How to come up with a brand name

Step 1: Understand Your Brand’s Core Identity

Start by clearly defining the essence of your brand. This is crucial because your brand name should be aligned with your values, mission, and the emotions you want to evoke in your audience.

1. Brand Values: What does your brand stand for? Is it about innovation, sustainability, trust, community, luxury, or simplicity?

2. Target Audience: Who are you speaking to? Consider demographics, needs, and desires (e.g., Gen Z, professionals, families, eco-conscious consumers).

3. Brand Personality: Is your brand playful, sophisticated, bold, friendly, or adventurous? The tone and voice of your brand will influence your name.

4. Brand Mission: What’s your brand’s purpose? Are you solving a problem, providing an experience, or offering a unique product or service?

Step 2: Brainstorm and Create a Word List

Now that you have a clear understanding of your brand, start generating ideas. Focus on the words, ideas, and themes that represent your brand.

1. Keywords: Think about words related to your brand’s product, service, or industry. For example, if you have a health and wellness brand, words like “health,” “pure,” “wellness,” or “fit” could be a starting point.

2. Emotions: Consider the emotional connection you want to create. Words like “comfort,” “harmony,” or “empowerment” might come up if your brand is centered around emotional wellbeing.

3. Imagery: Think of visual or sensory imagery tied to your brand. If your business is beach-inspired, words like “tide,” “wave,” or “sands” might evoke the imagery you're going for.

4. Cultural/Personal Associations: If relevant, use cultural references, heritage, or personal stories that are meaningful to you and your audience.

Step 3: Explore Naming Styles

There are different types of brand names you can choose from. Explore each one and decide which aligns best with your brand’s identity:

1. Descriptive Names:

   • Directly describe what your brand does or offers. (e.g., General Electric, Bank of America)

   • Pros: Clear, easy to understand.

   • Cons: Can be generic and lack memorability or differentiation.

2. Evocative Names:

   • Elicit emotion or an idea related to your brand. (e.g., Nike – evokes strength and determination, Apple – suggests simplicity and creativity)

   • Pros: Memorable, impactful.

   • Cons: Might need more explanation at first.

3. Invented Names:

   • Completely new, made-up words or combinations. (e.g., Google, Kodak)

   • Pros: Unique, trademarkable, fresh.

   • Cons: May need additional marketing to educate the market.

4. Acronyms:

   • Abbreviations of longer phrases or business names. (e.g., IBM – International Business Machines, BMW – Bayerische Motoren Werke)

   • Pros: Easy to remember once established.

   • Cons: Can be impersonal or unclear without context.

5. Names Based on Founder’s Name:

   • Use the name of the founder, family, or a key figure in your business. (e.g., Ford, Ben & Jerry’s)

   • Pros: Personal touch, recognizable.

   • Cons: Less flexible if the business grows beyond the founder's legacy.

6. Geographic Names:

   • Use a location, region, or landmark. (e.g., New York Times, California Pizza Kitchen)

   • Pros: Creates a sense of place or connection.

   • Cons: May limit your growth if you expand internationally or into other markets.

Step 4: Narrow Down Your Ideas

Once you’ve generated a list of possible names, you need to start narrowing them down.

1. Memorability: Is it easy to remember? Simple names that are short, catchy, and easy to pronounce are often the most effective.

2. Clarity: Does the name communicate what your brand is about? Even if it's abstract, make sure it resonates with your audience’s core needs.

3. Uniqueness: Does it stand out from your competitors? Avoid generic names or those that are too similar to existing brands.

4. Domain Availability: Check if the domain name is available for your website. It’s essential to have a matching URL that is easy to type and remember.

5. Scalability: Will the name still make sense as your business grows and diversifies? Be careful of names that may limit you to a specific product or niche.

6. Trademark Check: Make sure the name isn’t already trademarked by another company, especially if you plan to expand internationally.

Step 5: Test Your Name Ideas

Testing is an important step before making the final decision. Try to get feedback from various sources:

1. Internal Feedback: Share the names with your team or partners to get their thoughts on the names. Do they reflect the brand’s identity? Is there any confusion or misinterpretation?

2. Customer Feedback: Conduct surveys or focus groups with your target audience. You can test names in terms of pronunciation, memorability, and emotional resonance.

3. Global Sensitivity: If you plan to expand internationally, make sure the name doesn’t have negative or unintended meanings in other languages or cultures.

4. Social Media & Searchability: Test the name on social media to ensure it's not too common or already in use by someone else.

Step 6: Make Your Final Decision

Once you’ve tested your options and feel confident in a name, it’s time to make the final decision. Consider these aspects before moving forward:

1. Emotional Impact: Does the name inspire the right emotional response from your audience?

2. Long-Term Vision: Does the name align with your brand’s long-term goals, mission, and growth potential?

3. Simplicity: Is it simple to spell, say, and remember? Avoid overly complex names that can confuse or alienate your audience.

4. Brand Alignment: Does the name resonate with your values, mission, and personality?

Step 7: Secure Your Brand Name

After you’ve chosen your name, the next step is securing it to protect your brand’s identity.

1. Domain: Register the domain name for your website (e.g., www.yourbrandname.com).

2. Trademark: File for a trademark to protect your brand name and logo legally, ensuring others can’t use it.

3. Social Media Handles: Check availability of social media handles across platforms (Instagram, Facebook, Twitter, etc.).

Final Tips for Creating a Brand Name:

• Keep It Short & Sweet: Short names are easier to remember and look better on marketing materials, logos, and packaging.

• Stay Authentic: Your brand name should reflect who you are, what you do, and how you want to be perceived.

• Avoid Trends: While it’s tempting to follow trends, choose a name that can grow with your brand. Avoid overly trendy names that may feel outdated in a few years.

• Think About Visuals: Consider how the name will look in logos, on packaging, and in your advertising. Does it have good visual potential?