How to Craft a Brand Name That Means Something

Choosing the right name for your company or product isn’t just a creative task—it’s a strategic one. A great brand name is memorable, meaningful, adaptable, and legally sound. It sets the tone for how your audience perceives you and serves as the front door to your identity.

But where do great names come from? And how do you know when you’ve found the right one?

Let’s break it down.

Types of Brand Names

Before brainstorming, consider what kind of name you’re aiming for. Different categories carry different implications:

1. Founder-Based

Named after the creator or team behind the company (e.g., Ben & Jerry’s, Chrysler).

Pro: Easy to protect, personal legacy.

Con: Offers little context about what the company does.

2. Descriptive

These names tell you exactly what the company offers (e.g., PayPal, Bed Bath & Beyond).

Pro: Immediate clarity.

Con: Can limit future growth or be hard to protect legally.

3. Invented

Fabricated or coined words (e.g., Kodak, Verizon, Häagen-Dazs).

Pro: Distinctive and trademark-friendly.

Con: Requires heavy brand education.

4. Metaphorical

Uses symbolic or indirect references (e.g., Nike, Oracle, Amazon).

Pro: Evokes emotion and tells a story.

Con: It may require more effort to connect meaning for the audience.

5. Acronym-Based

Shortened from longer names (e.g., IBM, GE, CNN).

Pro: Efficient—eventually.

Con: Difficult to remember without significant investment in awareness.

6. Hybrid

Combines elements from the above categories (e.g., Citibank, Cingular Wireless).

Pro: Flexible and rich in meaning.

Con: It takes finesse to get right.

Key Criteria for an Effective Brand Name

Once you’ve got a few contenders, run them through this checklist:

• Is it meaningful? Does it hint at your mission, product, or values?
• Is it memorable? Easy to say, spell, and recall?
• Is it future-proof? Will it still make sense if your business evolves?
• Is it ownable? Can you trademark it? Is the domain available?
• Is it positive? Avoid unintended negative associations across cultures or languages.
• Is it visual? Can it inspire a strong logo or brand design?

Pro Tips for the Naming Process

• Don’t fall in love too fast—explore widely.
• Test out names in context (logos, conversations, mockups).
• Say them out loud—some look better than they sound.
• Be organized: track your options and why you like them.
• Vet everything legally and linguistically before you commit.

“A name will last longer than any other investment you make in your business… it makes a critical first impression—even more than your shoes.”

— Alexandra Watkins

Closing Thought

A great name doesn’t guarantee success but gives you a powerful starting point. The best ones are more than clever—they’re aligned, strategic, and built to last.