Our Brand Strategy Consultants are experts at creating business names. But are you trying to create a name for your business? Having the right name for your business could be the difference between success and failure. Here are some of the top ways to choose the perfect name for your business.
Choosing a brand name can feel like alchemy — a blend of strategy, emotion, creativity, and market logic. It’s not just about sounding good. The right name can open doors, generate buzz, and position a business for long-term success. The wrong one? It can confuse customers, dilute your identity, and cost you dearly in missed opportunities.
If you’re at the naming stage or refining your brand’s identity, don’t go it alone. A seasoned brand strategy consultant brings a wealth of insight, creativity, and commercial savvy to the process. In this article, we’ll unpack the most powerful brand naming tips, tricks, and secrets that top consultants use to craft unforgettable brand identities.
Your name is your first handshake with the world. It’s what people remember, what they recommend, what they Google, and what they trust.
Here’s why a name matters:
First impressions: Before anyone sees your logo or hears your story, they see your name.
Memorability: A strong name is sticky. People recall it easily and pass it on.
Brand positioning: Your name signals your personality, price point, industry, and vibe.
Searchability: A good brand name considers SEO, domain availability, and trademark potential.
A brand strategy consultant helps ensure your name hits all these touchpoints while remaining true to your vision and values.
Great brand names balance four core attributes:
Meaningful – They hint at a story, emotion, or benefit.
Memorable – They stick in the mind and are easy to pronounce and recall.
Distinctive – They stand out in a crowded market.
Adaptable – They allow room for growth, product pivots, or international expansion.
The challenge? You often can’t get all four. That’s where expert judgement comes in. A brand strategy consultant can help you trade off smartly: maybe you go more distinctive and evocative, but pair it with a strong tagline for clarity.
Too many people leap into name ideas without anchoring the strategy. Before you even open a thesaurus, get clear on:
Your value proposition
Your ideal customer
Your brand archetype and tone of voice
Your long-term business model
A brand strategy consultant starts the naming process with workshops, competitive audits, and voice development. This foundational work shapes smarter, sharper name choices.
There are many “name types,” and each sends a different signal:
Descriptive (e.g. PayPal, Facebook)
Invented (e.g. Google, Kodak)
Evocative (e.g. Nike, Patagonia)
Acronyms (e.g. IKEA, IBM)
Founder-based (e.g. Dyson, Chanel)
Each has strengths and risks. Descriptive names clarify, but often lack uniqueness. Invented names are brandable but can be hard to spell or remember. A brand strategy consultant weighs these options based on your goals and target audience.
Originality is crucial, but being too out-there can backfire. Ever heard of “Xobni”? It’s “inbox” backwards. Despite cleverness, no one could spell or pronounce it. (They rebranded to “Smartsheet.”)
Great names are unique and usable. A brand strategy consultant will test phonetics, cultural references, and emotional associations to ensure your name lands well.
Combining two words can yield brilliant names — like Pinterest (pin + interest) or Snapchat (snap + chat). These names are catchy, descriptive, and ripe for branding.
A brand strategy consultant will test dozens of combinations until something sticks, using tools like RhymeZone, NameMesh, and good old-fashioned Post-it notes.
Sounds carry meaning. Harsh consonants can feel powerful and disruptive (think “Nike”), while soft syllables feel friendly and accessible (“LuluLemon”).
An expert brand strategy consultant considers:
Phonetics – How does it sound out loud?
Alliteration – Does it roll off the tongue?
Length – Two syllables is the gold standard (e.g. Google, Apple, Canva).
One of the most overlooked naming steps is global validation. Will your name:
Translate poorly in other languages?
Sound inappropriate or awkward in certain cultures?
Conflict with local slang or negative meanings?
A brand strategy consultant runs linguistics checks and cultural audits to avoid embarrassing missteps.
Even smart founders fall into these traps:
Too Generic: Names like “Smart Solutions” or “NextGen Services” sound like everyone else.
Spelling Headaches: Unusual spellings (e.g. “KwikKarr”) might be unique but cause confusion and mispronunciation.
Narrow Focus: Naming your brand after a specific product or service can limit growth later (e.g. “DVD Central” won’t age well).
