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How to Pick the Best Name for Your Company

• Rob Meyerson

Three guidelines to consider.

If you’re about to start a company or launch a product, you might be feeling pretty intimidated by the prospect of having to name it. Here are some guidelines to consider when creating or evaluating potential names for your brand or business.

• Be strategic. Does the name you’re considering convey the intended message and evoke the right feelings? Is it able to stretch to accommodate foreseeable changes in the brand? Will it stand out when compared with the names of competitors?
• Be creative. Do you think your potential brand name will catch people’s attention and stick in their minds? Does the name sound good, or is it fun to hear and say? Is it visually appealing?
• Be technical. Is the potential name legally available? Is it unlikely that picking this name will result in legal problems? Does it avoid inappropriate meaning or associations in relevant languages? And will it avoid confusion or mispronunciation?

Where your work meets your life. See more from Ascend here .

I’ve been a professional “namer” for 15 years. (Yes, it’s a real job.) Through my work, I’ve helped dozens of businesses — from startups to the Fortune 100 — find the best names for their companies, products, and services . Long story short: I know the challenges you’re likely to face in creating a brand name, and I’ve developed strategies for dealing with each one.

• RM Rob Meyerson , author of Brand Naming: The Complete Guide to Creating a Name for Your Company, Product, or Service (Business Expert Press, December 2021), is a namer, brand consultant, and principal and founder of Heirloom, an independent brand strategy and identity firm. Prior to founding Heirloom, Rob held positions at HP, Interbrand in San Francisco, and FutureBrand in Southeast Asia. He is the creator and host of the podcast (and blog) “ How Brands Are Built .”

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• Market Research Company Blog

Brand Naming Research: How to Choose the Best Business Name

by Emily Taylor

Posted at: 8/1/2023 12:30 PM

Finding the perfect business name is no easy feat, and it requires a strategic approach that combines creativity, market research, and a deep understanding of your brand's values and objectives. 

In this blog post, we will walk you through the essential steps of brand naming research, providing valuable insights and practical tips to help you make an informed decision that resonates with your audience and sets you apart from the competition.

Interested in conducting brand naming research? Drive Research can help. Contact our team by filling out an online form or emailing [email protected] .

Importance of Brand Naming

Brand naming is a crucial aspect of any business's marketing strategy. A well-thought-out brand name can help a company establish its identity, differentiate itself from competitors, and build a strong reputation over time.

I n this section, we will explore the importance of brand naming and its impact on a new or existing business. 

Brand Recognition

Brand recognition is the extent to which a customer can identify a brand by its name, logo, or other visual cues.

A strong brand name can help a company create a distinct identity that customers can easily recognize and remember. This can be particularly important in crowded markets where consumers are bombarded with a variety of product choices.

Customer Engagement

A brand name can also play a critical role in engaging customers and building a loyal following.

Therefore, a well-crafted business name can evoke positive emotions and associations, making customers more likely to choose a particular brand over others.

Additionally, a strong brand name can help establish trust and credibility with customers, which can lead to repeat business and positive word-of-mouth marketing.

Competitive Advantage

Finally, a strong brand name can provide a significant competitive advantage in the marketplace. By creating a unique identity and reputation, a company can differentiate itself from competitors and stand out in a crowded market.

This can be particularly important for small businesses or startups that are trying to establish themselves in a competitive industry.

How to Conduct Brand Naming Research

Conducting brand naming research is a crucial step in creating a successful brand. It helps to determine the right name that resonates with the target audience and conveys the brand's message effectively.

Here are some steps to conduct brand naming research:

• Define the Objectives: The first step in conducting brand naming research is to define the objectives. What is the brand trying to achieve? What message does it want to convey? Defining clear objectives helps to narrow down the focus of the research.
• Identify the Target Audience: The second step is to identify the target audience. Who is the brand trying to reach? What are their characteristics and preferences? Understanding the target audience helps to create a name that resonates with them.
• Conduct a Competitive Analysis: The third step is to conduct a competitive analysis . This involves researching the names of competitors in the same industry. It helps to identify naming trends and avoid duplicating existing names.
• Brainstorm Names: The fourth step is to brainstorm names. This involves generating a list of potential names that align with the brand's objectives and resonate with the target audience.
• Test the Names: The final step is to test the names. This involves surveying the target audience to determine which name resonates with them the most. It helps to identify the most effective name that conveys the brand's message and resonates with the target audience.

Recommended Reading: How a Survey Can Test Branding (+15 Example Questions)

Case Study in Brand Name Testing

Our market research company recently conducted a brand naming research project to understand how much value stakeholders had in the current brand name. Plus, they wanted to assess the need for a potential brand name change. 

In this section, we dive deeper into the project’s objectives, approach, and results. 

The Challange

What’s in a name? Well…names can have a lot of brand equity that can make an organization think twice about updating its branding/brand name. 

Recently our team conducted a study on behalf of an organization that sought to grow its business from regional to national. The overarching goal of the study was to assess its brand equity with its stakeholders.

Objectives of the brand naming research included: 

• Assess the need for potential changes to the brand or name
• Evaluate the brand equity of the name with specific stakeholders types, which included measuring:
• Brand perception
• Competitive brand perceptions
• Impressions of the name 
• Products/product lines associated 
• Understanding strengths and weaknesses 
• Understanding brand associations

Understanding the challenge for an organization is crucial to the success of a market research project. During this phase, the team will try to learn as much as possible about the problem and how the team plans to use the results.

The Approach

To address the objectives, our team conducted an online survey . Online surveys are great for measuring brand perception, impressions, usage, understanding strengths and weaknesses, etc. 

Here’s more on the process of the brand testing survey:

• Kickoff: The kickoff meeting is the start of market research projects. It typically includes the main client and research team and lasts 30 to 60 minutes depending on the scope of the project. The conversation usually covers the objectives, process, timeline, project details, and next steps.   
• Drafting: After the kickoff meeting, the team will begin drafting the survey keeping the objectives and discussion from the kickoff meeting in mind. This process may include just one or a few drafts before the survey is deemed final by the client. 
• Programming and testing: After the survey is deemed final by the client, the research team will then program and test the survey. Once fully programmed and tested, fieldwork will begin. 
• Fieldwork: Fieldwork typically begins with a soft launch to ensure everything works correctly and questions are comprehended as intended. The soft launch typically lasts 1 to 2 days, and then the full launch of fieldwork begins. 
• Analysis and reporting: After fieldwork is completed, the analysis and reporting begin. The deliverables for this project included a comprehensive summary report, online data portals with question-by-question results, a raw data file, and a debrief to discuss the results. 

The sampling plan for the online survey included invites to employees, customers, and prospective customers.

While the process stays the same, our services are customized to the unique needs of your organization. Our team works hand-in-hand with client teams to ensure objectives are met in a way that’s usable for the organization. 

Brand Naming Research Questions

Below are a few example questions to conduct brand naming research:

• How familiar are you with each of the following brands? Select one in each row.
• Thinking about the following brand name(s), describe the first image and/or word(s) that comes to mind for each. Enter a response for each. 
• Based on your knowledge, what is your perception of each of the following brands? Select one in each row.
• Which of the following words/phrases best describe [Brand 1] as a company overall? Select all that apply. 
• Based on your knowledge, how strong of a connection does each of the following have with [Brand X]? Select a rating for each. 
• Based on your knowledge, how much value does the [Brand 1] brand name add to each of the following? Select a rating for each.

These example questions provide a good overview of what a few questions in a re-naming survey could look like. Remember, these questions should be updated to meet the needs of the specific project.

The Results

Preparing the results is a key task for every market researcher.

At the end of the project, that document or deliverable is what the client will remember the experience most. It’s crucial to use organization, recall past objectives, and use data visualizations to support findings.

As a reminder, the deliverables included a comprehensive summary report, online data portals with question-by-question results, a raw data file, and a debrief to discuss the results. 

Questions and topics addressed in the report included:

• Brand perception and competition 
• Brand impressions 
• Brand classification
• Associated product lines
• Strengths and weaknesses 

Ultimately, the survey gathered 309 completes, included 43 questions, and took 15 to 20 minutes to complete. The results remain confidential with the client. 

Frequently Asked Questions About Brand Naming Research

How to do brand name research?

To conduct brand name research effectively, start by defining your brand's core values, target audience, and unique selling points.

Brainstorm a list of potential names that align with your brand identity, then assess each option for availability, trademark conflicts, linguistic considerations, and potential associations with online searches and social media.

Finally, gather feedback from focus groups or surveys to gauge the appeal and memorability of your top choices among your target audience, helping you make an informed decision and choose the best business name for your brand.

How do you brainstorm a new name?

To brainstorm a new name, begin by exploring keywords and concepts related to your business, products, or services. Utilize word association techniques, mind maps, and creative exercises to generate a wide range of potential name ideas.

As you generate names, consider their relevance to your brand, ease of pronunciation and spelling, and the emotional response they may evoke in your target audience, narrowing down your options to a shortlist of strong contenders.

What are the steps in the brand naming process?

The brand naming process involves defining your brand's identity, brainstorming potential names, evaluating their fit and availability, gathering feedback, and ultimately selecting the most suitable name that resonates with your target audience and aligns with your brand's values and objectives.

Final Thoughts

Choosing the best business name is a crucial step in establishing a successful brand identity. Through meticulous brand naming research, you can uncover a name that reflects your brand's essence, resonates with your target audience, and sets your business apart from competitors.

Remember, a well-chosen name has the power to leave a lasting impression, so invest time and effort into the process, and let your brand's name become the cornerstone of your future success.

Contact Our Market Research Company

Drive Research is a full-service market research company specializing in various qualitative and quantitative methodologies including those that are included in brand naming research.

Our team has a combined 80+ years of experience helping B2B and B2C brands utilize data-driven decision-making to increase revenue, awareness, and customer satisfaction.

To learn more about our services, contact our team today.

• Message us on our website
• Email us at [email protected]
• Call us at 888-725-DATA
• Text us at 315-303-2040

Emily Taylor

As a Research Manager, Emily is approaching a decade of experience in the market research industry and loves to challenge the status quo. She is a certified VoC professional with a passion for storytelling.

Learn more about Emily, here .

Categories: Market Research Case Studies New Product Development

Need help with your project? Get in touch with Drive Research.

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Brand Naming: How to Name a Brand

What's in a name? A lot, actually. The right brand name can make your business stand out, connect with customers emotionally, and convey what you're all about. But choosing that perfect moniker is easier said than done.

