How To Choose A Brand Name

Here are 5 Steps to help you create a memorable brand name

One of the most challenging and important actions you can take in beginning the process is choosing a name. It’s the foundation of your brand identity, the first impression your audience will have, and a key element in how your business is perceived and remembered. It can also be one of the most costly expenses your business incurs should you decide to overhaul your existing brand to rebrand. 

Step 1: Reflect on Your Brand’s Purpose and Values

Before brainstorming names, take a step back and reflect on your brand’s mission, vision, and values. A great brand name should communicate what your business stands for at its core. You can modify a real word that closely aligns with what your product or business does or invent something that reflects.

Questions to ask yourself:

• What problem does your brand solve?

• What emotions do you want to evoke?

• What key message do you want your name to convey?

• Is your name easy to pronounce?

Step 2: Keep It Short, Simple, and Memorable

Simplicity is key to creating a name that sticks. A short, easy-to-pronounce, and spell name will resonate better with your audience and make it easier for them to recall.

Tips:

• Stick to 1-2 words or syllables (if possible).

• Avoid using overly complex or industry-specific jargon.

• Prioritize phonetics—names that are easy to say and spell are more likely to be remembered. *This is will be key as you begin to generate awareness for your brand

• If possible try to make it catchy which will also help making it more memorable.

Example: Think of brands like Apple, Google, or Uber—all short and impactful.

Step 3: Make It Unique and Distinctive but also applicable

Your brand name should set you apart in the crowded marketplace. Ensure it’s distinctive enough to stand out, but also relevant to your business. Doing research on your target audience will help you define the parameters and ensure your brand will appeal to your target audience

Tips:

• Research competitors to avoid duplicating or overlapping names.

• Avoid overly generic names like “Quality Electronics” or “Fast Cleaning Services.”

• Incorporate unexpected elements (e.g., metaphors, foreign words) to make your name unique.

Example: Airbnb combines “Air Mattress” and “Bed and Breakfast” into a creative, distinctive name.

Step 4: Test for Availability

One of the most important steps after you’ve brainstormed several names is to check its availability. A name that’s already in use can lead to legal issues, confusion, or brand dilution. This is one of the most crucial steps as the ramifications if done incorrectly can be felt throughout your brand’s existence. Choosing the wrong name can also lead to increased spend in marketing.

Tips:

• Domain Name Availability: Check if the .com or relevant domain names are available (tools like GoDaddy or Namecheap can help).

• Trademark Search: Use tools like USPTO (for the U.S.) to check for registered trademarks.

• Social Media Handles: Ensure you can secure the same handle across major platforms like Facebook, Instagram, Twitter, Tiktok, LinkedIn or any relevant platforms your brand will be present..

Pro Tip: Slight modifications to spelling can help secure unavailable domains, e.g., “Fiverr” instead of “Fiver.”

Step 5: Test Your Name with Your Target Audience

Finally, get feedback from your audience to ensure your name resonates with them. Even the best names might not connect if they are misunderstood or lack cultural relevance.

How to Test:

• Create focus groups and ask for honest feedback.

• Run small-scale surveys or polls on platforms like Instagram or Google Forms.

• Observe reactions—does the name evoke the right emotions and align with your brand’s image? Are the reactions those that you would like from your intended target audience?

Final Thoughts

Choosing a brand name is both an art and a science. It requires a balance between creativity, strategy, and practicality. By following these five steps, you’ll be well on your way to developing a name that captures your brand’s essence and resonates with your audience.

Ready to name your brand? Not sure where to start?

Kanorafy’s branding experts can help you brainstorm, test, and finalize a name that sets your business apart. Let’s get started!