How to Name a Brand: Complete Guide to Brand Naming
Naming a brand is one of the most important decisions you'll make. A great name can become your most valuable asset, while a poor one can hold you back. This comprehensive guide covers 66+ proven naming techniques used by successful brands worldwide.
The TL;DR
Stop overthinking it. 1) Figure out what you actually stand for, 2) Pick a naming technique that fits (we've got 66+), 3) Generate a ton of options (20-50, not 3), 4) Check if the domain exists (because .com matters), 5) Ask real people if they can pronounce it, and 6) Lock it down legally before someone else does. That's it.
What is Brand Naming? (The Real Answer)
It's picking a name that doesn't make people cringe when they say it out loud. That's the bar. Most brands can't even clear that.
A good name does three things: people remember it, they can spell it, and it doesn't sound like every other startup in your category. If your name does all three, you're already ahead of 80% of brands. If it also makes people feel something or tells them what you do? You've won.
Why This Actually Matters
First Impressions Are Everything
People judge your brand in 0.05 seconds. Your name is usually the first thing they see. If it's "Innovative Solutions Inc," you've already lost. Generic names = generic brands. Be better.
If They Can't Remember It, You're Screwed
A memorable name means people actually find you again. A forgettable one means they Google "that company with the blue logo" and end up on your competitor's site. Don't be that company.
Stand Out or Get Lost
Your category is probably full of names that sound the same. A unique name is free differentiation. Use it. Or keep blending in with everyone else—your choice.
It's Actually Worth Money
Good names become assets. Bad ones become expensive rebrands. Apple's name is worth billions. "Best Quality Services LLC" is worth... well, nothing. Pick wisely.
66+ Techniques That Actually Work
Here are 66+ naming techniques that real brands use. Not theory. Not "best practices" from a consultant who's never named anything. Actual methods with actual examples. Click any technique to see when it works, when it doesn't, and brands that nailed it (or failed spectacularly).
Abstract Names
Imply concepts or emotions without direct reference.
Examples:
Google, Amazon
Acronymic Hybrids
Mix words and initials for modern identity.
Examples:
ESPN, ASAP
Acronyms
Shorten a longer concept into memorable initials.
Examples:
NASA, FBI
Amalgam (Portmanteau)
Blend two or more words or parts into one.
Examples:
Microsoft, Netflix
Animal-Based Names
Borrow animal traits to symbolize personality.
Examples:
Jaguar, Dove
Arbitrary Names
Have no obvious link to category—memorable through distinctness.
Examples:
Kodak, Xerox
Archetypal
Based on universal character types—hero, rebel, sage, lover.
Examples:
Virgin, Nike
Associative Names
Link brand to attributes or actions.
Examples:
Airbnb, LinkedIn
Borrowed narrative
Lift from literature, mythology, or real-world figures for archetypal weight.
Examples:
Hermes, Nike
Color-Based
Use color names for symbolism or sensory impact.
Examples:
Red Bull, Blue Bottle
Compound Two-Word
Combine two real words for clarity and rhythm.
Examples:
PayPal, YouTube
Confusing / Ambiguous
Intentionally vague, sparking curiosity.
Examples:
Apple, Amazon
Constraint play
Force limits—two syllables, ends with 'o', friendly in three languages, etc. Creativity thrives on fences.
Examples:
Vero, Waymo
Context shift
Take a term from another field entirely and repurpose it.
Examples:
Stripe, Square
Cultural mining
Pull from slang, subcultures, memes, or emerging microtrends to keep names alive and current.
Examples:
Supreme, Glossier
Cultural Reference
Borrow from pop culture, art, or literature.
Examples:
Pandora, Amazon
Descriptive Names
Clarify what the product is or does—founder, geographic, or historical roots.
Examples:
McDonald's, Amazon
Dream logic
Use surreal pairings or dream fragments. Often produces nonsense words that just click.
Examples:
Spotify, Etsy
Emotional
Tap into human feelings directly—joy, calm, desire.
Examples:
Calm, Bliss
Emotional Contrast
Name expresses tension or paradox.
Examples:
Sweetgreen, BitterSweet
Emotional Irony
Soft names for hard products (or vice versa).
Examples:
Innocent, Gentle
Emotionally Anchored
Built around a single core feeling.
