Brand Naming: How to Choose a Name That Lasts
A systematic approach to brand naming including brainstorming techniques, evaluation criteria, and legal considerations.
A Name Is Your First Brand Asset
Your brand name appears on everything: website, cards, invoices, signs, social profiles. It is often the first thing people learn about your business.
Types of Brand Names
Descriptive
Names that describe what you do. Example: General Motors. Pro: immediate clarity. Con: hard to own legally and limiting if you expand.Invented
Completely made-up words. Example: Kodak. Pro: highly ownable. Con: requires significant investment to build meaning.Metaphorical
Real words used in a new context. Example: Amazon. Pro: evocative and memorable. Con: may confuse initially.Acronyms
Abbreviated names. Example: IBM. Pro: short and professional. Con: lack personality and are hard to remember without context.Evaluation Criteria
Brainstorming Methods
Legal Considerations
Search trademark databases before committing. Hire a trademark attorney for clearance. Register your mark in relevant jurisdictions. Secure the domain and social handles early.
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