The Ultimate Guide to Brand Naming: How to Create Memorable Names That Stick

Your brand name is the single most important branding decision you’ll make. It’s the first impression, the lasting memory, and the foundation everything else is built upon. Get it right, and you’ll have a powerful asset that opens doors and builds recognition. Get it wrong, and you’ll fight an uphill battle forever—or face the costly, disruptive process of rebranding.

After naming 2000+ brands over 25+ years across 40+ countries, I’ve learned what makes names work—and what makes them fail. This comprehensive guide shares the strategic framework, proven methodologies, and real-world insights that create memorable, meaningful names.

Before we dive in, it’s important to understand that brand naming doesn’t exist in isolation. Your name should align with your overall brand strategy and support your brand positioning. A great name becomes the foundation for your brand identity and influences everything from your logo design to your marketing materials. If you’re just starting out, you might want to read our guide on how to create the perfect brand name for a step-by-step process, or check out the fundamentals of brand naming for the basics.

Why Brand Naming is Critical

A great brand name is more than just a label—it’s a strategic asset that shapes perception, drives recognition, and builds equity over time. Understanding why naming matters helps you invest the right amount of time, energy, and resources into getting it right.

The Power of a Great Brand Name

A great brand name creates immediate recognition and recall. When customers hear your name, they remember it instantly and can recognize it across different touchpoints. This memorability is crucial in today’s crowded marketplaces, where your name must differentiate you from countless competitors.

Beyond recognition, a well-chosen name communicates your brand personality and positioning. It conveys your values, tone, and market position before customers even interact with your products or services. This is why brand naming is so closely tied to brand positioning strategy—your name should reflect where you want to stand in the market.

Great names also support marketing and storytelling efforts. They provide the foundation for brand narratives, making it easier to craft compelling stories that resonate with your audience. When your name has inherent meaning or evokes specific emotions, your brand messaging strategy becomes more powerful and authentic.

Over time, a strong brand name becomes a valuable business asset. As brand equity grows, your name can be worth millions. Consider how names like Apple, Nike, or Google have become synonymous with their categories—this is the power of strategic naming combined with consistent brand building.

A great name also travels well across markets and mediums. It works in print, digital, spoken word, and global markets. This versatility is essential in our connected world, where your brand might appear anywhere from a business card to a social media post to a billboard in another country.

Professional names build trust and credibility. When customers encounter a well-crafted name, it signals professionalism and attention to detail. This initial impression can influence their perception of your entire brand.

Finally, easy-to-remember names facilitate word-of-mouth marketing. When customers can easily recall and share your name, they become advocates for your brand. This organic growth is one of the most powerful benefits of strategic naming.

The Cost of a Poor Brand Name

Conversely, a poor brand name creates constant friction that undermines your business at every turn. Imagine having to constantly explain how your name is spelled—“No, it’s X-Y-Z, not A-B-C”—or watching customers confuse you with competitors because your names are too similar. This confusion erodes brand recognition and makes it harder to build a distinct identity.

Poor names also limit growth and positioning. Geographic names like “Texas Coffee Company” constrain expansion, while overly descriptive names prevent you from moving into new categories. This limitation becomes particularly problematic as your business evolves and your brand strategy requires flexibility.

Legal and trademark issues are another major concern with weak names. Generic or descriptive names are difficult to protect, leaving you vulnerable to infringement. You might invest years building brand equity, only to discover you can’t defend your name against competitors using similar terms.

Perhaps most damaging, poor names fail to resonate with your target audience. They don’t connect emotionally or intellectually, making it harder to build the kind of deep customer relationships that drive long-term success. This disconnect undermines your entire brand marketing effort, forcing every campaign to overcome name confusion rather than building on name recognition.

Weak names simply don’t build brand value over time. While great names appreciate in value as brand equity grows, poor names remain liabilities that require constant explanation and defense.

The Stakes Are High

Rebranding is expensive and disruptive. The financial costs alone range from $50,000 to $500,000+ for a complete rebranding, covering everything from new logo design and brand identity development to updating all marketing materials, websites, and operational systems.

Beyond the financial investment, rebranding takes time—typically 6 to 18 months of transition and confusion. During this period, you risk losing brand recognition and customer loyalty as people struggle to connect your new name with your existing reputation. The operational disruption extends to every touchpoint: business cards, letterhead, signage, digital presence, and internal systems all need updating.

Perhaps most concerning is the market confusion that can occur. Customers who’ve known your brand by one name may not recognize the rebranded company, creating a gap that competitors can exploit. This is why understanding when and how to rebrand is crucial—it’s not a decision to make lightly.

The best time to get your name right is before you launch. But even established brands sometimes need to rebrand, and when they do, it’s usually because the original name was holding them back from reaching their full potential.

Real-World Examples: Names That Changed Everything

Google (originally BackRub) - The name change in 1998 transformed a search engine into a global brand. “BackRub” would never have become a verb.

Pepsi (originally Brad’s Drink) - Named after inventor Caleb Bradham, the original name limited the brand’s potential. “Pepsi-Cola” (later shortened to Pepsi) referenced key ingredients and created a distinctive identity.

Accenture (originally Andersen Consulting) - The rebrand in 2001 created a modern, distinctive name that wasn’t tied to the parent company’s reputation issues.

Sprint (originally Brown Telephone Company) - Multiple name changes led to “Sprint,” which communicates speed and modernity—essential for a telecommunications company.

These examples prove that even successful companies sometimes need better names to reach their full potential.

Types of Brand Names

Understanding different naming approaches helps you choose the right strategy for your brand. Each type serves different purposes and works best in specific contexts. The choice you make should align with your brand positioning strategy and support your overall brand strategy.

1. Descriptive Names

Descriptive names literally describe what you do or what you offer. Think of names like American Airlines, The Home Depot, PayPal, General Motors, or Toys “R” Us. These names immediately communicate what the business does, making them easy to understand without explanation.

The primary advantage of descriptive names is clarity. Customers instantly know what you offer, which can be particularly valuable for startups needing immediate understanding or B2B companies where clarity trumps creativity. Descriptive names also tend to perform well for SEO and search visibility, as they naturally include relevant keywords.

However, descriptive names come with significant drawbacks. They’re the hardest to trademark because generic terms aren’t protectable. You’ll need to prove “secondary meaning”—that consumers associate the name specifically with your brand—through years of use and marketing investment. This is why names like “General Motors” and “American Airlines” were able to trademark their names, but newer companies would struggle with similar generic terms today.

Descriptive names also commoditize your offering by focusing on category rather than differentiation. They limit future expansion because you can’t easily move into new categories when your name describes a specific product or service. Perhaps most problematic, they lack distinctiveness and memorability, and competitors can use similar descriptive terms, making it harder to stand out.

