What is Found Object / Everyday Thing naming anyway?
Why invent something when you can repurpose what already exists? Instead of calling your tech company 'ComputerCorp' (boring), you call it 'Apple' and suddenly a simple fruit becomes a symbol of innovation. That's found object naming.
Found object names take simple, mundane objects and repurpose them as metaphors. When someone hears 'Apple,' they don't think about fruit first — they think about the brand, then the fruit, then the connection. That simplicity is why this naming technique works so damn well for brands that want to communicate through universal objects.
Why do found object names work so well in naming?
Found object names are universal. Everyone knows what an apple is. Everyone understands what a shell means. When done right, they create instant recognition, emotional connection, and names that stick because they're linked to familiar objects. When done wrong? You get a name that's too literal or doesn't make sense.
The trick is picking objects that actually enhance your brand. Not just random things, but everyday items that represent what you stand for. Apple works because it suggests simplicity and nature. Shell works because it suggests protection. That's the difference between strategic object repurposing and random thing picking in naming.
What is Found Object / Everyday Thing naming?
This is the part where you'd get the actual explanation — not fluff. Real naming insights you can use. But that's for subscribers. For everyone else: mystery and sadness.
The technique works by combining specific elements in a way that creates memorable, distinctive brand names. Learn exactly how with a subscription.
Real-World Examples
Apple — Simple fruit becomes symbol of innovation.
Shell — Simple shell becomes symbol of protection.
Target — Simple target becomes symbol of precision.
Nest — Simple nest becomes symbol of home.
Square — Simple shape becomes symbol of payments.
Circle — Simple shape becomes symbol of community.
Box — Simple box becomes symbol of storage.
Leaf — Simple leaf becomes symbol of nature.
When should you use Found Object / Everyday Thing naming for your brand name or product name?
Creates instant recognition — everyone knows the object
Highly memorable — familiar objects stick in memory
Works globally — universal objects travel across cultures
Allows for visual identity — objects are easy to visualize
When should you avoid Found Object / Everyday Thing naming for your brand name or product name?
Can be too literal if object doesn't add meaning
Might confuse if object doesn't match product category
Less distinctive than abstract names
When this technique works best
Creates memorable brand associations
Works well for consumer products
Easy to implement consistently
When to consider alternatives
May not suit all industries
Requires careful consideration
Cultural context matters
Step by step guide
How to use Found Object / Everyday Thing in naming?
Figure out what object actually represents your brand. Not every company needs an object. If you can't find a good match, maybe skip this route.
Selfstorm everyday objects that match your brand. Use Selfstorm's naming creative session to explore options. What objects? What do they represent?
Test if the object association works. Good found object names create connection. If people are confused, it won't stick. Show someone your name. Do they get the object?
Make sure it works globally. That cool local object might mean nothing elsewhere. Universal objects (fruit, animals, common items) travel better.
Check for negative associations. Does your object accidentally mean something bad? Does it remind people of something negative? Do your homework.
Plan how you'll use the object. Found object names need visual identity. How will you incorporate the object into your brand? If you can't answer this, reconsider.
Identify your brand values and attributes
Detailed explanation of how to execute this step effectively in your naming process.
Brainstorm initial name concepts
Detailed explanation of how to execute this step effectively in your naming process.
Apply the technique systematically
Detailed explanation of how to execute this step effectively in your naming process.
Test and refine your options
Detailed explanation of how to execute this step effectively in your naming process.
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