Examples:
Calm, Bliss
Emotive laddering
Ask 'why' repeatedly until you reach the emotional truth of the brand, then name that emotion.
Examples:
Calm, Bliss
Evocative Names
Trigger emotion or imagery rather than describe function.
Examples:
Twitter, Spotify
Fanciful Names
Totally made-up, often whimsical and easily trademarkable.
Examples:
Verizon, Xerox
Foreign Language
Borrow words from other languages for sophistication or mystery.
Examples:
Häagen-Dazs, Volvo
Foreign-Sounding (Invented)
Made-up but phonetically familiar to another language.
Examples:
Häagen-Dazs, Oreo
Found Object / Everyday Thing
Simple, mundane object repurposed as metaphor.
Examples:
Apple, Shell
Fruit Names
Use fruit names to create fresh, natural, and memorable brand identities that evoke positive associations.
Examples:
Apple, Orange
Funny / Playful
Add humor or quirkiness to disarm or entertain.
Examples:
MailChimp, Squatty Potty
Geographic
Named after place of origin or aspiration.
Examples:
Patagonia, Amazon
Geometric / Structural
Borrow forms or structures to imply strength or order.
Examples:
Square, Circle
Heritage-Based
Leverage legacy, lineage, or craft tradition.
Examples:
Rolls-Royce, Mercedes-Benz
Heroic
Names that suggest courage, power, or defiance.
Examples:
Brave, Triumph
Industry Jargon
Borrow insider terms for credibility.
Examples:
Slack, HubSpot
Inventive Names
Completely original, newly created words.
Examples:
Adidas, Kodak
Ironic
Use unexpected contrast between name and product.
Examples:
FatFace, Innocent
Lateral association
Jump sideways. Instead of describing what the product is, describe what it feels like or what happens when you use it.
Examples:
Nike, Amazon
Lexical Names
Use real words, puns, onomatopoeia, alliteration, or language play.
Examples:
Seven-Eleven, Coca-Cola
Metaphoric Names
Use symbolism to express meaning beyond literal sense.
Examples:
Dove, Nike
Minimalist
Ultra-short and sleek—single syllable or single word.
Examples:
Bolt, Beam
Misspell Names
Deliberately alter spellings for uniqueness.
Examples:
Flickr, Tumblr
Moodboard naming
Create a visual collage (textures, colors, images) and name what that feels like.
Examples:
Calm, Bliss
Mythological
Draw from gods, legends, or mythic figures for timeless power.
Examples:
Nike, Amazon
Negative space naming
Don't name the thing. Name what it isn't or what it creates the absence of.
Examples:
Zero, Nothing
Non-Sense Names
Pure nonsense words designed for memorability.
Examples:
Google, Kodak
Numeric or Alphanumeric
Include numbers or codes for precision or modernity.
Examples:
7UP, WD-40
Numeric Progression
Use numbering to signify versions or advancement.
Examples:
iPhone 14, PlayStation 5
Onomatopoeic
Mimic sound to make it sensory and memorable.
Examples:
Zipcar, BuzzFeed
Opposite thinking
Flip expectations. If everyone's going loud, go quiet. If others sound corporate, go poetic.
Examples:
Silence, Slow
Out-of-Context
Borrow words from unrelated categories for freshness.
Examples:
Uber, Stripe
Personification
Create a persona or character as the name itself.
Examples:
Wendy's, Mr. Clean
Phonetic sketching
Play with sounds first, not meanings. Find syllables that feel right to say, then attach meaning after.
Examples:
Zara, Lego
Phrase-Based
Full phrases that sound conversational or story-like.
Examples:
Eat Natural, Just Do It
Poetic compression
Use metaphor, rhyme, rhythm, or contrast to make a name sound like a lyric.
Examples:
Lyft, Air
Provocative
Bold or edgy names that challenge norms or comfort zones.
Examples:
Liquid Death, Death Wish Coffee
Rhyme / Alliteration
Use rhythm or repetition for recall.
Examples:
Coca-Cola, Dunkin' Donuts
Safe / Conventional
Predictable, industry-standard, but easy to trust.
Examples:
General Motors, Standard Oil
Scientific / Technical
Sound engineered or data-driven.
Examples:
Intel, Microsoft
Sensory Synesthesia
Blend of senses—sound that feels like taste or color.