Descriptive names work best for traditional industries, local businesses, startups needing immediate clarity, and B2B companies where clarity is paramount. But if you’re building a brand for the long term, you’ll likely want something more distinctive that supports your brand identity and allows for growth.

2. Invented Names (Coined/Fabricated)

Invented names are made-up words with no prior meaning or dictionary definition. Think of Kodak, Xerox, Google, Verizon, Häagen-Dazs, Accenture, Skype, or Zappos. These names are completely fabricated, giving you a blank slate to build meaning through marketing.

The primary advantage of invented names is their distinctiveness and uniqueness. They’re highly distinctive because they don’t exist anywhere else, making them easy to trademark since there’s no existing meaning to conflict with. This blank slate means no negative associations, and you can design them specifically for memorability through sound, rhythm, and visual appeal.

Invented names also work globally without translation issues, making them ideal for companies with international ambitions. They’re particularly effective for tech innovators and companies creating entirely new categories, where you need maximum distinctiveness to stand out.

However, invented names require significant marketing investment to build meaning. Since they have no inherent meaning, you must create associations through consistent brand marketing and storytelling. They can be risky initially because unfamiliar sounds may polarize audiences, and you may need to provide pronunciation guidance. Building recognition takes time, which is why companies like Google invested heavily in marketing to establish their name.

Invented names are created through various techniques: sound symbolism (using sounds that convey meaning), linguistic roots (combining meaningful word parts), portmanteaus (blending two words), or pure invention (creating entirely new sounds). These techniques help create names that feel meaningful even when they’re completely new.

This approach works best for companies with marketing budgets, global brands, tech innovators, companies creating new categories, and brands needing maximum distinctiveness. If you’re building a brand that needs to stand out dramatically, an invented name might be your best option.

3. Metaphoric/Evocative Names

Metaphoric or evocative names suggest qualities or evoke emotions through metaphor, symbolism, or association. Consider Amazon (suggests scale and variety), Apple (suggests simplicity and accessibility), Nike (goddess of victory), Virgin (suggests freshness and new beginnings), Patagonia (evokes adventure), or Oracle (suggests wisdom).

These names are memorable and distinctive because they create rich mental associations. They offer tremendous storytelling potential, which makes them powerful tools for brand messaging strategy. Since they’re not directly descriptive, they’re often trademarkable, and they create emotional connections that literal names can’t achieve.

The metaphor approach allows you to suggest brand qualities without being literal, which can be aspirational or inspirational. This is particularly valuable for consumer brands and companies with strong vision or mission statements. When your name evokes specific emotions or associations, it becomes easier to build a compelling brand story around it.

However, the connection may not be immediately obvious, requiring explanation through marketing. If the metaphor is too specific, it can limit your brand’s growth potential. There’s also a risk of misinterpretation—what you intend might not be what customers perceive. Some metaphors date quickly, so you need to choose timeless associations.

The key consideration with metaphoric names is ensuring the metaphor aligns with your brand values and is sustainable long-term. This approach works best for consumer brands, companies with vision/mission, storytellers, brands needing emotional connection, and companies with strong brand narratives.

4. Founder/People Names

What they are: Names based on founders, key people, or historical figures.

Examples: Ford, Disney, Goldman Sachs, Ralph Lauren, Martha Stewart, Ben & Jerry’s, Johnson & Johnson, Dell

Advantages:

• Personal and authentic
• Can build founder legacy
• Often easier to trademark (unique personal names)
• Creates accountability and personal connection
• Can convey heritage and tradition
• Works well for personal brands

Disadvantages:

• Tied to individual reputation (good or bad)
• Can limit sale or succession (harder to transfer)
• May lack distinctiveness (common names)
• Personal liability connection
• Can be difficult to pronounce (foreign names)
• May not scale well

Best for: Professional services, luxury goods, personal brands, family businesses, founder-driven companies, consulting firms

Modern trend: Many founders now choose brand names over personal names to create more scalable, transferable assets.

5. Acronyms/Initialisms

What they are: Names formed from initials of longer names or phrases.

Examples: IBM (International Business Machines), BMW (Bayerische Motoren Werke), KFC (Kentucky Fried Chicken), H&M (Hennes & Mauritz), HP (Hewlett-Packard), GE (General Electric)

Advantages:

• Short and memorable
• Modern and professional
• Can simplify long corporate names
• Often trademarkable
• Easy to say and spell
• Works well in logos and signage

Disadvantages:

• No inherent meaning (must build associations)
• Requires explanation (what do the letters stand for?)
• Hard to differentiate (many acronyms look similar)
• Can feel generic or corporate
• Loses connection to original meaning
• May not work for consumer brands

Best for: Established brands shortening names, B2B companies, tech companies, corporate entities, government organizations

Key consideration: Acronyms work best when the original name is well-known, or when the acronym itself becomes the brand (like KFC).

6. Compound/Blended Names

What they are: Two words combined in creative ways—either as compounds, blends, or portmanteaus.

Examples: Facebook, YouTube, Microsoft, FedEx, Snapchat, PayPal, Mastercard, Salesforce

Advantages:

• Descriptive yet distinctive
• Easier to trademark than single descriptive words
• Can communicate function or benefit
• Modern and tech-friendly
• Memorable when done well
• Can combine meaning from both words

Disadvantages:

• Can feel forced or gimmicky
• May be harder to pronounce
• Risk looking dated (trends change)
• Can be too long
• May not work globally

Best for: Tech startups, digital products, modern brands, companies needing both clarity and distinctiveness

Naming techniques:

• Compounds: Two words together (Facebook, Mastercard)
• Portmanteaus: Blended words (Microsoft = microcomputer + software)
• Abbreviations: Shortened compounds (FedEx = Federal Express)

7. Foreign Words

What they are: Words borrowed from other languages, often with cultural or linguistic significance.

Examples: Samsung (Korean - “three stars”), Lego (Danish - “play well”), Samsonite (Biblical reference), Häagen-Dazs (invented but sounds Scandinavian), Volvo (Latin - “I roll”)

Advantages:

• Distinctive in your primary market
• Cultural richness and depth
• Often easier to trademark (unfamiliar to most)
• Can convey specific qualities (luxury, craftsmanship, etc.)
• Works well for international brands
• Can sound exotic or premium

Disadvantages:

• Pronunciation challenges
• Translation issues in other markets
• May alienate some audiences
• Can be difficult to spell
• May have unintended meanings
• Requires cultural sensitivity

Best for: International brands, luxury goods, cultural products, brands wanting exotic/premium feel, companies with international heritage

Key consideration: Always check meanings and associations in all target markets to avoid embarrassing mistakes.

