How to Win at Brand Naming: My Proven 4-Step Process
Case study of naming a branding agency included
Naming a business is a huge deal. Brand positioning experts Al Ries and Jack Trout argue that it’s the single most important marketing decision a company can make. That’s a bold claim, but think about it: your name is often the first thing customers learn about you. It’s the foundation upon which all other brand associations are built.
George Bernard Shaw’s advice applies to brands as well as people: “Take care to get born well.”
A great name can make you memorable, meaningful, and enduring. A poor one can leave you forgotten, confused, or even ridiculed. So, the stakes are high.
Over the years, I’ve worked on several brand identity projects and developed my own unique naming process. Please note this is an updated process from my previous 7 step process.
In this article, I’ll take you through the four key steps of my naming process, sharing tips, techniques, and real-world examples along the way. I’ll also use a recent naming project of my own — one that challenged me to push my process to the limits — as a case study.
By the end, you’ll have a proven framework for crafting brand names that tick all the right boxes and tell a story that sticks.
Ready? Let’s dive in.
Step 1: Establish your naming strategy
Before you start brainstorming, it’s important to define your naming strategy. You don’t need to have everything figured out, but this will serve as good guardrails for the process. This involves articulating your business’s purpose (the why?), and the general feel you want your name to convey.
Let’s take the example of naming a branding agency — the name has to be very creative, as it is a creative business after all. It should ideally have the word ‘brand’ or ‘branding’ in the name.
When considering the type of name, it’s helpful to understand the different categories of names. In the book “Branding in 5 and a Half Steps,” author Michael Johnson discusses two popular types of names: “made-up” names and “mashed-up” names.
“Made-up” names are invented words that have no inherent meaning. They are popular because most of the “real” names have been taken. For example, Flickr is a made-up name that was created because the domain for Flicker was unavailable. Other examples of made-up names include Spotify and Google.
“Mashed-up” names, on the other hand, combine two or more words or concepts to create a new name. This trend has become big in the past decade, with examples like Pinterest (pin + interest), YouTube (you + tube), and Facebook (face + book).
For the branding agency, a made-up name might not be the best fit, as it could feel too abstract or tech-focused (Etsy, Twitch, Zillow, etc). Instead, a mashed-up name would be ideal. This was a clear direction from the outset.
With this strategic framework in place, you’re ready to move on to the brainstorming stage.
Step 2: Brainstorm related words and concepts
The goal of brainstorming is to generate a wide pool of words that align with your naming strategy as defined in Step 1. Aim for at least 50 names, thinking of synonyms, associations, and metaphors.
For the branding agency example, I wanted a name that would evoke creativity and storytelling and be memorable. I started with ‘mashed up’ words related to branding and storytelling, like Brand Story, Brand Narrative, and Story Led Brand. However, I realized these were too ordinary and likely taken, as Story Brand and Story Branding are existing books.
With thousands of agencies out there, I knew I needed to think more creatively to come up with a name that stands out. This led me to consider the ‘why’ of the agency — its unique selling proposition was brand narratives, not design. The idea that ‘brand narratives keep the brand fresh and alive’ sparked an exploration of concepts like ‘green brands’ or ‘evergreen brands,’ which felt like a promising direction.
As I played with ‘green’ and ‘fresh’ combinations, I gravitated towards food-related words. Food is nourishing, essential for growth, and universally relatable — a rich vein of metaphor to explore. Pairing “brand” with various food items led to interesting mash-ups: “Brand Bread,” “Brand Butter,” “Brand Beets,” “Brand Broccoli,” “Brand Boost,” “Brand Fuel,” “Brand Vitality.”
The key takeaways from this brainstorming process are:
- Generate a large quantity of ideas, aiming for at least 50 names.
Explore unexpected connections and metaphors that align with your brand’s core concepts. - If your initial ideas feel too common, dig deeper into your brand’s unique qualities and purpose for inspiration.
- Remember, the goal at this stage is not to find the perfect name, but to generate a wealth of raw material to work with. The more ideas you have, the more likely you are to find that gem that perfectly captures your brand’s essence.
Step 3: Evaluate and shortlist
Now that you have a diverse list of potential names from your brainstorming session, it’s time to evaluate them and create a shortlist of the strongest contenders. This is where you’ll apply more strategic thinking to assess each name’s potential.
For the branding agency, I had a list of names that included:
- Brand Narrative Co.
- Story Led Brands
- Evergreen Brand Stories
- Narrativity Branding
- Storyscape Brands
- Brand Broccoli
- Broccoli Branding
- Narrative Nutrition Co.
- Brand Vitamins
- Branding Bites
- Brandroots Storytelling
- Brandfuel Narratives
- Brand Candour
- Brand Brevity
To evaluate these names, I considered the following three criteria:
- Memorability: Does the name stand out and is it easy to remember
- Creativity: Is the name creative, unique, and unexpected?
