Brand names used to be simple. In fact, many of the earliest companies were simply named after their founders, like Hudson’s Bay Company, the world’s oldest retailer dating back to 1610 and named for Henry Hudson, an explorer.
Over the last century, however, the potential for brand names has become more vast and creative than ever - and good thing too. There are over 45,000 publicly listed companies today - never mind private ones, small businesses, defunct companies, and startups. That’s a lot of branding real estate that’s been chewed up.
The important thing is to move past the obvious - chances are someone else has been there, done that - and find a glimmer of something special, different, and still totally right for the brand you’re brainstorming for.
What a GOOD Name Should Do for a Brand
The question is, where do you start when brainstorming names?
This guide is designed to take you through a process that will help you hone in on a perfect brand name for any company.
The ideal brand name isn’t just funny, pretty, or enjoyable to say. It’s got to do some major heavy lifting for a brand. Here are key things a good name should do.
Stick in Your Mind
Great brand names have a certain stickiness to them. What makes a brand name sticky? Everything else on this list!Stand Apart
The perfect brand name won’t be too similar to others. First of all, you don’t want people to accidentally go to a competitor. Secondly, a distinct name is legally defensible. Just because the domain ‘Pepsee-Cola.com’ is available, doesn’t mean a business owner won’t be served a lawsuit if they tried to launch a soda company. And most importantly, a distinctive name is memorable because it’s not like anything the market has heard before – at least in that category.When a company operates in a narrow vertical, many people believe the name should represent the industry. For example, if you’re coming up with a name for a food delivery service, it might be tempting to mention either of those words in the name, like Flyer’s Food Delivery. But why not think of words related to that category instead? DoorDash, GrubHub, Skip the Dishes, and Uber Eats are all in the same category, but none of them actually mention the words food or delivery.
Evoke Something
Some brand names have a clear and direct meaning – TripAdvisor, for example, tells you that you’re going to receive travel advice. Other brands are more abstract and may evoke a feeling instead. For example, Expedia has a similar vibe to ‘explore’ or ‘expedition’, bringing to mind the idea of adventuring and travel.An optimal name should allow the brain to make connections to the story behind it – and it’s okay if it takes some branding efforts to highlight what that story is. Once a brand is well-established, people will make those connections on their own. After all, no one pictures an orchard when we hear the brand name Apple.
Offer Branding Accessibility
Similar to standing apart, the best brand names aren’t already compromised in the market in some way. Maybe you love the word ‘Kindle’ for a furniture brand made from reclaimed wood. But keep in mind most people already associate that name with Amazon’s popular reader. Or perhaps you’re coming up with a name for a movie production studio, and want to use the name ‘Blockbuster Pictures’. Ownership of the word ‘Blockbuster’ may be relatively available, but keep in mind its previous owner – the now defunct video rental chain – wasn’t exactly a smashing long-term success.Top Level Domain Ownership
Also important? Top level domain accessibility. When searching for brand names, be sure to run a search on a hosting site to see if the most basic version of the domain – YourIdea.com – is even available. There are some workarounds, like using an alternative domain like .co or .io, adding another word to a brand name, or hyphenating things, but ideally, a business owner should be able to claim the .com version of whatever name you come up with.Allow for Expansion
A lot of business owners make a fatal error of honing in on a name at their outset that limits their reach in the future. For example, Snapchat had to rebrand its parent company as Snap Inc. once it expanded its product offering beyond their popular chat platform. Ensure that whatever a business is known for today won’t limit its ability to expand in the future.To use a positive example, Jessica Alba’s The Honest Company, started out as a diapering and baby products brand. They’ve since expanded into beauty products as well – but haven’t had to change their branding at all. The connotations with ‘Honest’ apply to both lines and convey the message that they sell honestly good-for-you products.
Have Brandplay Potential
Similar to having the ability for a brand name to grow in meaning as a business grows, a fantastic name should also have some immediate potential in how that brand talks about itself. For example, the inclusive clothing brand Universal Standard, which offers clothes in sizes 00-40, often abbreviates their name to US, to further drive a feeling of all-encompassing connectivity.Or to use another example, think about how Twitter has created its own set of lingo – people read ‘tweets’ or ‘tweet’ their thoughts; a new noun and verb sprung from the cute brandplay of the parent brand.