Too often, entrepreneurs treat naming their brand as an afterthought. They brainstorm a few options, pick the best one, and leave it at that. But brand naming deserves more careful thought and strategy. After all, your business name will likely stick around for a long time – it becomes part of your brand identity and equity.

Naming is the first branding decision you'll make for your company. And while it may seem like a small detail, it has an outsized impact on perceptions and first impressions. Like excellent cover art on a book, the name you choose either draws readers in or pushes them away.

So, how do you pick a brand name that truly resonates? One that captures your vision and personality? Let's break it down step-by-step…

Key takeaways:

• Brand naming is crucial for establishing identity and differentiation: A well-chosen brand name helps create a strong brand identity and sets a brand apart from competitors.
• Consider target audience and brand values: The brand name should resonate with the target audience and align with the brand's values, mission, and vision.
• Simplify and test the name: Keep the name simple, memorable, and emotionally appealing. Test the name with focus groups or surveys to ensure it resonates positively with the intended audience.

Table of Contents

What is Brand Naming?

The quest to name your brand isn't about finding some random words that sound cool. It's about discovering a name that embodies your tribe's hopes, fears, and dreams. One that whispers “you belong here” to the right people and whispers “move along” to the rest.

Great brand names tell a story. They capture the essence of why your product exists and why it matters. They spark an emotion and speak to the yearnings of your audience.

So don't just brainstorm clever names that are easy to spell and available as a .com. Do the hard work to uncover a name that will resonate with the people you seek to serve and inspire—a name with soul.

Consider what makes your product unique, what change it creates, and what void it fills. Listen closely to understand what your peeps care about more than anything. Then, play with words and meanings to uncover the perfect name to make your tribe perk up and say, “You had me at hello.”

The right brand name is more than just a label. It's a signal that draws your kindred spirits close and transforms strangers into friends. So, choose wisely and give your brand a name to be remembered.

Why is Brand Naming Important?

Let's go back to the beginning. Before the website or the logo, before the office or the business cards , there's just an idea—a whisper of a dream.

And that whisper needs a name.

Why do some names stick while others disappear into the ether? It's a mystery. But this much we know:

The correct name builds a foundation. It's the first brick in your brand's identity , that intangible feeling your customers get when they hear your name.

Get it right, and you're memorable. Unique. It's worth talking about.

Get it wrong? Then, you fade into the background. Another generic label in a sea of brands. Game over.

A name tells a story. It captures attention. Makes promises. Sets expectations.

Most of all, a name creates an impression. Long before someone buys from you, you've already won or lost them with your name alone.

So choose wisely, fearless builders. The name you pick could change everything. It could be the start of a movement. Or is it just another wasted chance?

This is your one opportunity to speak to the world. Tell us who you are and why we can't live without you.

The perfect name is waiting to be discovered. Can you find it?

Suggestions:

Key Factors to Consider in Brand Naming

When it comes to brand naming, several vital factors require our attention. In this section, we will explore the key aspects that truly matter – connecting with your target audience, creating a brand identity that reflects your values, and distinguishing yourself through uniqueness and differentiation. It is also essential to consider the memorability of your brand, its ease of pronunciation and spelling, and the availability of domain names and trademarks. Join me as we reveal the secrets to successful brand naming.

Target Audience

The target audience is a critical factor to consider when naming a brand. The brand name should resonate with the intended customers and align with their preferences, values, and aspirations.

• Demographics: It is crucial to understand the age, gender, location, education, and income level of your target audience. This will help you create a name that appeals to their needs and desires.
• Psychographics: It is also important to dive deeper into your audience's lifestyle, personality traits, interests, and values. A brand name that reflects their identity and values will establish a stronger connection.
• Emotional Appeal: Consider the emotions you want to evoke in your target audience. A name that evokes positive emotions like trust, excitement, or nostalgia can attract and engage customers .
• Language and Tone: Ensure the brand name is understandable and relatable to your target audience. Consider cultural nuances and linguistic preferences to avoid any potential misunderstandings or misinterpretations.
• Market Research: Conduct thorough research to gather insights about your target audience's perception of different naming styles and trends. This will help you create a name that stands out and resonates positively.

Pro-tip: Conducting focus groups or surveys with your target audience can provide invaluable feedback and insights to shape your brand name decision.

• Miller, Jeremy (Author)
• English (Publication Language)
• 240 Pages – 10/08/2019 (Publication Date) – Page Two (Publisher)

Brand Identity and Values

Brand identity and values are essential considerations when naming a brand. The name should align with the brand's identity and effectively convey its values. It should capture the brand's essence and resonate with the target audience.

To establish a strong brand identity and values through naming, consider the following factors:

By considering these factors, you can create a brand name that effectively communicates the identity and values of your brand, establishing a solid foundation for its success.

Uniqueness and Differentiation

When naming a brand, it is essential to consider uniqueness and differentiation. These elements are crucial in setting a brand apart from competitors and leaving a lasting impression on consumers. Here are some factors to consider:

• Target Audience: Understand the preferences and aspirations of your target audience to create a unique and appealing brand name that resonates with them.
• Brand Identity and Values: The name should align with its identity and values, effectively communicating its purpose and positioning.
• Uniqueness: Ensure the name is similar to existing brands to avoid confusion and potential legal issues.
• Memorability: A memorable name makes it easier for consumers to recall and recognise the brand.
• Pronunciation and Spelling: Choose a name that is easy to pronounce and spell, facilitating word-of-mouth recommendations.
• Availability of Domain Names and Trademarks : Conduct thorough research to ensure the availability of domain names and trademarks for the chosen name.

Considering these factors, you can create a brand name that stands out and differentiates your business.

Memorability

When it comes to brand naming, one crucial factor to consider is memorability . A memorable brand name is essential in capturing consumers' attention and ensuring long-term brand recognition. So, how can you make your brand name more memorable?

1. Keep it simple and concise. Avoid long and complicated names. Opt for short and easy-to-pronounce words that are catchy and stick in people's minds.

2. Create a unique and distinctive name. Stand out from the competition by choosing a name that is different and memorable. Avoid generic or descriptive terms that blend in with other brands.

3. Consider emotional appeal. A brand name that evokes positive emotions or conveys a specific message can make it more memorable. Think about the feelings you want your brand to produce and try to incorporate them into the name.

4. Test the name. Before finalising your brand name, test it with your target audience. Conduct surveys or focus groups to gather feedback and ensure the name resonates with consumers.

Incorporating these strategies can help enhance the memorability of your brand name, increasing its chances of success in the market.

Suggestions: Exemplify the power of memorability with successful brand names like Google , Nike , or Coca-Cola .

Pronunciation and Spelling

When it comes to brand naming, the pronunciation and spelling of a brand name play a vital role in creating a memorable and accessible brand for consumers. A brand name should be easy to pronounce and spell correctly to ensure customers can easily share and remember it.

Here are a few essential factors to consider regarding pronunciation and spelling in brand naming:

• Simplicity : Choose a straightforward brand name, avoiding complicated or unusual spellings. This helps customers quickly understand and pronounce the brand name correctly.
• Clarity : Make sure that the pronunciation and spelling of the brand name align with its intended message and identity. This helps effectively communicate the brand's values and characteristics.
• Cultural Considerations : Consider the cultural context and target audience when considering pronunciation and spelling. Avoid names that may be difficult to pronounce or spell in specific markets or languages.
• Recognition : Opt for a brand name that is distinct and easily recognisable, even when written or said out loud. This helps build brand awareness and recall among consumers.

By carefully considering and crafting the pronunciation and spelling of a brand name, businesses can create a strong brand identity and enhance the overall brand experience for their customers.

Availability of Domain Names and Trademarks

When considering brand naming, it is vital to view the availability of domain names and trademarks. This is important to establish a robust online presence and protect your brand legally.

• Amazon Kindle Edition
• Watkins, Alexandra (Author)
• 169 Pages – 10/01/2019 (Publication Date) – Berrett-Koehler Publishers (Publisher)

Tips for Naming a Brand

When naming a brand, some essential tips can make all the difference. This section explores the art of brand naming and provides practical advice to ensure success. From the power of research and brainstorming to the importance of simplicity and emotional appeal, each sub-section offers valuable insights into the process. So, fasten your seat belts and get ready to embark on a journey of creating memorable and impactful brand names.

Research and Brainstorming

When naming a brand, conducting thorough research and brainstorming are essential to ensure a successful and impactful name.

• Conduct thorough research to understand your target audience, competitors, and industry trends. This will help you identify naming conventions, avoid trademark conflicts, and gain insights that can inspire unique and relevant name ideas . Analyse customer preferences, conduct surveys and gather feedback to inform your choices.
• After collecting research, start generating name ideas. Encourage creativity and explore different approaches, such as using descriptive terms , creating invented words , or combining relevant concepts . Consider the brand's values , mission , and target audience when brainstorming. Collaborate with a team or seek input from external sources for diverse perspectives.

By combining thorough research with creative brainstorming techniques, you can develop a brand name that resonates with your target audience, differentiates your brand from competitors, and aligns with your brand's identity and values .

Keep it Simple and Easy to Remember.

When it comes to brand naming, keeping it simple and easy to remember is crucial for the success of your brand. Here are some reasons why:

• A simple and memorable name is more likely to stick in the minds of consumers, making it easier for them to recall and recognise your brand.
• A straightforward name helps avoid confusion in pronunciation and spelling, making it easier for customers to search for your brand online and share it with others.
• A simple name conveys a sense of clarity and professionalism, reflecting a solid brand identity .
• By choosing a simple and easy-to-understand name, you can cater to a broader range of demographics and ensure your brand resonates with your target audience .
• In a crowded market, a simple name can help your brand stand out and be more memorable than your competitors.

When considering brand naming, keep in mind these suggestions:

• Avoid complex or lengthy names that may confuse or overwhelm consumers.
• Create a name that is straightforward, easy to pronounce , and spell .
• Ensure the word aligns with your brand values and resonates with your target audience .
• Conduct thorough research and trademark checks to ensure the name is unique and legally available.
• Test the word among your target audience to gather feedback and ensure it's well-received and memorable.

