Interview with Kim Smith, Founder of NameGirl, United States

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Kim Smith

Kim uses fresh, minimalist, and clean verbal branding style to communicate with the audience to get their attention and eventually convert them to a loyal patron.

Interview with the 2021 NYX Marcom Awards Winner - Kim Smith

1Please give us a brief bio of yourself and your background.

NameGirl is a global naming consultancy founded in 2011, with names in use in over 30 countries & languages, for disruptive start-ups, top agencies, and global conglomerates alike. NameGirl combines founder Kim Smith’s 25+ years as a bilingual, international marketing exec and storyteller for strategic naming and verbal branding.

A former international VP/Dir. of marketing & sales, author, and playwright, NameGirl joins Kim's creativity and craft for words with her deep experience across marketing, sales and branding. Working with agencies and clients all over the world, in virtually every industry.

Fluent in French, her first language, and with a working knowledge of Spanish, Kim grew up listening to a multitude of languages in polyglot Miami and Switzerland, where her mom was born, and where she spent summers growing up. Kim brings this linguistic fluency to the table for the new global economy.

2What led you to become a marketing communications professional?

I started out in retail sales, my first after-school job. Pretty soon, I was the store manager, and I was fascinated by the art of persuasion, either with words, advertising, sales pitching, the psychology of why people decide to buy or not buy -- so I went on to study Retail Marketing at NYU's school of Business and Public Admin, (now Stern).

3What is your role in the agency, and what traits should a marketing communications professional possess to be successful in their role?

I'm the founder and principal of NameGirl, although I work with a network of award-winning professionals and many agencies for years.

A marketing comm professional should be able to distill down their client's UVP/USP into a cogent and powerful elevator pitch -- everything flows for me from this.

4Tell us more about your agency/company.

NameGirl specializes in brand naming for brands, rebrands, companies, products, and services and brand positioning. Our client's names are in use in every continent except Antarctica - over 30 languages. About 50% of our work is repeat work via agencies, we have been working with one agency in the healthcare space for over five year. 100% of our clients are referrals from existing client, repeat and WOM.

We work with a network of award-winning professionals that offer branding, identity, logo design, web design & development, SEO, content strategy, copywriting, trademark assistance, and linguistic clearance in the United States, Canada, United Kingdom, and beyond.

5Describe your marketing communications style and its main characteristics.

Fresh, aim for clear, minimalist, clean verbal branding. You have 8 seconds or less to get someone's attention and confirm you are the brand for them. Make every word count!

6Tell us about your ideation process.

I start with brand platforms created by client or an agency, using that as a platform for my namestorming. I utilize mission statements, UVP/USP, and elevator pitches to distill down the client's brand essence into a few words (or letters!) for their name and tagline.

7Congratulations! As the winner of the NYX Marcom Awards, what does it mean for you and your team to receive this distinction?

It's so encouraging to receive this international recognition. When I saw how many entries there were, from 33 countries, it validated that we are indeed a global company which is really, really important for me. This was a team effort with the client's mar/com and design team, and a delightful one at that.

Also, this is my first entry into Marcom awards and my first win! So this will always be a special award for me!

Winning Entries

Global Rebrand - Naming | 2020

Global Rebrand - Naming | NYX Marcom Awards

WuxiNEXTCODE also d/b/a Genomics Medicine Ireland approached NameGirl for a new global brand name to help them formalize a...
(read more at NYX Marcom Awards)


NameGirl helps companies create strategic, global brand names.