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There are many essential processes involved when setting up a business. The business naming process is one of them. You should pay attention to this activity even before setting up other business structures. Why?

Your business name is your greatest branding tool. Potential customers hear your name before they even know about your products and services. A good brand name will leave a long-lasting impression in your customers’ minds.


Your brand name also communicates your business’ mission, vision, and values. Your customers should be able to know what you stand for when they hear your business name.

Remember that your business name rarely changes, so it should be a long-term marketing and branding investment. 

Once you have an impactful and memorable brand name, your business will be well on its way to success and achieving your goals.

Coming up with an impactful business name isn’t as straightforward as you might think. Don’t take it lightly. It needs focused planning and evaluation.

Today, we’re going to look at how to come up with a brand name and reveal some insider secrets you might not have seen in the last brand style guide.

Start On The Right Note

Yellow note

With any type of business activity, you need to start on the right note. When it comes to developing a name for your brand, always begin with the end goal in mind.

What message do you want to pass to your clients? What impression do you want your business’ name to leave on your clients? Who do you want to attract?

These are some of the questions that you need to ask yourself when starting the business naming process. You want to stay on track, and having a brief will guide you in the right direction.

Always think big from the start. You want the business to grow and spread its wings. 

Choose a name that will be flexible enough to allow more products and services should you diversify in the future. 

Be careful with names that confine you to a specific geographical location. 

For example, say you have a beauty brand located in Iowa. You might name it Iowa beauty and cosmetics when you start. However, this name won’t be practical when you have achieved success and want to expand to Wisconsin or Illinois.

Steer clear of names that will compel you to rebrand in the future.

Know What Features Make a Perfect Business Name

As we’ve already mentioned, coming up with a name is no easy task. Sounding right is not the only thing you should focus on. You want a brand name that also works for you. 

The mention of your brand name has the potential to shape opinions about your business. That said, there are some essential features that you have to put in place to come up with a brand name. They include:


Simplicity is one of the core features of good business names. Your customers may not have as great of memories as you think. Help your audiences remember your brand by keeping your business name simple and easy to spell and pronounce.

Customers will have an easier time remembering your brand the more natural it sounds. Always keep it short and sweet.

Remember that word of mouth is one of the most essential aspects of marketing for small and established businesses. How will customers tell their friends about you if they can’t remember or pronounce your name? 

You also want to factor in their ability to find your business online. Your customers should find you online without having issues spelling your name. If they misspell your name while searching online, you’ll lose them to your competitors. 

Shorter and simpler names are usually easier to remember, pronounce and spell.


If new customers struggle to understand what your business is about when they hear your name, you’ll have a hard time creating an impactful brand. Your brand name should establish a human connection with your customers and make your interactions easier.

Clarity is the best way to establish convenient interactions. The sound of your business name should tell your customers what your business is about. 

7 eleven branding


Having a simple brand name doesn’t mean that it should be bland. Remember that your business name should be memorable.

A business name that’s too straightforward can make your target audience lose interest in your brand even before they sample your products or services.

Get creative with your brand name and use styles such as alliteration, rhyming, and synonyms.

While getting creative, don’t latch on to trends, as these come and go. If you copy a trend while naming your business, you’ll become irrelevant once it disappears. 


All business owners want their organizations to stand the test of time and still be around in many decades to come. Your name appears everywhere, such as your business card, logo, website, and merchandise. 

Your brand name and visual identity may be synonymous but may change depending on the seasons. You want your brand name to remain constant.

Using both your verbal and visual identity together is essential when you want to make your brand memorable. Your customers don’t have to rely on linguistic memory to remember your brand. They use visual memory.

The name “StoneTrust” is a perfect example of a business name that’s simple, memorable, and consistent with the brand’s values and principles. “Stone” focuses on customer satisfaction while “Trust” shows that the brand is reliable and credible.


Choose a Naming Strategy

Now that you know what a good brand name consists of, you’re now ready for the actual naming. 

There are numerous business naming strategies, each with its fair share of benefits and drawbacks. Here’s a breakdown of some expert naming strategies that will get you started:

Positive Undertone Strategy• Positive undertones help give your brand a good head start. 
• Positive undertones outline what your brand stands for and what your customers should expect from you. 
• For example, the name EverFresh could work for a green grocery.
Invented Name Strategy• It’s common to see company names that were not around before or have little to no meaning. Some excellent examples of this strategy are Google and Skype. 
• Some companies, such as Coca-Cola combine two words to come up with their brand name. 
• The main advantage is that this name becomes associated with your brand every time. 
• It may take plenty of investment and time before reaching such levels.
Metaphor Strategy• You can use your name metaphorically to represent specific attributes or qualities that you want your business name to communicate. 
• For example, Amazon represents the diversity of products that are available globally. 
• Other examples are Jaguar, Caterpillar, and RedBull.

These naming strategies might not cover all possible brand names but will get your brain rolling in case you’ve got a creativity block.

How to Come Up With a Brand Name

Woman writing

Now that you already know what a great brand name entails, how do you come up with a list of excellent naming ideas?

Here are some great methods you may use:

  • Brainstorm, or NameStorm as we like to call it: Sometimes, you might strike gold by listening to other people’s opinions. Ask your colleagues, friends, and family which name they find most appealing. Listen and write down their ideas without discriminating against them. During this time, don’t reject any ideas.
  • Freewriting: Start writing down name ideas and don’t stop for a set period, say 30 minutes. Don’t pause or edit even if you’ve made any mistakes. It’s almost the same as brainstorming, but you’re writing down your ideas.
  • Use online resources like lists of prefixes and suffixes, a thesaurus, or even explore Greek and Latin root words.

These essential steps are ideal ways that could help you come up with excellent brand name ideas.

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Check Its Availability

By now, you might have a list of brand name ideas that excite you, and you want to use one of them. Now it’s time to check whether they’re available.

First, you want to see whether other companies are already using the names by conducting a preliminary trademark screening and a simple web check. For a more complete trademark check, you will need to hire a trademark attorney for final vetting. You don’t want a trademark complaint or a lawsuit for using an already registered name. You also don’t want to share the same name with another company in your space or industry.

In this online age, you also need to check the domain availability of the names you’re considering. Your domain name will establish your website’s online presence.

Checking domain availability means confirming if the name is available in .com form. If it’s not available, you can choose to use a different domain extension, such as .net, .inc, or .org, if those extensions are appropriate for your kind of business.

If it’s unavailable, you can also tweak your domain name to be more specific to what you do. You can add a word or letters at the beginning or end. 

For example, if you run a baking business, the domain may be unavailable. However, you might secure

Many company owners forget about social media when checking domain availability. Don’t forget to search whether your preferred name is already being used as a social media handle, especially on platforms you’ll use for business. 

Get a Brand Name That Works For You

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For the last two and a half decades, NameStormers has established itself as a giant business naming agency and upheld a reputation for helping businesses create names that work for them.

Our work has gone on to win awards and accolades. Our priority isn’t just to give you available names, but to complete our job well.

Talk to us today for a name that makes your brand unique.

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