Coming up with the perfect brand name is harder than it looks. You’ve probably seen companies nail it (think Google, Netflix) and others… well, let’s just say some names make you wonder what they were thinking.
A great naming guide isn’t just about creativity. It’s your roadmap to finding names that actually work in the real world. I’ve seen too many brands rush this process, only to regret it later when their “perfect” name turns out to be a legal nightmare or completely misses the mark with customers.
So let’s dive into the five steps that’ll help you avoid those costly mistakes.
Step 1: Know Who You Really Are
Before you even think about brainstorming names, you need to get crystal clear on your brand’s identity. I can’t stress this enough–skip this step, and you’re basically throwing darts blindfolded.
Start with the basics. What’s your mission? What makes you different? If you’re positioning yourself as the innovative tech company, your names should feel modern and forward-thinking. Apple gets this perfectly–iPhone, MacBook, iPad. Clean, simple, tech-forward.
But it’s not just about what you do. It’s about how you want people to feel when they hear your name. Are you the reliable choice? The exciting disruptor? The premium option? Your naming guide needs to capture that emotional connection.
Take some time to write down your core values. Then ask yourself: would someone understand these values just from hearing potential names? If not, you’re not there yet.
Step 2: Get Inside Your Audience’s Head
Your name might sound amazing to you, but if it doesn’t resonate with your actual customers, you’ve got a problem. This is where too many brands go wrong–they fall in love with names that make sense to them but leave their audience scratching their heads.
Do your homework here. Survey your target market. What language do they use? What appeals to them? Consider Americas Cardroom, which targets online poker players. The name immediately suggests a welcoming space where American card enthusiasts can gather. It speaks their language.
Don’t just guess at this stuff. Run focus groups and ask real questions. Sometimes you’ll be surprised–names you think are clever might be confusing, while simple options you overlooked could be winners.
And remember, different demographics respond to different things. A name that works for millennials might fall flat with Gen X. Know your audience, then name for them.
Step 3: Scope Out the Competition
I’m not saying you should copy your competitors, but you’d be crazy not to study what they’re doing. This step serves two purposes: inspiration and differentiation.
Look at your industry. What naming patterns do you see? In fashion, you’ve got short, punchy names like Zara and Gap. In tech, there’s a trend toward made-up words that sound techy but friendly–think Spotify or Dropbox.
Here’s the key question: where’s the gap? What approach isn’t being used? Maybe everyone in your space sounds corporate and stuffy–could you be the approachable alternative? Or perhaps everyone’s trying to be quirky, leaving room for a more professional option.
But watch out for trademark issues. That amazing name you just thought of? Someone else might already own it. Better to find out now than after you’ve fallen in love with it.
Step 4: Brainstorm Like Your Business Depends on It
Now comes the fun part–and the messy part. Time to generate ideas.
Start broad. Write down every word that relates to your brand, your industry, and your values. Don’t judge yet–just capture everything. Use wordplay, try combining words, look up synonyms, and think about metaphors.
Set a timer for 15 minutes and don’t stop writing. You’ll be amazed at what comes out when you don’t have time to second-guess yourself.
Once you’ve got a solid list, it’s testing time. Get feedback from actual potential customers. How do they react? Can they pronounce it easily? Does it stick in their memory?
Pay attention to gut reactions. If someone’s first response is confusion or a wrinkled nose, that tells you something important.
Step 5: Don’t Skip the Legal Stuff (Seriously)
This is where dreams go to die–but it’s better to face reality now than get sued later.
First, trademark searches are not optional. Even if you think you’ve found the perfect name, it’s worthless if someone else already owns it. And don’t just check obvious matches–look for similar names that could cause confusion.
Planning to go international? This gets trickier. Your brilliant English name might mean something embarrassing in Spanish or German. Hire linguistic consultants if you’re expanding globally–it’s cheaper than rebranding later.
Also, think about domain names and social media handles. You might own the trademark, but if you can’t get the .com or the Instagram handle, you’ll face ongoing headaches.
The Bottom Line
Creating a naming guide isn’t glamorous work, but it’s some of the most important work you’ll do for your brand. Get it right, and you’ve got a foundation that’ll serve you for years. Rush it or skip steps, and you’ll be dealing with the consequences long after launch.
The best names feel effortless, but they’re usually the result of this kind of methodical process. So take your time, do the work, and remember–your future self will thank you for getting this right from the start.
Your brand deserves a name that works as hard as you do. These five steps will help you find it.