Newly Created Brand Names Help Clear The Air: CleanliNEST™ & Heal Estate™

Circle®Brands Brand Architects announced the creation of two company brand names for nationally recognized Indoor Air Quality specialists, Sanit-Air, Inc.: CleanliNEST™ & Heal Estate™ are Memetic brand names that generate a sense of familiarity.
By: Circle R Brands | Brand Architects
Sept. 22, 2010 - PRLog -- Circle®Brands Brand Architects announced the creation of two new company brand names for nationally recognized Indoor Air Quality specialists, Clawson-based Sanit-Air, Inc. “We created CleanliNEST™ for a new division of Sanit-Air that enlists a multi-discipline, scientific and holistic approach to whole house health,” said Susan Murphy, Circle®Brands president. The CleanliNEST™ brand is also scheduled to become a series of enlightening consumer books authored by Sanit-Air CEO and Environmental Scientist, Connie Morbach, M.S., CHMM, CIE. “We were then challenged by Sanit-Air to come up with a brand name for an innovative initiative that is focused on a series of proposed ‘healthy safe houses’ that we’ve creatively dubbed Heal Estate™,” said Murphy.

CleanliNEST™ and Heal Estate™ are prime examples of “Memetic” (memory aided) brand names that generate a sense of familiarity by borrowing on the equity that exists in the real words from which they're derived. The brand name CleanliNEST™ is associated with cleanliness and signifies a clean, healthy home ("NEST") and Heal Estate cleverly leverages its association to the words “real estate” to instantly suggest a “healing property.”

“Circle®Brands strength and distinction is in helping customers see a company's value in an instant,"  said Murphy. “Our naming philosophy is grounded in the inherent power of familiarity and repetition known as the science of Memetics (messages embedded in our collective consciousness) and we’ve employed both to great advantage in the creation of CleanliNEST™ and Heal Estate™.

Circle®Brands brand identity work has been nationally recognized by the national media and lauded by news worthy clients including Robin Richards, former CEO of Vivendi/Universal Entertainment and founding president of, for whom Circle®Brands recently crafted a highly engaging identity for his new venture (in the form of an inventive logo design and animation, Hired Education™ tagline, and forthcoming call-to-action movement) and by journalist, screenwriter, and international best-selling author (Tuesdays with Morrie) Mitch Albom, with whom we've collaborated to create a variety of brand identity materials.

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Circle®Brands is an idea-centric, integrated design firm that develops strategic brand identities, messaging and marketing solutions. Circle®Brands dedicated band of brand architects are passionate about creating distinct brand, product and service names, taglines, slogans and logos. Contact Circle®Brands | Brand Architects at: 248-584-0007. Website:
Tags:Brand Naming, Brand Identity, Indoor Air Quality, Robin Richards, Tagline,, Real Estate, Mitch Albom
Industry:Branding, Marketing, Business
Location:Royal Oak - Michigan - United States
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