What is the Right Way to Name Your Brand or Business?

Answer: Naming your brand isn’t just about picking something that sounds cool—it’s a mix of creativity, strategy, and legal checks. Start by defining your brand’s tone and audience, brainstorm freely, and then screen for trademarks and competition before settling on a name. Test it out, make sure it’s clear and scalable, and lock down your trademarks and domains.

Avoid names that only make sense internally, feel too generic, or limit future growth. Double-check pronunciation and spelling so it’s easy to remember. And skip unreliable methods like internal contests, AI generators, or rushed agency picks. A great name is a long-term asset—choose wisely!

Avoid these pitfalls and follow our suggestions below.

Naming no-nos we’ve seen that waste your time and resources:

• Choosing a name that only makes sense internally: Your customers don’t have your inside knowledge—make sure it resonates with them, not just your team.
• Playing it too safe: If it feels generic, it won’t stand out. Push for something bold and unique even if a bit controversial.
• Acronyms: Alphabet-soup, meaningless acronyms have no emotion cachet, are inherently forgetful, and scream old-school, internal-facing naming.
• Skipping the trademark search: Getting a cease-and-desist letter after launching is a costly mistake. Do your homework first! (even Megan Markle has run in TM issues with both her names – American Riviera Orchard and As Ever…)
• Forgetting about future growth: Avoid overly narrow names that could limit expansion (e.g., “DVD Rentals Unlimited” doesn’t work when you start streaming).
• Ignoring pronunciation and spelling issues: If people can’t say it or spell it, they won’t remember it or share it with others in a meaningful way.

Naming Necessities

1. Define Your Strategy: Before you start ideating, first you have to determine your target audience, thematic direction, tonality, and name style to inspire your name exploration.
2. Brainstorm: Generate names without judgment. Combine two words together, create portmanteaus, invent a name, explore metaphors…
3. Screen & Validate: Hire a TM lawyer to check for TM conflicts, Google screen for mindshare or competitors that are using the name that may not have registered it.
4. Test & Refine: Get feedback from team and customers; ensure clarity and scalability.
5. Finalize & Secure: Register your TM, purchase your domain, and acquire social handles.

A great name is a powerful asset—choose wisely.

3 Naming Methods to Avoid

• DIY Internal brainstorming and naming contests often fall short as employees are too close to the brand, fear judgment, and competitions can dampen morale by leaving most participants disappointed.
• Ad agencies excel at creativity but often provide only a few names upfront, with limited trademark screening and minimal vetting.
• AI name generators lack both context and nuance while generating names – they can serve as inspiration but shouldn’t decide your final name selection.

The DIY Method

DIY Strategies such as internal brainstorming sessions and company contests initially seem like a convenient and economical way to scratch naming off the to do list. But a lack of outside perspective and complicated company dynamics can throw a wrench in this plan. Here’s why:

Employees are too close to the company or product. 

Your employees arrive at the naming process armed with inside knowledge. They hold an intimate understanding of your company’s culture, purpose, values, and offerings.

When your target encounters the name, they are interacting with what it represents for the first time. No matter how imaginative your employees are, they will inevitably struggle to step out of their informed perspectives and think like a customer.

Sure, pleasing your internal audience is great. But that’s just a bonus, not your primary objective.

It can also be hard for employees to suggest names without fear of judgment.

Brainstorming successful business names depends on sharing ideas that are good and bad. Sometimes the only way to get to the good names is to go through the bad ones. Yet when you ask your employees to let go of their inhibitions in front of their superiors and coworkers, it can make them feel uncomfortable and vulnerable. They’ll be tempted to stay buttoned up, offering only “safe” ideas that will prevent fear of embarrassment — and safe ideas aren’t the best ideas.

A contest could negatively impact employee morale.

When a whole company gets its creative juices flowing, magic is bound to happen. Multiple heads are better than one, right? The only issue is that there can’t be multiple winners. There can be only one, with a few honorable mentions. Something that was meant to be inclusive ends up feeling exclusive, which isn’t great for morale.