Ignoring Legal Checks: You fall in love with a name… only to find it’s already trademarked. Painful.
This is where a brand strategy consultant earns their keep. They guide you away from avoidable pitfalls and ensure your name is future-proof.
Once you’ve got a shortlist, put your favourites through the “name stress test”:
Say it out loud: Does it sound natural? Catchy?
Spell it over the phone: If someone can’t write it down correctly, it’s a problem.
Run it past strangers: Not just friends and family.
Check domain availability: Ideally, you’ll want a clean .com (or relevant extension).
Search on Google + social handles: What comes up? Is the name usable across platforms?
A brand strategy consultant typically conducts naming surveys, A/B tests, and stakeholder interviews to validate direction — with real-world data, not gut feeling.
Let’s explore a few brilliant brand names and what makes them work:
Airbnb – Originally “Air Bed & Breakfast.” The evolved name is compact, suggests community, and is globally friendly.
Slack – Stands for “Searchable Log of All Communication and Knowledge.” Clean, memorable, with a clever backstory.
Notion – Abstract, yet elegant. Evokes productivity, thinking, and simplicity.
Canva – Evokes canvas + design, and is soft, short, and global-friendly.
Every one of these was likely shaped or validated by a brand strategy consultant working behind the scenes.
Your brand name is the flag you plant. But it’s only one part of your broader identity. Once you’ve nailed the name, you’ll want to build:
A powerful brand story
A visual identity that complements the name
Clear messaging frameworks
A tone of voice that reinforces your positioning
A full-service brand strategy consultant doesn’t just give you a name. They give you a platform to grow — confidently, coherently, and creatively.
Your business name should be memorable so users can find it easily on the internet. In addition, unique spellings or names hard to spell could be a challenge for new customers to find your business online. Keeping it simple is the best option.
In addition to the name being relatively simple, it should also have some sort of meaning. Ideally, the name of your business will resonate with customers or anyone who sees it, and they will quickly know what your business is about.
Over time, many businesses grow and evolve. If you add new products or services to go along with existing items, your business name should be able to grow along with it. A name too narrow in scope could cause a problem as your business expands.
The business name should invoke positive feelings when a person hears it or sees it in writing. The goal is for your business name to have a positive connotation for the industry you’re in. For example, “Ford Trucks” may invoke feelings of being rugged and durable, “Toyota” has an image of making reliable and economical vehicles, while some children get excited and hungry from just hearing the word “McDonald’s.”
Not every business is easily recognized as Amazon or Microsoft. As a result, having a business name that describes your business can be a great way to define your brand. In addition, it can make your business easier to find online. A popular way to create a breakout name for your business ins to use a non-adjective combo. For example, General Motors, Apple Computers, Federal Express, and United Airlines are examples of noun-adjective names. In each instance, the reader instantly knows what the companies are about and the products they offer.
Ask friends and family their opinions about the name of your business. How does it make them feel? Getting opinions from others is critical: just because you like it doesn’t mean everyone else will also.
Some words may not sound as good as they look on paper. If it doesn’t sound good, it won’t generate positive feelings. Your business name should look good on paper and sound good when it is said out loud.
Once you have decided on your business name, the next step is to make it legal. Here are a few tips on making your business name official:
Is anyone else using the name? If so, they may have legal right to the name. Do more research on the name and explore your options. Consider changing the spelling of the name (if applicable).
In addition, conduct trademark and searches in your jurisdiction. Names that are legally claimed by others can’t be used and subject to lawsuits if used without permission.
The United States Patent and Trademark Office is a great place to start your search.
While “.com” is the preferred domain for businesses, .net, .org and .biz are also popular. Domain name availability can be found on sites such as godaddy.com.
The name of your business could have a direct impact on its success. By taking the time and doing the research, you could be one step closer to creating the perfect name for your business.
Contact our friendly brand strategy consultant team to find out best ways to name your new brand.
Thinking Aboout Using AI Content Writers to Optimise Your SEO… Read This First! In the age of AI generated everything,...
Following the triumph of the MOYA award-winning Sumo Citrus campaign in 2016, Matt Crouch, a respected leader in the fresh...
