A Guide to Identifying Good Brand Names

Naming is one of the hardest things to do in branding, regardless of whether you’re an existing brand or new. Some of the things you have to consider include symbolism, etymology, history, linguistics, psychology, emotion, storytelling, opinions, culture, letterform, copyright, design, opinions, interpersonal dynamics, business strategy, and competition. And even if you can come up with a great name idea that everyone agrees on (not possible) — guess what? It’s probably taken by another brand! 

This blog will help you evaluate name concepts and decide if it’s a good name. Apply each of these filters, as needed, to the name concepts you’ve developed.

Is it ownable? 

Finding a good name is like finding a needle in a stack of needles: it’s hard to come up with a good name. It’s harder to come up with a great name. But it’s nearly impossible to come up with a great name that hasn’t been trademarked. So in all likelihood, your name idea is going to be taken. That’s why invented or altered names are popular. That’s also why we don’t ask if it’s unique. Instead, ask if it is taken in your market. Is your audience going to be confused? Can you ensure that to your audiences, in your market, you own that name – they’ll find you, and you will be the only version of that name they know and care about? Can you become the most recognizable, unique, and relevant version of that name when and where it matters to you? This will also go a long way towards copyright protection. 

Does it tell a story? 

A name can’t tell a story on its own, but it is the beginning of a story. Can you use it to tell a good story about your brand? Does it spark curiosity, questions, or interest? Note that we don’t want to have to tell a story about the name. So there should be some level of intuitiveness to it. 

Is it easy to pronounce? 

We want audiences to be able to grasp it intuitively. Can they pronounce it easily – and correctly? Say it out loud. Have colleagues, friends, family, strangers read it aloud. Any issues? Any risks? You can also borrow a term from the culinary world: does it have a good mouth-feel? Certain sounds can even evoke emotions: the wonder and vastness of the “oooh” in Google, the firmness and strength of the plosives in Kodak, the smiling “eee” in Disney. 

Is it future-proof? 

This is especially important to consider with descriptive, origin, and acronym names. Are you focusing too much on the past or present, and not enough on the future? If you focused on a founder, or a product/service, is it too narrow? E.g., as you expand your organization or offerings, will this name still be accurate? Imagine if you added a new line of business or market: would the name still accurately describe that future version of your brand? Choose a name that leaves you room to grow.  

Is it memorable? 

One of the most important roles of a brand name is to aid recall and recognition. A brand name that catches attention, evokes a good story, has a unique twist, or uses strong sounds and phonemes will be more memorable. You also want to make sure it is simple, pronounceable, and readable. Try showing it to friends, family, colleagues, or strangers and asking them to recall it a few minutes or days later. Even if they don’t get it right, do they remember the idea behind it? The story? Are there sounds they get correct? Those may be the elements you need to preserve as you iterate. 

What are your first, second, and spontaneous impressions? 

First impressions are important with a name, but they’re not everything. The name is the beginning of a story; your brand is the story you tell around it. But first impressions can be useful data points: How did you feel when you first saw it? How did you feel after a few days? Try the name out like a new pair of shoes: walk around in it, break it in (i.e., use it over the course of a few days, say it out loud, write it down, tell a story explaining the name). How does it feel now? Try introducing yourself with it. Add your title. Mock up your email signature. Your business cards (do people still use those?). Update your resume with it. Add it to your LinkedIn (just don’t hit save!). How does it look in those contexts? 

One great method we recommend: Write it on sticky notes and place them around your office and home to catch yourself off guard. How did it strike you in those moments when you saw it and you hadn’t been thinking about it? 

Does it work in other languages? 

We don’t want any nasty surprises here. You should mostly focus on the languages in your market with your target audiences, but it’s a good bet to do a watchout check in the major world languages. The last thing you want is to be named after the Mandarin word for defecate (it’s 船尾).

Can you spell it? 

It may sound simple, but if someone hears your name first instead of seeing it, will they be able to spell it correctly? If it’s altered or invented, and you do need to explain how to spell it, could you do it quickly — e.g., in a 15-second radio spot? If they see it first instead of hear it, will they be able to pronounce it? 

Does it sound OK? 

Say it out loud. How does it feel to say it? How does it feel to hear it? How a brand sounds is an important part of brand naming called sound symbolism. This is the meaning not of the word, but of the sounds that make up the name both as you speak it and hear it. Sound symbolism influences how we interpret a name, as well as how likely we are to remember it. Certain names can sound bigger or smaller, faster or slower, calmer or more energetic, innovative or trustworthy, etc. The vowels and consonants in the name (see the Glossary) are important parts of sound symbolism. Even the shape your mouth makes and how you form the words can influence the meaning we give to a brand name. Think about what you mean when you say “Oh!” vs “Ah!”. Google would sound a lot different if it were called Giggle. There are lots of interesting studies on sound symbolism, including how it relates to brand naming.

Does it have story appeal? 

This is where Exercise No. 3 is useful. Are you able to craft a story around the name, using it as a starting point? If you explain the name ( hopefully it doesn't require explaining to be effective, but when you do) does it make sense? It is a compelling story, or is it recursive — a story about the name, rather than the idea which is behind both the name and the story? Does the name spark interest, i.e., are audiences curious about the story behind it, and can they start to imagine or tell a story themselves? 

Does it relate to your brand strategy? 

You want your name to fit into the larger brand story you’re telling, not to have to build a brand around explaining a name — that sounds frustrating. The name should align with your mission, vision, personality, brand values, etc. And not just the meaning of the name, but the sound symbolism too. Note that deciding the name might also be a chance to revisit your brand strategy, not to alter the underlying strategy behind it, but some of the word choices and narrative to ensure alignment. 

Stop: Are you asking it to do much? 

We’ve asked a lot of questions here. And maybe the answers aren’t universally positive. That may be OK. This is a guide, but in the vast wilderness of naming a brand, you also have to use your instincts. After all, it’s only a few letters. Maybe one word, hopefully no more than a few. It can’t tell the whole story of your organization. It can’t explain your entire brand strategy. It’s subjective; some people might interpret it in an off-brand way. And that may be OK. The most important things are: does it have potential, is it ownable, and is it usable? We’ve given you the tools in this field guide to make these judgment calls and survive the adventure that comes.