How to Create a Brand Name? Guide 2025



The basis of your brand is your company name. It is the initial impression you create on potential customers and can attract or alienate your target audience. Selecting the right name involves more than just being creative; it also requires considering strategy, aligning with design and understanding the technical platform behind your online presence
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Establish brand identity

A powerful business name can only be created in isolation. It comes from a deep understanding of your company's identity and values. Before thinking about any potential name, it's important to delve into the fundamental aspects of your brand's identity.

Understand your role and objectives

  • Why does your company exist? What problems are you solving for your customers? Having a well-defined mission provides a firm foundation for your company within a broader objective;
  • Your future plans: How do you imagine your company's trajectory in 5 or 10 years' time? What kind of influence do you want to have in your industry or community? Consider the future direction you envisage for your company.

Market segment

  • Ideal customer description: Provide a detailed description of your ideal customer. Take into account demographics such as age, location and income, as well as needs, weaknesses and aspirations. The more detailed, the better!
  • Customer preferences: What language and images relate to your target audience? Are they attracted to classic designs, bold creativity or a mixture of both?

Brand personality

  • Brand characteristics: Identify 3-5 descriptive words that reflect the image you want to project for your company (e.g. reliable, creative, fun, sophisticated, friendly);
  • Voice: How do you characterise the way your brand communicates with customers? Think about whether the tone is formal, informal, whimsical, etc.

Unique principles and factors

  • Main values: What objectives guide your commercial choices? Are sustainability, social responsibility, exceptional customer service or other important values your main priority?
  • What sets you apart from your competitors? Unique selling point (USP) Is it your expertise, product characteristics, cost, interaction with customers or a special mix of elements?

Word association

Now that you have a clear understanding of your brand, it's time to start expanding your vocabulary. Word association is a useful technique for discovering related terms and concepts that can give rise to name ideas.

  • Central theme: Start with a word or short phrase that encompasses your company's core offering, mission or main differentiating factor;
  • Ramification: Write down any words or phrases that come to mind in association with your central theme. Don't limit yourself, even if some of them don't seem directly relevant at first glance;
  • Thesaurus time: Use a thesaurus (online or printed) to explore synonyms, antonyms and terms related to the words on your list. This can reveal unexpected combinations and variations.

Example: If your business centres on sustainable home decoration, your central theme might be ‘eco-friendly living’. Word association can lead to words like ‘green’, ‘natural’, ‘conscious’, ‘minimalism’, ‘bamboo’, ‘upcycle’ and others.

Keywords that describe something

Be precise (but catchy): Can you incorporate terms that directly explain your products, services or area? At times, the simplest names prove to be the most effective..

Specialised vocabulary: Are there sector-specific terms known to your target audience that could enhance the experience reflected in your name? For example, a technology start-up could use terms such as ‘cloud’, ‘software’ or ‘AI’ to indicate its sector.

Advantages, not just features

Problem-solving: Think about the problems you solve for customers. Are there words that communicate the desired result of using your product or service (e.g. ‘comfort’, ‘efficiency’, ‘transformation’)?

Emotional impact: Consider descriptive words that evoke a feeling rather than just stating facts. Does your company inspire feelings such as ‘confidence’, ‘joy’, ‘adventure’ or ‘calm’?

Geographical connection: If your company has a strong local or regional focus, you can subtly include geographical elements in your name (for example, ‘Mountain View Bakery’ or ‘Pacific Coast Consulting’).

Remember that you can use descriptor keywords with other types of words, which we'll discuss later, to create even more attractive and distinctive company names.
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Idea generation methods

Once you've established a solid understanding of your brand, it's time to unleash your creativity! Let's investigate different brainstorming techniques to come up with a variety of possible company names.

Merging words and ideas

  • Mashups and Portmanteaus: Mixing elements of several words to form a distinct, new word. Consider well-known examples such as ‘Microsoft’ (microcomputer + software) or ‘Groupon’ (group + coupon);
  • Create surprising combinations: Combine unrelated words to create a lasting impression, with the aim of capturing attention (e.g. ‘City Harvest’ for a sit-down restaurant or ‘Peak Auto’ for a car dealership);
  • Rephrase the text without changing the meaning and keeping the word count. Experimenting with alliteration, rhymes or catchy rhythms can help make your name more memorable by playing with language.

Title creators

Name generators are tools found online that can help boost your thought process. Although they shouldn't be the only place where you can get ideas, they can serve as inspiration and suggest combinations of words you might not have thought of.

