What’s the point of having an amazing brand if you have a name nobody can recall? And that hurts even more when you’ve spent countless hours naming your brand. The problem is that most businesses overthink naming. They chase cleverness and end up with something forgettable or worse, confusing.
A good brand name does one job: it makes people remember you.
Here’s how to get there.
The Three Non-Negotiables
Before anything else, your name must pass these tests:
- Easy to say out loud — If people stumble when pronouncing it, they won’t recommend you.
- Easy to spell — Complicated spellings mean lost website traffic and misspelt searches.
- Easy to remember — If they can’t recall it two days later, it doesn’t matter how creative it was.
Everything else is secondary.
Step 1: Define What the Name Needs to Do
Don’t jump to brainstorming names yet.
First, answer this: What job does this name need to perform?
Ask yourself:
- Does it need to explain what we do? (Descriptive)
- Does it need to suggest a feeling or benefit? (Evocative)
- Does it just need to be distinct and ownable? (Abstract)
Example:
- Descriptive: PayPal (you pay your pal)
- Evocative: Amazon (vast, endless)
- Abstract: ChatGPT (meaningless, but now iconic)
Knowing your category helps. If you’re in a crowded space, descriptive helps. If you’re creating something new, abstract can work.
Step 2: Build Your Word Bank
Collect raw materials before you start combining them.
Make four lists:
- What you do (verbs, nouns related to your service)
- How it feels (emotions, outcomes, benefits)
- Who it’s for (audience traits, aspirations)
- Random inspiration (nature, mythology, objects, sounds)
Spend 15 minutes per list. Don’t edit, just collect.
Step 3: Apply the Memorability Filter
Great brand names usually have at least one of these traits:
Rhythm or repetition
- Coca-Cola, Kit Kat, Dunkin’ Donuts
Unexpected pairing
- Snapchat, Firefox, Spotify
Single punchy syllable
- Stripe, Slack, Nike
Familiar word, new context
- Apple, Orange, Uber
If your name has none of these, it’s probably forgettable.
Step 4: Test for Real-World Durability
You think you have a winner. Now stress-test it.
The coffee shop test: Say it out loud to someone in a noisy place. Do they get it on the first try?
The phone test: Spell it over a call without explaining. Can they type it correctly?
The cocktail party test: If someone asks what your company is called, does the name spark curiosity or confusion?
The domain test: Is the .com available? If not, can you afford it or find a close alternative that works?
If it fails any of these, keep looking.
Step 5: Check the Legal Landscape
We know the feeling when you fall in love with a name. But before you do that, confirm you can actually use it.
- Google it. Thoroughly. Look for businesses in your industry or adjacent ones.
- Check trademark databases. Use your country’s IP office search tool.
- Search social handles. Instagram, LinkedIn, Twitter/X—are they available or cluttered?
You don’t need perfection across all platforms, but you need workability. A taken Instagram handle isn’t a dealbreaker if the domain and trademark are clear.
Step 6: Live With It for a Week
You don’t have to decide immediately.
Write the name everywhere:
- On a business card mockup
- In an email signature
- As a social media bio
- In a sentence: “I work at [Name].”
Does it still feel right after day three? Day five?
If you’re cringing or second-guessing, that’s a signal.
Common Traps to Avoid
Trap 1: Trying to be too clever
Puns and wordplay age poorly. What feels witty today often feels gimmicky in two years.
Trap 2: Making it too long
If it’s more than three syllables, you’re making people work too hard.
Trap 3: Forcing a story
The name doesn’t need to “mean” something deep. Amazon didn’t need to relate to books. It just needed to sound big.
Trap 4: Choosing by committee
Too many opinions = bland compromise. Limit feedback to 3–5 trusted people max.
Trap 5: Ignoring how it sounds
You’ll say this name hundreds of times. Make sure you don’t hate how it sounds out loud.
The Real Test
A strong brand name isn’t about being poetic or impressive.
It’s about being useful—easy to spread, easy to find, easy to remember.
If your name does that, you’ve won.