Searchable
Owning a top level domain is great, but some people simply can’t be bothered to remember what a site is called, or they may use a verbal-only virtual assistant (like Siri) to look up a company. Keep in mind how easy a brand is to track down, especially if you’re considering an unusual spelling or play on words.When thinking about spelling, don’t forget about commonly misspelled words, or words that are spelled differently in large parts of the world. ‘ColorStory’ may be a great name for a print-on-demand magazine service, but will people search for the company as ‘ColorStory’ or ‘ColourStory’?
In addition, conduct a few searches of a desired name to see what comes up. If it’s millions of pages and dozens of ads, it means a steeper hill to climb when it comes to search engine marketing (SEM). A web search may also tip you off to competitors in other spaces that already ‘own’ a word, or brands with a negative connotation compared to what someone is selling. For example, you might like the name ‘Double Diamond’ for a high end ski hill and spa resort. But a quick online search shows that name is already owned by a cigarette brand – not exactly a connotation you want that resort to have.
Feels Right
Some names just click with a brand. In fact, the best names often result in a ‘Eureka!’ moment as you realize you’ve found something you’re sure business owners and customers will love (and remember) too.Signs You May Be Dealing with a BAD Name
If you read the section above, this should be pretty self-explanatory. But feel free to take a would-be dream name for a spin down this checklist and see if it passes this test. If you say ‘Yes’ to multiple of these, you may need to head back to the drawing board.
- Are there competitors with a similar name?
- Could someone threaten legal action for having too similar of a name?
- Does the name’s significance take a lot of explaining?
- Would you have to seek out an alternative domain like GetThisAppNow.com?
- Is the name difficult to spell? Are there multiple spellings or a commonly misspelled word?
- Are there multiple ways to pronounce the name?
- Think about the business’ trajectory in ten years. Does this name limit the company in some way?
- Is it a struggle to think of ways to get people excited about the name?
- When you do an online search are there other brands that already own a word or phrase you’re considering?
Did you hit a stumbling block? Keep reading! Next, we’ll look at the different types of names available, which may give you a new direction for finding the perfect name.
Getting ‘Real’ About Brand Names
Virtually every brand name out there fits into one of three broad categories, based on how ‘real’ the name is.
What does ‘real’ mean in this context? It’s simple: If a brand name uses real words that are read and understood in the dictionary exactly as they are with your name idea, you’ve got a name on the ‘real’ end of the spectrum. Examples of this would be YouTube, Amazon, or State Farm Insurance. There are varying degrees of fun or cleverness to these names, but all of them use real words, found in the dictionary.
On the opposite end of the spectrum, we’ve got invented names. These are names that aren’t typically found in the dictionary, and may not have any meaning in the English language at all. Some invented names are completely abstract, while others have roots in English words. You can even draw inspiration from other languages – even if the meaning isn’t clear at the outset, the brand story can explain why that word is important. Another category relates to people’s names; whether first or last, our given names aren’t generally found in the dictionary (except for you, Kale). Sample invented names include Google, Reebok, and Lowe’s.
There’s also a sweet spot in the middle, which more and more brand brainstormers are turning to. We call them remixed names. A remixed name is closer to a real word name, but might use some tricks to shake things up and create a truly innovative name. Deliberate misspellings or evolved versions of words are two primary examples. Compound names and portmanteaus are other styles. Another strategy is to take a real word and pair it with a made up or condensed one. No matter which tactic you choose, these names often still evoke a clear meaning like a real word name would, but do it in a creative (and defensible) way. Well-known remixed names include Fiverr, Pinterest, and Tumblr.
Now of course, there are a BUNCH of sub-categories and ideas under each of these three areas. Lucky for you, we’ve outlined them!
POP QUIZ: Which of these names fit under which category?
| REAL | REMIXED | INVENTED |
|---|---|---|
| Hotmail | Lululemon | Pfizer |
| Prudential Financial | Walmart | Haagen-Dazs |
| Apple | Costco | Boeing |
| PayPal | Verizon | Pepsi |
| Caterpillar | FedEx | Disney |
Real Word Name Strategies
Descriptive Names
A descriptive name involves using real words, spelled and understood in their normal format. In general, little to no explanation is needed to understand what that brand offers.This is the most basic type of naming out there and is considered a little dated – unless you’re reimagining or disrupting a category. For example, Brandless (which sells ‘unbranded’ products at a discount price) sells exactly what its name suggests – but still functions semi-ironically as a distinctive point of brand differentiation.
