There's a lot that goes into choosing the perfect brand name for your business. A good brand name will help you build a great business. It also helps if it's unique, easy to say (and spell!), and appropriate for the times. With so many options, how can you find the perfect fit? We've put together this list of best practices to help guide you through the process.

Branding is in the details

The word "brand" is often used as a catch-all term to refer to the entire marketing strategy, but branding is actually much more than that. Branding is the sum of all the tiny details that make up your company's image—the logo, colors, typography and other visual elements; how you talk about yourself online or in person; where you hang out online (and if your customers even know how to find you); what social media platforms are important for your industry; even what kinds of content resonate with your audience. Each detail contributes to a complex picture of what makes up who you are and what values matter most to people who identify with your brand. The more consistent these various details are within themselves and across channels—and the more they reflect a clear statement about who you are and why someone should choose from among competing brands—the stronger the overall impression will be when someone encounters even a single element of your brand: example a logo or an advertisement; an employee's post on Facebook or Twitter; a button on a website that leads somewhere else entirely.

Brand consistency allows consumers to recognize whether something matches their expectations based on previous experiences with similar products or services offered by other companies in similar markets (or even competitors). If they've been disappointed before by one company but had positive experiences with another competing offering from another firm, then they'll tend toward purchases based on past experience rather than trying new things out just because they're there or available at lower prices if those options don't reflect anything familiar enough.

Remember that a good brand name is both memorable and meaningful

If you're creating a brand name, remember that it's not just the words—but what they say and mean. This is especially true for your business name. A good brand name is both memorable and meaningful.

The more memorable your brand name, the easier it will be for customers to find you when they are ready to buy from you. A memorable name also gives credibility for first-time buyers because it shows that someone has put time into thinking about how your company stands out from its competitors.

A meaningful brand name helps consumers connect with what you do as a company in ways that resonate with them emotionally and intellectually by connecting on an intellectual level (the meaning behind the word) or emotionally (the associations with each word).

Keep it simple

If you're just starting out, it's easy to get overwhelmed by the sheer volume of brand names out there. But rest assured: The best ones all have a few things in common—and they're not complicated.

By "simple," I don't mean the length of your name (though that can be part of it). In fact, many great brands are short and sweet. What matters most is that your name is clear, memorable and unique—and also easy to spell and say aloud. This last point is important because if people can't easily find you with a search engine or hear about you from word-of-mouth, then there's no way anyone will ever hit upon your site in their initial search!

Consider the entire customer journey when thinking about your brand name

When thinking about a brand name, it's important to consider the entire customer journey. Your customers begin their journey with a problem or some kind of need and you need to think about how your product solves that problem.

Your brand name should also be consistent with the experience your customer will have when they come into contact with your business. It should reflect who you are as a company, what you do and why people should buy from you instead of someone else in the market space. The word 'brand' itself is actually derived from an old Norse word meaning "to burn." This refers to the way in which brands were originally branded onto cattle using hot irons (cool fact right?).

Choose a name that moves with the times

There are a few reasons why it's important to choose a brand name that moves with the times.

  • The first consideration is that your business is likely going to grow and change over time, so your brand name should be flexible enough to evolve with you.
  • Secondly, if you've done your research on your target audience and created personas for them in advance of naming your company (which we recommend), then it's safe to say that they'll have certain expectations based on their age and gender. A name that's stuck in its ways may not appeal as much as one that has more flexibility or adaptability.

Play on words if you want to stand out from the crowd

If you want to stand out from the crowd, play on words. Play on words are memorable, and they can be used to communicate a message that’s distinctively yours.

Let’s say you have a product for pets: cat treats or dog toys. You could use this opportunity to make a pun or play on words—something like “Purrfect Pet Treats” or “Fetching Dog Toys.” This is just one example; there are so many possibilities! The point is that these types of names are memorable because they focus on something specific about your product (the cat/dog) and how it relates to the name of your company (the word “purrfect”). When people see your logo or hear the name of your company, they immediately associate it with their needs as pet owners, which makes them more likely to buy from you.

Create a brand name that evokes emotion and action in your customers

When naming your brand, it's important to consider the following:

  • Create a brand name that evokes emotion and action in your customers. A good name should make you feel something—whether it's happiness, excitement or even anger—and inspire you to take action.
  • Be memorable. The goal of a great brand is to stick with people long after they've read about it or heard about it from someone else. Don't be afraid of being too unique; by having a unique name, you'll be able to stand out from the crowd and draw attention to yourself.

A powerful brand name helps build customer loyalty by creating a memorable impression on them, making them feel connected to the product or service in some way.

Some examples

Dictionary names like Apple, Uber and Slack are easy to remember and have a strong presence.

Composite names like Facebook and Dropbox are created by gluing two words together and can be really memorable.

Alliterations like Coca-Cola and Rolls-Royce are creating by using same letter or sound at the beginning of adjacent or closely connected words. These brand names are often easiest to pronounce and remember.

Invented names like Kleenex and Pinterest are also created by shifting, adding, or removing letters. Such names can be highly unique and can still convey the brand messaging clearly. For example, Pinterest is literally a service to pin interesting things on the internet.

Associative words like Google, Amazon and Red Bull works by reflecting the meaning and emotions related to an existing word back to the brand. Googol is a large number where 1 is followed by 100 zeros, hence Google - words largest information source. The Amazon River in South America is the largest river by discharge volume of water in the world, therefore the worlds biggest collection of books (and everything else). Red Bull associates itself with bull like qualities such as power and confidence.

Non English words like LEGO and Hulu are derived from other languages. Lego means play well in Danish, Hulu comes from a Chinese proverb where Hulu is a bowl or holder of precious things.

Abstract names like Rolex has no real meaning. Such names rely on the power of phonetics to create memorable names.


In this article, we covered how to choose a brand name that’s memorable and meaningful. We examined the importance of simplicity, customer journey, moving with the times, communicating information about your business, playing on words to stand out from the crowd, and evoking emotion in your customers. We also looked at some examples of successful brand names in action so you can see what it takes to create an effective name for yourself!

Remember, words are beautiful and names are powerful!

To help you find the available name, we have created few tools to generate awesome business and domain names for you. A classic tool which you can use to play with different word combinations and a magical tool which takes a text input and invents a new, short and pronounceable word for you.