Name Game: How to Pick the Perfect Brand Name
How to Name Your Business Like a Pro
So, you're ready to name your product or business, huh? Let’s break it down because this is not just about picking something that “sounds cool.” It’s about being strategic. The right name can make or break your brand, and we're here to make sure it does the former. Here’s how you do it right.
Know Your Name Types
Names come in all shapes and sizes, just like your favorite potato chips. But here’s the deal—each type of name works differently. So, let’s talk categories:
- Abstract Names (e.g., Apple, Nike): These don’t mean anything upfront. They only work because of years of consistent branding. Think marathon, not sprint.
- Suggestive Names (e.g., Snapchat): These hint at what your product or service does—like a wink from across the room.
- Descriptive Names (e.g., The Container Store): These tell you exactly what you're getting. No guessing games here, folks.
- Acronyms/Initials (e.g., IBM, GE): Cool for big brands, but if you’re just starting out, spelling it out might be better. No one wants to guess your name's hidden meaning.
- Founder Names (e.g., Ben & Jerry’s): If your name has some clout or a good story, flaunt it. But keep it classy.
- Geographic Names (e.g., Kentucky Fried Chicken): Great if your business is local, but it might limit you if you dream of global domination.
- Lexical Names (e.g., Dunkin’ Donuts): These are the fun ones—puns, rhymes, and wordplay. Just don’t go overboard or you’ll sound like a kid’s party clown.
- Mythological/Literary Names (e.g., Pandora): Want to sound epic? Borrow from history or literature. Bonus points if your customers get the reference.
- Hybrid Names: Who says you can’t mix and match? Combine different strategies for something truly unique (and trademarkable, more on that later).
Check Yourself Before You Wreck Yourself
Now that you’ve got a shortlist of names, ask yourself:
- Does it look good? (Hello, visual appeal!)
- Is it distinctive enough to stand out in a crowded room?
- Does it have depth? (No, not like a philosophical debate, but does it mean something more?)
- Is it energetic or does it feel flat?
- Is there humanity? (People need to relate to it.)
- How does it sound when you say it aloud? (Important: no tongue twisters allowed!)
- Where does it fit in your market? Are you filling a gap or getting lost in the noise?
Please, For the Love of All Things Creative—TALK TO THE TRADEMARK ATTORNEYS
Trust us on this. The last thing you want is to fall in love with a name only to find out it’s already taken. A good name isn’t just cute; it’s ownable. Make sure you can legally claim it as your own.
Example Time: ZOA
Let’s talk about ZOA, a Mertz Design success story. Initially, the name piggybacked off Dwayne "The Rock" Johnson’s other brand, VOSS. But with some creativity, it evolved into something that represented his culture while also riffing off the word TOA. And yes, it’s trademarked. Cue the applause.
So there you have it. Naming your brand isn't a one-size-fits-all kind of deal. It takes time, strategy, and a little creative flair (okay, maybe a lot). But follow these steps, and you’ll have a name that’s memorable, marketable, and most importantly, YOURS.
Kristy Sieve
president
