Naming is the process of creating a usable and memorable name for a brand, product or service. A name helps people recognise an offer, say it, search for it and recommend it to someone else.
The name should fit what the brand can credibly promise. It does not have to explain the entire offer on its own, but it needs to work with a description, identity and customer experience. Whether the founder likes it is only one part of the decision.
Start with a brief and selection criteria
The brief should identify the offer, audience, markets and languages in which the name will appear. Include the brand’s difference, intended character and possible expansion into other categories. For a rename, establish what recognition or associations need to be retained.
Agree on criteria before reviewing suggestions: pronunciation, spelling after hearing the name, distinction from competitors, relevant meaning and use in the intended languages. These criteria make it possible to compare options consistently instead of choosing through first impressions alone.
Develop directions and a shortlist
A name may describe an offer, use a metaphor, draw on a personal name or create a new combination of words. Each direction has consequences. A descriptive option may explain the category quickly while being harder to distinguish. An evocative option may give the brand more room but need a supporting description.
Give each shortlisted option a rationale and examples of use. Try it in an introduction, on packaging, in a website header and when placing an order by phone. This reveals whether the name works beyond a list of suggestions and what context it requires.
Check usability before deciding
Ask a few people from the relevant audience to read, pronounce and write the name after hearing it. Ask what it suggests to them. Keep the limits of this exercise clear: a short check can reveal confusing pronunciation or an unwanted association without constituting representative research.
Review meanings in the intended languages, similar names in the category, search results, suitable domains and social handles. Availability can change. An available domain does not establish a right to use the name. Relevant registers also need checking before launch, with a trademark professional’s assessment where appropriate. Selecting a name does not provide a legal guarantee of usability.
What the final decision should include
Keep the approved name, its rationale, spelling rules and agreed offer description together. Record the checks completed and any unresolved questions. This gives visual identity, website and communication work a shared starting point.
Naming can be agreed as part of our brand strategy service. For the decisions behind it, see brand strategy, positioning and tone of voice.
Related terms: Brand strategy, Positioning, and Brand identity.