8. Abstract/Arbitrary Names

What they are: Real words used in contexts unrelated to their dictionary meaning.

Examples: Target, Apple (for technology), Shell (for oil), Orange (for telecommunications), Amazon (for e-commerce)

Advantages:

• Familiar words (easy to spell and remember)
• Can be trademarkable (arbitrary use)
• Rich with potential meaning
• Easy to pronounce
• Can be visually distinctive
• Works well globally

Disadvantages:

• Must build meaning from scratch
• May have existing associations (good or bad)
• Can be confused with common words
• Requires marketing to establish brand meaning
• May limit if word has strong existing meaning

Best for: Companies wanting familiar words with distinctive use, brands needing easy pronunciation, global companies, consumer brands

Key consideration: The word should be memorable and have positive or neutral associations, even if unrelated to your business.

The Brand Naming Process

A systematic approach to naming increases your chances of success. Here’s the proven 6-phase process we use for every naming project.

Phase 1: Strategic Foundation (Week 1)

Before generating names, establish the strategic foundation that will guide all decisions. This phase is critical because naming without strategy leads to names that don’t support your business goals. Your name should be an extension of your brand strategy, not an afterthought.

Define Your Naming Criteria

Start by defining your brand strategy elements. Your positioning statement determines how you want to be positioned in the market, which directly influences what kind of name will work. If you haven’t developed your positioning yet, consider reading our guide on brand positioning strategy first, as positioning should inform naming, not the other way around.

Identify your target audience—who are you naming for? Different audiences respond to different naming approaches. A B2B technology company might need something professional and credible, while a consumer lifestyle brand might benefit from something more emotional and evocative.

Define your brand personality. What character traits should the name convey? Should it be serious or playful, professional or innovative? These personality traits will guide your naming choices and ensure consistency with your overall brand identity.

Clarify your key differentiators—what makes you unique? Your name should support these differentiators, not work against them. Consider your long-term vision too. Where is the company heading? A name that works for your current business might limit future expansion.

Your brand values and tone of voice also matter. The name should reflect the principles that guide your brand and match the tone you use in your brand messaging.

On the practical side, consider your URL availability needs. Must you have a .com, or are acceptable alternatives okay? Think about trademark considerations—do you need strong protection, and will you operate in multiple markets? Consider your geographic markets now and in the future, language requirements if you’ll operate globally, budget constraints for domain and trademark acquisition, timeline for when you need the name, and any internal constraints like names to avoid or preferences from stakeholders.

Create Your Naming Brief

Document everything that will inform the naming process:

Company Background:

• Company history and heritage
• Founder stories and values
• Mission and vision
• Current challenges and opportunities

Products/Services:

• What you offer
• Key features and benefits
• Future product roadmap
• Category and industry

Target Audiences:

• Primary and secondary audiences
• Demographics and psychographics
• How they make decisions
• What they value

Competitive Landscape:

• Direct and indirect competitors
• How competitors are named
• Naming trends in your industry
• Opportunities to differentiate

Naming Preferences:

• Preferred name types
• Names you like (and why)
• Names you dislike (and why)
• Cultural considerations
• Length preferences
• Style preferences

Names to Avoid:

• Competitor names
• Confusingly similar names
• Names with negative associations
• Names that limit growth

Success Criteria:

• What does success look like?
• How will you measure it?
• What are deal-breakers?

Phase 2: Name Generation (Week 2)

With your brief in hand, begin generating potential names using multiple techniques.

Brainstorming Techniques

1. Word Association Start with core concepts from your brief and list every related word. Then explore connections, synonyms, antonyms, and associations.

Example: For a tech company focused on speed, start with: fast, quick, rapid, swift, instant, lightning, rocket, jet, arrow, bullet, flash, zoom, accelerate, velocity, momentum…

2. Metaphor Exploration What metaphors represent your brand qualities? Think about:

• Nature (rivers, mountains, trees, animals)
• Mythology (gods, heroes, legends)
• Science (elements, forces, concepts)
• Architecture (structures, foundations, pillars)
• Movement (journeys, paths, destinations)

Example: Amazon chose a river name to suggest scale and variety. Nike chose a goddess name to suggest victory.

3. Latin/Greek Roots Combine root words that convey meaning. This creates names that feel substantial and meaningful.

Example: “Tele” (distance) + “vision” (sight) = Television. “Micro” (small) + “soft” (gentle) = Microsoft.

Common roots:

• Tele - distance
• Micro - small
• Macro - large
• Phon - sound
• Vis - see
• Lux - light
• Nov - new
• Prim - first

4. Portmanteaus Blend two relevant words creatively. This creates names that are both descriptive and distinctive.

Examples:

• Microsoft = microcomputer + software
• FedEx = Federal + Express
• Groupon = group + coupon
• Pinterest = pin + interest

5. Name Generators Use online tools for initial inspiration, but don’t stop here. Generators provide starting points, not final solutions.

Popular tools:

• Nameboy
• Wordlab
• NameMesh
• BrandBucket
• Lean Domain Search

6. Linguistic Play Use sound, rhythm, and structure to create memorable names:

• Alliteration: Coca-Cola, Dunkin’ Donuts, PayPal
• Rhyme: StubHub, YouTube, Snapchat
• Unusual spellings: Tumblr, Flickr, Lyft
• Repeated sounds: Google, Yahoo, Zappos
• Onomatopoeia: Zoom, Bang, Pop

7. Competitor Analysis Study what’s working in your space:

• What naming patterns exist?
• How can you differentiate?
• What gaps can you fill?
• What should you avoid?

8. Cultural and Historical Research Explore:

• Historical figures relevant to your industry
• Cultural symbols and meanings
• Regional associations
• Mythological references
• Literary connections

Goal: Generate 100+ potential names across multiple categories. Don’t filter yet—quantity leads to quality.

Phase 3: Evaluation & Shortlisting (Week 3)

Now filter your list against strategic and practical criteria.

Filter Against Strategic Criteria

The SMILE Test:

• Suggestive: Does it evoke relevant associations?
• Memorable: Will people remember it?
• Imagery: Does it create mental pictures?
• Legs: Can it grow with the company?
• Emotional: Does it trigger feelings?