Real World Examples:
- General Motors
- Burger King
- Home Depot
- Pizza Hut
Pros:
- Easy to remember
- Straightforward spelling
- Explains exactly what someone is selling
- Potential to apply new meaning or disrupt ownership of an existing word
Cons:
- Many descriptive names have already been used by competitors
- More limited top level domain availability
- Can potentially be limiting as business expands to new verticals (ex: Dairy Queen’s expansion into warm fast food)
- Potentially bland (ex: imagine if Twitter was called ‘144 Character Messages’)
Evocative Names
The definition of ‘evocative’ is to incite a strong feeling or vision. Evocative, or metaphoric, names may not be as self-explanatory as descriptive names, but they often relay some aspect of a brand. For example, Tinder is a clever name for the popular dating app, because it relates to material used to start a blazing fire – or a fiery love connection. On its own, Tinder the name has nothing to do with what it sells. But once you understand what it offers, the name makes perfect sense.This is probably the number one naming trend in the world, and has been for a long time. Evocative names can be clever, whimsical, and distinct, and impart a true vibe for a brand to launch off from.
Real World Examples:
- Rotten Tomatoes
- Uber
- Rosetta Stone
- Slack
Pros:
- Word choice can help create feelings or moods about a brand
- Clever and catchy
- Ability to take ownership of a word in a fresh new way (ex: Tinder)
Cons:
- Top level domain access may still be challenging – it’s easy to take ownership of a word’s meaning, less so for its intellectual property
- Takes a bit more effort to connect brand name and purpose
Visual Names
Similar to evocative names, visual names paint a picture in words by pairing an adjective and a noun. The relationship between the name and the brand offering may not be obvious right away, but these two words will help set a mood for the brand.Real World Examples:
- Hidden Valley
- American Eagle
- Lonely Planet
- Olive Garden
Pros:
- Easier to claim top level domain access by adding in another word
- Easier to differentiate from competitors in the same space
- Sets a mood and vibe for a brand
Cons:
- Can potentially come off as a bit generic
- Takes a bit more effort to connect brand name and purpose
Compound Names or Phrases
Instead of going a more generic route of adjective and noun, some companies will create a descriptive name and add in an extra word or two to further drive home what a business is about. Compound words and phrases are often easier to brand than single words, and they’ll more clearly and directly share a business offering with limited further explanation needed. These names work whether you’re separating the words with a space or merging them into one.Real World Examples:
- TripAdvisor
- Soulcycle
- Fruit of the Loom
- 23andMe
Pros:
- Easy to remember
- Straightforward spelling
- Easier to get top level domains
Cons:
- Brand confusion as to whether there’s a space in a name
- Can be limiting as a brand expands
Storytelling or Mythological Names
Some figures or stories are so legendary, they’ll give a brand story a great big head start. Feel free to dive into philosophy, history, poetry, and fiction to track down names of people or objects that have significant meaning and are well understood by the public today.For example, Trojan condoms rely on people knowing the legend of the Trojan Horse, which the Greeks used to invade the city of Troy. The word Trojan has long been associated with strength and perseverance, which align nicely with the qualities you’d want in a condom. Other brands are a bit more subtle. Trident gum for example, relates to the god Poseidon’s three-pronged spear, and the product’s three enzymes that fight off cavities. Today that connection isn’t particularly well known, but the name is still sticky.
Real World Examples:
- Midas (a mythological Greek king that turned everything he touched into gold / a car repair service)
- Robinhood (a famous outlaw who equalized society by stealing from the rich and giving to the poor / an app that lets you invest in the stock market directly, with no middle men)
- Nike (the Greek goddess of victory / an activewear brand)
- Pandora (myth of a woman who opened a box out of curiosity / a music curation service)
Pros:
- Easy to build a brand story
- Can impart a feeling or attitude
- Well-known stories mean you can use more unusual names or words – people will generally know how to pronounce them anyway
Cons:
- Could be globally limiting as stories are sometimes region-specific
- May not be super obvious what the connection between a brand and the myth is
Ampersand Names
This naming trend involves taking two words – often two nouns, two verbs, or two adjectives – and adding an ampersand between them. The benefit? You’ve got double the words to give meaning to a brand, and by mixing and matching, the dictionary is your oyster to play with. Ampersand names also have a sort of old timey sensibility to them, and are often favored by brands that have an artisanal element. A slight alternative to this trend is to use a + symbol instead of an ampersand.You can also use the ampersand to pair two proper names (technically an invented name tactic), such as Abercrombie & Fitch.
