do what they do best. That’s why they are extraordinary at naming and writing. Additionally, they’re great at communicating in a very clear way that avoids industry jargon, helping connect people with their writing.

No. Tanj’s team was able to solve issues quickly when even unforeseen things happened. For example, when they came up with the first batch of names we liked, we found out that they weren’t available in our trademark areas. However, Scott and his team quickly went back to the drawing board to come up with more iterations of names that could be legally approved.

Help them help you. They’re genuinely interested in their client’s businesses, so they’ll take the time to explore all the different areas you point them towards. Send them as many materials as you can and leverage their genuine curiosity to help you get a great name for your company.

I am the CMO of an annuities and insurance platform company.

Platform for commission-free annuities and insurance for financial advisors and consumers.

Referral

2-5 Employees

The project was to find a name and develop initial brand language/messaging for our technology platform that would powerfully extend our company brand and reinforce our positioning as an innovative, trusted, industry-leader to key target audiences Project scope of work and deliverables included:

Soft launch of name and messaging has been positively received both internally and externally. Looking forward to full launch early in new year.

Tanj was well organized and delivered on time. Importantly, they were very responsive to our needs and sensitive to our schedules and availability. Excellent project management throughout.

Virtual Meeting

First of all, they do great work. They are very creative and open to new ideas and input, rather than trying to force something they like on the client. Their senior people work on the project and make themselves available throughout. And, they are really nice people.

Scott and the rest of the Tanj team were so responsive to our needs that nothing felt it needed to be changed.

I’m the founder and CEO of MOVO, an early-stage software company. We do real-time location compliance for mid-cap to larger Fortune 500 companies.

We needed help with naming.

Tanj helped us with naming for two different projects. The first time, they helped us name one of our company divisions. The second time, they helped us rename our company. We conducted a discovery process, providing them with relevant documents and internal materials.

We worked with their founder and CEO, alongside two other teammates from Tanj.

We found them through a referral from one of our agencies. We interviewed about half a dozen firms.

We spent around $40,000

We worked together from July 2021–November 2022.

Tanj delivered excellent names and high-quality work. Their work was certainly better than what we could have come up with ourselves or what we could have gotten from any of their competitors. The names could grow with us as we grow as a company. We added a couple of different business lines since the pandemic, and the name works for all of them.

Tanj delivered on time and within the budget. We mainly used emails and phone calls to communicate.

Tanj was able to engage with us and get a sense of what we were doing with the company. There was incredible strategic value in that. Ultimately, it was the creativity of the team that impressed us. The creative horsepower and the quality of the creativity we achieved with Tanj were crucial. They were simply more creative than anyone else we’ve talked to.

No, there weren’t any. They also evolved with the times. They utilized the latest technology to conduct trademark searches more efficiently and cost-effectively for their clients. Tanj was a very modern and well-run agency.

My advice on naming is to name the vision, not this year’s business plan. The name should stretch and grow with you. Tanj is world-class in doing that.

I’m the VP of brand strategy and communication for Orium, a professional services company, which means I'm responsible for the branding and public-facing identity of our organization. We work in the composable commerce space, primarily focusing on software integration. We’re a systems integrator and consultancy in the software space.

We decided to rename our organization. We’d been known as MyPlanet for over a decade, and we were shifting to a new gear. We were in a new category, getting external funding, and pushing to the next level. We’d always wanted to change our name but had hesitated over doing so. We felt that was the right moment to do it.

Tanj helped us generate a new name. Once we decided on them, we had an initial conversation where they talked about their process and introduced what they’d be doing. We discussed our organization and provided them with an overview. We shared our brand documents, company history, and other relevant information, as well as where we had already been as an organization, so that they were immersed in us.

My CEO found them. We did a big canvas of the industry to find the right fit. We determined that Tanj seemed like a good match and fell within the scope of our rates and other factors. We conducted an assessment and felt they were good, so we went with them.

We invested $35,000.

We started working with them in December 2021. The process was largely contained within the first quarter of the year and finished in April 2022.

We don't have numbers because there were so many other things going on. However, I really enjoyed working with Scott and his team at Tanj. They were easy to work with and thoughtful about their process.

Tanj met our expectations. The indication we got from them was that if none of the names worked for us, they'd go back to the drawing board. They didn't stop the process. There was a tipping point for them, but they didn't just give us three rounds and then stop. They made it clear they'd keep at it until they found the correct name.

Tanj was excellent, clear, and helpful.

Not that I can recall. There's nothing like this again, unless you're a serial entrepreneur, in which case you're naming a company, not renaming it. And you're probably not investing in this way because you're just getting anything out the door. It's a big, scary one-time thing, like a wedding.

Provide Tanj with as much information as possible and be clear about the direction you want to head. All that helps guide them. Their job is to help you get from point A to point B. It's easier for everyone if you weed-whack a bit of the path first instead of meandering forever. The more information you provide upfront about who you are and what you want, the better.

I’m the CMO of a SaaS AI company.

We needed help coming up with a name for a new company that was breaking off from our main company.

Tanj has helped us name our new company. They've reviewed all the strategic elements of the business, including our mission, vision, and audience. We've had work sessions around that, and Tanj has developed a strategic document that looks at the competitive landscape and how other companies in our space have been branded. The team has come up with conclusions on how we can stand out and insights into areas for innovation.

We've worked with two people from Tanj: Scott and Jill. Jill is one of the creative directors. We also work with their trademark attorney.

We found Tanj through the agency we're using for the design portion of the project; they recommended Tanj as a naming partner.

We've spent 35,000$

We started working together in June 2025. The naming part of the engagement is complete, but we're still working on the trademark process.

Tanj has helped us find a name that we're happy with.

Tanj has met deadlines and stayed on budget.

We've been impressed with Tanj's attention to detail and customer service.

There's nothing that Tanj can improve on — they've done a great job.

Do the strategic work upfront, and don't skip it. That's where a lot of the value comes from in terms of narrowing down what's correct for your brand.