Consider the Emotional Appeal

When considering brand naming, it is crucial to think about the emotional appeal to create a strong connection with consumers. A brand name that evokes positive emotions can leave a lasting impression and build brand loyalty. Below are some key factors to consider when aiming for emotional appeal:

• Brand values: Align the brand name with the values and emotions you want to evoke in your target audience. For example, a brand focusing on sustainability might choose a name that conveys eco-friendliness and environmental care.
• Voice and tone: Choose a name that reflects the personality and style of your brand. Words with positive connotations, such as “joy,” “inspire,” or “delight,” can create an emotional connection.
• Visual imagery: Consider the imagery and associations that the name might evoke. A title like “Blissful Gardens” for a spa or “Sunshine Sweets” for a bakery can create positive emotional responses.
• Simplicity and memorability: A simple and memorable name is more likely to resonate emotionally with consumers. Think of iconic brands like Apple or Nike that evoke emotions of innovation and empowerment.
• Connotation and cultural relevance: Ensure the name has no negative connotations and is culturally appropriate for your target audience. A name that has a positive cultural association can create an emotional bond.

• Flowers, Brad (Author)
• 184 Pages – 03/17/2020 (Publication Date) – Entrepreneur Press (Publisher)

Test the Name

Regarding brand naming, testing the name is a crucial step to ensure its effectiveness and potential success. Here is a list of steps to follow:

• Obtain feedback: Share the potential brand name with a diverse group of individuals to gather their initial reactions and feedback. This can be done through surveys, focus groups, or one-on-one interviews.
• Assess memorability: Test the name's memorability by asking participants to recall it afterwards. This will help determine if the name is easily remembered and if it leaves a lasting impression.
• Evaluate pronunciation and spelling: Confirm that the name is easy to pronounce and spell. This is important for word-of-mouth marketing and online searches.
• Check cultural sensitivity: Consider cultural implications and ensure the name does not have negative connotations or offend any specific audience.
• Consider trademark availability: Conduct a thorough trademark search to ensure the name is legally available and can be protected.
• Test marketability: Conduct market research to see how the target audience responds to the name. This will help gauge its market potential and appeal.

By following these steps, you can gain valuable insights and make informed decisions when testing a potential brand name.

Common Mistakes to Avoid in Brand Naming

Regarding brand naming, it is crucial to avoid common mistakes for success. We will explore the pitfalls you must know, such as generic or descriptive names and poorly researched or offensive choices. It is essential to avoid complex or confusing names that may alienate your audience and resist the temptation to use trendy or outdated language that could quickly make your brand seem out of touch. Get ready to discover the dos and don'ts of effective brand naming!

Generic or Descriptive Names

When it comes to brand naming, it is important to avoid generic or descriptive names as they can hinder brand differentiation and creativity. Generic words fail to stand out in a crowded marketplace as they do not offer a distinct identity or value proposition . Descriptive names often limit the potential expansion of a brand into new product lines or markets, as they tie the brand too closely to a specific product or service.

Generic names can lead to confusion among consumers, making it difficult for them to differentiate between different brands offering similar products or services. Generic or descriptive names are more likely to encounter trademark conflicts, as they are typically common words or phrases that may already be in use by other companies.

Instead of generic or descriptive names, consider more creative and unique options that evoke emotions, reflect the brand identity and values, and are memorable. Some suggestions in a similar tone of voice could be “ElevateLife”, “VitalSpire”, or “ReviveSense. These names give energy, vitality, and a unique brand identity.

Poorly Researched or Offensive Names

When it comes to brand naming, it is essential to avoid poorly researched or offensive names, as these can adversely affect your brand's reputation and success. Here are some points to consider:

1. Research and brainstorming: Take the time to research and understand your target audience, cultural sensitivities, and market trends. Brainstorm ideas that align with your brand's identity and values while avoiding potential offensive connotations.

2. Cultural relevance: Ensure your brand name is culturally appropriate and does not offend or disrespect any particular group or community. Consider consulting with experts or conducting focus groups to gain insights into cultural nuances.

3. Language considerations: Pay attention to the pronunciation and spelling of your brand name. Avoid names that may be difficult to pronounce or spell or have negative associations in different languages or dialects.

4. Avoid generic or descriptive names: Choose a name that is unique and stands out in the market. Generic or descriptive names can easily be forgotten or confused with competitors.

Pro-tip : Conduct thorough market research and testing to assess the potential impact and perception of your brand name. It's better to invest time upfront to avoid potential backlash or negative associations in the future. Remember, a well-researched and non-offensive name can be a powerful asset in building brand recognition and customer loyalty.

Complex or Confusing Names

Complex or confusing names can harm a brand's success. They can make it difficult for customers to understand and remember the brand, decreasing recognition and engagement. To avoid this, it is vital to consider certain factors in brand naming.

Fact: According to a study , brands with straightforward names are more likely to be remembered and preferred by consumers .

Using Trendy or Dated Language

When it comes to brand naming, it is crucial to avoid using trendy or dated language, as it can significantly impact the perception and longevity of a brand. There are several reasons why this is important.

Firstly, trendy language may quickly become outdated , making the brand seem irrelevant and disconnected from the target audience. A brand must stay relevant to maintain a strong connection with its audience.

Secondly, using dated language can make a brand feel old-fashioned and out of touch with current trends and consumer preferences. In a rapidly changing market, a brand needs to stay up-to-date and appeal to the tastes of its target audience.

Thirdly, trendy or dated language can confuse the target audience, leading to a lack of understanding about the brand's message or offerings. Clarity is critical in brand naming to effectively communicate the brand's values and offerings to the audience.

In addition, avoiding trendy or dated language can provide a competitive advantage for a brand. By using a language that is timeless and unique , a brand can differentiate itself from competitors and create a lasting impression on its audience.

Furthermore, building a brand for long-term success requires a language that can withstand the test of time and adapt to changing cultural and linguistic landscapes. By avoiding trendy or dated language, a brand can ensure its growth and relevance in the long run.

Legal Considerations in Brand Naming

When naming a brand, legal considerations play a crucial role. In this section, we'll explore the essential factors you need to keep in mind to ensure your brand name is legally protected and compliant. From trademark availability and clearance to domain name availability and registration, we'll cover all the necessary steps you need to take. We'll also touch upon the international considerations that can impact the legality of your brand name. Let's dive into the world of legalities and safeguard your brand's identity.

Trademark Availability and Clearance

When considering a brand name, it is crucial to ensure its availability and clearance for trademarks . This step is essential to avoid legal issues and potential conflicts. Here's a list of steps to follow:

• Research existing trademarks: Conduct a thorough search to determine if any trademarks similar to your desired brand name already exist. Use online databases and consult with a trademark attorney if needed.
• Check industry-specific trademarks: Look for brands related to your industry or target market .
• Analyse potential conflicts: Assess if your desired brand name will likely cause confusion or infringement with existing trademarks. Consider factors such as the industry , products or services, and the target audience .
• Consult with a trademark attorney : Legal guidance can help you evaluate the risks and potential conflicts associated with your brand name.
• Apply for a trademark: If the desired brand name is available and clears all potential conflicts, file for a trademark registration to protect your brand.

Pro tip: It's recommended to conduct thorough research and seek legal advice to ensure proper availability and clearance for trademarks for your brand name.

Domain Name Availability and Registration

When considering domain name availability and registration for your brand, it is essential to follow these steps:

• Research and brainstorm potential domain names that align with your brand and are easy for customers to remember.
• Check the availability of your desired domain names using domain registration platforms or websites. Look for domain extensions that are relevant to your business.
• If your desired domain name is available , register it as soon as possible to secure it for your brand. Consider registering multiple variations or extensions to protect your brand's online presence .
• Ensure that the domain name you choose is compatible with your brand's image and identity and reflects your target audience and industry.
• Check for any trademarks or legal issues associated with your chosen domain name . Avoid infringing on the intellectual property of others.
• Consider international considerations , such as registering domain names for different countries if you have a global presence.
• Maintain proper documentation of your domain registration and keep track of any renewal dates to ensure your domain remains active and protected.

By following these steps, you can ensure the availability and proper registration of your domain name, which is crucial for establishing and protecting your brand online.

International Considerations

International considerations are crucial when it comes to brand naming. When expanding into global markets , businesses must ensure their brand name is suitable and culturally appropriate in different countries. Here are some key aspects to consider:

A well-known example of the importance of international considerations in brand naming is the case of Chevrolet ‘s Nova car. When introduced in Spanish-speaking countries, Nova was interpreted as “no va,” meaning “it doesn't go.” This resulted in poor sales due to the negative implications of the brand name.

Facts About Brand Naming

• A brand name is crucial in creating long-term customer loyalty and should be considered a critical component of the overall branding strategy.
• Choosing or creating a brand name can be complex and requires following a rigorous approach to increase the chances of the name's longevity and success.
• To develop influential brand names, it is essential to have a clear brief, consider future brand stretching, incorporate brand truth, play with words, add personality, and utilise parallel processing.
• Ideal brand names are two, three, or a maximum of four syllables for easy memorability, and they should be tested with the target audience to gather feedback and resonate with the intended market.
• Considering the legal and cultural implications of shortlisted names is crucial to avoid potential conflicts or misunderstandings in different markets.

Frequently Asked Questions

What are some examples of iconic brand names.

Iconic brands include well-known brands such as Apple, Coca-Cola, Nike, McDonald's, and Google. These brands have successfully established themselves in the market and have become synonymous with their respective products or services.

How important is brand research in the naming process?

Brand research is crucial in the naming process as it helps understand the target audience, market trends, and competitor analysis. It helps ensure that the chosen brand name aligns with its positioning, resonates with the intended market, and stands out from competitors.

How can playing around with words contribute to creating influential brand names?

Playing around with words can lead to the creation of unique and memorable brand names. This can be achieved by combining names, using wordplay, or incorporating visual and auditory elements. These creative approaches help make the brand name distinct and easily memorable for customers.

How important is securing an available URL for a brand name?

Securing an available URL for a brand name is essential in today's digital age. It ensures consistency in branding across online platforms and makes it easier for customers to find and connect with the brand. A solid online presence, including a matching domain name, can contribute to brand longevity and traction on social media.

What are the steps involved in dreaming up a creative brand name?

Dreaming up a creative brand name involves several steps. First, define the brand's leading attributes and promise. Second, brainstorming various names, using techniques like word combinations and playing with languages; and third, evaluating the shortlisted expressions against important considerations like memorability and cultural implications; lastly, conducting qualitative research among the target audience to gather feedback on the selected words.

Is there a proven process for naming a company or product?

While there are no hard and fast rules, there is a proven process for naming a company or product. It involves defining a clear brand development brief, considering brand truth and positioning, brainstorming names, conducting trademark searches, evaluating expressions against essential criteria, and gathering feedback from the target audience. This process increases the chances of finding a good enough brand name that aligns with the brand's values and resonates with the target audience.

Last update on 2024-07-16 / Affiliate links / Images from Amazon Product Advertising API

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How to Conduct Effective Brand Naming Research?

