The best brand name is one you can actually own. Before you fall in love with anything, check that the domain is available, that nobody has trademarked it in your industry, and that the social handles are free. A name you cannot own is not a name, it is a problem you have not met yet.
Key Takeaways
- Check availability before you get attached. Domain, trademark, and social handles, in that order.
- Say it out loud to somebody. If they cannot spell it back to you, they cannot find you on Google.
- Do not describe what you do too literally. Coppell Plumbing boxes you in the day you expand.
- A trademark search is not the same as a domain search. A free domain does not mean the name is free to use.
- Names matter less than you think. Nobody chose Google because it sounded trustworthy.
But are you trying to figure out how to come up with a brand name that is ideal for you? This comprehensive guide will make the process less daunting and more exciting, empowering you to create a brand name that truly reflects your brand’s vision and values.
Why does a brand name matter?
Before we delve into the how-to of coming up with a brand name, let’s take a moment to appreciate the potential potency of a well-chosen brand name. As the face of your company, it doesn’t just identify your business; it carries your reputation, embodies your ethos, and sets the tone for customer expectations.
Your brand name is your company’s calling card. A strong, memorable brand name can be a game-changer in establishing brand recognition, cultivating customer loyalty, and driving sales. It’s not just a name; it’s a strategic asset, a valuable piece of real estate in the minds of your customers. A powerful brand name can be the catalyst that propels your business to new heights and cements your place in the market.
What makes a brand name work?
A brand name can take many forms, but what makes a brand name truly effective? Here’s a breakdown of the essential elements that a good brand name should embody:
Unique and Memorable
A brand name should stand out from the crowd. It needs to be different enough to be remembered and reinforced each time it’s mentioned. Think about brands like ‘Apple,’ ‘Uber,’ or ‘Starbucks’ – their names are distinctive, catchy, and easy to remember.
Easy to Spell and Pronounce
Simplicity is key. A name that is easy to pronounce and spell will be more readily communicated and remembered. Avoid complex words or unusual spellings that can lead to confusion and mispronunciation. If it is not easy to spell, it is not easy to sell.
Meaningful and Relevant
An effective brand name should resonate with the values and ethos of your business. It should convey your brand’s mission and purpose, hinting at the story behind your brand. A name with meaningful connections can help customers relate and engage with your brand on a deeper level.
Visually Striking
Your brand name ideas should look good on paper, on a billboard, or on a digital screen. It should lend itself to a visually appealing logo and be versatile enough to work across various mediums.
Adaptable and Flexible
Any great brand name should be flexible enough to accommodate your business’s growth and evolution. It should be broad enough to allow for expansion into new territories or product lines.
What types of brand names are there?
Understanding the different categories of brand names can help inform your selection process. Here are four main types of brand names:
1) Descriptive Names
These brand names are simple and straightforward and tell customers exactly what the business does. Examples include ‘Burger King,’ ‘Pizza Hut,’ and ‘The Weather Channel.’
2) Evocative Names
Evocative names use metaphor, symbolism, or emotion to convey the brand’s essence. These names are often abstract but elicit a certain feeling or image in the customer’s mind. Think ‘Nike,’ ‘Amazon,’ or ‘Calm.’
3) Invented Names
Invented names are entirely made up but can be very impactful and unique. These names are typically easy to trademark and offer a blank canvas for brand development. Examples include ‘Google,’ ‘Kodak,’ and ‘Xerox.’
4) Acronymic Names
Acronymic names are a great way to keep your brand name short and memorable. They are often a result of a longer phrase or a combination of words. Brands like ‘IBM,’ ‘UPS,’ and ‘BMW’ have successfully used this approach.
How do you come up with a name?
Crafting the ideal brand name is a journey that requires preparation, brainstorming, research, and testing. Here’s a step-by-step guide to help you navigate this process:
Step 1: Preparing for the Journey
Before embarking on your brand naming journey, take time to define your brand’s identity and values. Understand your target market and articulate your brand’s unique selling proposition (USP). Having a clear understanding of your brand’s essence will serve as a compass as you navigate the sea of potential names.
Step 2: Brainstorming Session
Once you’ve laid the groundwork, it’s time to let your creativity flow. Gather your team and start a brainstorming session. Encourage a free flow of ideas, play with words, and explore all possibilities. Remember, there are no bad ideas in a brainstorming session.