Ad Agencies

Creating attention-grabbing, unique ideas is what ad agencies do. You are more likely to end up with a rich, envelope-pushing set of business names by approaching an ad agency than by brainstorming in-house. But there are notable downsides to working with an ad agency:

Most agencies don’t have the resources or inclination to generate and screen hundreds of names.

The busy folks at ad agencies have their plates full with creative marketing projects, from pitching new clients to executing full-scale ad campaigns across a variety of mediums. With so much in the queue, they don’t always have the bandwidth to rally their resources behind a naming project. They may turn over exciting name candidates, but are not always able to thoroughly vet options for trademark or linguistic issues. Their internal legal offices can get backlogged, and in some cases, they may simply perform a basic trademark check on the U.S. Patent and Trademark Office website.

They may bill by the hour, or only create a handful of names for an initial fee.

There’s no shortcut to naming. To get to the perfect name, you have to go through countless bad ones. However, when it comes to ad agencies, the price is proportionate to the number of names you request. The initial fee may only yield a half dozen names. If none of them are right for your company or product, what’s next? You end up going over budget to get the plethora of possibilities that you should have received in the first round or two.

Name Generators and AI

If name generators worked, they would be the most convenient and cost-effective way to name your company or product. Unfortunately, they aren’t there yet. How do we know? We helped pioneer the concept of name generators in 1986! What we’ve discovered in our almost 40 years of being name makers is that generators are simply no match for human ingenuity, even with the help of AI. Here’s why:

Name generators don’t understand context and nuances of language.

You could assemble a team of naming amateurs who profess to lack a single creative bone in their bodies — and their suggestions would probably still be more inventive than what a name generator could provide. That’s because a generator can’t play around, tease out hidden meanings based on context, recognize entendres, or invent new words beyond simply mashing existing ones together. Its lexicon is limited by its lack of imagination or the historical data it uses to generate names. In the world of AI and deep fakes, authenticity is something to lean into.

When NameStormers was tasked with creating a name for low-carb Frito-Lay products, we wanted something that hinted at an exciting transition from regular to low-carb without hyperbolically touting the advantages. A name generator would have suggested trite and literal names like LessCarbs, CarbDown, or CarbAway. But we came up with EDGE, which tells a story of transition and change and delivering an advantage.

You may have to hunt through thousands of terrible names just to find a few usable options.

Reviewing the numerous names that generators provide is like shopping at a yard sale. You have to sort through loads of junk before you find the treasures. And if you find what you suspect might be a treasure, you’ll want to make sure it still functions and is actually worth your money.

Even the outlier names that seem like decent options might not be right for your company or product. The bar should be perfection, not the ability to “make it work.”

So how do you sidestep these naming pitfalls?

You need a process that is thorough, iterative, and conducive to creativity. In today’s digitally evolving landscape, every aspect of our lives undergoes a constant recalibration, including the art of naming. Our approach isn’t some archaic magic formula that we’re holding close to the chest. It’s a proven process that we’ve spent nearly 40 years perfecting to find what works best to cut through the digital clutter and prove memorable.

Naming your brand is one of the most crucial steps in defining your business. The right name grabs attention, builds trust, and sticks in the minds of your customers. But great names don’t happen by accident—they require strategy, creativity, and due diligence.

This guide will walk you through a step-by-step approach to naming, helping you avoid common pitfalls and land on a name that works

A step-by-step guide to brand naming

Step 1: Define Your Naming Strategy

Before brainstorming names, set yourself up for success by clarifying who you are naming for and what you want the name to achieve.

Know Your Audience: 

• Who are your ideal customers?
• What do they value?
• What emotions do you want the name to evoke?

Clarify Your Name’s Purpose: 

A good name isn’t just a label—it tells a story. Avoid trying to make a name do too much. Instead, focus on one or two of these qualities:

• Does it communicate your brand’s core mission?
• Does it evoke a feeling (strength, innovation, elegance, fun)?
• Does it stand out from the competition?

An example of this is Cherubs, a name created by NameStormers for NatureSweet. This name instantly conveys sweetness, plump freshness, and a light, joyful snacking experience—exactly what the brand wanted to communicate. It also popped on store shelves, standing out from the generic produce names at the time.