Examples:
Spotify, Red Bull
Sensory / Tactile
Evoke touch, taste, or sensation.
Examples:
Velvet, Crunchie
Sound symbolism
Use letters or sounds that trigger emotion. Hard consonants = strong; vowels = soft.
Examples:
Kodak, Nike
Storyline mapping
Treat the name as the title of a story. What's the plot? Who's the protagonist?
Examples:
Airbnb, LinkedIn
Symbol hunting
Look for universal symbols (fire, water, flight, roots) and translate them into metaphorical names.
Examples:
Ember, Nest
Temporal / Era-Based
Refer to time, speed, or evolution.
Examples:
21st Century Fox, Next
Visual Metaphor
Name that instantly creates a picture in your head.
Examples:
Apple, Amazon
Stop brainstorming and start generating. Our naming tool uses these 66+ techniques to give you actual name ideas, not more blank pages to stare at.
Generate Names Now →How to Actually Name Your Brand (Step-by-Step)
Figure Out What You Actually Stand For
Before you name anything, know what you are. What do you do? Who's it for? Why should anyone care? If you can't answer these, your name will be generic garbage. Be honest with yourself. Then name accordingly.
Pick a Technique That Fits
Don't just throw darts. Look at the 66+ techniques above. Want clarity? Go descriptive. Want emotion? Go evocative. Want to sound cool? Try portmanteau. Match the technique to your brand personality, not your ego.
Generate Way More Options Than You Think
20-50 names minimum. Not 3. Not 5. Quantity beats quality in naming because your first ideas are usually terrible. Generate a ton, then filter. Use our tool, brainstorm, whatever—just make more options than you think you need.
Check If It's Actually Available
Domain check first. If the .com is taken, you're probably screwed. Check trademarks. Check social handles. Check if it means something terrible in other languages. Do this BEFORE you fall in love with a name. Trust us.
Ask Real People (Not Your Mom)
Test with your actual target audience. Can they pronounce it? Do they remember it? What do they think it means? Your mom will love everything. Your customers won't. Listen to the customers.
Pick One and Lock It Down
Stop overthinking. Pick the name that works, is available, and people can actually say. Then buy the domain, file the trademark, and move on. Perfect is the enemy of done. Ship it.
Mistakes That Will Make You Rebrand in 6 Months
Picking a name that sounds like everyone else
"Best Solutions," "Quality Services," "Innovative Technologies"—congrats, you sound like every other startup. Generic names = generic brands. Be specific or be forgotten.
Falling in love before checking if the domain exists
You spent weeks on this name. It's perfect. The .com is taken. Now what? Check availability FIRST. Save yourself the heartbreak.
Not realizing your name means "failure" in another language
Planning to expand? Great. Make sure your name doesn't mean something terrible in other languages. Google it. Ask native speakers. Don't be the brand that means "disaster" in Mandarin.
Being so literal you can't evolve
"Pizza Delivery Co" works until you want to sell pasta. Descriptive names are clear but limiting. If you might expand, leave room to grow.
Skipping the trademark search
Trademark conflicts = expensive rebrands. Do the search. File the application. Don't be the company that had to change everything because someone else owned the name.
Questions People Actually Ask
How do you come up with a brand name?
Stop overthinking. Know what you stand for. Pick a technique from the 66+ above. Generate 20-50 options. Check if the domain exists. Ask real people if they can say it. Pick one. That's it. The process isn't magic—it's just not skipping steps.
What makes a good brand name?
People remember it. People can spell it. It doesn't sound like your competitors. Bonus points if it's available as a .com and doesn't mean "failure" in other languages. That's the bar. Most brands can't clear it.
How long should a brand name be?
Short enough that people remember it, long enough that it means something. 1-3 words, 5-12 characters is the sweet spot. But honestly? If it works, it works. Don't let arbitrary rules kill a good name.
What are the different types of brand naming techniques?
We've got 66+ techniques above. Descriptive (says what you do), evocative (makes you feel something), portmanteau (combines words), visual metaphors, made-up words, founder names—the list goes on. Each one works for different situations. Click through and see which fits your brand.
Should I use my own name for my brand?
Maybe. If you're the brand (consultant, personal trainer, artist), your name works. If you want to sell the company later or expand beyond yourself, maybe pick something else. Founder names work when the founder IS the differentiator. Otherwise, they're just ego.
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