Our company name is Aperio, that will function as an umbrella brand. Underneath Aperio we will have individual products in the form of assessment tests. The first test is called the BPI (Behavioral Personality Inventory).
For example, there are 2 well known competitors:
1- SHL http://ceb.shl.com/uk.
The company is CEB SHL, the invididual products have different names such as the OPQ, and MQ.
2 - Saville Consulting - https://www.savilleconsulting.com/, the product name is the "Saville Wave".
So in our case, the company name is Aperio and the product is the BPI (Behavioural Personality Inventory).
The company is in "professional services", so you need to think McKinsey, PWC, Accenture etc in order to have a feel for the way we want to be portrayed in the market.
Finally, this is the first part of a extensive brand build. Once we have this done we will be doing a website, followed by an infographic.