Coming up with a worthy name for your new brand can feel an overwhelming task. Whether it’s a new business venture, start up, idea, project, side hustle, product, or social group – the right name is key.
I have worked through this process through years of personal and professional projects and have developed a workflow for generating a name which is a great fit for your idea.
Before digging into the workflow and formula, here are three rules I follow when generating a new brand name:
Three rules to follow for generating a great brand name:
1. It must be appropriate (to the idea’s narrative/personality: if the brand’s values are playful, the name should reflect this feel).
2. It must be easy (to understand, pronounce, read, and most importantly: easy to remember).
3. It must be available (legally and online: does a company with the name already exist? Can you use your chosen name? Are your desired URL and usernames available?).
The perfect brand name in three steps:
So, how do you generate the perfect name? I’ve broken the process into three phases: groundwork, formulation and selection. There is a downloadable workbook coming soon to help you work through this process efficiently.
| Step |
What? |
Do this |
| 1. Groundwork |
Research, set the scene and generate ideas. |
- Research similar brands - list the names of at least 10 similar brands/companies (they could be competitors operating in the same space, opposite brands, or brands with similar values).
- Brand personality statement - summarise your brand's personality into a sentence.
|
| 2. Formulation |
Lists, lists and more lists. |
- Build a word bank (word association) - what interesting terminology, words, history, facts, mythology, science or names are related to your idea? List all associated words.
- Form potential names - generate 100+ potential names.
- Shortlisting names - select the best 10 to 20 potential names.
|
| 3. Selection |
Select top candidates, availability checks and testing. |
- Ranking (refer to the three rules for a worthy brand name) - rate each shortlisted name on brand fit, appeal criteria, and availability (check available domain names and social profiles).
- Review and testing - with look and feel design and market research.
|
1. Groundwork
Research, set the scene and generate ideas.
- Research similar brands - list the names of at least 10 similar brands/companies (they could be competitors operating in the same space, opposite brands, or brands with similar values).
- Brand personality statement - summarise your brand's personality into a sentence.
2. Formulation
Lists, lists and more lists.
- Build a word bank (word association) - what interesting terminology, words, history, facts, mythology, science or names are related to your idea? List all associated words.
- Form potential names - generate 100+ potential names.
- Shortlisting names - select the best 10 to 20 potential names.
3. Selection
Select top candidates, availability checks and testing.
- Ranking (refer to the three rules for a worthy brand name) - rate each shortlisted name on brand fit, appeal criteria, and availability (check available domain names and social profiles).
- Review and testing - with look and feel design and market research.
Get the Brand Naming Workbook here!
References and recommended reading:
The five types of names (or, Why suggestive beats descriptive) - article by Nancy Friedman
The Purpose of a Brand Name Is to Play with Familiarity - article by Nancy Friedman
Brand Archetypes - article by Anthony Coombes
Brand Personality: Traits of Top Brands - article by Arek Dvornechuck
Branding in Five And A Half Steps - book by Michael Johnson
Tools and useful links:
Search Companies House for existing UK registered companies
US Corporate Registry Directory
Check domain and username availability on Namechk