Important reminder: Make sure you check the availability of any suggested names before getting too attached to them, as they may already be in use.

Founders' names

Personalising a company name has power, especially for service-based companies or those with solid personal brand identities. Consider the following methods:

  • Full name or initials: Using your full name (e.g. ‘Martha Stewart Design’) or your initials (e.g. ‘J.K. Rowling’) adds credibility and recognition;
  • Surname variations: If your surname is common, consider experimenting with modified spellings, shortening it or associating it with a descriptive word (e.g. ‘Ford Motors’ or ‘Johnson & Co.’);
  • Historical figures: If your company values tradition, consider names of notable figures in your field or throughout history (with due research into their reputation and relevance to your brand).

Abbreviations or letters

Abbreviations and acronyms have the ability to form concise, impactful and sometimes enigmatic titles that arouse interest. Here's how to use them correctly:

  • Form acronyms using a series of descriptive words (for example, BMW - Bavarian Motor Works, or H&M - Hennes & Mauritz). Make sure the acronym you create is easy to pronounce and has no negative connotations;
  • Acronyms can be pronounceable: Acronyms can create words or names that are easily pronounced, such as ‘TED’ or ‘Wes’ for Wesley.

References to location on a map or in the world

Integrating localisation can be beneficial for companies with a strong regional emphasis or those looking to capture a certain atmosphere linked to a particular area. Bear the following in mind:

  • Specific locations: Include your city, state or a famous landmark relevant to your brand (e.g. ‘Brooklyn Bagels’ or ‘Everest Consulting’);
  • Regional flavours: Use broader geographical features (e.g. ‘Coastal Crafts’ or ‘Southwest Solutions’);
  • Playful geography: Think of words with double meanings that are both geographical and descriptive (for example, ‘Summit Fitness’ can evoke mountains and goals to be achieved).

Sources of inspiration

  • Mythology and literature: Explore the rich symbolism and timeless stories of mythology or refer to beloved literary characters with positive associations;
  • Foreign languages: Explore words or phrases with beautiful sounds and relevant meanings in other languages. Don't forget to check that the translations are correct and culturally appropriate;
  • Nature and the natural world: Use the elements, celestial bodies, animal names or botanical terms to evoke a sense of beauty or power (e.g. ‘Aurora Designs’ or ‘Wolfpack Consulting’);
  • Personal passions: Give your company name a unique twist by incorporating your favourite hobbies, interests or artistic styles (e.g. ‘Pixel Perfect Media’ for a photography lover or ‘Vintage Vinyl Records’).

The influence of images

Visual brainstorming involves replacing traditional lists with visual resources such as images, mood boards or mind maps to generate new ideas and make connections.

Consider how your company name can enhance the overall aesthetic of your first logo design concepts for inspiration.

It's crucial to respect intellectual property and refrain from direct copying when looking to existing work for inspiration. Your name should be unique to you, even if it subtly pays homage to a concept you hold dear.
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Evaluating your list of top choices

You probably have a long and exciting range of possible company names. It's time to be selective! To determine the names with the greatest potential, let's evaluate your options from several perspectives.

Memorability

  • Memorable and unique: Does the name differentiate itself from others? Is it easy to remember after hearing it just once?
  • Avoid the mundane: Avoid overly generic names that could easily blend in with your competitors' (e.g. “The Consultancy Group” or “Web Design Solutions”);
  • The short and sweet test: Consider whether the name is short enough to be remembered when mentioned quickly or seen in marketing materials.

Ease of pronunciation

  • What does the name sound like when pronounced? Does it roll off the tongue smoothly or is it difficult to pronounce?
  • Avoid tongue twisters: Complex spellings or unusual word combinations can create confusion and prevent people from talking easily about your company;
  • Spelling considerations: Is the spelling intuitive? People will have to ask: ‘How do you spell that?’ The simplicity of spelling often helps memorisation, especially in online searches.

Possibility of misunderstandings

  • Unintended meanings: Do any of your potential names have hidden connotations or negative associations in certain languages or cultures? A quick online search can help uncover potential problems;
  • Ambiguity vs. Clarity: Sometimes a certain degree of ambiguity can be intriguing, but make sure your name doesn't leave your audience completely perplexed about what you do;
  • Sound similarities: Is the pronunciation of your name too similar to that of a well-known company? This can create confusion, especially in oral contexts.

