Naming · A → Z · N
How to name a brand, step by step
A good name is short, sayable and ownable. This is the process for generating strong candidates — and the checks that stop you falling in love with a name you can't legally use.
Amazon was almost called Cadabra — until a lawyer kept mishearing it as "cadaver." Jeff Bezos also registered Relentless.com (it still redirects to Amazon today) before settling on the name of the world's largest river, partly because it started with "A" and sorted to the top of alphabetical lists. Google, meanwhile, began life as BackRub. Even iconic names usually start as near-misses; a good process is what turns a rough list into the right one.
Because naming only feels like the fun part — right up until a name has to work in a logo, survive being said down a bad phone line, clear a trademark search and have a usable domain. A brand name is a long-term commitment, so it deserves a real process, not a late-night brainstorm.
The types of brand name
Most names fall into a few families, each with trade-offs:
- Descriptive — says what you do (e.g. "General Motors"). Clear, but generic and hard to trademark.
- Suggestive — hints at a benefit or feeling without spelling it out. Often the sweet spot: memorable and protectable.
- Invented — a coined word. Highly ownable and easy to trademark, but you have to teach people what it means.
- Real word / evocative — an existing word used metaphorically (a fruit, an animal). Distinctive if the link is unexpected.
- Founder or place — a person or location. Personal and credible, but limits reinvention later.
There's no single "best" type. A suggestive or evocative name usually gives the strongest mix of meaning, memorability and legal protection.
Start with a naming brief
Before brainstorming, write down what the name must do. Pull this straight from your brand strategy: who it's for, the personality (see archetypes), the feeling you want, and any hard constraints — length, languages it must work in, words to avoid. A brief turns a vague hunt into a targeted one.
Good-name checklist
Short and easy to say. Easy to spell after hearing it once. Distinctive in your category. No unfortunate meanings in your key languages. Room to grow beyond today's product. A usable domain and handles.
Two of the world's biggest names started as rejects
Amazon's path ran Cadabra → Relentless → Amazon: the first was confusing over the phone, the second felt sinister to friends, and the third suggested vast scale and won on sheer memorability. Google came from googol — the number 1 followed by a hundred zeros — signalling limitless information; the spelling "Google" reportedly stuck partly through a misspelling while checking the domain.
Notice what actually decided each one: not the cleverest meaning, but the name that was clear, distinctive and available. That's the bar to aim for.
Generating candidates
Quantity first, judgement later. Aim for a long, messy list before you start cutting. Useful angles to spark ideas:
- Roots and meaning — words in other languages, myths, or the science behind your product.
- Metaphors — what your brand is like: a guide, a spark, a harbour.
- Sounds — play with rhythm, alliteration and short, punchy syllables.
- Blends and coinages — fuse two relevant words, or bend a real one.
Generate far more than you need, then walk away for a day. Distance makes the weak ones obvious.
Testing a shortlist
Cut to a shortlist of five to ten, then pressure-test each one in the real world, not just on the page:
- Say it out loud in a sentence: "Hi, you've reached ___." Awkward names reveal themselves fast.
- The radio test — could someone spell it correctly having only heard it?
- Set it as a logo — some names look great and read badly, or vice versa. Ties into logo design.
- Check the associations — ask a few people what the name makes them think and feel. Watch for meanings you didn't intend, especially across languages.
Fall in love with a name only after it has passed the boring checks — not before.
Legal and domain checks
This is where good names die, so do it before you commit emotionally or spend on design:
- Trademark search. Check for existing marks in your industry and territories. A name already trademarked in your class is a dead end — take professional advice for anything serious.
- Domain and handles. See what's available. You rarely need the exact .com, but you do need a clean, memorable option and matching social handles.
- Web search for clashes, negative associations or an established company with the same name.
When a name clears the checks, passes the say-it-out-loud test and fits your strategy, you've found it. Lock it in, secure the domain and handles the same day, and move on to building the identity around it.