Coming up with the perfect name for your company or brand is a challenging task that anyone serious about branding and business will have to face. While a great name won’t guarantee market success, underestimating its importance could make life difficult for you in the future. So, how do you create a brand name that’s appealing to both you and your customers, yet won’t limit your business down the road?
There are numerous articles and studies on how to create a brand or product name. Customers tend to favour names made up of rhythmically sounding words, such as Coca-Cola, Jelly Belly, Kit Kat, or Hubba Bubba. However, the truth is that many non-rhythmic names have also achieved great success, even becoming synonymous with their product category or entire industry.
The Most Common Types of Naming
Abstract Names – Neologisms and Compounds
Abstract names involve creating new words by modifying existing ones (often from foreign or lesser-known languages), combining two or more words, or crafting a unique combination of sounds. While they offer the most room for creativity, they are not easy to come up with. If you succeed, though, an abstract name can offer significant advantages. Abstract words carry no existing associations, only those you assign to them. Such names also help distinguish you from the competition and carve out a unique space in the customer’s mind.
Example of an abstract name
Avantify is an app for managing employee information and systematically planning career growth. The name Avantify is a neologism, formed by combining the Italian word “avanti” with the suffix “-fy.” Avanti means “to move forward,” directly linking to the app’s primary purpose—career growth planning. The use of Italian is intentional, as the app’s founder came up with the concept while working in Italy.
Learn more – check out the full case study on the Avantify project.
Descriptive Names
Company or brand names that typically describe the category in which the brand operates are called descriptive names. While they offer the advantage of immediate identification within the product category, they come with several disadvantages. The biggest drawbacks include their generic nature, lack of distinctiveness, difficulty in registering trademarks, unavailability of domains, and being tied to a specific category. From a usability perspective, it’s best to avoid them.
Examples of descriptive names:
General Motors, Pizza Hut, Burger King, All Toys…
Associative Names
Associative or evocative names work through their existing meaning. They use words associated with other objects, situations, or places and give them a new, indirect meaning. This is a better alternative than descriptive company names, as they rise above the category and have broader significance. A good example is Amazon, whose ambition is to be the world’s largest online retailer, much like the Amazon River is the largest in the world.
Example of an associative name
Selenea Residence is the name of a development project consisting of more than 230 residential units. The building will be located in Nitra, near the Selenec stream. We used this geographical feature when creating the name, which clearly identifies the area where the project will be situated. As it is a highly sought-after location, this will increase the appeal for potential buyers. Additionally, in a booming new-build market, it reduces the risk of confusion with competing projects.
Names Based on the Founder’s Name
Probably the oldest type of company or brand name is one based on the founder’s name. While this naming type is less common nowadays, there are still cases where it’s an appropriate choice. The most frequent reason is the founder’s strong personal recognition before the business’s establishment. Be mindful, though, of domain availability, social media handles, pronunciation, or meaning in foreign languages.
Examples of founder-based names:
Ford, Dell, Schill, Heinz…
Compressed Names – Acronyms
Planning to launch a new brand? Then it’s best to avoid compressed or acronym-based names. Although this type of name is relatively easy to create, it’s much harder to remember and build positive associations with. It was commonly used during the rebranding of larger companies, such as America Online (AOL), International Business Machines (IBM), United Parcel Services (UPS), and Kentucky Fried Chicken (KFC). While these companies remain highly successful today, their success is likely more attributable to their well-executed marketing strategies than their shortened names.
There are also successful brands that have combined a founder’s name with an acronym. For example, DHL is named after its founders, Adrian Dalsey, Larry Hillblom, and Robert Lynn, by using their initials.
Now you know the most common types of brand names. Next, let’s look at the specific criteria your brand’s name should meet to have the potential for success.
Criteria for a Good Brand Name
Uniqueness
Originality is one of the most important criteria for your company name. It helps you stand out from the competition and quickly stick in the customer’s mind. A unique name is also easier to find online, making reputation management and tracking sentiment much simpler for you as a business owner.
Memorability and Pronounceability
A good name is easy for customers to remember and pronounce. This is known as “cognitive fluency.” The name should have a good rhythm (flow) and be easy to say, for example, during a phone conversation. It should be easy to write and sound pleasant when heard.
