Your brand name comes before your logo, colours and slogans: people know you by it, search for it and recommend it to others. A logo can be refreshed over time, but changing a name means revisiting everything from signage and packaging to your website and official documents. In this guide we go through the steps in order, from the first ideas to the trademark application.
What makes a good brand name
Strong names share some common traits. Use these criteria as a checklist when assessing candidates:
- Short and memorable: Names of one or two syllables are easier to remember. Long names get shortened over time, and you lose control of how.
- Easy to say: Someone hearing the name for the first time should have only one way to pronounce it.
- Clear spelling: Someone who hears the name should not hesitate when typing it into a search box. Accented or special characters can cause problems abroad and in domain names.
- No negative meaning in other languages: If you sell abroad or plan to, check what the name means in the languages of your target markets.
- Distinctive: A name that doesn't resemble competitors' names and causes no confusion in your field helps both with customers and with registration.
- Room to grow: A brand name tied to one product, one city or a narrow service may feel tight once your business expands.
Ways to generate names
Finding a name starts not with waiting for one brilliant idea but with producing many candidates. First, write down in a few keywords what the brand wants to say: your values, the feeling you give your audience, what sets you apart. Then use these words to try different types of names. This framework often becomes clear through brand strategy work.
Descriptive names
These say directly what you do. They are easy to understand but make it harder to stand out, and names that simply describe the business can also run into difficulties at registration.
Compound names
These join two words or word parts. Built well, they carry meaning and are distinctive, but they should stay easy to read and spell.
Derived and invented names
These are derived from an existing word or created from scratch. They can be the most original option, and a domain is usually easier to find, but you will need to invest more in communication to give the name meaning.
Evocative names
These express not your business directly but the feeling or idea you want to evoke. Built around an animal, a natural phenomenon or an object, such a name can become a strong brand name when it is backed by a good story.
Founder, family or place names
These can feel established and trustworthy. Still, common surnames and place names may not be distinctive on their own, so think ahead to scenarios such as the business changing hands or opening in other cities.
Shortlisting candidates
Start with a long list and narrow it down step by step. In the first round, remove names that clearly fail the criteria. In the second, say the rest out loud, use them in a sentence and imagine them on a logo, a sign or a product label.
A simple but effective method is the phone test: say the name to someone over the phone and ask them to write it down. If they have to ask how it is spelt, that brand name will cause the same problem in everyday use. Once a few strong candidates remain, the next step is to find out whether they are available.
Watch out for these common mistakes while shortlisting:
- Choosing a brand name only on the taste of the founders or their inner circle
- Drifting towards names that resemble competitors' names or follow the same pattern
- Using trendy words or spellings of the moment, which can date quickly
- Choosing abbreviations and initials that tell your audience nothing
- Leaving domain and trademark searches until after the name is announced
Trademark search and registration
If a name you like is already used by another company in the same or a similar field, you may be forced to change it later. That is why similar trademarks should be researched before a brand name is finalised.
- Trademark applications are made to your national trademark office (TÜRKPATENT in Turkey, for example), and depending on your markets, regional or international routes may also exist. The office's online search tools give you a first idea of similar registered trademarks.
- Trademarks are registered by classes of goods and services, so assess your search against the fields you work in now and those you plan to enter later.
- A search you carry out yourself is not definitive. For assessing similarity and the scope of your application, support from a trademark attorney or legal adviser is the soundest route.
- Registering your company name officially or owning the domain does not mean the name is protected as a trademark.
Domain and social media username checks
Check digital availability right from the start. Once people hear the name, they expect to find your website and social media accounts under it.
- Check whether the .com domain and your country-code domain are free for the name.
- If the name has accented or special characters, decide early which letters the domain will use.
- Domains that need a hyphen, a number or an extra word confuse people when passed on by word of mouth; avoid them where you can.
- Make sure the same username is free on Instagram, LinkedIn, YouTube and the other platforms you use.
A brand name that is hard to find online, however good it sounds, leaves you constantly explaining. Register the domains and usernames as soon as you decide, so no one else grabs them.
Test with a small audience
Before the final decision, share the shortlisted names with a few people from your target audience. Don't ask "do you like it?" Instead, find out what the name brings to mind, how they pronounce it and whether they still remember it a day later.
Don't rely only on people close to you: reactions from people who don't know you and resemble your target audience are worth more. If you sell abroad, ask a few people from those markets to say the name too. The aim is not to pick the best brand name by vote but to catch an overlooked problem early.
From name to identity: next steps
Once the name is final, it is time to turn it into a visual language. Your logo, colours and typefaces should support the story the name tells; our posts on logo design tips and common mistakes and what brand identity is can help at this stage.
If you are looking for a new brand name or want to review your current one, we can support you through the naming process, from generating candidates to shortlisting. Write to us to talk about your brand and your goals.