Step 2: Define Your Naming Preferences

Before diving into brainstorming, take a moment to clarify what types of names resonate with you—and which ones don’t.

• Do you prefer real words (Apple, Amazon), made-up words (Google, Kodak), or clever mash-ups (Netflix, FedEx)?
• Should the name feel technical, modern, playful, or luxurious?
• Are there any words or styles you absolutely want to avoid?

Pro Tip: Jot down your preferences in a short naming brief before you start. It’ll help keep your ideas focused and aligned with your brand’s identity.

Step 3: Start Brainstorming

The best name ideas come when creativity flows freely. Set yourself up for success by creating the right brainstorming environment and following these best practices.

Create a “No Judgment” Zone

The best names often start as bad ideas—so don’t censor yourself too early. Encourage wild ideas and unexpected word combinations.

Think Outside the Box

Some ways to spark ideas:

• Play with word roots and meanings (Nike from Greek mythology, Verizon from “veritas” and “horizon”).
• Use metaphors (Amazon = vast selection, Red Bull = energy).
• Explore different languages (Lexus sounds luxurious, Häagen-Dazs has an exotic feel).
• Invent words (Kodak, Oreo, Venmo).

Tip: you can also use websites like Word Hippo or One Look for antonyms, synonyms, and related words for inspiration.

Test for Sound & Memorability

• Say the name out loud. Does it roll off the tongue?
• Imagine a customer recommending it. Is it easy to remember?
• Check for negative meanings in other languages.

Consider Hilton’s Tru brand, a name developed by NameStormers. This short, memorable name is easy to pronounce and resonates with the target audience of modern travelers. Its simplicity and clarity make it easy to remember and recommend, while also conveying a sense of honesty and transparency. Additionally, “Tru” avoids negative connotations in other languages, making it a sound choice for a global brand.

Tip: Aim for a list of at least 20-30 names before you move to the next step.

Step 4: Screen for Trademark & Domain Availability

Many great names never make it to market because they aren’t legally available. 

Corsearch – a company that provides intelligent trademark and brand protection solutions-  estimates over 85 million trademarks globally –  nearly tripling in the last 10 years, and it’s not slowing down anytime soon.

What does this mean for you? Save yourself from a rebranding nightmare by screening names early.

Check for Trademarks

Use the U.S. Patent and Trademark Office (USPTO) database or similar resources in your country to check for conflicts. 

Look at Web & Social Availability

• Is the .com domain available? Places like ICANN are super helpful in this search
• Are the social media handles taken?

Tip: Avoid names that are too similar to competitors—you don’t want legal trouble or customer confusion.

Step 5: Narrow Down & Get Feedback

At this point, you should have a refined list of 5-10 names. Now it’s time to pressure-test your favorites.

How to Test a Name

1. Ask your team – Does it fit the brand? Does it feel natural?
2. Ask potential customers – Which names stand out? Which are most memorable?
3. Run a quick online poll like slido – See what resonates with a broader audience.

Tip: Look for a name that sparks curiosity, not confusion. If you have to explain it every time, it may not be the best choice.

Step 6: Final Checks & Decision

Before you commit, triple-check everything. We’ve created a Naming checklist for you to reference as you go.

Comprehensive Name Validation Checklist

 Brand Alignment

• Does the name reflect your brand’s values, mission, and personality?
• Does it evoke the right emotions and associations for your audience?

 Legal & Digital Availability

• Is the name free of trademark conflicts (USPTO or relevant databases)?
• Is the dot-com domain available (or an alternative acceptable)?
• Are social media handles available for consistent branding?

Clarity & Memorability

• Is the name easy to pronounce, spell, and remember?
• Does it pass the “radio test” (easy to understand when spoken aloud)?
• Is it free from unintended negative meanings in other languages?

Market Differentiation

• Does the name stand out from competitors?
• Is it unique enough to create a strong brand presence?
• Does it avoid trends that may make it feel outdated in the future?