Jason Vaught is the director of content and marketing for SmashBrand. He has two decades of experience in the CPG industry as an omnichannel retailer and brand owner.

Imagine you’re strolling through the grocery aisle. You must admit that some brand names are more compelling than others. Companies spend their time and money on brand naming research to develop such attractive monikers. 

Brand naming research involves more than just coming up with a catchy name. It involves uncovering the emotions, values, and experiences you want to evoke in your target audience. A well-chosen brand name has the power to embed itself into popular culture, driving brand identity and value. 

This article dives deep into the process of brand naming research. You will learn how to find the correct brand names that boost the brand value and enhance the brand identity. This article also discusses common pitfalls when conducting brand name research. 

Understanding The Target Audience

Learning about the target audience and their interests is the first step towards a good brand name. Knowledge about the target audience guides the brand naming research and boosts the process by narrowing the search space. Demographics, behaviors, interests, values, goals, and challenges allow businesses to tailor their brand names to align with the potential customer’s preferences.

Imagine you’re tasked with naming a new line of organic snacks aimed at health-conscious millennials. If you don’t understand this audience’s values, preferences, and lifestyle, you may inadvertently choose a name that contradicts their desire for transparency and natural ingredients.

Consider the success of brands like Seventh Generation and Thinkthin. After conducting detailed market research, these companies have crafted names that instantly resonate with their customers. Seventh Generation evokes a sense of environmental stewardship , while Thinkthin desires mindful eating habits.

Companies must follow these steps to understand their target audience during their brand naming research:

Demographic and Psychographic Analysis

Demographic and psychographic analysis are the bedrock of understanding the target audience during brand naming research. Market segmentation based on age, gender, income, and location reveals crucial insights into consumers’ backgrounds. But true audience resonance requires a deeper exploration of the psychographic – values, interests, lifestyles, and personalities. 

Crafting a name that aligns with the audience’s psychographic profile ensures an emotional connection. Such a brand name drives customer satisfaction and elevates the overall customer experience. For example, Lululemon taps into the athleisure lifestyle, demonstrating the effectiveness of psychographic-driven naming. 

Identifying Customer Pain Points

Effective brand naming research carefully identifies the customer pain points. Through customer research, brands can uncover problems, frustrations, and unmet needs plaguing the target market. Armed with these insights, they can craft a brand name that speaks directly to their pain points, positioning the offering as the solution they’ve sought. 

Take Liquid Death as an example. This water brand tapped into the boredom associated with traditional beverage marketing by adopting an edgy, counterculture persona. Addressing customer pain points unlocks the power to develop product naming conventions that aid the naming process . 

Exploring Potential Brand Names

Companies can leverage brainstorming techniques to explore potential brand names. Brainstorming is one of the most crucial phases in the naming process, requiring creativity and strategic thinking. Techniques such as mind mapping, word association games, and linguistic exploration can help generate many new name ideas.

A collaborative product naming exercise involving cross-functional teams can provide unique perspectives and ideas. Combining existing words, exploring foreign languages, or creating new terms can lead to potential name options reflecting your brand’s essence. 

Keep an open mind during this phase, as the most unexpected combinations or neologisms may hold the key to an original and memorable brand name.

The following are some of the most common naming strategies used for brand naming:

Coined or Abstract Names 

These names offer a unique opportunity to create a distinctive and memorable identity. Unlike descriptive names that convey a product’s attributes or characteristics, coined names are entirely new creations, unburdened by existing associations or meanings.

During this naming process, pursuing a new name often leads to a product naming exercise that transcends the boundaries of conventional language. Brainstorming techniques such as combining syllables, blending words, or even inventing entirely new terms can yield potential name options that are both intriguing and unforgettable.

For new product naming , coined names like “Sephora” (a blend of “Sophos,” the Greek word for “pretty,” and the typical French name “Phora”) and “Zappos” (derived from the Spanish word “zapatos,” meaning shoes) have captured consumers’ imaginations and carved out unique brand identities.

Conducting Brand Name Testing

Brand name testing validates the effectiveness and resonance of potential names with the target audience. Engage in concept testing by presenting shortlisted names to a representative sample of customers. Gather feedback on memorability, perceived brand fit, and emotional appeal. 

A well-designed naming workshop can yield valuable insights, fostering discussions that uncover unconscious biases or cultural implications. Remember, a name that fails to connect with your audience can hinder brand recognition and adoption, making brand name testing a non-negotiable investment in your brand’s long-term success.

Qualitative Research Methods

Qualitative research methods play a pivotal role in conducting effective brand name testing. Customer research through focus groups, interviews, and ethnographic studies unveils unconscious associations evoked by potential names. Focus groups, in particular, foster dynamic discussions that explore subtle nuances, cultural implications, and naming techniques that resonate with—or fall flat with—your target audience. 

By immersing yourself in these qualitative insights, you gain an invaluable understanding of how your brand naming resonates, ensuring your final choice aligns seamlessly with your customers’ psychographics and aspirations. Qualitative research methods are the key to unlocking effective brand naming that forges an enduring emotional bond with your audience.

Quantitative Research Methods 

Quantitative research methods validate potential brand names through data-driven insights. Conduct online surveys with a representative sample of the target audience to measure key metrics like name recall, brand fit, and purchase intent. Calculate the net promoter score to gauge the likelihood of the audience recommending the name to others – a key indicator of its stickiness. 

Leverage techniques like monadic testing, where individuals evaluate names in isolation, or sequential monadic testing, presenting names sequentially to minimize order bias. By adhering to product naming best practices and leveraging quantitative research, you gain a statistically significant understanding of how your potential names resonate, enabling you to make informed decisions that position your brand for success.

Legal and Trademark Considerations

Ensuring trademark clearance is paramount during the brand naming research process. Conduct comprehensive searches to verify your potential name’s availability and avoid infringing on existing trademarks. Consult trademark attorneys to navigate the complex trademark clearance process, preventing costly legal battles down the line. 

Review each privacy statement and a recent post from regulatory bodies to stay informed about evolving naming guidelines and avoid potential legal issues. A proactive trademark clearance and legal compliance approach safeguard the brand’s future. It cultivates consumer trust by demonstrating your commitment to ethical business practices.

Aligning with Brand Strategy

Aligning your brand name with the brand positioning and overall brand strategy is crucial for crafting a cohesive and resonant brand identity. Evaluate how potential names align with the brand attributes – the core values, personality traits, and emotional associations that define the brand’s essence. Ensure the name reinforces brand positioning, enabling the brand to stake a distinctive claim in minds. 

A well-crafted name should encapsulate the brand identity, serving as a powerful mnemonic that instantly evokes the unique experiences and promises the company aims to deliver. By prioritizing this synergy between name and brand strategy, the brand forged an enduring connection that transcends mere wordplay, cementing its authentic narrative. 

Finalizing the Brand Name

Finalizing the brand name is the culmination of rigorous brand management efforts to maximize brand value. Evaluate research findings objectively, synthesizing qualitative and quantitative insights to identify the names that best resonate with your target audience. Consider factors like memorability, emotional resonance, and alignment with your brand positioning to narrow down the options. 

Ultimately, making the final decision requires a reasonable balance of data-driven analysis and strategic intuition. Choose a good brand name that encapsulates your brand essence, differentiates you from competitors, and lays the foundation for long-term equity. While selecting the right name may seem daunting, trust the process – a well-crafted company name can elevate your brand and forge a memorable connection with your customers.

Common Mistakes During Brand Naming Research

During brand naming research, it’s crucial to be aware of common pitfalls that can derail the process. Avoiding these mistakes ensures a smoother journey toward selecting a compelling brand name.

• Rushing the Process: Naming a brand is a complex endeavor that requires careful consideration. Rushing through the process can lead to oversights and uninformed decisions, undermining your brand’s potential.
• Lacking Customer Insights: Failing to conduct comprehensive customer research can result in names that miss the mark with your target audience. Qualitative and quantitative research methods are essential for understanding customer perceptions and preferences.
• Ignoring Legal and Trademark Considerations: Neglecting trademark clearance and legal compliance can expose your brand to costly legal battles and reputation damage down the line.
• Prioritizing Personal Preferences: Being guided by your emotions rather than objective data and customer insights can lead to names that resonate with you but fail to connect with your audience.
• Overlooking Brand Strategy Alignment: A good brand name should reinforce your brand positioning, attributes, and identity. Neglecting this alignment can dilute your brand’s essence and messaging.

To avoid these pitfalls, adopt a disciplined and systematic approach to brand naming research. Invest in comprehensive customer research, adhere to legal best practices, and prioritize strategic alignment. Removing these common mistakes will increase your chances of selecting a name that resonates, differentiates, and propels your brand to new heights of success.

Key Takeaways from Brand Naming Research

Brand naming research is an indispensable investment in your brand’s long-term equity and success. This ultimate guide has emphasized the criticality of following a thorough brand naming process that leaves no stone unturned. 

From qualitative and quantitative research methods to legal considerations and strategic alignment, each step is pivotal in uncovering the ideal name that resonates deeply with your target audience.

Encourage readers to embrace a comprehensive approach to brand development, leveraging the insights gleaned from customer research, naming workshops, and rigorous testing. Only through such a meticulous process can you identify a name that transcends mere wordplay and encapsulates the authentic essence of your brand.

A well-crafted brand name is a powerful differentiator that forges an enduring emotional connection with customers and lays the foundation for sustained brand value. Embrace brand naming research as a strategic imperative, and reap the rewards of a name that propels your brand to new heights of success.

Data-Driven Brand Naming for Maximum Results

At SmashBrand, we specialize in company branding, including data-driven naming services and helping clients understand the intricacies of consumer psychology. Whether you need to brand a specific product or redefine the direction of your company overall, our branding specialists can help. Book a time to discuss your project with our team and learn more about our services. 

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Choosing the perfect brand name.

16 min read We’d all like our brand to be a household name. But to achieve this, it’s vital that your brand naming communicates everything you stand for. So how do you choose it? Here’s what you need to know about the brand naming process…

When great brand naming collides with top-class products or services – and excellent customer and employee experience – you’ve got a winning combination that sets you apart in the market.

You want your brand naming to be memorable, talked about, and resonant with consumers. That’s why it’s important to pick a good one right from the start.

Did you know Amazon was originally going to be called ‘Cadabra’ – a contraction of ‘Abracadabra’ – but the name was shelved because it kept being misheard as ‘Cadaver’? Since web listings at the time were alphabetical, Jeff Bezos wanted something beginning with A that reflected the enormity of his corporate vision – the Amazon river.

