The Art of Naming: How to Choose a Brand Name That Sells

Your brand name is the foundation of your identity. Learn how to choose a name that is memorable, unique, and resonates with your audience.

Why Your Brand Name is Your Most Powerful Asset

What do brands like Apple, Nike, and Google have in common? Their names are memorable, simple, and instantly recognizable.

Your brand name is one of the most important decisions you’ll ever make. It’s not just a name—it’s the foundation of your entire brand identity. A great name:

✅ Captures attention
✅ Creates an emotional connection
✅ Differentiates you from competitors
✅ Is easy to remember and pronounce

But how do you find the perfect name for your business? Let’s dive into the art and strategy of naming a brand that sells.

1. The Characteristics of a Strong Brand Name

Before brainstorming name ideas, make sure your brand name checks these boxes:

✔️ Memorable – Easy to recall and recognize
✔️ Simple – Easy to spell and pronounce
✔️ Unique – Stands out from competitors
✔️ Scalable – Works as your business grows
✔️ Relevant – Connects to your industry or mission

💡 Pro Tip: A name that is too complex or generic will make it harder for people to remember you!

📌 Example:
Nike is short, powerful, and tied to Greek mythology (the goddess of victory)—a perfect fit for a sports brand.

2. Types of Brand Names (And How to Pick the Right One)

There are different categories of brand names, each with pros and cons. Here’s a breakdown:

1️⃣ Descriptive Names

These names clearly explain what the brand does.

📌 Examples: General Motors, The Weather Channel, PayPal

✅ Easy to understand
❌ Can be too generic and hard to trademark

2️⃣ Invented (Made-Up) Names

Completely unique words with no prior meaning.

📌 Examples: Google, Kodak, Xerox

✅ Easy to trademark and own
❌ May require more marketing to create meaning

3️⃣ Evocative Names

These names suggest emotions or ideas related to the brand.

📌 Examples: Apple (technology made simple), Amazon (large selection), Tesla (innovation)

✅ Creative and meaningful
❌ Harder to instantly understand without context

4️⃣ Acronyms & Initials

Shortened forms of longer brand names.

📌 Examples: IBM (International Business Machines), BMW (Bayerische Motoren Werke)

✅ Easy to abbreviate for long names
❌ Can lack personality or meaning if not well known

5️⃣ Compound Words

Two words combined to create a unique brand name.

📌 Examples: Facebook, Netflix, YouTube

✅ Easy to understand and trademark
❌ Some combinations may feel forced or awkward

💡 Pro Tip: If your industry is crowded, consider an invented or evocative name to stand out!

3. Brainstorming the Perfect Brand Name

Follow these step-by-step brainstorming tips to find a name that works:

✅ Step 1: Define Your Brand Identity

Ask yourself:

✔️ What are your brand’s core values?
✔️ What emotions should your name evoke?
✔️ What words relate to your mission and industry?

📌 Example: Tesla named their brand after inventor Nikola Tesla, reinforcing their image of innovation and electric technology.

✅ Step 2: Play with Words & Ideas

Try different methods to generate name ideas:

✏️ Word Association – Write down words that connect to your industry
🔀 Mix & Match – Combine words or invent new ones
📚 Use a Thesaurus – Find synonyms for common words
🔡 Foreign Words – Consider words from other languages

📌 Example: Spotify is a mix of "spot" (discovery) + "identify" (personalization)—perfect for a music streaming brand.

✅ Step 3: Test for Simplicity & Memorability

Once you have a list of name ideas, test them out:

✔️ Say it out loud—does it sound natural?
✔️ Ask friends and family—can they remember it after hearing it once?
✔️ Check spelling—avoid hard-to-spell names (e.g., Flickr had to buy Flicker.com)

📌 Example: Instagram was originally called Burbn, but it was too complicated. They simplified it to "Instant + Telegram", which made it catchy and clear.

4. Avoid These Common Naming Mistakes

🚫 Too long or complicated – Keep it short and easy to say
🚫 Copying competitors – Stand out, don’t blend in
🚫 Difficult spelling – If people can’t spell it, they won’t find it online
🚫 Narrow focus – Pick a name that allows for future growth

📌 Example: Amazon started as "Cadabra", but people misheard it as "Cadaver" (yikes!). The change to Amazon made it more powerful and recognizable.

5. Check Name Availability (Before You Commit!)

Before finalizing your brand name, make sure it’s available:

✔️ Domain Name: Check if the .com version is available (Use Namecheap or GoDaddy)
✔️ Social Media Handles: Look on Instagram, Twitter, Facebook, etc.
✔️ Trademark Search: Check if it’s legally available (Use the USPTO website)

📌 Example: Twitter was originally "Twttr" because Twitter.com was taken. They later bought the domain once they became popular.

💡 Pro Tip: If the .com isn’t available, try adding "Get", "My", or "Go" before the name (e.g., GetDropbox.com).

6. Testing Your Brand Name (Before Launching)

Once you have a name, test it with real people:

📌 A/B Test it on Social Media – Run polls to see which name people prefer
📌 Use it in a Sentence – Does it sound natural?
📌 Visualize the Logo – Does it look good in branding?

📌 Example: Airbnb tested their name before launching. Their first idea, "Air Bed & Breakfast," was too long—so they shortened it to Airbnb for a modern and catchy feel.

7. Finalizing Your Brand Name (Make it Official!)

🎯 Secure your domain – Buy your website URL ASAP
🎯 Claim social media handles – Even if you don’t use them now
🎯 Register your trademark – Protect your name legally

📌 Example: Facebook originally launched as "TheFacebook.com" before securing Facebook.com—a move that helped them scale globally.

Ready to Build a Brand That Sells? Get the Ultimate Guide!

Your brand name sets the stage for your success. If you want a name that is memorable, strategic, and built to grow, you need the right approach.

📖 Get my eBook: Brands That Sell: Effective Strategies for Creating and Strengthening Brand Identities

Inside, you'll discover step-by-step naming strategies, expert insights, and real-world case studies to help you create a brand name that stands out.

🚀 Don’t leave your brand name to chance—start building your brand identity today!

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