Availability of domain names

  • The ideal situation: Ideally, your company name should coincide perfectly with an available ‘.com’ domain. This results in a seamless brand experience;
  • If the ‘com’ domain is not accessible, look for other domain extensions such as ‘co’, ‘net’ or sector-specific extensions such as ‘tech’ or ‘design’;
  • Domain name registrars: Make sure you choose trustworthy registrars to check availability and prices.

Social media accounts

  • Key consistency is important: make sure you find the same or very similar usernames on your main social media platforms, such as Instagram, Twitter, Facebook and others;
  • Stay adaptable: If your favourite name isn't available, small changes may be necessary, such as adding ‘the’, your location or a relevant term to your social identifier;
  • Even when a domain and social handles are ready to be used, make sure you do a basic trademark search to avoid possible legal disputes (which will be discussed later).

Scalability

  • Growth potential: Is your company name still applicable if you decide to broaden your offerings or focus on a different sector of your industry?
  • Is it too detailed? To avoid being restricted to a narrow niche or location in the future, choose names that allow for more expansive opportunities;
  • Choosing a name that can stand the test of time is more important than following temporary trends when naming your company.

Impact on emotions

  • The emotional element: What emotions do you associate with each name? Can it arouse the desired emotions linked to your brand's personality (e.g. enthusiasm, reliability, fun, creativity)?
  • Customer response: Imagine yourself in the position of your perfect customer. What feelings or connections can the names you are considering evoke for the people involved?
  • The influence of sound: Even conceptual titles have an innate ‘sound’ attribute. Is it vibrant and energetic, soft and soothing, or a combination of both? Think about how this fits in with your brand.

Evaluate your best options

  • Repeat it out loud several times: Repetition can indicate whether a name becomes less appealing or starts to sound monotonous;
  • Imagine how your potential names would appear in various fonts and picture them as part of your logo design, visualising them. Can you arouse a sense of anticipation?
  • Test your company name by speaking it out loud as if you were answering a phone call to your company. Is it professional and does it create a positive impression?
Key point: Don't overlook the influence of emotion in branding. A name that evokes the right emotion can establish a powerful connection with your viewers.

Trademark and legal research

While it's ideal to consult a trademark attorney for a full legal analysis, these are some preliminary actions you can consider.

Explore more than just exact matches: Consider names that sound similar or names in your specific area to avoid potential conflicts, even if they are not the same.

Please note that simple research should not replace the advice of a legal professional. If you are committed to a specific name, seek advice from a trade mark attorney to make sure you are not violating any existing rights and for assistance in registering the trade mark.

Finding the right balance between risk and reward.

Sometimes you may need to take a calculated risk if you become enamoured of a name that shares similarities with current trademarks. A legal discussion can help evaluate these aspects for your distinctive business.
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Get feedback

At this point, you've narrowed down your choices to a handful of top candidates. It's crucial to seek outside viewpoints to ensure that the name you select relates to your target audience and avoids unwanted drawbacks.

Seek out a variety of viewpoints

  • Ask friends, family and work colleagues in your network for advice. Ideally, involve people from different backgrounds who know your target audience well;
  • Potential customers: casually ask people who fit in with your target audience for their opinions on your name suggestions;
  • Participate in appropriate online forums or communities in your domain to receive more diverse opinions on your list of options;
  • Consult your mentor or business advisor for information on potential names for your company.

Questions to get feedback

Go beyond basic questions about whether or not someone likes a name. Take the following into account:

  • Is the name simple to understand, spell and remember?
  • General feeling: What emotions or initial connections are brought to mind by the name?
  • Does the name match your brand's purpose, offerings or demographics?
  • Uniqueness: Does the name differentiate itself from possible rivals?
  • Possible disadvantages: Are there any hidden connotations or connections that could cause problems with the name?

Books with synonyms and word definitions

  • Check meanings: Make sure the names you choose don't have any unforeseen connotations. Look up synonyms and related words to ensure accuracy;
  • Knowing the etymology of the words in your potential names can uncover intriguing links to the brand or reveal hidden meanings.
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Protect your reputation

Once you've chosen a name, it's important to find ways to protect it as your company expands.

The basics of trademarks.

  • Property rights: Having a registered trade mark provides legal protection against competitors using your company name, logo or other brand elements in your specific area;
  • Different types of trademarks: Trademarks can be registered at the national level;
  • The symbols ‘™’ and ‘®’ have different purposes: ‘™’ is for unregistered trademarks, while ‘®’ is for registered trademarks.