Additional Strategic Filters:

• Aligns with brand positioning
• Appeals to target audience
• Differentiates from competitors
• Supports brand personality
• Works with brand values
• Has storytelling potential

Filter Against Practical Criteria

Pronunciation:

• Easy to say in all target languages
• Natural rhythm and flow
• No awkward sound combinations
• Works in different accents

Spelling and Memory:

• Easy to spell after hearing
• Easy to remember
• Not too similar to competitors
• Distinctive enough to stand out

Cultural Considerations:

• Positive associations across cultures
• No offensive meanings
• Works in all target markets
• Culturally appropriate

Digital Presence:

• Works as a social handle
• Domain available (or obtainable)
• Email addresses work
• SEO considerations

Legal Considerations:

• Not obviously trademarked
• No direct conflicts
• Potential for protection
• Available for use

Narrow to 10-15 strong candidates that pass all filters.

Phase 4: Legal Screening (Week 4)

Before falling in love with a name, verify it’s legally available.

Trademark Search

Three Levels of Search:

1. Preliminary Search (Free)

• USPTO database search (United States)
• EUIPO database search (Europe)
• Basic Google search
• Domain availability check
• Social media handle check

What to look for:

• Exact matches in your class
• Similar names in your class
• Similar names in related classes
• Common law usage (unregistered but in use)

2. Comprehensive Search ($500-$2,000)

• Professional trademark search service
• Searches multiple databases
• Includes state registrations
• Checks common law usage
• Reviews domain registrations
• Examines social media usage

3. Legal Opinion ($1,000-$5,000)

• Attorney review and analysis
• Risk assessment
• Likelihood of confusion analysis
• Recommendations
• Filing strategy

What to Check:

• Exact matches in your class (goods/services)
• Similar names in your class
• Similar names in related classes
• Common law usage (even if not registered)
• State registrations
• Domain squatting
• International conflicts (if applicable)

Red Flags:

• Exact match in your class = High risk
• Similar name in your class = Medium-high risk
• Similar name in related class = Medium risk
• Common law usage = Risk if significant
• International conflicts = Risk if expanding

Domain Availability

Options when exact .com is taken:

1. Purchase Domain

• Budget: $1,000 - $100,000+
• Use domain brokers (Sedo, Afternic, GoDaddy)
• Negotiate directly with owner
• Consider premium domain marketplaces

2. Use Alternative Extension

• .co, .io, .ai, .app, .tech
• Industry-specific TLDs
• Geographic TLDs
• Consider: Will customers remember it?

3. Add Modifier

• get[name].com
• try[name].com
• hello[name].com
• go[name].com
• use[name].com

4. Consider Different Name

• Sometimes the best option
• Don’t compromise on name quality for domain

Domain Strategy:

• Register .com if possible (still most trusted)
• Register common variations
• Register common misspellings
• Register other TLDs defensively
• Consider country-specific domains if expanding

Narrow to 3-5 legally viable names that pass comprehensive screening.

Phase 5: Testing (Week 5)

Test your finalists with real people before making the final decision.

Internal Testing

Leadership Team:

• Does it align with vision?
• Does it feel right?
• Any concerns or objections?
• Does it inspire confidence?

Employees:

• Do they like it?
• Can they pronounce it?
• Do they understand it?
• Will they be proud to say it?

Board/Investors:

• Does it sound credible?
• Will it resonate with stakeholders?
• Any concerns about marketability?
• Does it support growth plans?

External Testing

Target Audience Surveys:

• First impressions
• Associations and meanings
• Pronunciation attempts
• Spelling attempts
• Preference ranking
• Purchase intent (if applicable)

Focus Groups:

• In-depth discussions
• Explore associations
• Test messaging
• Identify concerns
• Uncover opportunities

Pronunciation Tests:

• Can people say it correctly?
• How do they naturally pronounce it?
• Is there confusion?
• Does it work verbally?

First Impression Responses:

• What do they think you do?
• What qualities do they associate?
• How does it make them feel?
• Would they remember it?

Association Mapping:

• What words come to mind?
• What images appear?
• What emotions surface?
• What brands does it remind them of?

Select your final name based on testing results, strategic fit, and legal viability.

Phase 6: Validation & Protection (Week 6+)

Once you’ve chosen, protect and activate your name.

Trademark Filing

File USPTO Application:

• Cost: $250-$750 per class
• Timeline: 8-12 months for approval
• Use basis: Intent-to-use or actual use
• Classes: Select appropriate goods/services classes

Consider:

• Multiple classes if expanding
• International filing if going global
• Defensive registrations
• Monitoring services

Domain Acquisition

Purchase Domain:

• Negotiate best price
• Use escrow service for security
• Transfer to your registrar
• Set up auto-renewal

Register Variations:

• Common misspellings
• Plural/singular versions
• With/without hyphens
• Other TLDs defensively

Social Media Handles

Secure Handles:

• Facebook, Instagram, Twitter/X, LinkedIn
• YouTube, TikTok, Pinterest
• Industry-specific platforms
• Consider variations if exact unavailable

Handle Strategy:

• Use consistent handle across platforms
• Register even if not using immediately
• Monitor for impersonation
• Consider verified accounts

Final Cultural Check

Verify:

• No offensive meanings in target markets
• Positive associations globally
• Appropriate for all cultures
• No unintended translations

Tools:

• Native speaker consultations
• Cultural advisors
• Translation services
• International trademark searches

Qualities of Great Brand Names

While there’s no perfect formula, great brand names share common qualities. Use this checklist to evaluate your options.

1. Distinctive

Stands out from competitors and generic terms. Avoids blending into the category.

Examples: Apple (stands out in tech), Virgin (distinctive in airlines), Tesla (unique in automotive)

Test: Does it sound like it belongs to your category, or does it stand apart?

2. Memorable

Easy to remember after one exposure. Sticks in the mind.

Techniques:

• Short (1-3 syllables ideal)
• Rhythm and flow
• Unusual but pronounceable
• Visual distinctiveness
• Sound patterns

Examples: Nike, Google, Zoom, Apple

Test: Can someone remember it after hearing it once?

3. Meaningful

Suggests something relevant about the brand, even if abstractly.

Types of meaning:

• Literal (describes what you do)
• Metaphorical (suggests qualities)
• Emotional (evokes feelings)
• Cultural (references heritage)

Examples: Amazon (suggests scale), Patagonia (suggests adventure), Salesforce (suggests B2B)

Test: Does it communicate something about your brand?

4. Positive

Creates positive associations and emotions. Avoids negative connotations.

Consider:

• Direct meanings
• Indirect associations
• Cultural interpretations
• Historical references

Examples: Apple (fresh, simple), Nike (victory), Virgin (new beginnings)

Test: Do associations align with your brand values?

5. Protectable

Can be trademarked and owned. Not too generic or descriptive.

Trademark strength hierarchy:

1. Fanciful/Invented (strongest) - Kodak, Xerox
2. Arbitrary - Apple, Amazon
3. Suggestive - Microsoft, Salesforce
4. Descriptive (weakest) - General Motors, American Airlines

Test: Can you obtain trademark protection?