As the business expanded into offering huge volumes of products and services, this name keeps up with that scope. And Steve Jobs, the story goes , was on a fruitarian diet when he came up with Apple, although the fact that Apple would be web-listed alphabetically ahead of Atari was probably significant.

Logotype collection of some of the most famous brands in the world on a screen – including Adidas, Nestle, Nike, McDonald’s, Sony, Facebook, Ikea, Pepsi, and much more printed on quality paper and shot with a high-resolution camera.

We’re not all like Steve Jobs though: brand naming cannot be defined as ‘good’ just because you like what you come up with. They’re good because they communicate a message to your audience. Great brand naming lets current and potential customers:

• Identify you
• Understand what you offer
• Understand its relevance to them

Brand naming that’s easy to recall, distinctive, and emotionally appealing will be more memorable and set your business up for success.

This process never stops; your audience will always want convenient ways to help them with their buying process, and trusting a brand enough to repurchase helps massively. Strong brand naming can help you differentiate yourself, and can be a huge asset to the brand’s identity.

But it’s important to note the difference between distinctiveness and differentiation. Whilst both are vital, they have their unique meanings:

Differentiation

This is the reason or benefit that makes the customer choose your brand over another

Distinctiveness

This is where a brand stands out from the others and is easily identifiable

Nike and Apple are two examples of brand naming and branding in general that combine the two qualities: they are both distinctive and easily recognizable by their name, logos, product design, websites, and retail stores, and they differentiate themselves from their competitors in doing so.

As a behavioral scientist and best-selling author Richard Shotton explains in his book The Choice Factory , research tells us that we are drawn to objects, people, and more distinctive places. We are hardwired to do this – it’s a behavioral reflex.

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Why a good brand name is so important

Google. Uber. IKEA. Starbucks. Pepsi. You only have to hear these names and you instantly envisage what each company provides. Getting the right name can add real long-term value to your brand.

The best name:

• Is easy to remember, making your brand instantly memorable
• Makes sense, helping consumers understand what you do or provide
• Piques interest, encouraging a second look
• Symbolizes positive sentiment and loyalty to your brand
• Is distinctive, helping distinguish your brand from competitors
• Is shareable, across social media
• Helps your brand own a space, sector, or industry
• Is flexible – so you can expand or add products or services easily
• Is trademarked, so nobody else can use it

The best brands in the world have made their names synonymous with the product or service they’re selling. People buy not just a product, but the brand , and this even has a proven positive knock-on effect on employee experience , customer experience , and revenue.

The importance of a brand naming strategy

Sometimes in life, we stumble upon a genius solution to a problem through pure serendipity, but we’d advise against hoping for that with your brand naming. Pulling names out of a hat and picking one that sounds good is about as far from a properly strategic brand naming process as you can get, and it’ll open the door to issues down the line.

Without a brand naming strategy in place, your name may put you at a disadvantage in a bunch of ways. It might not let you scale your business. It might not clearly express your vision. And, worst of all, customers and employees might hate it!

A robust, strategic brand naming process will help you mitigate all these issues, resulting in a brand name that’s got some empirical rationale behind it – and one that your target audience will remember.

Here are two quick stats to keep in mind:

• A customer needs to see your branding around 5-7 times to remember it
• It takes 7 seconds to make that first impression

So standing out is key. Your brand name needs to work hard to bring that number of impressions – and the time taken to make it – down.

Common brand naming mistakes (and how to avoid them)…

Thinking a great name will do all the work.

Your brand name is a hugely important part of your overall branding, but it can’t do all the heavy lifting. Instead, brand naming works alongside, visual design, marketing, the customer experience, and the strength of your product offering. All of these facets of your business are ultimately what build a brand, and what will resonate with your target audience.

Thinking every single stakeholder has to like it

The more people you have involved in the brand naming process, the better. But it’s unwise to assume you can choose a name that absolutely everyone will love. No matter how backed-up by airtight rationale your brand name is, names are subjective entities – so some people 9customers or employees) will always dislike the one you choose. The key is to find a name that the majority of people love, rather than looking for unanimous appeal.

Not setting out with a clear brand naming process and strategy

Ok, ok, we know we’re repeating the point, but it really is crucial for the longevity and success of your brand name that you go about choosing one as part of a scientific brand naming process – rather than an emotional one. And that includes tracking associated KPIs – which we’ll get onto shortly.

Brand naming strategy: The naming process explained

So what is the brand naming process? How can you go from picking brand names out of a hat to an actual strategic brand naming process? And how can your overall brand-building strategy benefit from a brilliant brand name?

Here are five steps to creating a brand name people will love and remember…

Brand naming process step 1: Set clear objectives

Brand names are an extension of brands as a whole, so you first need to decide what you want yours to do.

Will it just be a company name, or will it be on product labels and service idents too? Think creatively about the journey you want your brand name to go on and outline your ambitions. You’ll need to run this past your stakeholders.

Brand naming process step 2: Define your core identity

Your brand name represents what your company stands for, so you’ll need to figure out:

• Who you are
• What you want people to think when they encounter your business
• How you will meet the needs of your customers
• The vision that your employees buy into

If you don’t know what these needs and values are, or how to meet them, then you can undertake market research to find out. As you begin to articulate your brand, take a long hard look at the following:

Brand purpose and brand mission:

This is why your company exists. Your business was set up for a reason: to solve a certain problem, service a particular need, or meet customer demand. This is your brand purpose. It’s why you get up in the morning, and it’s at the heart of the decisions you make as a business.

Brand vision:

What will the future look like? Not just for you, but for your employees and customers too. It’s essential to have an end goal, or a future state to work towards. This helps to turn your strategy into reality.

Brand attributes:

What are the pillars that your brand will stand for? What is the vision based on? Is it ‘fun’, ‘easy to use’, or ‘premium’? Identifying these will help make your brand stand out from the competition.

Brand personality:

How is your brand perceived by target customers? What images, colors, and fonts will you use to represent your brand? What tone of voice (TOV) best defines you?

Brand values:

What do you represent? A company is only as good as the people who work there. Your brand values form a framework that lets you create a culture where everyone can thrive. They are vital to the employee experience, helping you recruit the right people, and stay true to who you are while your company grows. They are also the principles that govern behavior in the workplace, and that of the business.

Brand naming process step 3: Create user personas

A user persona is a fictional representation of your typical customer. Before you even begin brainstorming your brand name, make sure that you have created a distinct user persona or set of personas that you can use to test your ideas from a customer’s perspective.

Once you know who you’re branding your company for, you’ll have an easier time choosing a suitable name. Your user personas will help you empathize with the people you want to sell your products and services to, so you can choose a name that resonates with your customers.

Brand naming process step 4: Name your brand

This is where the fun starts. As you build out your identity, collaborate with stakeholders, teams, and potential customers to ensure a diversity of opinions that allows you to take in the bigger picture.

Bring key stakeholders and creatives together and begin by coming up with words that you feel represent your brand (phrases, names, places, adjectives). You may decide to do this in a more structured way and frame your ideas through certain categories. You can try:

This might be the first name and/or last name of your founders, such as John Deere or Walt Disney. Or it might be based on the name of someone else who was significant in creating the company

Based on service

A descriptive word that outlines what you do, as with Deliveroo, YouTube, and Reddit.

Image Source: How brands are built 

An abbreviation of names, or a phrase, as with KFC, MTV, and Duracell. Ingvar Kamprad Elmtaryd Agunnaryd doesn’t sound particularly snappy until you use the initials – IKEA.

A word that symbolizes the future state or feeling that you are trying to create as a business: Verizon, Fanta, Patagonia.

Or you could make up a word – Etsy, Google, GoDaddy, Skype. Making up a word for a brand name can be a gamble (will it be easily read, pronounced, and remembered?), but it can help on a very practical level since the .com domains for made-up words will be more readily available.

Begin by making a list of words that appeal to you. Not only will this help you to create your brand name, but it will also inform the creation of your logo and other brand assets. You’re articulating the brand’s personality, not just the name.

Don’t forget to check that your chosen names are available and not in use or trademarked by anyone else.

Brand naming process step 5: Test your ideas

Once you get a list of suitable, available names, you can begin testing them, both in-house and more importantly, externally with potential customers. Getting a different perspective will help you avoid making mistakes. Your brand name needs to:

• Be easy to spell and pronounce
• Sound good and clear on the telephone
• Avoid any confusion
• Reflect brand personality
• Have an available URL

Use both qualitative and quantitative data to test your creative development – surveys , focus groups, and interviews will help understand which brand names resonate, which don’t, and why. Use analytics tools to help you to unlock insights and prioritize the key drivers that matter to your audience.

Once you’ve analyzed your potential brand names, you can see which ones resonate with your audience the most. Use this feedback to act on and improve them if necessary. That might be word length, tone, or perhaps how they translate in different languages and cultures. Or they might not resonate with customers, in which case you need to assess why.

And finally – trademark your brand so present and future competitors cannot use it.

Launch and grow your brand with the right tools

Then, as you focus your efforts on growing the brand, you’ll want to see how those efforts pay off. The only way to do that is by measuring with a brand experience program, where you’ll be able to track your progress and ensure your efforts produce results. With a brand tracker, you’ll be able to:

• Measure essential brand KPIs, e.g. brand awareness and consideration
• Understand how distinct your brand is from competitors
• Identify the key attributes that resonate (or don’t resonate) with your audience
• Find the drivers that can improve awareness and other key goals for your brand
• Keep an eye on short-term trends based on social and review data
• Integrate operational (O) data, such as revenue and ad spend so you can connect your brand tactics with business outcomes

Ultimately, a brand experience tool ensures you’re on the right track towards your brand goals – whether you want to be Apple or Nike.

Increase loyalty with a consistently strong brand

Arriving at brand naming that really resonates is just one part of the puzzle. We already mentioned that this will sit alongside your marketing, visual design, and other elements, but it’s worth reiterating because aligning all these parts of your brand can have a huge impact on customer loyalty.

Did you know that being consistent with your branding across all platforms can increase revenue by up to 23% ?

People expect to have the same experience – whether that’s simply visual, or more meaningful and interactive – wherever they go, so ensuring you have an airtight, uniform approach to your branding and brand experience is a must.

You can measure the strength and uniformity of your overall brand identity by conducting surveys , running a social listening program, or through always-on feedback, as is offered by Qualtrics Brand XM .

Related resources

Brand strategy 23 min read, brand purpose 13 min read, brand positioning 26 min read, brand extension strategies 11 min read, brand vision 11 min read, brand management 20 min read, brand monitoring 20 min read, request demo.

