Naming Expert, Brand Strategist, Author, Speaker, Entrepreneur, and Inventor.
“Companies need to exist for a higher
purpose than mere profit generation in order to transcend the category of good."
Jim Collins,
Good to Great
"Man's search for meaning is the primary motivation in life."
Viktor Frankl,
Man's Search for Meaning
"Great brands (and businesses) connect with people through shared values and a connection to meaning. This has happened through an unconscious connection and trust through the intertwined dance of their emotions, instincts, biology, and reasoning."
Jan Paul Ostendorf,
Unspeakable Attraction
Jän Paul Ostendorf
I only work with one-on-one Founders, CEOs, Owners, and Presidents (the visionaries) of small, privately-held businesses and startups.
No multi-layer management teams to inflate your project hours/costs. We will hire out any specialists for any services we need other than naming and branding.
You work directly with me — the naming expert, brand strategist, business owner, and creative professional with 35 years experience. As an inventor of my own product in 1994, I understand what it means to bring a product to market.
Books
Power of Purpose: Creating Distinct Patterns Through Branding
Great brands inspire by speaking the language of purpose, attracting the right people for the right reasons. It begins with a clear, compelling purpose statement that shapes a captivating vision, mission, and core values, fostering unity. When embedded in your business model, this purpose becomes infectious, cultivating a thriving culture and lasting brand loyalty.
Branding on Purpose Workbook: A Guide for Small Business Owners
This workbook empowers small business owners and their teams to harness the power of purpose-driven branding through eight guided exercises. By defining your purpose, you can communicate with clarity and motivation, attracting the right customers for the right reasons. A clear purpose strengthens your vision, mission, culture, and core values, creating a unified foundation for all business communications, from hiring to sales.
Purpose Naming Process: How to name a Product, Business, or Brand that is Future-proof
This book offers a practical, step-by-step guide to the naming process, with a focus on mastering brainstorming to create a standout brand name. It provides clear strategies for leveraging AI and LLM tools effectively, ensuring high-quality outputs through well-crafted inputs. A dedicated chapter introduces the "Common Guidepost," a collaborative framework to align your team and future-proof your brand, eliminating the need for future rebranding. This is a no-nonsense, methodology-driven resource that goes beyond vague advice, equipping you with the tools to discover a truly impactful name.
The 22 Immutable Laws of Naming: Violate Them at Your Own Risk
This book provides a comprehensive list of Do’s and Don’ts for effective naming projects. Gathered over years of experience with naming projects, each Law is filled with keys of insight. If the Laws are violated, it could make or break a naming project. If you want your naming or renaming project to go smoothly and be successful (without going crazy), this is the book for you.
Unspeakable Attraction: Love, Fear & Your Brain on Branding
Unspeakable Attraction explores the subconscious factors driving consumer behavior, focusing on biological, evolutionary, emotional, and purpose-driven factors. The book argues that these factors, revealed through neuromarketing studies, significantly influence brand attraction, loyalty and aversion. Investigating the psychology behind branding, the book provides a toolkit to most effectively attract the right people for the right reasons.
Entrepreneur
In 1994 I invented a (Patent #5551178 Sign Hinge), developed, and brought to market the first collapsible, non-metal, lightweight real estate sign. Founded, launched, marketed FlexSign. Active in the sales of the sign to individual realtors, realty firms, brokers, and realty franchises.