6. Scalable

Grows with company expansion. Not limited by geography, category, or time.

Avoid:

• Geographic limitations (Texas Coffee)
• Category limitations (Video Rental Store)
• Time limitations (2024 Tech)

Examples: Amazon (started with books, now everything), Apple (computers to phones to services)

Test: Can it work if you expand products, markets, or services?

7. Pronounceable

Easy to say in all target markets. Works verbally.

Consider:

• Different accents
• Different languages
• Natural speech patterns
• Tongue-twister potential

Examples: Google, Apple, Nike (work globally)

Test: Can people in all target markets pronounce it?

8. Short

Ideally 1-3 syllables. Easier to remember, say, and fit in designs.

Exceptions: Some longer names work (American Airlines, but they use “AA”)

Examples: Zoom (1), Apple (2), Microsoft (3)

Test: Can you say it quickly and easily?

9. Unique

No negative associations or confusion with other brands.

Check:

• Competitor names
• Similar-sounding brands
• Negative word associations
• Cultural issues

Test: Is it clearly yours, or could it be confused?

10. Available

Domain and social handles obtainable. Legal clearance possible.

Consider:

• Domain availability (or purchase cost)
• Social handle availability
• Trademark clearance
• International availability

Test: Can you secure the digital and legal rights?

Common Naming Mistakes to Avoid

Learning from others’ mistakes saves time and money. Here are the most common naming errors and how to avoid them.

1. Too Descriptive

Problem: Generic names can’t be trademarked and commoditize your offering.

Examples:

• ❌ Quality Consulting Services
• ❌ Best Coffee Shop
• ❌ Fast Delivery Company

Better alternatives:

• ✅ Accenture (suggests accent/emphasis)
• ✅ Starbucks (distinctive, memorable)
• ✅ FedEx (suggests speed, distinctive)

Why it fails: Descriptive names focus on category, not differentiation. They’re hard to protect and don’t build brand equity.

2. Too Clever

Problem: Names that require explanation slow adoption and confuse customers.

Examples:

• ❌ Xobni (inbox spelled backwards - failed email startup)
• ❌ Kwikset (trying to be clever with spelling)
• ❌ Lyft (unclear pronunciation initially)

Better alternatives:

• ✅ Gmail (clear and simple)
• ✅ QuickSet (clearer spelling)
• ✅ Uber (distinctive, became clear through use)

Why it fails: Cleverness that requires explanation creates friction. Customers won’t work to understand your name.

3. Too Trendy

Problem: Trendy naming conventions date quickly and look generic.

Examples:

• ❌ Adding -ly, -ify, -hub to everything (Shopify works, but many don’t)
• ❌ Using “i” prefix (iEverything was 2000s trend)
• ❌ Using “e” prefix (eEverything was 1990s trend)

Better alternatives:

• ✅ Timeless approaches
• ✅ Names that don’t follow trends
• ✅ Names that work across decades

Why it fails: Trends pass. Your name should work in 10 years, not just today.

4. Geographic Limitations

Problem: Location-based names limit expansion and create confusion.

Examples:

• ❌ Texas Coffee Company (what if you expand nationally?)
• ❌ Boston Consulting (limits perception)
• ❌ New York Pizza (geographic constraint)

Better alternatives:

• ✅ Starbucks (started in Seattle, now global)
• ✅ Domino’s (no geographic limitation)
• ✅ Pizza Hut (descriptive but not geographic)

Why it fails: Geographic names signal local focus, even if you expand. They also limit if you move or want to appear larger.

5. Ignoring Legal Issues

Problem: Falling in love with un-trademarkable names creates costly problems.

Red flags:

• Generic terms (coffee, consulting, delivery)
• Descriptive phrases (best quality, fast service)
• Common words in your industry
• Names similar to existing trademarks

Solution: Always check legal availability before getting attached. A great name that’s not available isn’t a great name for you.

6. Relying Only on URL Availability

Problem: Available domain doesn’t mean good name or legal availability.

Common mistake: Finding an available .com and assuming the name is good.

Reality check:

• Domain available ≠ Name is good
• Domain available ≠ Legal clearance
• Domain available ≠ Social handles available
• Domain available ≠ Name is memorable

Better approach: Choose the best name first, then solve domain issues. A great name with an imperfect domain beats a mediocre name with perfect domain.

7. Naming by Committee

Problem: Too many opinions lead to bland compromises that please no one.

What happens:

• Everyone wants input
• Compromises dilute distinctiveness
• Political considerations override strategy
• Result: Safe, forgettable names

Better approach:

• Gather input from stakeholders
• Limit final decision-makers (2-3 people)
• Use data and testing to guide decisions
• Trust the process, not just opinions

8. Not Considering Global Markets

Problem: Names that work in one language/culture fail in others.

Famous failures:

• Pee Cola (means “very good” in Ghana, but problematic in English)
• Lumia (means prostitute in Spanish)
• Nova (means “doesn’t go” in Spanish - though this is a myth, the concern is real)

Solution: Check meanings and associations in all target markets before finalizing.

9. Choosing Names That Don’t Scale

Problem: Names that work for current business limit future growth.

Examples:

• Video rental store name (what if you expand?)
• Single product name (what if you add products?)
• Service-specific name (what if you add services?)

Solution: Choose names that can grow with your business, not names tied to current offerings.

10. Not Testing Enough

Problem: Choosing names based on personal preference without testing.

What to test:

• Pronunciation
• Spelling
• Associations
• Memorability
• Appeal to target audience

Solution: Test with real people from your target audience before finalizing.

Name Testing Framework

Before finalizing your name, test it rigorously. Here’s a comprehensive testing framework.

The Cocktail Party Test

Question: Can someone hear it once in a loud environment and remember it?

How to test: Say the name once in a noisy setting, then ask them to recall it later.

What it reveals: Memorability and clarity

Pass criteria: 70%+ recall rate

The Phone Test

Question: Can it be spelled correctly after hearing it on the phone?

How to test: Read the name over the phone, ask them to spell it.

What it reveals: Spelling clarity and phonetics

Pass criteria: 80%+ correct spelling

The Grandfather Test

Question: Can someone over 70 understand and pronounce it?

How to test: Ask older adults to read and pronounce the name.

What it reveals: Accessibility and pronunciation ease

Pass criteria: Easy pronunciation for all ages

The T-Shirt Test

Question: Would you proudly wear it on a shirt?

How to test: Imagine the name on a t-shirt. Would you wear it?