- Domain availability: Is the .com domain available for the name?
As I went through the list, names like “Brand Narrative” and “Evergreen Brand Stories” fell short on the creativity and memorability fronts. “Narrativity Branding,” “Storyscape Brands,” and “Brandfuel Narratives” were more creative, but they didn’t quite capture the unique angle of the agency. They felt a bit too broad or generic.
“Brand Candour” and “Brand Brevity” were interesting additions. They spoke to important qualities in brand storytelling — honesty and conciseness. However, they didn’t quite encapsulate the full essence of what the agency offered.
The broccoli and nutrition-related names were where things got interesting. “Broccoli Branding,” “Narrative Nutrition Co.,” and “Brand Vitamins” played on the superfood and nourishment metaphors in clever ways, but they didn’t quite have the same immediate impact as “Brand Broccoli.”
“Brand Broccoli” stood out for its unexpectedness, memorability, and the way it perfectly encapsulated the idea of brand storytelling as an essential nutrient for business growth. It had the potential to evoke curiosity and positive associations.
Of course, I had to consider potential drawbacks too. Would people “get” the metaphor? Would it be too niche or quirky? But the more I sat with it, the more I felt that the uniqueness of “Brand Broccoli” was a strength, not a weakness.
After evaluating all the names, my shortlist included:
1. Brand Broccoli
2. Story Led Brands
3. Narrative Nutrition Co.
4. Brand Candour
These names best met the criteria I’d set out, with “Brand Broccoli” emerging as the clear frontrunner.
The key lessons from this evaluation process are:
1. Have clear criteria to assess your names against, considering both strategic and creative factors.
2. Be willing to let go of names that don’t meet the mark, even if you’re personally attached to them.
3. When a name stands out, dig deeper into why it works and how it could be developed further.
Shortlisting is about focusing your options and identifying the names with the most potential. It sets the stage for the final step of testing and finalizing your choice.
Step 4: Test, evaluate, and finalize
After narrowing down your list to a few strong contenders, it’s time to get some outside input. Share your shortlisted names with trusted colleagues, friends, or even potential customers. See how they react. Do they “get it”? Does it resonate with them? Do they have any concerns or suggestions?
For “Brand Broccoli,” I decided to test it with a few friends in advertising. I’m lucky to have some copywriter and art-director friends, and this was the perfect audience to get feedback from.
They loved the name and understood the metaphor of broccoli as a superfood for brands. They felt it was memorable, creative, and conveyed the agency’s unique approach to brand storytelling.
I did not test the name with people outside of the ad world, because it wasn’t relevant here. However, I’d recommend doing it, especially if it is a made-up name.
Based on this feedback, I felt confident that “Brand Broccoli” had strong potential. It checked all the boxes of a great name.
To further validate my choice, I evaluated “Brand Broccoli” against Marty Neumeier’s seven criteria of a good name from his book ‘The Brand Gap’:
1. Distinctiveness: “Brand Broccoli” is unique and stands out from other branding agency names. It has the presence of a proper noun.
2. Brevity: It’s short and simple, easy to say and remember.
3. Appropriateness: The metaphor of broccoli as a superfood for brands fits perfectly with the agency’s focus on brand storytelling as an essential nutrient for business growth.
4. Easy spelling and pronunciation: “Brand Broccoli” is easy to spell and pronounce, even for those hearing it for the first time.
5. Likability: The name is quirky and memorable, with a certain charm that makes it enjoyable to say and hear.
6. Extendibility: The broccoli metaphor offers endless possibilities for creative execution and brand play, from visual designs to content themes.
7. Protectability: “Brand Broccoli” is a unique combination of words that can be trademarked, and the .com domain was available.
With “Brand Broccoli” scoring high on all fronts, I knew I had found my agency’s name. It was distinctive, meaningful, and full of creative potential — everything I was looking for in a brand name.
The key lessons from this final step are:
- Get feedback from people who understand your industry and can provide valuable insights.
- Use established criteria to objectively evaluate your name choice.
3. Choose a name that is distinctive, meaningful, and full of creative potential.
4. Trust your instincts and choose a name that feels right for your brand.
Testing, evaluating, and finalizing your brand name is about bringing together all the insights and criteria you’ve gathered throughout the process and making a confident, informed decision.
By following these four steps — from defining your strategy, to brainstorming ideas, evaluating options, and finally testing and finalizing your choice — you can craft a brand name that not only grabs attention, but also tells a powerful story that resonates with your target audience.
And remember, your brand name is just the beginning. Its real power lies in how you bring it to life through your brand story, visual identity, and ongoing communications. So choose a name that sparks your imagination and sets the stage for a brand that truly stands out.