Authorised search tools

  • If your company operates mainly in a specific region, it may be beneficial to check the state's trademark database;
  • Global factors: When operating internationally, companies should investigate trademark searches and protection in the relevant countries.

Legal factors to consider

Disclaimer
This part is not a substitute for legal advice. Navigating trademark law can be challenging..

  • If you are absolutely sure of your company's name and plan to expand beyond the local scale, it is highly recommended to seek guidance from a trademark attorney;
  • Advantages of seeking professional advice: A lawyer can carry out detailed searches, provide guidance on registration and help with possible conflicts.
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Combine everything

Create a catchy slogan

  • The reason for having a slogan: A slogan is a short, memorable statement that captures the core of your brand and emphasises your company name;
  • Conciseness is key: Strive to create a short slogan that can be easily incorporated into all marketing materials;
  • Focus on differentiation: What sets your company apart? Your slogan should emphasise your main selling point or brand commitment;
  • Consider incorporating literary techniques such as alliteration or rhyme to create a memorable slogan that is rhythmic and catchy.

Evaluation in a specific context

  • Visualise it with your name: See how your slogan looks when positioned next to or below your company name on website mock-ups, business cards or social media graphics;
  • Is your slogan easy to say out loud? Does it sound genuine when combined with your company name?
  • Get feedback: Consult the same diverse group that provided feedback on your name to get their opinions on your slogan choices.
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Use AI to boost brand name creation process

AI can be a powerful tool in the company name creation process by streamlining brainstorming, generating creative ideas, and offering insights to help you choose the best possible name. Here are several ways AI can assist in creating a company name:

1. Automated Brainstorming
AI-powered tools can quickly generate a wide range of name ideas based on specific inputs such as industry keywords, brand values, or desired emotions. These tools use natural language processing (NLP) and machine learning to generate names that are relevant and creative.

  • Example Tools: Name generators like Namelix, Squadhelp, and BrandBucket use AI to suggest company names based on parameters you input.

2. Keyword Analysis
AI can analyze industry-specific keywords or phrases that best reflect your business's core attributes. By understanding trends, customer preferences, and competitive analysis, AI tools can suggest names that resonate with your target audience.

  • Example: AI can analyze existing brands within your industry and offer variations that are both unique and fitting for your market.

3. Evaluating Name Availability
AI can help automate the process of checking domain availability, social media handles, and trademarks. Tools powered by AI can quickly perform checks across platforms to ensure the name you’re considering is available as a domain or on social media, reducing the risk of conflicts down the road.

  • Example: Tools like Namechk or Lean Domain Search check for domain and social media availability for a name you're considering.

4. Creative Combinations
AI can intelligently combine words, syllables, or roots to create new, memorable names that might not have been considered otherwise. It can blend various linguistic elements to form a unique, catchy name that sounds appealing and reflects your brand's personality.

  • Example: AI can combine elements of relevant words (like "tech" + "innovate") to create names like "Techovate."

5. Cultural and Linguistic Considerations
AI can evaluate potential names in multiple languages or regions, helping to avoid undesirable meanings or negative connotations. It can identify if a name is culturally sensitive and how it might be perceived globally, which is important if you’re aiming for an international audience.

  • Example: AI tools like Google Translate or CulturallySavvy can evaluate translations and cultural appropriateness to ensure your brand name works worldwide.

6. Sentiment Analysis
AI can analyze the emotional impact of a name by assessing its tone and sentiment. It can predict how the name might make people feel, whether it’s positive, neutral, or negative, based on data from social media, customer feedback, and market trends.

  • Example: AI sentiment analysis tools can analyze a name’s impact in the context of your target market and offer recommendations based on favorable emotional responses.

7. Competitor and Trend Analysis
AI can scan competitor names and track current naming trends in your industry. This helps identify gaps in the market and can guide you in selecting a name that stands out and is distinct from others in your space.

  • Example: AI tools like BuzzSumo or SEMrush can monitor naming trends within your sector, helping you stay ahead of the competition.

8. Logo and Visual Compatibility
Some AI tools can help you visualize how a brand name will look in logos or other visual branding materials. By integrating design elements, AI can help predict whether your name will work aesthetically when used in marketing materials.

  • Example: Looka and Hatchful use AI to generate logos that match the tone and aesthetic of the name you’ve chosen, giving you a sense of how it will look visually.