What it reveals: Brand confidence and appeal

Pass criteria: Yes, you’d wear it

The Investor Test

Question: Does it sound credible and professional to potential investors?

How to test: Present the name to investors or advisors, get feedback.

What it reveals: Perceived credibility and professionalism

Pass criteria: Positive investor response

The International Test

Question: Does it mean something embarrassing in other languages?

How to test: Check meanings in target market languages, consult native speakers.

What it reveals: Cultural appropriateness

Pass criteria: No negative meanings

The Google Test

Question: Does it have strong SEO potential or is it too generic?

How to test: Search the name, see what comes up, check competition.

What it reveals: Search visibility and competition

Pass criteria: Manageable search competition or strong SEO potential

The Longevity Test

Question: Will it still work in 10 years?

How to test: Consider future trends, market changes, company evolution.

What it reveals: Timelessness and scalability

Pass criteria: Name works long-term

The Differentiation Test

Question: Does it clearly differentiate from competitors?

How to test: Compare to competitor names, check for confusion.

What it reveals: Distinctiveness and clarity

Pass criteria: Clearly different from competitors

The Story Test

Question: Can you tell a compelling story about why you chose it?

How to test: Write the naming story, see if it resonates.

What it reveals: Meaning and narrative potential

Pass criteria: Compelling story exists

Real-World Naming Examples

Learning from successful names helps inform your own choices. Here are detailed analyses of iconic brand names.

Amazon (Metaphoric)

The Name: Amazon

Why it works:

• Suggests scale and variety (world’s largest river)
• A-Z selection (starts with A, suggests completeness)
• Memorable and distinctive
• Rich storytelling potential
• Works globally
• Easy to pronounce

The Story: Founder Jeff Bezos wanted a name that suggested scale. He chose Amazon (the river) over other options. The name communicates “everything from A to Z” which became their tagline.

Key Takeaway: Metaphors can powerfully communicate brand qualities.

Nike (Mythological)

The Name: Nike

Why it works:

• Greek goddess of victory (perfect for athletics)
• Short and memorable (2 syllables)
• Athletic associations built-in
• Globally pronounceable
• Distinctive and unique
• Rich with meaning

The Story: Named after the Greek goddess of victory. The “swoosh” logo represents her wing. The name perfectly aligns with athletic achievement and victory.

Key Takeaway: Mythological references can provide rich meaning and associations.

Spotify (Invented Compound)

The Name: Spotify

Why it works:

• Combines “spot” and “identify”
• Modern and tech-friendly
• Easy to say and remember
• Available domain and trademark
• Suggests discovery (“spot” new music)
• Distinctive in music industry

The Story: Created by blending “spot” and “identify” to suggest discovering and identifying music. The name communicates the core value proposition.

Key Takeaway: Portmanteaus can create names that are both descriptive and distinctive.

Patagonia (Geographic)

The Name: Patagonia

Why it works:

• Evokes adventure and wilderness
• Authentic to founder’s values
• Distinctive and memorable
• Premium associations
• Works globally
• Rich storytelling potential

The Story: Named after the Patagonia region in South America, known for its rugged, adventurous landscape. The name perfectly aligns with the brand’s outdoor adventure positioning.

Key Takeaway: Geographic names can work when they evoke the right associations and aren’t limiting.

Google (Invented)

The Name: Google

Why it works:

• Originally a misspelling of “googol” (mathematical term)
• Highly distinctive
• Easy to say and remember
• Became a verb (“Google it”)
• Works globally
• No negative associations

The Story: Originally called “BackRub,” founders changed to “Google” (misspelling of googol, meaning 10^100) to suggest the vast amount of information they indexed.

Key Takeaway: Invented names can become incredibly powerful with the right marketing and usage.

Tesla (Founder/Historical)

The Name: Tesla

Why it works:

• Named after inventor Nikola Tesla
• Suggests innovation and electricity
• Technical and credible
• Memorable and distinctive
• Aligns with electric vehicle mission
• Works globally

The Story: Named after Nikola Tesla, inventor of the AC induction motor. The name signals that electricity and innovation are central to the brand.

Key Takeaway: Historical/founder names can work when they align with brand values and mission.

Airbnb (Compound/Descriptive)

The Name: Airbnb

Why it works:

• Descriptive (air bed and breakfast)
• Distinctive abbreviation
• Memorable acronym
• Suggests hospitality and accommodation
• Modern and tech-friendly
• Easy to say

The Story: Originally “AirBedandBreakfast.com,” shortened to “Airbnb” for simplicity. The name clearly communicates what they do while being distinctive.

Key Takeaway: Descriptive names can work when abbreviated distinctively.

Zappos (Invented)

The Name: Zappos

Why it works:

• Variation of “zapatos” (Spanish for shoes)
• Suggests speed (“zap”)
• Memorable and distinctive
• Fun and playful
• Easy to say
• Works for their category

The Story: Founder wanted a name that suggested speed and related to shoes. Created “Zappos” from “zapatos” (shoes) and “zap” (speed).

Key Takeaway: Invented names can reference real words while being distinctive.

Legal Considerations and Trademark Protection

Understanding trademark law helps you choose protectable names and avoid costly legal issues.

Understanding Trademark Strength

Trademarks exist on a spectrum of strength:

1. Fanciful/Invented (Strongest)

• Made-up words with no meaning
• Examples: Kodak, Xerox, Google
• Protection: Strongest, easiest to protect
• Best for: Maximum protection

2. Arbitrary (Strong)

• Real words used in unrelated contexts
• Examples: Apple (computers), Shell (oil), Amazon (e-commerce)
• Protection: Strong, but must prove distinctiveness
• Best for: Familiar words with distinctive use

3. Suggestive (Moderate)

• Suggests qualities without describing
• Examples: Microsoft (suggests software), Netflix (suggests movies)
• Protection: Moderate, requires some marketing to establish
• Best for: Names that hint at benefits

4. Descriptive (Weak)

• Describes the product or service
• Examples: American Airlines, General Motors
• Protection: Weak, requires “secondary meaning” (years of use)
• Best for: Established brands, not startups

5. Generic (No Protection)

• Common words for the category
• Examples: Coffee, Computer, Delivery
• Protection: None
• Avoid: Never use generic terms as brand names

Trademark Search Process

Step 1: Preliminary Search (Do This First)

• USPTO database (uspto.gov)
• Google search
• Domain search
• Social media search
• Cost: Free
• Time: 1-2 hours

Step 2: Comprehensive Search (Before Investing)

• Professional search service
• Multiple database search
• Common law search
• International search (if applicable)
• Cost: $500-$2,000
• Time: 3-5 business days

Step 3: Legal Opinion (Before Filing)

• Attorney review
• Risk assessment
• Filing strategy
• Cost: $1,000-$5,000
• Time: 1-2 weeks

What Creates Trademark Conflict?