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Try Different Keywords

Sometimes, the best names utilize less popular keywords. If you're having trouble finding available brand names that you like, try using different keywords in our brand name generator.

For example, if you're looking for a brand name for a coffee shop, try entering keywords like "cafe" or "espresso."

Continue to try other keywords and follow the same step above. Jot down the five to ten that sit with you and move on to another. It's also a good idea to run a few ideas by friends or business partners to get their input and feedback before making a final decision on the brand name.

Sometimes a great brand name idea will come from specific keywords that may not seem to fit at first glance. Don't be afraid to play around with different words and see what brand name ideas our generator creates.

Choose the Right Filters

Filtering your brand names can help you choose the correct one for your industry.

Using our filters, you can filter down your search with a wide range of options, including:

Start and end word

Syllable Count

Using filters helps you narrow down brand names that are not just creative and memorable but also brand names that are explicitly tailored to your industry. Be sure to use them if your keywords are spitting out words that are too generic or broad for your brand.

The Importance of Choosing a Name With Domain Availability

Finding a brand name with domain name availability is crucial in the online world. Not only will it help your brand stand out, but it also helps with brand consistency and credibility.

When potential customers search for your brand online, having a unique brand name paired with a domain name will make it easier for them to find and trust your brand. It also sets you apart from competitors who might have similar brand names without the bonus of an available domain.

The issue many brands and small businesses run into is that the domain market is a hot commodity. As a result, other companies or individuals who look to sell domain names for profit have already registered many brand names and their corresponding domain names.

That's where our brand name generator comes in handy when paired with the domain name generator we mentioned above.

It will show you names that also have available domains for purchase. Doing this can save you time, and the headache of finding out your top brand name pick has already been registered.'

Ten Essential Tips to Help You Choose the Best Brand Name

Selecting the perfect brand name for your business isn't always easy. It's much easier if you have the right tools and resources to do the job.

Before using our name generator, here are ten tips you should keep in mind when choosing a brand name:

1. Define Your Brand's Core Identity

Before you start searching brand name ideas, it's essential to know what your brand stands for and what sets it apart from other brands.

No matter what brand you are, defining it means having a clear path on what your brand represents and the messaging you want to communicate. This will help you select the brand name that reflects who you are as a brand and tap into your brand's unique voice.

2. Have a distinct brand voice when interacting online

Your brand's voice is essential in differentiating you from your competition. Your brand name should reflect the brand voice, tone, and messaging you want to communicate with your target audience.

Think about when you want your brand to post on social media or interact with a potential customer. For example, are you a more serious brand with a business-like tone? Or do you want your brand to be more approachable and casual in its voice?

All of these factors will help you decide the brand name that best represents who your brand is.

3. Do Your Research

Make sure your brand name doesn't have any serious and obvious negative associations before you choose it. This will help prevent brand confusion and ensure that your brand name is associated with the right message. It's helpful to perform a quick web search to find any negative meanings.

4. Keep it short and simple

A short brand name is easier to remember, and given the nature of social media, a brand name with more than three words might be challenging to fit into a tweet or Instagram caption.

Choose unique name ideas that are simple and easy for people to say and remember. This will help make your brand more recognizable to customers and potential clients, which can ultimately increase brand awareness.

5. Test,Test and Test Some More

Before settling on a brand name, test it out with your target audience to see how they respond. You can conduct audience testing in several ways, from having focus groups or sending surveys to potential customers.

Ask your brand's followers to give feedback on the brand name, whether it's a well-received one or not, and have additional name ideas on tap if you need to make a chance.

6.Have a story behind why you chose your brand name

Your brand name should make sense and reflect your brand's vision, mission, and identity. Your brand name should also have a story or reasoning behind it to help customers understand who you are as a brand.

Consider telling this story on your website or social media pages to show how unique your brand is and how it's stood out from the crowd. This can help build brand loyalty and a positive brand image in your target customers' eyes.

Tip #7: Have Protection in Mind

Once you've settled on a brand name, ensure your brand's intellectual property rights are protected. This can be done by trademarking your brand's name or logo to ensure no one else can use it without permission.

8.A Strong Brand Name Includes a Strong Logo

Having a brand name that is easy to remember and use will help your brand grow in popularity, but it also helps to consider your brand logo. Your brand's brand name and logo should be cohesive, working together to create a strong brand image for years to come.

9.Ensure Your Name is Malleable

Your brand name should be flexible enough to fit into your future brand decisions. Sometimes you decide to expand your brand into new areas, but what happens if the brand name doesn't really fit with this new direction?

Choosing a brand name that is malleable and adjustable will help ensure that it can still be used in the future, even if there may be a need to pivot your brand's focus to something new.

10. Clarity is Key

One essential brand name requirement is that it's unambiguous. Customers should be able to easily find your brand, learn more about it, and even purchase products or services without confusion.

To ensure clarity, try using words that are not common jargon in your brand name and ensure you have a website or social media page that describes the brand in detail. This will help you avoid any brand name confusion that can negatively impact your business, whether it's a small business or a large one.

Remember, just because you are familiar with your industry doesn't mean your potential clients are. Be sure to use simple language and brand words that are easily understood.

Need Help Choosing a Brand Name For a Specific Industry?

Check out our list of name generator pages ! All of the pages lead to a name generator by industry, ranging from gyms to restaurants. If you're looking fo find great brand names that match your brand's industry, check out the advice on these posts.

A name is an integral part of building proper branding and awareness. By following these tips and using our generator, you are well on your way to finding a name that will set your business up for success!

Brand Name Generator FAQs

Why is it important to choose a great brand name.

A brand name helps to define who you are and what your business stands for. A great brand name will help create a consistent customer experience and build recognition over time.

How do I create a catchy brand name?

There is no one-size-fits-all formula for creating a catchy brand name. Still, some tips to consider include using unique and memorable words or phrases, considering your brand values, and thinking about how your brand name will resonate with your target audience.

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How to Come Up With a Brand Name? (+ Examples)

Appinio Research · 27.12.2023 · 44min read

Are you grappling with the exciting challenge of crafting a unique and captivating brand identity? One of the foremost steps in this creative endeavor is finding the perfect name that encapsulates your brand's essence. This guide will walk you through the intricate process of brainstorming, evaluating, and ultimately selecting a brand name that resonates with your audience and leaves an indelible mark in the business world.

What is a Brand Name?

A brand name is a unique and distinct word or phrase that serves as the primary identifier for a business, product, or service . It goes beyond mere nomenclature; it encapsulates the essence of your brand and communicates essential information about it.

Your brand name is more than just a label or a word; it's the foundation of your brand's identity. It's the name by which your business will be known and recognized by your target audience . Understanding what a brand name entails is essential as you embark on the journey of selecting the perfect one for your business.

Key Characteristics of a Brand Name

To fully grasp the concept of a brand name, consider the following key characteristics:

• Uniqueness : A brand name should be distinct and not easily confused with other brands. It sets your business apart from competitors.
• Memorability : A memorable brand name is one that sticks in the minds of your audience. It should be easy to recall and recognize .
• Relevance : The name should relate to your business, products, or services in a meaningful way. It should convey a message about what you do or what you stand for.
• Emotional Impact : A well-chosen brand name can evoke emotions and create a connection with your audience. It can make people feel something positive about your brand.
• Scalability : Consider how the name will adapt as your business grows or diversifies. It should have the flexibility to accommodate future expansion.
• Legal Protection : Ensuring that your brand name is legally protected through trademark registration is crucial to prevent others from using it in a similar context.

Importance of a Strong Brand Name

A strong brand name is a powerful asset for your business. It serves as the first point of contact between your brand and your target audience, making it vital for several reasons:

• Brand Recognition:  A strong brand name helps your business stand out in a crowded marketplace . It's the first thing people notice and remember about your brand. When chosen wisely, it becomes synonymous with the quality, values, and reputation of your business.
• Establishes Trust:  A well-crafted brand name can evoke trust and credibility in the minds of consumers . It gives the impression that your business is established and reliable, even if you're a newcomer to the industry.
• Differentiation:  A unique and memorable brand name sets you apart from competitors in a competitive landscape . It creates a distinct identity that customers can easily identify and choose.
• Communicates Values:  A strong brand name has the power to convey your brand's values, mission, and purpose. It serves as a shorthand for what your business represents, making it easier for customers to connect with you on a deeper level.
• Marketing and Promotion:  An effective brand name simplifies marketing and promotion efforts. It's a valuable asset in advertising campaigns , as it's what customers search for online and what they remember from your marketing materials.
• Customer Loyalty:  A strong brand name can build customer loyalty over time. When customers have positive experiences with your brand, they associate those experiences with your name, making them more likely to return.
• Legal Protection:  Securing your brand name through trademark registration provides legal protection, preventing others from using a similar name within your industry. This safeguards your brand's identity and reputation.

A brand name is the cornerstone of your brand's identity. It's the name by which you'll be known and remembered, and it plays a pivotal role in shaping consumer perceptions and driving business success. Choosing a solid brand name is a strategic decision with far-reaching implications for your brand's future.

How to Get Started Developing a Brand Name?

Forming a solid foundation is essential before diving into the creative process of developing a brand name. These preparatory steps will guide you in shaping your brand identity and setting clear objectives for your naming journey.

1. Define Your Brand Identity

Your brand identity is the essence of your business. It's the sum of your values, mission, personality, and culture. Before selecting a name, you must have a clear understanding of who you are as a brand.

• Core Values : Identify the principles and beliefs that your brand stands for. What do you want to convey to your audience?
• Mission Statement : Define your brand's purpose. What problems will your brand solve, and how will it improve the lives of your customers?
• Brand Personality : Think of your brand as a person. Is it friendly, professional, adventurous, or something else? This helps in choosing a name that aligns with the personality you want to portray.
• Brand Culture : Describe the work environment and culture within your company. This can influence the type of name that resonates with your team and customers.

Understanding your brand identity is like setting the compass for your naming journey. It will ensure that the name you choose reflects who you are and what you represent.

2. Identify Your Target Audience

Your brand exists to serve a specific audience, and your name should connect with them on a personal level. To identify your target audience effectively:

• Demographics : Understand their age, gender, location, income level, education, and other demographic factors.
• Psychographics : Dive into their lifestyles, interests, preferences, and values. What motivates them? What are their pain points?
• Needs and Desires : Determine what problems your brand can solve for your audience. How can your products or services improve their lives?

By understanding your target audience, you'll be better equipped to choose a name that speaks directly to their needs and aspirations.

3. Conduct Competitor Research

Analyzing your competitors can reveal valuable insights and help you differentiate your brand.