 Scalability & Longevity

• Can the name grow with the brand (e.g., not too niche or restrictive)?
• Will it still make sense if your business expands into new products or markets?
• Is it flexible enough to accommodate future branding needs?

Cultural & Linguistic Screening

• Does the name translate well across key markets and cultures?
• Does it avoid unintended meanings, slang, or offensive connotations?

Emotional & Consumer Response

• Have you tested the name with customers, stakeholders, or focus groups?
• Does it evoke positive reactions and match brand expectations?

Once you’ve done your due diligence, it’s time to make it official and start building your brand around your new name! 

Next steps:

Domain & Digital Assets

• Verify and secure the dot-com domain immediately.
• Lock in relevant social media handles and digital assets.

Trademark Clearance & Filing

• Confirm the name is legally available and free of conflicts.
• Engage a trademark attorney for a full review.
• File an Intent-to-Use application with the USPTO to secure trademark rights.

Internal Branding & Rollout

• Develop a story and pitch for internal alignment.

Visual Identity & Brand Guide

• Begin logo development and visual branding.
• Create signage mockups and a brand style guide.

Launch Planning & Execution

• Prepare PR announcements and press materials.
• Update the website to reflect the new branding.
• Launch marketing and digital campaigns to build awareness.

Beyond the Basics: Fresh Insights for Smarter DIY Naming

Most naming guides focus on the essentials—trademark checks, domain availability, and cultural appropriateness. But as the digital landscape evolves, so should your naming strategy. Here are five overlooked but increasingly important considerations that can help your brand name stand out and stay relevant.

1. How Well Does Your Name Sound? (Voice-Recognition Matters)

It’s easy to get caught up in how a name looks on paper, but have you ever tried saying it out loud? With voice assistants like Siri and Alexa becoming a big part of how people find brands, it’s important to make sure your name is easy to understand when spoken.

Try this: Say your potential name into a voice assistant or voice search. Does it get recognized correctly, or does it come out as something completely different? If it’s often misheard or mispronounced, tweaking the spelling or pronunciation could save you from a lot of frustration down the road.

2. AI Overlap & Search Confusion

With the rise of AI-generated content, some brand names might get lost in search results or confused with auto-generated suggestions.
Try this: Run a “virtual brand audit” by asking AI chatbots (e.g., ChatGPT, Google Bard) about your name. If it conflicts with existing brands or is frequently misspelled, tweak it for distinctiveness.

3. Multi-Sensory Appeal

A name isn’t just something you read—it’s something you hear and feel. Many brands miss the opportunity to optimize phonetics, rhythm, and even audio branding.
Try this: Say the name out loud in different tones. Does it convey the right personality? Record it and listen back—does it sound professional, fun, or edgy as intended?

4. Subculture & Micro-Community Connotations

While broad cultural checks are common, subcultures—like niche online communities, gaming circles, or fandoms—have their own evolving slang and references.
Try this: Browse social media, forums, and industry-specific spaces to see if your potential name already carries unexpected meanings or associations.

5. Brand Architecture Flexibility

Your brand name should work not just today but also as you expand. Many DIY naming guides overlook the importance of ensuring a name can support sub-brands or product extensions.
Try this: Imagine launching a new product line. Does your name naturally extend into variations like NameX Pro or NameX Lite? If not, reconsider its flexibility.

How to Apply These Insights

• Test Beyond Web Searches: Use voice search, AI chatbots, and real-world conversations to gauge your name’s usability.
• Think Iteratively: Don’t settle on the first name you love. Stress-test multiple options using the insights above.
• Document Your Process: Keep a record of why each name succeeds or fails under these criteria—it’ll help justify your final choice to stakeholders.

By integrating these next-level considerations into your naming process, you’ll create a name that’s not only strong but also future-proof, discoverable, and ready to thrive in an evolving digital world.

Final Thoughts: Why Your Name Matters

A strong name is an investment in your brand’s success. It should be easy to remember, legally available, and aligned with your vision.

By following this guide, you’ll avoid common mistakes and create a name that sticks—helping your business stand out in a crowded marketplace.

And if you realize this DIY approach was harder than you anticipated, we’re here to help.