Likelihood of Confusion Factors:

1. Similarity of marks - How similar are the names?
2. Similarity of goods/services - Same or related categories?
3. Strength of existing mark - How well-known is it?
4. Actual confusion - Have customers been confused?
5. Marketing channels - Do you use similar channels?
6. Customer sophistication - How careful are buyers?
7. Intent - Did you know about the existing mark?

Red Flags:

• Exact match in your class
• Very similar name in your class
• Well-known brand in any class
• Intentional similarity

International Trademark Considerations

If expanding globally:

• Check trademark databases in target countries
• Consider international filing (Madrid Protocol)
• Understand local trademark laws
• Work with local attorneys
• Budget for multiple filings

Key Markets:

• United States (USPTO)
• European Union (EUIPO)
• China (CNIPA)
• United Kingdom (UKIPO)
• Canada (CIPO)

Protecting Your Trademark

Once you have a name:

1. File application - Don’t wait, file immediately
2. Use consistently - Establish use in commerce
3. Monitor usage - Watch for infringement
4. Enforce rights - Protect against unauthorized use
5. Renew registrations - Maintain protection

Trademark Symbols:

• ™ - Unregistered trademark (can use anytime)
• ® - Registered trademark (only after registration)
• Use ™ while application is pending
• Use ® after registration approved

Domain Names and Digital Presence

In the digital age, your domain name is almost as important as your brand name. Here’s how to navigate domain strategy.

The .com Question

Should you require .com?

Arguments for .com:

• Most trusted and recognized
• Customers expect .com
• Better for credibility
• Easier to remember
• Better for SEO (some argue)

Arguments against requiring .com:

• Many good .coms are taken or expensive
• Alternative TLDs are more accepted now
• Other extensions can work (especially for tech)
• Name quality matters more than extension

Our recommendation: Try for .com, but don’t compromise on name quality. A great name with .co beats a mediocre name with .com.

Domain Acquisition Strategies

1. Direct Purchase

• Contact owner directly
• Use domain brokers (Sedo, Afternic)
• Negotiate price
• Use escrow for security
• Budget: $1,000-$100,000+

2. Alternative Extensions

• .co (popular alternative)
• .io (tech companies)
• .ai (AI/tech companies)
• .app (applications)
• .tech (technology)
• Industry-specific TLDs

3. Domain Modifiers

• get[name].com
• try[name].com
• hello[name].com
• go[name].com
• use[name].com

4. Wait and Watch

• Some owners let domains expire
• Monitor expiration dates
• Use drop-catching services
• Bid at auction

Social Media Handle Strategy

Platforms to Secure:

• Facebook
• Instagram
• Twitter/X
• LinkedIn
• YouTube
• TikTok
• Pinterest
• Industry-specific platforms

Handle Consistency:

• Use same handle across platforms when possible
• If not available, use consistent variation
• Register even if not using immediately
• Monitor for impersonation

If Handle Unavailable:

• Add “official” or “real”
• Use consistent modifier
• Consider verified account
• May need different approach

SEO Considerations

Domain Name and SEO:

• Exact match domains less important now
• Brand name in domain still valuable
• Focus on brand, not keywords
• Quality content matters more

Best Practices:

• Include brand name in domain
• Keep it short and memorable
• Avoid hyphens if possible
• Easy to type and remember

Budget Considerations

Naming costs vary widely. Here’s what to expect at different budget levels.

DIY Naming

Cost: Free - $5,000

Includes:

• Your own brainstorming
• Basic trademark search (free tools)
• Domain purchase ($10-$100/year)
• Basic social media setup

Best for:

• Bootstrapped startups
• Personal brands
• Side projects
• Testing concepts

Limitations:

• No professional expertise
• Limited legal protection
• May miss issues
• Time-intensive

Professional Naming

Cost: $5,000 - $50,000

Includes:

• Strategic naming process
• Comprehensive legal search
• Name testing
• Domain negotiation
• Trademark filing support
• Multiple name options

Best for:

• Funded companies
• Rebranding projects
• High-risk industries
• Companies needing expertise

Value:

• Professional methodology
• Legal protection
• Strategic alignment
• Time savings

Premium Naming

Cost: $50,000 - $250,000+

Includes:

• Full agency process
• Extensive testing
• Premium domain acquisition
• Global trademark filing
• Comprehensive protection
• Launch support

Best for:

• Large corporations
• International brands
• High-stakes launches
• Major rebranding

Value:

• Maximum protection
• Global strategy
• Premium assets
• Comprehensive support

Hidden Costs to Consider

Beyond naming fees:

• Trademark filing: $250-$750 per class
• Domain purchase: $1,000-$100,000+
• Legal fees: $1,000-$10,000+
• Testing costs: $500-$5,000
• Rebranding materials: $5,000-$50,000+
• Marketing to establish name: Ongoing

Budget accordingly for the full naming and protection process.

Industry-Specific Naming Strategies

Different industries have different naming conventions and considerations. Here’s what works in key sectors.

Technology Companies

Trends:

• Short, modern names
• Tech-friendly extensions (.io, .ai, .app)
• Portmanteaus common
• Abstract names work well

Examples: Google, Apple, Microsoft, Amazon, Facebook, Twitter

Considerations:

• Global appeal
• Easy to say/spell
• Available domains
• Scalable beyond current product

Consumer Brands

Trends:

• Emotional connection important
• Memorable and distinctive
• Storytelling potential
• Works in advertising

Examples: Nike, Coca-Cola, Starbucks, Target, Patagonia

Considerations:

• Appeal to target demographic
• Cultural appropriateness
• Works across channels
• Builds brand equity

B2B Companies

Trends:

• Professional and credible
• Suggests expertise
• May be more descriptive
• Trust-building important

Examples: Salesforce, Accenture, Deloitte, McKinsey

Considerations:

• Professional perception
• Industry credibility
• Trust and reliability
• May be less creative

Professional Services

Trends:

• Founder names common
• Professional tone
• Credibility important
• May use descriptive elements

Examples: Goldman Sachs, McKinsey, Deloitte, PwC

Considerations:

• Professional image
• Trust and credibility
• May limit if tied to founders
• Scalability considerations

Luxury Brands

Trends:

• Exotic or foreign words
• Founder names
• Heritage references
• Premium associations

Examples: Chanel, Hermès, Louis Vuitton, Rolex

Considerations:

• Premium perception
• Heritage and tradition
• Exclusivity
• Global appeal

Healthcare/Medical

Trends:

• Trust and credibility
• Professional tone
• May reference care/health
• Avoids being too creative

Examples: Johnson & Johnson, Pfizer, Mayo Clinic, Cleveland Clinic

Considerations:

• Trust and safety
• Professional credibility
• Regulatory considerations
• Patient confidence

Food & Beverage

Trends:

• Descriptive or evocative
• Appeals to senses
• Memorable and fun
• Cultural references

Examples: Starbucks, Coca-Cola, Ben & Jerry’s, Häagen-Dazs

Considerations:

• Appeal to taste/smell associations
• Cultural appropriateness
• Memorable for word-of-mouth
• Works in retail

After You Choose Your Name

Choosing the name is just the beginning. Here’s how to protect, activate, and build your new brand name.