• Identify Your Competitors : List the key players in your industry or niche.
• Analyze Their Branding : Examine their brand names, logos , taglines, and messaging. What stands out? What do they emphasize?
• Naming Trends : Note any naming trends or common practices in your industry. This will help you decide whether to follow the norm or break away from it.
• Identify Gaps and Opportunities : Look for areas where your competitors might be missing the mark or not addressing specific customer needs. These gaps can provide inspiration for your brand name.

Competitor research isn't about copying what others are doing but gaining a better understanding of the landscape in which your brand will operate.

Developing a brand name is just the beginning of your journey toward building a strong brand identity. With Appinio , you can gather valuable insights from your target audience to inform your naming decisions. Our platform streamlines the data collection process, allowing you to understand consumer preferences and perceptions effortlessly.

Ready to create a brand name that resonates with your audience? Schedule a demo today to see how Appinio can elevate your branding strategy!

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4. Set Naming Objectives

Establishing clear naming objectives is crucial to ensure you choose a name that aligns with your brand's goals. Here are some common naming objectives to consider:

• Memorability : Your brand name should be easy to remember. A memorable name increases the chances of customers recalling and recognizing your brand.
• Descriptiveness : Decide whether you want your name to directly convey what your brand does or represents. A descriptive name can be an advantage if it aligns with your strategy.
• Uniqueness : Determine how unique you want your name to be. A highly distinctive name can help your brand stand out in a crowded marketplace.
• Scalability : Consider whether the name will remain relevant and practical as your brand grows and expands into new markets or product lines.

By setting clear objectives, you'll have a framework for evaluating potential names and ensuring they align with your brand's vision and strategy.

Brand Name Creative Brainstorming

Now that you've laid the groundwork for your brand, it's time to unleash your creativity and brainstorm potential brand names. This is where you can explore various techniques and strategies to come up with memorable and unique options.

Word Association

Word association is a classic brainstorming technique that can help you generate a wide range of name ideas.

• Start with Keywords : Begin with a list of keywords or terms related to your brand, products, or services. These can be nouns, adjectives, or even verbs.
• Expand and Connect : Take each keyword and start expanding on it. Think of synonyms, related concepts, and words that evoke emotions or imagery.
• Create Combinations : Experiment with combining different words and concepts from your list. Don't worry about making sense at this stage; focus on generating options.
• Eliminate and Refine : Once you have a sizable list, start eliminating names that don't resonate or seem off-brand. Refine and narrow down your choices.

Mind Mapping

Mind mapping is a visual brainstorming technique that allows you to explore ideas and connections in a structured way. To use it for brand naming:

• Start with a Central Idea : Write your brand's core concept or a central keyword in the center of a blank page.
• Branch Out : Create branches that radiate from the central idea, representing related concepts, themes, or words.
• Connect and Expand : Connect branches to one another to show relationships and associations. Expand on each branch with additional related terms.
• Explore Combinations : As you build your mind map, look for opportunities to combine words or concepts from different branches. This can lead to creative and unique name ideas.
• Review and Evaluate : Once you have a well-developed mind map, review it and identify the most promising name ideas that emerged during the process.

Mind mapping can help you visualize the connections between words and concepts, making it easier to come up with innovative brand names.

Storytelling

Every brand has a story, and sometimes, the perfect name can be derived from your brand's narrative. Here's how storytelling can inspire your brand name:

• Narrative Elements : Consider the key elements of your brand's story. What's the origin of your brand? What challenges have you overcome? What's your vision for the future?
• Character Names : If your brand's story involves characters, locations, or events, these can be a source of inspiration for names. Think about the personalities or traits of these characters.
• Emotional Appeal : Storytelling often involves evoking emotions. Identify the feelings you want your brand name to convey and explore words or phrases that capture those feelings.
• Metaphors and Symbols : Stories often use metaphors and symbols to convey deeper meanings. Think about metaphors or symbols associated with your brand's story.

A brand name rooted in storytelling can resonate with customers on a deeper level and make your brand more relatable and memorable.

Acronyms and Abbreviations

Creating an acronym or abbreviation for your brand name can lead to a concise and memorable identity.

• Identify Key Words : Choose the most significant words or terms associated with your brand. These could be product categories, values, or unique selling points.
• Create Combinations : Experiment with different combinations of these keywords to form acronyms or abbreviations. Try rearranging the words or using initials.
• Pronunciation and Clarity : Ensure that the resulting acronym or abbreviation is easy to pronounce and understand. It should still convey your brand's essence.
• Check for Existing Meanings : Be cautious that your acronym or abbreviation doesn't unintentionally spell something unrelated or inappropriate in other contexts.

Acronyms and abbreviations can be highly effective if they align with your brand's message and are easy for customers to remember.

Foreign Language Exploration

Exploring foreign languages can add an exotic or international flair to your brand name. Here's how to do it responsibly.

• Research and Respect : Research foreign languages and cultures to understand the meanings and connotations of words. Ensure that the words you choose are culturally appropriate.
• Relevance : Select words or phrases from foreign languages that have relevance to your brand, values, or products. The connection should make sense to your audience.
• Pronunciation : Consider how the foreign words will be pronounced by your target audience. Ensure they are easy to say and remember.
• Check Availability : Verify the availability of domain names and social media handles for the foreign words you're considering.

Foreign language exploration can infuse your brand with a sense of international appeal and sophistication, but it's essential to approach it with cultural sensitivity.

Thematic Naming

Thematic naming involves choosing a specific theme or concept and brainstorming names related to that theme.

• Select a Theme : Choose a theme that aligns with your brand's identity and values. It could be nature, mythology, technology, or any other theme that resonates.
• Brainstorm Related Words : List words, phrases, or concepts associated with your chosen theme. Think broadly and creatively.
• Combination and Variation : Experiment with combining and varying these thematic elements to create unique and meaningful brand names.
• Evaluate Alignment : Ensure that the names you generate under the chosen theme align with your brand's message and objectives.

Thematic naming can give your brand a cohesive and memorable identity that resonates with your target audience.

Brand Name Legal Considerations

Ensuring that your chosen brand name is legally sound is a crucial step in the naming process. Neglecting legal considerations can lead to costly issues down the road. Here's a comprehensive look at the legal aspects of selecting a brand name.

Trademark Availability

Checking the availability of a trademark for your brand name is a fundamental legal step. A trademark is a legally registered symbol, word, or phrase that distinguishes your goods or services from others.

• Research Existing Trademarks : Start by researching existing trademarks. You can use online databases like the United States Patent and Trademark Office (USPTO) in the U.S. or similar agencies in your country.
• Similarity Assessment : Look for trademarks similar to your proposed brand name, not just identical ones. The similarity can be in terms of pronunciation, spelling, or meaning.
• Consider Your Industry : Trademarks are often registered within specific industries or classes . Ensure your chosen name is available within the relevant class for your products or services.
• Perform a Comprehensive Search : While online databases are helpful, consider consulting with a trademark attorney or specialized search service for a thorough search.
• Avoid Trademark Infringement : If a similar trademark exists and is active in your industry, it's advisable to choose a different name to avoid potential legal disputes.

Registering your brand name as a trademark provides legal protection and exclusive rights to use it in your industry.

Domain Name Availability

Securing a matching domain name is crucial for your brand's online presence in today's digital age.

• Check Domain Registrars : Use domain registrar websites or domain search tools to check if your desired domain name is available.
• Consider Variations : If your exact name is not available, explore variations such as adding prefixes or suffixes, using hyphens, or altering the domain extension (e.g., .com, .net, .io).
• Buy Relevant Extensions : It's advisable to secure multiple domain extensions if they are available, especially the .com version, to prevent competitors or squatters from acquiring them.
• Avoid Copyrighted Domains : Be cautious about using domain names that closely resemble famous or copyrighted brands, as this can lead to legal issues.
• Renewal and Ownership : Ensure you maintain domain name ownership by renewing it regularly and keeping your contact information up-to-date.

Securing a relevant domain name early on is essential to establish your online presence and prevent others from acquiring it.

Checking for Copyright Issues

Copyright issues can arise if your brand name or associated materials infringe on someone else's copyrighted work. To avoid such problems:

• Copyright Research : Conduct thorough research to ensure that your brand name, logo, and any marketing materials do not infringe on existing copyrights. This includes text, images, videos, and other content.
• Original Content : Create original content for your brand, and if you use third-party content, ensure that you have the appropriate licenses or permissions.
• Public Domain : If you plan to use materials from the public domain, verify their status and ensure they are genuinely free to use without restriction.
• Consult Legal Counsel : If you have concerns about copyright issues, consider consulting with an intellectual property attorney specializing in copyright law.

Being proactive about copyright issues can save you from legal disputes, fines, or having to rebrand your business due to copyright infringement.

Consultation with Legal Experts

When in doubt about any legal aspect of choosing a brand name, it's advisable to seek advice from legal experts, particularly those with expertise in intellectual property and trademark law. To make the most of their expertise:

• Find a Specialized Attorney : Look for an attorney or legal firm with a focus on intellectual property, trademarks, and branding.
• Initial Consultation : Schedule an initial consultation to discuss your brand name and legal concerns. This is an opportunity to get expert advice on the feasibility and legality of your chosen name.
• Trademark Registration : If you decide to register your brand name as a trademark, legal experts can guide you through the registration process and ensure all paperwork is correctly filed.
• Ongoing Legal Support : Establish a working relationship with legal experts who can provide ongoing support and advice as your brand grows and evolves.

While legal consultations may incur costs, they are a valuable investment in safeguarding your brand's legal integrity and protecting it from potential legal disputes.

Brand Name Evaluation and Shortlisting

After an intense brainstorming session and legal considerations, it's time to evaluate the list of potential brand names. We'll explore the criteria you should use to assess and shortlist the names that align best with your brand's goals and identity.

Clarity and Memorability

A clear and memorable brand name is crucial for brand recognition and recall. Consider the following factors when evaluating names for clarity and memorability:

• Pronunciation : Is the name easy to pronounce? Names that are challenging to say may lead to confusion.
• Spelling : Are there any unconventional spellings that could confuse potential customers when trying to find your brand online or in print?
• Simplicity : Does the name convey your message in a straightforward way, or is it too complex? Simple names are easier to remember.
• Distinctiveness : Does the name stand out from competitors and other brands in your industry? Avoid generic names that could get lost in the crowd.
• Visual Appeal : Think about how the name looks when written or displayed in your logo. Visual appeal can enhance memorability.
• Associations : Consider any unintended associations or connotations the name might have. You want to avoid negative or confusing associations.

