Abstract Names Naming
What is Abstract Names naming anyway?
Most names tell you something. Abstract names tell you nothing — and that's the point. Instead of calling your search engine 'SearchEngine.com' (boring), you call it 'Google' and suddenly it means everything and nothing at the same time. That's the power of abstraction in naming.
Abstract names don't describe what you do. They create space for what you could become. When someone hears 'Google,' they don't think 'search company' — they think possibility, scale, something bigger than words. That ambiguity is why this naming technique works so damn well for brands that want to evolve beyond their original idea.
Why do abstract names work so well in naming?
Abstract names are blank canvases. They don't box you in. When done right, they create intrigue, memorability, and room to grow. When done wrong? You get a name that means absolutely nothing to anyone, including your customers.
The trick is finding that sweet spot between meaningless and meaningful. Too abstract and nobody remembers it. Too concrete and you're stuck with what you are, not what you could be. Google nailed it. So did Amazon (it's a river, but it could be anything). That's the difference between strategic abstraction and random word salad in naming.
Real-World Examples
When should you use Abstract Names naming for your brand name or product name?
Gives you room to evolve — abstract names don't lock you into one thing
Creates intrigue and memorability — people remember what they don't understand
Works globally — no cultural baggage or translation issues
Allows for emotional connection without literal meaning
When should you avoid Abstract Names naming for your brand name or product name?
Can be too vague — nobody knows what you do from the name alone
Requires more marketing budget to build meaning — you're starting from zero
Might confuse customers who want clarity over creativity
Step by step guide
How to use Abstract Names in naming?
Figure out if abstraction actually fits your brand.
Not every company needs to be mysterious. If you're selling something people need to understand immediately, maybe skip the abstract route.
Selfstorm words that feel right, even if they don't mean anything.
Use Selfstorm's naming creative session to explore what sounds good. What feels like your brand? Sometimes the best abstract names are made-up words that just work.
Check if it's actually memorable.
Abstract doesn't mean forgettable. Test it. Say it out loud. Does it stick? If not, try again.
Make sure it's pronounceable globally.
That cool abstract name might be impossible to say in other languages. Test it. If people can't say it, they won't remember it.
Plan how you'll build meaning around it.
Abstract names need stories. How will you explain what it means? If you can't answer this, you've got a problem.
Check for negative associations.
Does your abstract name accidentally sound like something terrible? Does it remind people of something bad? Do your homework before you commit.
Get brand or product/service names inspiration and generate names using 60+ techniques in Selfstorm's creative session.
Start Creative Naming Session