9. Data-Driven Insights
AI can use vast amounts of consumer and market data to predict which names are most likely to succeed. By analyzing user behavior, search trends, and even voice search patterns, AI can recommend names that will resonate with the current and future market.

  • Example: AI platforms like Gartner or Nielsen use data analysis to give you insights into how certain keywords and names are performing in the market.

10. Iteration and Refinement
Once you have a list of potential names, AI can refine the list based on various factors like uniqueness, memorability, or relevance to your target demographic. It can rank the options, allowing you to make an informed decision based on the most relevant criteria.

  • Example: AI-powered platforms like Squadhelp allow you to run multiple iterations of name ideas and refine them based on voting or customer feedback.
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FAQ for brand naming process

1. What should I consider when naming my company or brand?
When naming your company, consider factors like your brand identity, target audience, industry, and company values. Your name should resonate with your customers, reflect your brand’s personality, and be easy to remember and pronounce. Ensure it is unique and scalable as your business grows.

2. How do I brainstorm a name for my company?
Start by listing keywords that represent your business’s values, products, and benefits. Think about what sets you apart from competitors. You can combine words, use metaphors, or even invent new terms. It’s helpful to think about the emotions you want your brand name to evoke and what message you want to convey.

3. Should I choose a descriptive name or something more abstract?
Both types of names—descriptive and abstract—have pros and cons. Descriptive names (like “General Motors”) clearly convey what your business does but may be harder to trademark or stand out in the market. Abstract names (like “Apple”) can be more unique and flexible but may require more marketing effort to establish a connection with your audience.

4. How long should my company name be?
Ideally, keep your name short, simple, and easy to remember—preferably one to three words. This makes it easier for customers to recall, spell, and share. Avoid overly complex or lengthy names that could be confusing.

5. How can I make sure the name is unique?
Do a thorough search to see if the name is already in use. Check for existing businesses, trademarks, and domain names. You can also search social media platforms to ensure your name is distinct and not already associated with another brand.

6. How important is the domain name in choosing a company name?
Your domain name is critical for your online presence. Ideally, you want a domain name that matches your business name or is as close as possible. Ensure the domain is easy to remember, type, and spell, and consider purchasing variations to protect your brand online.

7. How do I know if my brand name will resonate with my audience?
Once you have a shortlist of potential names, test them with your target audience, friends, or colleagues. Gather feedback on how the name makes them feel, whether they can pronounce it easily, and if it aligns with your brand values. You can even run surveys or focus groups to test options.

8. What if my brand name is hard to pronounce or spell?
A name that’s difficult to pronounce or spell can create confusion and reduce brand recall. Ensure that your brand name is intuitive and easy for people to say and spell, especially if your business will rely on word-of-mouth marketing or digital search.

9. How do I check if a company name is trademarked?
To avoid legal issues, check if your proposed name is trademarked by searching the Patent database or a similar intellectual property office in your country. A trademark lawyer can also help ensure the name is available.

10. Can I change my brand name later?
While it’s possible to change your brand name later, it can be expensive and time-consuming. Rebranding involves updating marketing materials, legal documents, and re-establishing customer recognition. It’s best to choose a name you can grow with and will last in the long term.

11. Is it important to consider global implications when naming my brand?
Yes. If your brand plans to expand internationally, make sure your name doesn’t have negative connotations or unintended meanings in other languages or cultures. Research potential translations and local perceptions to ensure your brand name is universally accepted.

12. Can I get help with naming my business?
Yes, many businesses hire branding agencies or professional naming consultants to help generate and refine potential names. There are also online tools and generators that can assist with brainstorming ideas.

13. What are some common mistakes to avoid when naming my company?
Avoid names that are too generic, hard to spell or pronounce, too similar to competitors, or have negative associations. Don’t forget to check availability across domain names, trademarks, and social media platforms. Lastly, don’t rush the process—take the time to find a name that truly represents your brand.
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Summary

Main stages in creating a name for a company or brand:

1. Define your brand identity;
2. Brainstorm keywords;
3. Choose the type of name;
4. Keep it simple and memorable;
5. Check availability;
6. Get feedback;
7. Make sure it resonates;
8. Finalise the name;
9. Build your brand around the name.
On this journey,we've carefully considered all the elements of choosing a company name, from understanding your corporate identity to adapting it to your website. Your company name isn't just a name, it's the foundation of your brand that can influence how customers perceive your company.

Studio.351 specialises in creating brand names. Contact us and we'll help you with your new brand.