Example:
GLASORA is the new name we created for a client’s rebranding project. The original name, Nitrasklo, limited the brand geographically and categorically. After the company was acquired by Saint Gobain, and then later separated from them, it needed a completely new brand identity, including a name. GLASORA is a neologism combining GLAS (representing glass, the company’s primary focus) and ORA, symbolizing the peak of glass craftsmanship.
Learn more – check out the full case study on the Glasora project.
Versatility
Names tied solely to a product, category, or location can cause issues if you expand. Think ahead and avoid names like “Kvety Bratislava,” which could restrict you if you later broaden your portfolio. Abstract or associative names are a better option. Also, check the meaning and connotations of your name in other countries.
Availability and Protectability
Ensure no one has already claimed your new name. You can use databases like EUIPO or Slovakia’s Industrial Property Office, as well as the Commercial Register. If your name appears there, unfortunately, you’ll need to keep searching. Don’t forget to check domain availability as well, and not just for .sk but also for others, such as .at, .pl, .cz, .hu, and .com or .eu if you plan to expand. If your name is prone to typos, secure typo domains as well.
Story and Context
Whatever name you choose, it should reflect your business, your brand’s personality, values, vision, and mission. It should tell a story that’s engaging and reinforces the reason your brand exists. A name with a story is easier to remember and, in some cases, can even drive purchasing decisions. Your brand’s naming process should also align with its visual identity. The context (both verbal and graphic) in which you present your name to the world significantly impacts its success.
6 Steps for Creating a Brand Name
Coming up with a unique and functional name that will successfully represent your brand in the long run doesn’t happen overnight. It’s not a single “lightbulb” moment, but a systematic process involving various stages. Let’s take a closer look at these steps.
1. Brief
The start of any successful naming process is accompanied by a clear brief. This is a document that defines what characteristics the new name should have and what it should evoke in the target audience. The brief provides us with all the necessary information to clearly determine what kind of name we are looking for and what we should avoid. As a result, unnecessary misunderstandings are eliminated, and the entire creative process becomes significantly more efficient.
2. Generating names in the form of a longlist
Once the brief is prepared, we move into the name generation phase. In this stage, imagination knows no limits. We create a comprehensive list of various ideas—ranging from simple, descriptive names to creative and abstract suggestions. We explore all possible combinations using prefixes and suffixes.
3. Selection of names into a shortlist
When we have generated several dozen well-sounding names, we can begin the process of filtering them. Here, we focus on eliminating names that do not meet important criteria, such as domain availability or trademark conflicts. We keep the names that best reflect the brand’s values and strategy and prepare them for the next step.
4. Verifying selected names
The names on the shortlist undergo thorough examination. We check their relevance from a linguistic and cultural perspective to ensure they don’t have negative connotations and are appropriate for use in foreign markets. It’s also essential to review existing trademark databases in the relevant jurisdictions. Only the names that pass these checks prove their viability and legal sustainability.
5. Full legal review
Before final approval, each name should undergo a comprehensive legal review. Legal experts ensure that none of the selected names are in conflict with existing trademarks, that domains are available, and that social media profiles can be secured. This step is crucial for achieving legal compliance and helps prevent potential legal issues.
6. Final name selection
After all checks and evaluations, we choose the final name that best meets all the requirements and is ready for a successful market launch.
10 Questions to Ask Yourself Before Finalising a Name
- Does the chosen name align with your brand’s strategy?
- Is the name unique and distinguishable from competitors?
- Is it easy to remember, pronounce, and spell?
- Does the name avoid clichés or industry trends that could make it blend in?
- Is the name available as a trademark in the key markets where you plan to operate?
- Can you secure the relevant domain name?
- Does the name work across all languages and regions where you plan to do business?
- Does the name have any negative connotations or inappropriate meanings in other languages or cultures?
- Can the name grow with your brand as you expand into new products, services, or markets?
- Does the name evoke the right emotional response from your target audience?
Creating a brand name that will represent you long-term is no easy task. It’s a challenging process that requires a systematic approach and plenty of patience and experience. At GALTON Brands, we’d be happy to help guide you through this challenge.