Real World Examples:
- Dwell & Slumber
- Ben & Jerry’s
- BLACK+DECKER
- Boll & Branch
- KENDALL + KYLIE
Pros:
- Gives you two words to work with
- Can potentially increase brand recall
- Ability to pay tribute to multiple aspects of a brand’s heritage
Cons:
- Very ‘of the moment’ trend that could date a brand down the line
- Potential domain challenges between the brand presentation (Me & You) and the domain spelling (MeAndYou.com)
Remixed Name Strategies
Misspellings
Love a word but find the domain is taken? Many brands will take a well-known word and tweak a letter or two to present a modern, hip take on whatever category they’re going after. GEneral rule is one misspelling can be acceptable. Two are too many.Real World Examples:
- Lyft
- Chick-fil-A
- Flickr
- Froot Loops
Pros:
- Easier to secure top level domain
- Own a word even if it’s used in other sectors / industries
- Fun, modern vibe
Cons:
- Could be difficult to find a brand when conducting online searches (additional SEM budget likely required)
- Doesn’t translate in audio advertising (such as streaming or radio ads, or video voiceover)
Blended Names
A creative twist on compound names is to actually remove or swap a few letters to create an entirely new – but still evocative – name. Also known as a portmanteau, these names are often incredibly legally defensible and simple to brand, while still being easy to spell and search for. They do often have a more lighthearted tone though, so proceed with caution if using for a more serious business.Real World Examples:
- Groupon (Group + Coupon)
- Pinterest (Pin + Interest)
- InstaCart (Instant + Cart)
- Verizon (Veritas + Horizon)
Pros:
- Legally defensible
- Top level domains are generally available
- Spelling is still relatively straightforward
- Often comes off clever and cute
Cons:
- May be too fun / flippant for some sectors
- Can be a challenge to invent
Clever or Punny Names
In a similar vein to blended names, we have creative plays on words. Whether you’re going for a tongue-in-cheek pun or taking a common expression and replacing it with a word related to a business, these smart names can help set a brand apart while still using descriptive, easy to search for terms.Real World Examples:
- LuminAID
- PetSmart
- Staples
- The Codfather
Pros:
- Can put a smile on someone’s face
- Potentially very memorable
- Easier to get top level domain access
Cons:
- If using a different spelling, can be harder to search
- May be seen as gimmicky
Acronyms or Initialisms
Most companies don’t start out with the intention of being known by an acronym. But some brands become best known that way – so if you’re thinking of a multi-word name, keep in mind what that company’s acronym would be, and whether it’s pronounceable or memorable. If you’re wondering what an initialism is, it refers to when a brand is pronounced letter-by-letter, like U-P-S. An acronym is when the letters are pronounced as a word, like A-sohss (ASOS).Real World Examples:
- ASOS (As Seen On Screen)
- IMDB (Internet Movie Database)
- IBM (International Business Machines)
- UPS (United Parcel Service)
Pros:
- Short and sweet
- Straightforward spelling
Cons:
- Loss of original name meaning in many cases
- Bland; no opportunity to impart brand meaning or feelings
Invented Name Strategies
Abstract Names
The most common type of invented name is an abstract one. These names generally have no or limited connection to real English words, and thus, truly stand apart. Plus, abstract words allow the brand to create meaning, instead of having the audience come with their own preconceived notions.Without a root word to lean on, the actual sound of the word is critical to impart a feeling. For example, if you were thinking up a name for a women’s hygiene product, what name do you think is a better fit: Atabix or Floresse? The latter has a gentle, more feminine sound that suits the product category, without meaning anything.
Real World Examples:
- IKEA
- Fanta
- Xerox
- Swiffer
Pros:
- Extremely easy to ‘own’ most names legally and via top level domain searches
- No preconceived notions of what a name means
Cons:
- Could be harder to search if not spelled phonetically
- Marketing will have to do the heavy lifting to apply meaning
Mutated Words
Get your superhero on and mutate a root word you love into something a little more distinct. Unlike a deliberate misspelling (like Fiverr), an evolved or mutated brand clearly has ties to an existing word, but is a standalone entity.Real World Examples:
- Nutella
- Maybelline
- Splenda
- Ethereum
Pros:
- Still evokes a feeling or meaning with root word ties
- More top level domain availability
Cons:
- Not as deliberate or clear in meaning as a name with descriptive aspects
- If the core word isn’t distinct enough, could get lost in a crowded marketplace
People Names
When commerce was a new thing, many people named their companies after them – and some of the most enduring brands of today still use these names. For example, the ‘Big 4’ accounting firm Deloitte is named after its founder (as are most accounting firms – although many are known by their acronyms), who passed away before the 20th century even began!That being said, a business owner probably wouldn’t be too impressed if you pitched their name as the direction to go with. With that in mind, there are two other types of people names to consider. The first is using a standalone, commonly known first name. This can give a brand a personable feeling, and has plenty of brandplay as that name can ‘speak’ for a company.
