The Power of a Name: How to Choose a Brand Name That Elevates Your Brand

When you’re starting a brand, there’s one decision that will stick with you for years: your name.It’s tempting to think, “I’ll just pick something catchy and move on.” But here’s the thing—your brand name isn’t just a label. It’s the front door to your business.

It’s what people type into Google.It’s what they say when they recommend you to a friend.It’s what appears on your packaging, your Instagram handle, and your invoices.

And most importantly, it’s the first impression they get of your brand.

So if your name doesn’t feel right, connect emotionally, or stick in their head… you’re making it harder for your brand to stand out.

Here’s how to approach naming like a designer and a storyteller rolled into one.

1. Start with Your Brand’s Core

Before you brainstorm a single name, ask: What do we stand for?Your brand name should reflect your mission, personality, and the emotion you want your audience to feel.

Think about the story you’re telling. Nike didn’t just pick a pretty word—they chose the name of the Greek goddess of victory, a perfect fit for a sports brand that champions winning.

Design Tip: When we work with branding clients, we often start by writing a mood board of words, emotions, and visuals. This becomes the “naming compass.”

2. Say it out loud

Before you decide on a brand name, speak it out loud. Does it feel friendly and natural? Is it punchy enough to catch attention and easy to remember after hearing it once? The best names roll off the tongue, have a nice rhythm, and are pleasant to say. Bonus points if it makes you smile or feels fun enough that you want to say it again. If you can imagine someone telling a friend about it without stumbling, you’re on the right track..

• Google – Playful, easy to say.

• Spotify – Fresh, tech-forward, and perfect for a music brand.

• Lego – Short and instantly recognisable.

  
  

Even IKEA and Zara sound clean and confident when spoken. These brands work worldwide because their names are easy to pronounce, easy to recall, and have a certain “snap” that sticks.

Design Tip: If it sparks a smile or feels fun to say — that’s the kind of name people remember without even trying.

3. Keep It Short & Memorable

Long names get forgotten, misspelled, or shortened by customers anyway. Keep it simple, and you control the nickname.

• Apple – Minimal and iconic.

• Uber – One word, universal.

• Zoom – A single syllable that feels fast.

  
  

Design Tip: Test it by saying, “Find us on Instagram at ___” If it feels clunky, it’s too long.

4. Design for the Future

A name that’s too niche can box you in. Design it to grow with you—just like your brand identity should.

• Amazon – Started with books, now sells everything.

• Airbnb – Began with air mattresses, now a global travel platform.

  
  

Design Tip: Avoid words tied to one product unless you’re sure you’ll never pivot.

5. Claim Your Space Early

Nothing kills the buzz of finding “the perfect name” faster than discovering it’s taken.Check domain names, social handles, and trademarks early—it’s part of protecting your brand identity.

6. Get Feedback That Matters

Your name isn’t just for you, it’s for your audience. Share it with people who fit your target market, not just friends. Their reaction will tell you if it sticks.

The Takeaway

Your brand name is more than a word, it’s a piece of your visual identity, your story, and your customer’s first emotional connection with you.

When you choose a name with intention, one that aligns with your brand’s heart, looks beautiful, and feels effortless, you’re not just naming a business.You’re building a brand people will remember, talk about, and fall in love with.

Start Your Branding Journey →