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The Art and Science of Naming Your Brand

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René Thomas
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4 minutes
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Naming a brand is an adventure — part exhilarating, part exasperating, and entirely transformative. Whether you’re starting from scratch or rebranding, choosing the right name is one of the most consequential decisions you’ll make. It sets the tone, captures the essence, and sparks curiosity. Over the years, we’ve guided countless clients through this process. Here’s what we’ve learned — and how you can apply it to craft a name that resonates.

TYPES OF BRAND NAMES

The Four Types of Brand Names

Not all brand names are created equal. They fall into four primary categories: descriptive, acronyms, inventive, and experiential. Each has its strengths and pitfalls, and understanding these can help you decide which route to take.

Descriptive Names

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.

Acronyms

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.

Inventive

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

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.


LESSONS LEARNED

Lessons Learned

Not all brand names are created equal. They fall into four primary categories: descriptive, acronyms, inventive, and experiential. Each has its strengths and pitfalls, and understanding these can help you decide which route to take.

Committees Are Creativity Killers

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.

Curate Your Naming Team

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.

Do Your Homework

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.

Test Preferences

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.

Give It Time

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.


Ready to Dive In?

A great name is more than a label; it’s a beacon. It captures who you are, what you stand for, and the promise you deliver to your audience. Whether you’re naming a startup, reimagining a legacy brand, or launching a new product, we’re here to help. Let’s create something iconic together.