The second is to use a historical or famous figure (real or imagined) and bank on people’s understanding of that person to impart meaning. For example, the children’s brand Baby Einstein suggests to parents their kids will be on the fast track to becoming a genius by interacting with their toys.
Real World Examples:
- Eddie Bauer
- Lynda
- Tesla
- McDonald’s
- Bubba Gump’s
Pros:
- Often easily defensible (particularly with using a first and last name)
- Can lend a friendly, personable feeling
- Like storytelling names, can impart a legend or history
- Can be a fitting tribute to someone important to a brand’s founding, origin, or spirit
Cons:
- Could be associated with the founder (potentially in a negative way in the event of a poor exit)
- Standalone first names may be tricky to acquire top level domains
- Connotations may exist for certain names – for example naming a company ‘Donald’ may incite political connotations for many people
Foreign or Classically Inspired Names
Feeling uninspired by the English dictionary? Cast your nets further and take a keyword you love and see how it’s translated in other languages. A particular translation may pop up that stands apart, is easy to spell and pronounce, and just feels right. The brand story can be used to relay where the name comes from.Another option is to take an expression from another language and use a brand to educate consumers on what it means, like the take-and-go restaurant concept Pret a Manger, meaning ‘Ready to Eat’ in English.
You can also dive into ancient Greek or Latin to cull common prefixes or suffixes to give a brand a classic sound.
Real World Examples:
- Reddit (meaning ‘submit for approval’ in Latin, also reads as ‘read it’)
- Lego (from the Danish ‘leg godt’ meaning to ‘play well’)
- Sony (from the Latin word ‘sonus’, meaning sound)
- Reebok (from the Afrikaans word ‘rhebok’, for antelope)
Pros:
- Can evoke a worldly vibe
- Capitalize on a great word that may be competitive to ‘own’ in a space
Cons:
- Requires some education on what that word or phrase means
- Can potentially be tricky to spell or pronounce
Geographic Names
Pay homage to a place that has ties to a brand by borrowing its name. Many place names are invented, making them an ideal fit. The sound of a place name can also impart a certain feeling. For example, the British county of Lancashire would be a nice, rustic name for an artisanal brand, like a cheesemaker or furniture designer.Keep in mind however, that a place name may be harder to get domain ownership of as that same place may already own the top level domain and dominate related search listings.
Real World Examples:
- Budweiser (Beer has been brewed in Budweis, Bohemia since the 1200’s – the name means ‘of Budweis’)
- Nokia (A town in Finland)
- Cisco (Short for San Francisco, USA)
- Duane Reade (Named after Duane and Reade streets in Manhattan)
Pros:
- Can potentially evoke a feeling or mood
- Pay homage to a brand or founder’s roots
- Can evoke a worldly vibe
Cons:
- Requires education to connect place to brand
- Potentially harder to own from a domain and search standpoint
- Potentially tricky to spell or pronounce
A final note on all of these strategies – you can mix and match them! Verizon is a perfect example of this. It has roots in the Latin word ‘veritas’, meaning truth. The word ‘horizon’ is also evident, making it an example of a mutated word. And the combination of two words calls back to the remixed blended name style. That’s three naming tactics to come up with an incredibly evocative name that presents a truly vast horizon for communications.
Name Brainstorming Strategies
Now that you have a good understanding of the three overarching type of brand names – real word, invented, and remixed – and all of the sub-categories under each style, it’s time to put your brand brainstorming skills to the test. Here are a few ideas to get those creative juices flowing as you search for the perfect brand name.Naming Matrix
Take all of the brand name types outlined here and challenge yourself to come up with 1-3 ideas per name type for the company you’re researching. Even if a naming style feels totally wrong for a company, give it a shot; you never know what type of inspiration will strike. Plus, this tactic can help hone in on the right types of names you should be focusing on.Want to try a practice round? Imagine you’re tasked with coming up with a brand name for a tasting room and wine boutique that specializes in serving over 1,000 wines from around the world. The owner spent his summers in Italy as a young boy and has always loved wine. The target market is high end business professionals with disposable income, as well as couples. People will come into the place for a glass or two of wine and some appetizers, and may buy a bottle or two afterward. We’ve given naming a shot below – now you try!
