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Naming a business isn’t easy. Summarizing everything a business stands for in just a few words? It’s not something that happens over a distracted lunchtime brainstorming session. Original, memorable names don’t grow like berries on bushes, ripe for the picking. Creating one requires strategy, experience, boldness, linguistic finesse, and research chops.

Fortunately, the NameStormers team has spent decades tailoring our process to yield the best brand name suggestions, which means we know what to do — and what not to do. If you’re in the process of naming your business, we hope you’ll take these pointers to heart.


What to Do:

Do decide exactly what you want the name to accomplish. 

Try to whittle down your naming goals to just one main objective. Maybe you want the name to convey that your brand is forward thinking and adventurous, but you also want to communicate dependability. Attempting to get both across could cause strain between the two ideas, ultimately diluting the message.

Remember, your name isn’t your mission statement. Decide what’s most important and run with it. That will keep your naming message simple, straightforward, and effective.

Do scrap as many ideas as you need to get to the right one. 

At NameStormers, we’ve developed a seven-step process that includes an entire stage for “fine-tuning.” We understand that tweaking and tinkering with names until perfection is achieved and our clients are happy is simply part of the process. For one flat fee, we’re willing to go back to brainstorming as many times as it takes. It has to be okay to scrap ideas that aren’t working — otherwise, how do you get to the ones that do?

We’re not afraid of a blank page. To create an incredible name for your business, you can’t be either.

Do prioritize your target’s emotions. 

It’s always better to make your target feel rather than think. The best brand name suggestions are never the ones that describe the company’s purpose — they’re the ones that evoke emotion. Your name doesn’t need more than a tentative connection to your company’s offerings, as long as it makes your target feel something.

Do make the name memorable. 

Memorability is the foundation of a great name. You might think the names that people like and the ones they remember are the same, but surprisingly, that’s not usually the case. You can ask what names people like and dislike, but if they don’t remember them the next day, do their preferences even matter? You can’t establish preference without memorability.


What Not to Do:

Don’t use a name generator. 

Name generators can’t invent new names. They simply recycle the same words in different combinations. They also can’t take into account the nuances of your business like your history, your raison d’être, and what sets you apart from your competitors. The same is true of pre-made business name lists. Your name should be as unique as your business.

Don’t involve too many people.

The easiest way to create a Frankenstein monster of a name that no one hates, no one loves, and everyone’s indifferent about is to try to please too many people. Five or six people is the ideal number to get involved in creating a viable business name suggestions list.

Don’t get too literal. 

With a literal name, you risk failing to resonate emotionally. “Pepsi” used to be named “Brad’s Drink,” which was accurate and descriptive but nowhere near as exciting or as memorable as its current name for a beverage.

Don’t pigeonhole yourself. 

A name can be perfect for what your business is currently doing, yet restrictive when it comes to future endeavors. Changing your name is a hassle and can confuse your customers — so it’s important to anticipate how your company may expand or pivot in a new direction before you commit to a name.


Why Choose NameStormers to Generate Top Business Name Suggestions?

One flat fee

It bears repeating: we don’t charge our clients a cent more to repeat our entire process. We will brainstorm, screen for trademark issues and availability, and pitch the names as many times as it takes to produce winning candidates that you’re interested in pursuing.

Thorough and effective process

Most naming agencies will give you a list of names they’ve come up with, and . . . that’s it. They leave you on your own to research the names’ availability. NameStormers uses the same tools that trademark lawyers use to screen and weed out name candidates. We also check for domain and social media availability. Our ultimate goal is to provide you with names you can actually use rather than names that will inevitably turn up conflicts when your legal team starts researching or, worse, after you’ve already started using one of them.

Optional services

Depending on your needs, we offer optional linguistic screening, global trademark screening in relevant territories, and our proprietary Name Evaluation Research.


We’ve worked with all types of companies, from major corporations to start-ups and nonprofits. View our portfolio to see just a few of the many companies who have successfully partnered with us.

Contact us today to get started creating name suggestions for your company.


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One Comment

  • The next time I read a blog, I hope that it doesnt disappoint me as much as this one. I mean, I know it was my choice to read, but I actually thought youd have something interesting to say. All I hear is a bunch of whining about something that you could fix if you werent too busy looking for attention.