Our Process
Lakeland Marketing & Communications is charged with leading or collaborating on naming for the organization, including facilities, programs, services, events, campaigns, etc. Naming is a key part of the brand platform and is a carefully considered process -- competitive and digital pressures have made strategic brand name creation all the more important and challenging.
Any name must work across multiple mediums and across the Internet, be easy to search and still distinctive, and be able to be protected as intellectual property. We also consider, and try to avoid, creating acronyms in naming – and the shorter, the better.
Lakeland has developed a strategic brand naming process that works to meet the challenges we face.