The first step to starting a business is choosing a name. Bad names can make it hard to market. Amazon wouldn’t be where it is today without Cadabra.

It is not always easy to find the right brand name. 

Naming your brand is not as simple as picking a name that looks great on paper or making a word.

The brand naming process can be a great way for your name to be memorable, meaningful, and relevant. It makes it easy to market, sell and increase brand awareness.

Helping you to create a brand will make your business a household word.

What makes for a great brand name?

A good brand name is a combination of strategy and creativity. 

Gusto CEO Josh Reeves said it best when explaining the process of naming the company. Choosing your name will drive all other aspects forward.

Brands with strong brand recognition fall under one or more of the following categories:

• Descriptive: Brand names that describe what you do or make. 

• Evocative: These names use metaphor and suggestion to convey creativity and point out company values. These names tell a brand story.

• Blends: These names combine two words into one word. These names are descriptive and evocative.

• Invented names: These names can help distinguish your company and establish your brand identity. Examples: Google, Pixar Garmin, and Slack.

• Acronymic: A short and memorable brand name makes a great impression. A longer name might not be possible if you have to.

Guidelines for Brand Naming

It is important to set boundaries when choosing a company name. If you don’t, you can end up with names that are too ungrounded for your brand.

It’s easy to spell and pronounce

Mispronunciation can be a problem even for well-known brands. But it shouldn’t be a distraction from your products or services.

Memorable

Although I don’t know whether you do, I have never visited a store to buy “facial tissue.” You may be familiar with brands such as Kleenex or Chapstick, but your brand name is what will make you stand out from your competition.

Meaningful

It aligns with the company’s ethos of “Investing For Everyone”. This aligns with the company’s ethos of “Investing For Everyone span>

Strong visual identity

Words have power but it takes about 10 seconds to make an impression on your brand. You can try different graphics and text logos to see if you are too long. 

What is the best way to name a brand?

Once you have some guidelines and ideas, it’s time to begin exploring the details of naming your brand. Before you begin the naming process, take the time to do the research.

1. Define your brand’s identity and goals

Your identity, goals, and values will help you distinguish yourself from the competition and decide how your company should be positioned. Consider these questions:

• What’s the purpose of your business? This vision is what you want.

• What’s your company doing? This mission is for you.

• What’s your secret to success? Your core values. 89% are loyal to brands that share their values.

• How would you like your brand identity to look? This is your brand personality.

• What is your brand trying to accomplish? Maybe you want customers to be able to understand your products or show you have an innovative spirit.

Once you have answered these questions, you can look inward.

2. Consider your customers and competitors.

A brand can’t succeed without its target audience. A brand cannot succeed in isolation.

Take into account customer feedback and surveys when naming your brand. Customers should talk about their experiences working with you and how they use your product.

Consider your industry. How are they doing? Use your brand positioning to decide if you will follow an industry standard.

3. Brainstorming and discovery.

Now it’s time to use the whiteboard. If you are a solopreneur, you can ask your friends and colleagues to help you. 

Fill your board with whatever ideas you have. Or, if you’re stuck, you can use

• The service, product, or brand’s adjectives

• What do customers think of your brand? How do you want them to feel about your brand?

• Use it to describe your business.

While brainstorming, consider what makes a great name. You can also consider your concerns about naming. Shopify has a business name generator tool.

4. Fine-tune your ideas.

Most likely, you have many brand names. Take into account the following factors when reducing this list:

• Does it match your brand’s personality and values?

• Does it feel emotionally resonant?

• Does it have any meaning? Is it relevant to the story of your company?

• How does it look on paper?

• Do you have a trademark?

• Are the domain name and social media handles still accessible?

• What makes it different?

• It is concise, clear, and easy to spell.

Next, make a list with 10-15 names. While you don’t need to select from all names, it is advisable to aim for three to five.

5. Get feedback.

Get feedback from your peers, customers, and stakeholders. Don’t get into groupthink.

Once you have received feedback, it’s a smart move to translate the final options across languages. Wix This lesson was hard to learn, but the humor-oriented company learned it well.

Take a look at examples of brands created by popular companies before you make your final decision.

What’s Next?

Now that you have a strong brand, you can design the visuals that bring it to life.