1. Define Your Brand’s Core Identity
Before brainstorming names, answer:
- What values and mission does your brand stand for?
- Who is your ideal customer?
- What emotions do you want your name to evoke?
Your name should align with your brand’s DNA.
2. Choose a Naming Strategy
Popular approaches include:
- Descriptive: Explains what you do (e.g., General Motors).
- Evocative: Suggests an emotion or concept (e.g., Nike).
- Invented: Completely new, creative word (e.g., Kodak).
- Metaphorical: Symbolic or storytelling (e.g., Amazon).
Selecting a strategy helps narrow your creative direction.
3. Brainstorm Without Limits
Generate as many ideas as possible:
- Use mind maps and word association
- Mix and match unrelated words
- Explore translations in other languages (with caution)
- Think about phonetics — easy to say, easy to remember
Quantity first, quality later.
4. Shortlist Based on Criteria
Filter your list by asking:
- Is it short and memorable?
- Is it easy to spell and pronounce?
- Does it have positive connotations?
- Is it culturally sensitive and relevant?
This step eliminates weak or risky options.
5. Check Domain & Social Media Availability
In today’s world, online presence is critical.
- Search for exact domain match
- Check availability on major social platforms
- Avoid names that are already heavily used
A name without a digital presence will struggle to grow.
6. Run Legal Checks
- Search trademark databases in target markets
- Consult an intellectual property lawyer if necessary
- Avoid legal disputes before they happen
Securing your name legally protects your brand long-term.
7. Test With Your Audience
Gather feedback from potential customers:
- First impressions
- Emotional response
- Ease of recall
Real-world input can prevent costly rebranding later.
8. Consider Future Scalability
Choose a name that can grow with you:
- Avoid being too specific if you might expand
- Ensure it works in multiple languages and markets
Your name should adapt as your business evolves.
9. Finalize & Commit
Once chosen:
- Secure the domain and social handles
- Register trademarks
- Start building brand assets around the name
Quick Checklist — Brand Naming
| Step | Question | Action |
|---|---|---|
| 1. Identity | Does it fit our values? | Define brand core |
| 2. Strategy | What’s our approach? | Pick a naming style |
| 3. Brainstorm | Do we have enough ideas? | Go wide and creative |
| 4. Shortlist | Is it memorable & positive? | Filter by criteria |
| 5. Digital | Can we own it online? | Check domain/social |
| 6. Legal | Is it safe to use? | Run trademark search |
| 7. Testing | Will people like it? | Get audience feedback |
| 8. Scalability | Will it grow with us? | Future-proof the name |
| 9. Commitment | Are we ready to use it? | Secure & register |