Step 3: Conducting Research
After the brainstorming session, you should have a list of potential names. Now, it’s time to do some research. Check if the names are already in use if the domain names are available, and if they translate well into other languages. This step will help you narrow down your list and avoid any potential legal issues down the line.
Step 4: Testing Your Choices
Once you’ve whittled your list down to a few favorites, it’s time to test them out. Share your shortlist with a focus group, trusted peers, or even conduct a survey. Gathering feedback will help you gauge how your brand name resonates with your target audience.
What do you do when you are stuck?
Coming up with a brand name is both an art and a science. Sometimes, despite your best efforts, you may find yourself hitting a roadblock. Here are some tips to help you overcome these challenges:
Embrace the Process
Remember, it’s a journey, not a race. Don’t rush the process or put undue pressure on yourself to come up with the “perfect” name. Take your time, explore all possibilities, and enjoy the creative process.
Be Open to Change
Don’t get too attached to a particular name. Be open to feedback and willing to make changes if necessary. Even if you have to let go of a name you love, remember that the right name is out there waiting to be discovered.
Seek External Help
If you’re stuck, don’t hesitate to seek help. You can leverage online tools like business name generators, consult with branding experts, or even conduct a naming contest to generate fresh ideas.
Should you trademark your name?
Once you’ve selected your brand name, it’s crucial to protect it legally by registering a trademark. A trademark provides legal protection against unauthorized use and helps safeguard your brand’s reputation. It’s an essential step in the brand naming process and one that should not be overlooked.
Do you need a tagline?
While your brand name is important, don’t underestimate the power of a catchy tagline. A great tagline can complement your brand name and reinforce your brand’s message. It’s like a mini elevator pitch that succinctly conveys what your brand stands for.
Should you change your name?
There might come a time when you need to change your brand name. Perhaps your brand has evolved, or you’ve expanded into new markets. While rebranding can be a challenging process, it can also be an opportunity to breathe new life into your brand and align it more closely with your current vision and goals.
How do you check a name is actually available?
Do this before you design anything, print anything, or tell anyone. Falling in love with a name you cannot use is an expensive way to spend a fortnight.
- Search the USPTO trademark database. It is free and public. A name can be trademarked in your industry even if the domain is sitting there unregistered, and those are two entirely separate things.
- Check the domain. If the .com is taken by a business doing something similar, walk away rather than settling for a hyphen or an odd extension.
- Check your state business registry. Another company may already be operating under that name where you trade.
- Check the social handles. Being findable under the same name everywhere is worth more than a slightly better name you cannot claim.
- Google it properly. If page one is full of somebody else, you will spend years fighting to be found for your own name.
Talk to a trademark attorney before you commit to anything you intend to build a business on. A search tells you what is registered, not whether you are safe to use it, and that distinction is a legal question rather than a marketing one. This is general information, not legal advice.
Does the name really matter that much?
Less than the branding industry would like you to believe. Google, Amazon, and Starbucks are not good names that made good companies. They are ordinary or peculiar words that became meaningful because the businesses behind them worked. The name absorbed the reputation rather than creating it.
What a name does need to do is stay out of the way. It should be spellable after hearing it once, memorable enough to be typed into a search bar a week later, and not so literal that it traps you. A name that fails those tests costs you customers quietly and forever.
So spend a week on it, not a quarter. Then put the energy into the things people will actually judge you on, which are a coherent identity, a website that earns trust, and being findable when somebody looks for what you sell.
How does the name fit your story?
Remember, your brand name is just the beginning. It sets the stage for the larger narrative of your brand story. A compelling brand story can amplify the impact of your brand name, create emotional connections with your audience, and drive brand loyalty.
As we help out with branding on a regular basis, we understand the challenges of coming up with a brand name that ticks all the boxes. It’s not an easy task, but with the right approach and a dash of creativity, you can come up with a brand name that is not just a name but a powerful brand asset.
Conclusion
Creating a powerful brand name is no small feat. It requires a blend of strategic thinking, creativity, and a deep understanding of your brand’s identity and values. However, with the right approach and tools at your disposal, you can create a brand name that stands out, resonates with your target audience, and propels your brand to new heights.
So, what are you waiting for? Start your brand naming journey today and let your brand’s name be its best spokesperson! If you need some help, we got you covered!
