The Art and Science of Naming Your Brand

Descriptive names are straightforward and self-explanatory. They connect the dots for your audience by clearly stating what your brand does. Think PayPal, Toys R Us, or Shoppers Drug Mart—names that leave no mystery about their core offering.

The Upside:

• Immediate recognition and understanding.
• Easy entry into crowded markets.

The Catch:

• Descriptive names can limit flexibility as your brand evolves or diversifies.

For brands with long or complex names, acronyms are a tidy solution. Think of heavyweights like BMW, HSBC, or VW. Acronyms are particularly effective in technical industries or global markets.

Why Choose an Acronym?

• They’re easier to remember and search for.
• Minimize the risk of spelling errors.
• Often simpler to trademark.
• Work seamlessly across languages and cultures.

Pro Tip: Always research acronym meanings in different languages. What works locally might carry unintended connotations abroad.

Made-up names are playgrounds for creativity. They’re distinctive, easier to trademark, and often more memorable. Kodak, for instance, evokes the click of a camera—a poetic nod to its purpose.

Why Inventive Works:

• Unique positioning with little to no competition.
• Freedom from the baggage of pre-existing associations.

The Challenge: They require more effort to build awareness and explain their meaning.

Experiential names evoke a feeling or reflect the outcome your brand promises. Yahoo! captures the delight of discovery, while names like Slack hint at an improved work-life balance.

The Benefits:

• Emotionally engaging.
• Creates a strong brand promise.

The Risk: Misaligned expectations can lead to disappointment if the experience doesn’t match the promise.

Nothing stifles innovation like a committee. When too many voices weigh in, the process becomes fractured. Limit decision-making to a small, focused group of key stakeholders—those with the vision, authority, and expertise to guide the brand.

Every person involved should bring a specific skill or perspective to the table. Who’s ideating? Who’s vetting? Who’s aligning the name with your strategic goals? A well-balanced team ensures the process runs smoothly.

Before falling in love with a name, check its availability.

• Is the domain name accessible?
• Are the social handles free?
• Can it be trademarked?

Nothing stings more than investing time and energy into a name only to discover it’s taken.

Pro Tip: Research your competitors and the broader industry landscape. Knowing what’s out there helps you find a name that stands out.

Once you’ve shortlisted options, test them with your audience. Tools like UsabilityHub allow you to gather feedback on name variations and combinations. It’s a small step that can make a big difference.

The naming process can’t be rushed. Build in enough time for brainstorming, vetting, and refinement. The best names often emerge after initial ideas have had time to marinate.