Balance Point Divorce Funding was created to change the way divorces are fought and resolved, especially when one partner has more financial resources than the other. (The threshold net worth for Balance Point clients is $2 million.) Early in the naming process, founder Stacey Napp described her company as "a general contractor for the divorce process—we make sure everything gets done on time and properly." The company provides funding for attorneys', forensic accountants', and investigators' fees as well as for living expenses.
We started the naming process by asking questions about the scope of the new business and the story it needed to tell. It was clear from the outset that certain words and concepts were off limits. Although Ms. Napp is a lawyer, it was important that neither the name nor the tagline suggest that Balance Point provides legal advice. Similarly, we had to steer clear of any connotation of "loans" or "banking." Also ruled out was the suggestion of "getting even" or "getting what's coming to you."
We also developed a list of desirable concepts. High on that list were wisdom, authority, support, solutions, clarity, and—above all—fairness.
From a master list of more than 200 names we selected 10 for presentation to the client, who whittled down the list to four for comprehensive trademark review. Balance Point emerged as the strongest contender: not only did it lack competitors in its trademark class, but it also evoked a clear, positive image. "Balance," of course, suggests fairness and equity as well as a bank balance; "point" conveys a point in time (which in turn conveys a sense of urgency), a decimal point (suggesting money), and point-by-point attention to detail. "Balance point" also communicates physical equilibrium. (It's a term frequently used in Pilates technique, for example.)
Once the name was selected and submitted to the U.S.P.T.O., I began work on the tagline. The eventual solution—Comprehensive Resources. Equitable Outcomes—supports the name and suggests the company's scope without being overliteral.
I also consulted on domain registration. Our first choice, BalancePoint.com, was taken (by a very enigmatic entity), but fortunately the client was open to other solutions. BalancePointFunding.com was both appropriate and available.
My teammate in the creative phase of name development was the prolific and savvy Mark Gunnion. Trademark lawyer Jessica Stone Levy did the trademark review and filing. Mark Landkamer of Landkamer Partners designed the logo and website, and Deb Doyle of Stage 2 Marketing provided marketing strategy and web content.
Read about some of my past naming projects: Abound Logic, Sauté Your Way, Amia, BrightScale, TRIA, and New Routes To Community Health.