Over the years that I’ve been naming businesses, brands and products for Fortune 500 companies and start-ups, the core principles behind a powerful name haven’t changed. A great name is ownable. It’s distinctive. Sticky. Scalable. Easy to pronounce. But the constraints and opportunities around naming shift constantly. Sure, AI can be a useful ally to have at your disposal. So can tools like Namelix, which analyses phonetics and pronunciation, and Blockchain, which can be used to establish a transparent record of ownership. But brand naming is, at its heart, a strategic practice. An art and a science. And the final decision has the power to shape the trajectory of your business. To maximise its potential as one of your brand’s most valuable assets, every final name candidate should be created, evaluated and tested with the rigour of a (human) brand strategist. Here are some of the questions I ask in my naming practice:
Is this name ownable?
Almost every industry is now over-saturated from a naming perspective. That’s why so many brands are leaning towards abstract (made-up) names. This strategy suits companies ready to invest resources to imbue their name with meaning over time. One way to boost ownability– the ability to trademark your name– is through creative blending of existing words to create something new yet meaningful (also known as a portmanteau). While word blending isn’t new, it’s a compelling approach as we move towards 2025, bringing creativity and distinctiveness without infringing on existing trademarks.
Who Nailed It? An entire industry: J-Beauty. On a recent trip to Tokyo, I was impressed by the level of creativity in product naming. Portmanteaus punched through the noise while sparking curiosity and, critically, delivering on the brand’s promise. Examples include Naturaglacé Mist, Afterglow Drops, Waterism Glow Melting Balm and Glasting Water Tint. These names are descriptive enough to set up expectations around product performance, suggestive enough to communicate a compelling sensorial experience and ownable enough to earn and hold their space in the riotously cluttered market of Asian beauty.
Is this name digitally resilient?
Build your name with a digital-first mindset. A cohesive online presence enhances brand visibility and accessibility, so consider the availability of domain names and social media handles. Optimise your business name for voice search. Although pronunciation errors are never completely avoidable, especially when taking the international market into account, steps can be taken to keep uncertainty to a minimum. Choose a name that’s easy to pronounce and remember. Try to keep to four syllables or fewer. And make sure it’s easy to spell and satisfying to say. This approach aligns with the natural language patterns used in voice searches and will help ensure that your business can thrive in a dynamic digital landscape.
Who Nailed It? TRIP, the U.K.’s fastest-growing soft drinks brand. Short, energetic, assertive– the name works on multiple levels and is pretty pronunciation-proof. By contrast, U.S. electrolyte drink mix LMNT (“element”) is likely to find itself in murky territory with voice search. The first question that came up when I Googled the company was “How do you pronounce LMNT?”
Does this name have global reach?
Even if you’re not planning international expansion when you launch your business, name it as though you are. Same goes for portfolio expansion– don’t let your name box your business into a specific category too early. Ensure your name has the stretch to accommodate growth. Gather input from native speakers to illuminate any language or culture-specific sensitivities. If you don’t have the resources to hire an agency or independent naming strategist, tools like Forvo can help facilitate high-level cultural research and linguistic analysis. This can be invaluable in creating a name that resonates universally. Cover your legal bases– always. And, as mentioned earlier, evaluate pronounceability with rigor. Selecting a universally pronounceable brand name serves as a powerful tool for global market penetration.
Who Nailed It? Sézane. Quintessentially French (a key aspect of the Parisian brand’s positioning at home and overseas) and inherently linked to its magnetic founder (Sézane is a portmanteau of her name, Morgane Sézalory), Sézane’s ownable, easy-to-say name has helped support the company’s successful retail footprint expansion in the U.S. and Europe.
Does this name support my brand’s Visual Identity?
Crafting a cohesive visual identity alongside your business name can enhance brand recall and engagement. Ideally, a naming strategist and designer will work together during the final rounds to provide visual representations of potential logos. But platforms like Looka can offer a stepping stone for insights into visual identity if you’re operating on a tight budget.
Who Nailed It? Names don’t stand alone. These newly named brands are supported by first-class design. With its raggedy product texture and ‘we do things differently’ positioning paired with a punchy color palette, vegan protein bar Misfits is the 5th-fastest growing Food & Beverage brand in the U.K (its combined business with Imperfect Foods is on track to surpass $1 billion in sales this year). Probiotic soda brand Living Things– whose name features a cute personification of some of its letters– predicts a run rate of £1M after only a handful of months on shelf. And the brilliantly named Summer Fridays– capturers of the beachy, effortless ‘clean girl’ (ugh) aesthetic– was named one of Beauty’s most sought-after M&A targets for 2024.
Does this name have It Factor?
We all know when a brand name hits just right. It’s not just about being catchy and memorable. It’s about nailing that calibration to a brand’s essence, promise and product proposition. A name with ‘it’ factor embodies the brand’s spirit with confidence, tells a story and captures the imagination. When you know, you know.
Who Nailed It? Dizziak. Coucou Intimates. Oathaus. Rixo. Surreal. Gymshark. Graze. Downpour. Wild Idol. Rowdy Mermaid. Soft Services. Youthforia. Wildly different categories united by three things: excellent products, a distinctive visual identity and a name that gets you halfway there.
In short, a brilliant name works tirelessly for your business. It’s a critical piece of your brand identity that drives recognition, loyalty and growth. Getting it right is essential. Use these tools and lenses as you build your brand and set your name up for success as one of your most powerful assets.