Protect It

Legal Protection:

• File trademark applications immediately
• Register in all relevant classes
• Consider international protection
• Monitor for infringement
• Enforce your rights

Digital Protection:

• Register domain and variations
• Secure social media handles
• Register common misspellings
• Monitor domain expiration
• Watch for cybersquatting

Documentation:

• Document first use dates
• Keep naming process records
• Save trademark filings
• Maintain usage evidence

Activate It

Launch Campaign:

• Create announcement strategy
• Tell the naming story
• Explain the meaning
• Build anticipation
• Generate buzz

Internal Activation:

• Train team on pronunciation
• Share the naming story
• Ensure consistent usage
• Update all materials
• Align around the name

External Activation:

• Update website and materials
• Launch marketing campaign
• Announce to customers
• Update all touchpoints
• Consistent usage everywhere

Build It

Consistent Usage:

• Use name consistently across all touchpoints
• Establish style guide for name usage
• Train all team members
• Monitor for consistency

Brand Building:

• Active marketing and promotion
• Tell the brand story
• Build associations through marketing
• Create memorable experiences
• Develop brand equity

Community Building:

• Engage with customers
• Build community around brand
• Encourage word-of-mouth
• Create brand advocates
• Develop loyalty

Long-Term Equity:

• Consistent brand building
• Protect brand reputation
• Evolve thoughtfully
• Build lasting value
• Monitor brand health

Measuring Success

Key Metrics:

• Brand awareness
• Brand recall
• Brand recognition
• Customer sentiment
• Market share
• Brand value

Track Over Time:

• Regular brand audits
• Customer surveys
• Market research
• Competitive analysis
• Brand valuation

Frequently Asked Questions

How long does the naming process take?

Typical timeline: 4-8 weeks for professional naming process

• Strategic foundation: 1 week
• Name generation: 1-2 weeks
• Evaluation and shortlisting: 1 week
• Legal screening: 1-2 weeks
• Testing: 1 week
• Final selection and protection: Ongoing

Factors affecting timeline:

• Complexity of requirements
• Number of stakeholders
• Legal clearance speed
• Testing scope
• Domain negotiation

How many names should we generate?

Professional naming projects: 100-500+ initial ideas

• Narrow to 20-30 for evaluation
• Shortlist to 10-15 for legal screening
• Test 3-5 finalists
• Select 1 winner

More is better in early stages. Quantity leads to quality.

Should we test the name before launching?

Yes, absolutely. Testing helps:

• Identify pronunciation issues
• Discover negative associations
• Validate appeal to target audience
• Catch problems before launch
• Build confidence in choice

Minimum testing: Internal team + small target audience sample Ideal testing: Comprehensive testing with focus groups and surveys

What if the .com domain is taken?

Options:

1. Purchase the domain (if affordable)
2. Use alternative extension (.co, .io, .ai)
3. Add modifier (get[name].com)
4. Consider different name (if domain is critical)

Don’t compromise on name quality just for domain availability. A great name with .co beats a mediocre name with .com.

How important is trademark protection?

Very important. Without protection:

• Others can use your name
• You can’t stop infringement
• Brand value is at risk
• Rebranding may be forced

Minimum protection: File trademark application in your primary market Ideal protection: Comprehensive protection in all target markets

Can we change our name later?

Yes, but it’s expensive and disruptive:

• Rebranding costs: $50,000-$500,000+
• Time: 6-18 months transition
• Risk: Loss of brand equity
• Confusion: Customers may not recognize you

Better to get it right the first time. But sometimes rebranding is necessary if the original name is holding you back.

Should we use a naming agency?

Consider an agency if:

• You have budget ($5,000+)
• Naming is critical to success
• You need legal protection
• You want professional expertise
• You’re rebranding

DIY is fine if:

• Budget is very limited
• It’s a side project
• You have naming experience
• Legal risk is low

What makes a name memorable?

Memorable names:

• Are short (1-3 syllables)
• Have rhythm and flow
• Are distinctive
• Create mental images
• Trigger emotions
• Are easy to pronounce
• Stand out from competitors

How do we know if a name is good?

Good names:

• Pass the SMILE test
• Are legally available
• Work digitally (domain/handles)
• Appeal to target audience
• Differentiate from competitors
• Scale with business growth
• Have positive associations

Test with real people from your target audience before finalizing.

What if we can’t agree on a name?

Solutions:

• Use data and testing to guide decisions
• Limit decision-makers (2-3 people)
• Focus on strategic fit over personal preference
• Consider professional facilitation
• Set deadline and stick to it

Avoid: Naming by committee, which leads to bland compromises.

The Name is Just the Beginning

A great name opens doors, but it’s what you build on that foundation that matters. The best names in the world started as unknown—Amazon, Google, Nike meant nothing before their creators built them into global brands.

Remember:

• A great name is a starting point, not an endpoint
• Consistent brand building creates value
• Marketing brings names to life
• Customer experience defines the brand
• Long-term commitment builds equity

Focus on choosing a strong, strategic name, then commit to building it into something meaningful. The name creates the opportunity; your execution creates the success.

Ready to Name Your Next Big Brand?

Brand naming is part art, part science, and all strategy. It requires creative thinking, strategic rigor, legal diligence, and experienced judgment.

At Spellbrand, we’ve successfully named 2000+ brands across every industry and continent. We combine proven methodology with creative excellence to deliver names that work strategically and resonate emotionally.

Our naming process includes:

• Strategic foundation and brief development
• Comprehensive name generation (100+ options)
• Rigorous evaluation and shortlisting
• Professional legal screening
• Target audience testing
• Trademark filing support
• Domain acquisition assistance
• Launch strategy and activation

Let’s name your brand: Start your naming project with our expert team.

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Related Resources:

• Brand Strategy Guide
• Brand Positioning Strategy
• Brand Identity Guide
• Rebranding Guide

Want to learn more? Explore our brand naming service or contact us to discuss your naming project.