| NAMING STRATEGY | SAMPLE NAMES | YOUR IDEAS! |
|---|---|---|
| Descriptive | Global Wine Tasting Room | |
| Evocative or Metaphorical | Tastings | |
| Visual | The Glass Vineyard | |
| Compound Names or Phrases | BottlesUp | |
| Storytelling or Mythological | Bacchus Grove | |
| Ampersand | Cork & Oak | |
| Misspellings | Divyne Wyne | |
| Blended | Vinyum (vinum is wine in Latin) Vinova (vine or vino + nova) | |
| Clever or Punny | The Grape Cellar Grape Expectations | |
| Acronyms | VVN | |
| Abstract | Vezic | |
| Mutated | Wineria | |
| People | Miles & Maya (inspired by the wine-focused movie Sideways) | |
| Foreign / Classical Languages | Veni Vidi Vino (from the Latin phrase for ‘I came, I saw, I conquered) | |
| Geographic | Georgia’s Hollow (The nation of Georgia is where the earliest signs of wine grapes were found) |
Word Bank
Think about the brand name brief and what the company does, sells, or offers. Then make a list of every single word you can think of that relates to that industry or product. For example, let’s say you’re brainstorming ideas for an artisanal ice cream shop. A selection of the words you could come up with may include cream, pop, parlor, sundae, spoon, and scoop.Next, create a list of positive attributes associated with that brand. How should someone feel after interacting with them? Using the ice cream shop example, some words might include delighted, sweet, happy, joyful, scrumptious, cool, refreshing, and treats.
Use those words as a jumping off point for brainstorming – and feel free to have fun by using tactics like blending names or working in a pun. For our fictional ice cream shop, some ideas could be Sweet Sundae’s, iScream, and Coolhaus.
Voice of the Customer
Maybe the company you’re brainstorming for has already conducted customer research. If so, take a look at customer feedback and see if any words or phrases pop out at you.If not, imagine you’re conducting a focus group or a series of interviews with satisfied customers. What would they tell you they loved about that product or service? Write down possible one-sentence reviews, or exclamations. Some brands use this tactic literally – I Can’t Believe It’s Not Butter! being the most infamous example. But if nothing else, you may be able to identify a repeating pattern or a strong word that gives you – and the fictional customer – the warm and fuzzies.
Team Effort
Have some friends or family with some spare time? Turn your brainstorming into a game. Sit everyone down and give them some loose keywords related to the brand. Do not share the actual naming brief with them. For example, for a mattress brand that makes their products from sustainable bamboo, you could provide the words sleep, bamboo, eco-friendly, comfortable.Get each person to individually write down as many related words as possible within a set period of time, like two minutes. Then have everyone read out their word choices. For every unique word that no one else thought of, they’ll earn a point. The person with the most points wins!
You’ll generate some new, fresh ideas for words using this tactic. If you want to loop your loved ones in at this point for further name brainstorming, feel free.
The Perfect Name Brainstorming Checklist
We’ve given you all the tools, tricks, and tips to get started brainstorming up some brilliant brand name ideas. Now it’s time to let your imagination run wild. If you’re ready, here’s a quick checklist for dreaming up the perfect name!- Read the naming brief and ask questions if necessary. Make sure you understand the product or service’s benefits and desired brand attributes.
- Research what competitors are calling themselves so you know where not to go.
- Pick a brainstorming strategy from this guide (or more than one) and start writing down names. In general, you should try to brainstorm at least 50 names for each brand.
- Narrow your long list down to 5-10 names, using the signs of a good and bad name outlined earlier.
- Google each name and ensure there aren’t any negative connotations in another sector, or that a name isn’t already ‘owned’ by another business.
- Check for the name’s domain availability and ensure .com is available. If not, be prepared to offer a very strong alternative domain.
- Don’t forget about social! Namechk is a free service that lets you check major social platforms to see if a desired username is available (it also checks for domains too). Remember, if a name isn’t available on one social channel, think of an alternative social handle that can work for all platforms.
- At this point it’s more than likely you’ll have stumbled upon any glaring brand name conflicts. But if you want to be thorough, you can run a free trademark search with the USPTO here to see what brands are using your top name idea. Keep in mind the USPTO database doesn’t include unregistered trademarks (which could make it a challenge to trademark a name later), abbreviations, alternative spellings, phonetic words, varied punctuation, synonyms, translations, and so on. But it’s not a bad place to start.
- Pick your top name idea (or two, or five) and present them!