Brand Naming Intelligence
The name is the highest-leverage asset you own.
Vela runs the exact process Lexicon Branding used to create Swiffer, Azure, Pentium, and Dasani — structured, scored against three expert frameworks, and export-ready in under 20 minutes.
3 frameworks
Placek · SMILE · SCRATCH
120+
names per session
< 20 min
brief to shortlist
Sample output — mood supplement brand
Velirbold
91
Lumaebold
87
Serenbalanced
83
Nuvrabalanced
79
Calyxbalanced
74
+ 115 more · scored · filtered · export-ready
72%
of brand names fail to differentiate in consumer testing
3×
higher recall for names that pass SMILE vs. descriptive names
$50k+
average cost of a Lexicon Branding engagement
120+
name candidates generated per Vela session
Evaluate
Test any name
in seconds.
Already have a name in mind? Run it through all three frameworks before you commit.
Quick Evaluator
Already have a name? Score it now.
Paste any name and get a full Placek + SMILE + SCRATCH scorecard in seconds.
Name to evaluate
Category (optional)
Rename
Already live?
Get a better name.
Paste any live URL. Vela reads the page, diagnoses the current name, and generates 8 scored alternatives.
Rename This Brand
Already live? Get better names.
Enter any live brand URL. Vela fetches the page, analyzes the brand, and generates 8 alternative names scored against Placek + SMILE + SCRATCH.
Brand URL
Method
Three frameworks.
One defensible name.
01
Placek / Lexicon
The 3 Must-Haves
David Placek's framework from Lexicon Branding — the firm behind Swiffer, Azure, Pentium, and Dasani. Every name is scored on Attention (stops the scroll), Fluency (easy to say and spell), and Edge (owns white space in the category).
02
Watkins / SMILE
5-Point Memorability
Alexandra Watkins' SMILE test: Suggestive (implies the benefit), Memorable (sticks), Imagery (creates a picture), Legs (has room to grow), Emotional (triggers a feeling). Five dots per name. You want all five lit.
03
Watkins / SCRATCH
Red Flag Filter
The SCRATCH test eliminates names that will cause problems: Spelling issues, Copycat of competitors, Restrictive (limits future growth), Annoying or gimmicky, Tame and forgettable, Hard to pronounce. Any flag is a reason to cut.
Process
Brief to export
in six steps.
01
Diamond Framework
Four alignment questions before a single name is considered. What does success look like? What strengths does the name carry? What gaps does it fill? What is its one job?
02
Landscape Audit
Map your competitive set. Input competitors so the engine knows what to avoid and can find the white space where your name can own attention.
03
Name Generation
120+ candidates from Greek and Latin roots, sound symbolism (B/K/P/V/Z power letters), compound word matrices, and unrelated domain crossovers.
04
Score & Shortlist
Every name scored against all three frameworks simultaneously. Filter by tier: Bold, Balanced, or Safe. Shortlist up to 15.
05
Context Preview
See each shortlisted name in a WSJ headline, on a product label, and as a domain. Names live or die in context — check before you commit.
06
Export Brief
Full agency brief with Diamond Framework output, all shortlisted names with composite scores, rationale, and methodology notes. Hand it to legal or an agency.
The difference
Agency
vs. Vela
Feature
Naming Agency
Vela
Time to first candidates
4–6 weeks
Under 20 min
Cost
$25k–$75k
From $29/mo
Candidates generated
15–30
120+
Scoring framework
Proprietary, opaque
Placek + SMILE + SCRATCH
Context preview
Slide deck, 2 weeks later
Live, in-app
Export brief
PDF, 2 weeks later
Instant download
Iteration speed
One round at a time
Unlimited
"We spent $40k on a naming agency and got 12 names, three of which were already trademarked. Vela gave us 120 in 20 minutes and the scoring actually explained why each one worked."
Founder
DTC Supplement Brand
"The SCRATCH filter alone is worth it. We almost launched with a name that had a spelling problem we'd never have caught. Vela flagged it immediately."
Head of Brand
Women's Wellness Brand
"I use this before every new SKU. Brief in, 120 names out, shortlist 10, context preview closes it. What used to take a month takes an afternoon."
CMO
CPG Startup
Pricing
Flat monthly.
No per-name fees.
A Lexicon Branding engagement starts at $50,000. A naming consultant runs $5,000–$15,000 per project. Vela is the same methodology, available to any team, at a fraction of the cost.
Starter
$29/month
10 sessions / month
For founders naming their first product or validating early ideas.
Includes
10 naming sessions per month
120+ names per session
Placek + SMILE + SCRATCH scoring
Context preview
Export brief (.txt)
Email support
Most popular
Growth
$79/month
Unlimited sessions
For brand teams and agencies running naming projects regularly.
Includes
Unlimited naming sessions
120+ names per session
Placek + SMILE + SCRATCH scoring
Context preview
Export brief (.txt)
Session history + saved shortlists
Team access (up to 3 seats)
Priority support
Agency
$199/month
Unlimited + white-label
For agencies running naming for multiple clients.
Includes
Unlimited naming sessions
White-label export brief
Client workspace management
Custom brief templates
Unlimited team seats
API access (coming soon)
Dedicated account manager
14-day free trial on all plans
No credit card required to start
Cancel anytime
Stop guessing.
Start knowing.
Run your first naming session free. No credit card. Brief to export in under 20 minutes.
Names built on this methodology
Swiffer
P&G · Lexicon
Azure
Microsoft · Lexicon
Pentium
Intel · Lexicon
Dasani
Coca-Cola · Lexicon
Febreze
P&G · Lexicon
Vercel
Vercel Inc.
Sonos
Sonos Inc.
Zelle
Early Warning