Relevance to Brand Values

Your brand name should align with your brand's values, mission, and culture. Assess the potential names based on their relevance to these key aspects.

• Mission Alignment : Does the name reflect your brand's overarching mission or purpose? It should communicate what your brand stands for.
• Value Alignment : Consider whether the name conveys your brand's core values. If sustainability is essential to your brand, for example, the name should reflect that commitment.
• Cultural Fit : Does the name resonate with your brand's culture and the culture of your target audience? It should feel authentic and relatable.
• Long-term Viability : Think about how the name will hold up over time. Will it remain relevant and meaningful as your brand grows and evolves?
• Emotional Connection : Assess whether the name has the potential to create an emotional connection with your audience. Emotional resonance can drive customer loyalty.

Unique Selling Proposition (USP)

Your brand name can play a significant role in conveying your Unique Selling Proposition (USP), which is what sets your brand apart from the competition. Evaluate names based on their ability to communicate your USP.

• Competitive Advantage : Does the name highlight what makes your brand unique? It should convey what sets you apart from competitors.
• Market Positioning : Consider how the name positions your brand in the market . Does it communicate your brand's position as a leader, innovator, or value provider?
• Product or Service Focus : If your USP is related to specific products or services, ensure that the name doesn't limit your brand's potential for growth or expansion.
• Audience Appeal : Think about how the name appeals to your target audience. Does it speak directly to their needs and preferences?

Domain and Social Media Availability

In today's digital age, a robust online presence is essential for your brand's success. As part of the evaluation process, check the availability of matching domain names and social media handles.

• Domain Name Availability : Ensure that the domain name corresponding to your brand is available. The .com extension is often preferred, but consider other extensions if necessary.
• Social Media Handles : Check if social media handles (e.g., @yourbrandname) are available on platforms relevant to your industry. Consistency across platforms is crucial for brand recognition.
• Avoid Confusion : Verify that the chosen domain and handles are not easily confused with other brands or entities. Clarity and uniqueness are key.
• Scalability : Think about how the domain and handles will work as your brand expands. Will they still make sense and be relevant in the future?

By considering these factors, you can ensure that the name you select not only aligns with your brand's identity but also positions you for a successful online presence and growth. Shortlist the names that perform well across these criteria for further consideration.

Brand Name Feedback and Collaboration

Gathering feedback and collaborating with others can be invaluable in the brand naming process. It brings fresh perspectives, helps you identify blind spots, and ensures that your chosen name resonates with a broader audience. Here's how to effectively incorporate feedback and collaboration into your naming journey.

1. Seek Input from Team Members

Your team members, whether they are employees, partners, or advisors, can offer unique insights and ideas. Here's how to involve them in the brand naming process.

• Brainstorming Sessions : Organize brainstorming sessions with your team. Encourage open discussions and the free flow of ideas. Set aside time to explore different angles and concepts.
• Diverse Perspectives : Make sure that you involve team members from various backgrounds and roles within your organization. Different perspectives can lead to creative breakthroughs.
• Clear Guidelines : Provide your team with clear guidelines and criteria for evaluating brand name options. This will help them provide structured feedback.
• Anonymous Submissions : If you're concerned about bias or groupthink, consider allowing team members to submit name suggestions anonymously. This can encourage honest input.
• Consolidate Feedback : Collect all feedback and suggestions in one place, making it easier to evaluate and compare options.
• Open Communication : Foster an environment where team members feel comfortable sharing their thoughts and concerns. Encourage open communication throughout the process.

2. Conduct Surveys or Focus Groups

Beyond your internal team, gathering input from your target audience or potential customers is beneficial. Surveys and focus groups can provide valuable insights.

• Survey Design : Create surveys that include questions about potential brand names. Ask respondents to rate names based on factors like memorability, clarity, and relevance.
• Focus Group Discussions : Organize focus group sessions where participants can discuss and react to your shortlisted names. Pay attention to their spontaneous reactions and comments.
• Segmentation : Consider segmenting your surveys or focus groups based on demographics or customer personas. This can reveal how different groups perceive your name options.
• Quantitative and Qualitative Data : Collect both quantitative data (e.g., ratings and rankings) and qualitative data (e.g., comments and suggestions) to gain a comprehensive understanding.
• Iterative Process : Use the feedback obtained to refine your list of potential names. Iterate and improve the names based on the insights you gather.
• Incentives : Consider offering incentives to survey participants or focus group attendees to encourage their participation and honest feedback.

3. Incorporate Feedback

Once you've gathered feedback from your team and potential customers, it's essential to incorporate that feedback into your decision-making process.

• Objective Evaluation : Review the feedback objectively and analyze emerging trends and patterns. Identify which names receive the most positive responses and why.
• Adapt and Refine : Use the feedback to adapt and refine your list of potential names. Eliminate names that consistently receive negative feedback or confusion.
• Focus on Alignment : Prioritize names that align with your brand's identity, values, and objectives. Feedback should guide your choices but not compromise your brand's essence.
• Testing : If you're uncertain about the reception of a particular name, consider running A/B tests or small-scale marketing campaigns to gauge real-world reactions.
• Iterate : Don't be afraid to iterate and revisit the naming process based on feedback. It's better to invest time in refining your options now than to regret your choice later.

4. Brand Health Tracking

Elevate your brand health tracking efforts with Appinio's innovative approach to understanding consumer cognition and behavior. By integrating mental availability and category entry points into your brand health tracker, you gain deeper insights into your brand's genuine standing in the consumer psyche.

• Enhanced Consumer Understanding: Appinio's approach considers context, situational cues, and environmental triggers, providing a deeper comprehension of your brand's role in consumers' lives.
• Improved Predictive Insights: Brands with high mental availability excel in capturing attention and driving sales, offering better predictive insights than traditional metrics.
• Real-World Behavior Reflection: Mental availability mirrors real-world consumer behavior, gauging your brand's likelihood to surface in consumers' minds across various contexts.

Unlock the full potential of your brand health tracking with Appinio and gain actionable insights for lasting brand success. Ready to revolutionize your brand strategy? Book a demo now!

Final Brand Name Selection

Congratulations! You've reached the critical stage of choosing the perfect brand name. The final selection involves a series of crucial steps to ensure that your chosen name is not only appealing but also legally secure and ready for implementation.

Decision-Making Process

Selecting the final brand name is a pivotal moment for your business.

• Comprehensive Evaluation : Review all the feedback, assessments, and criteria applied during the naming process. Focus on the names that have consistently ranked high in terms of clarity, memorability, relevance, and uniqueness.
• Alignment with Brand : Ensure that the chosen name aligns seamlessly with your brand identity, values, mission, and unique selling proposition (USP). It should reinforce your brand's message and resonate with your target audience.
• Legal Check : Revisit the legal considerations and confirm that the name is legally sound. Verify that it's available for trademark registration and that the domain name and social media handles are secured.
• Scalability : Consider the long-term viability of the name. Will it still be relevant as your brand expands into new markets or product lines? A name with room for growth is preferable.
• Team Consensus : Gather input from your team members and stakeholders. Their final endorsements or concerns should be taken into account.
• Gut Feeling : Sometimes, a name simply feels right. Trust your instincts, but ensure your gut feeling aligns with the practical considerations discussed.
• Test It Out : Before making the final decision, consider testing the name with a select group of your target audience or running small-scale marketing campaigns to gauge real-world reactions.
• Second Opinions : If you're still uncertain, seek second opinions from branding experts or mentors who can provide additional insights and guidance.

Reserve Domain and Social Media Handles

Once you've made your decision, it's crucial to secure the matching domain name and social media handles immediately.

• Domain Registration : Register the domain name corresponding to your brand immediately. Consider using a reputable domain registrar and opt for additional extensions if available.
• Social Media Handles : Secure social media handles on platforms relevant to your industry and target audience. Consistency in your online presence is essential for brand recognition.
• Create Accounts : Create accounts/profiles with your chosen brand name on social media platforms, even if you don't plan to use them immediately. This prevents others from claiming those handles.
• Monitor and Renew : Regularly monitor the status of your domain name and social media handles. Ensure that you renew them promptly to maintain ownership.
• Trademark Registration : While trademark registration may take time, initiate the process to establish legal protection for your brand name as soon as possible.

Perform a Trademark Search

Trademark registration provides legal protection for your brand name, preventing others from using it in a similar context within your industry. To perform a trademark search:

• Consult with a Trademark Attorney : Engage a trademark attorney with expertise in intellectual property law to guide you through the registration process.
• Trademark Database Search : Conduct a thorough search in the trademark database relevant to your country or region. This can be done through agencies like the United States Patent and Trademark Office (USPTO) in the U.S.
• Search for Similarities : Look for trademarks that are similar to your chosen brand name, considering factors like pronunciation, spelling, and meaning.
• Consult the Attorney : Share the results of your search with your attorney. They can assess the potential risks and advise on whether to proceed with trademark registration.
• Trademark Application : If your attorney believes your chosen name is clear for registration, proceed with the trademark application. This process can take some time, so starting early is best.

Securing your brand name through trademark registration is critical in protecting your intellectual property and ensuring that you have exclusive rights to use the name in your industry. It also helps prevent potential legal disputes in the future.

Examples of Memorable Brand Names

To gain a deeper understanding of what makes a brand name memorable and effective, let's explore some real-world examples of successful brands and how their names contribute to their identity.

Why it works:  Apple, a tech giant known for its innovation and user-friendly products, chose a simple and familiar word as its brand name. "Apple" symbolizes something approachable, healthy, and natural, qualities that align with the brand's ethos. The name is easy to remember, pronounce, and spell, making it highly accessible to a global audience.

2. Coca-Cola

Why it works:  Coca-Cola, often referred to simply as "Coke," has a brand name that's catchy and easy to say. The repetitive "C" sound in both words adds a musical quality to the name. Over the years, Coca-Cola has become synonymous with carbonated beverages , illustrating how a strong brand name can dominate an industry.

Why it works:  Amazon, the e-commerce and technology giant , chose a name that invokes a sense of vastness and exploration. The name "Amazon" alludes to the world's largest river and suggests a wide variety of products and services, just as the company offers. It's both memorable and evocative.

Why it works:  Nike, the global sportswear and athletic brand , adopted a name that's short, powerful, and easy to remember. The name is inspired by the Greek goddess of victory, aligning perfectly with the brand's mission to empower athletes and promote success.

Why it works:  Google, the tech giant synonymous with online search, has a playful and unique name. It's derived from "googol," a mathematical term representing the number 1 followed by 100 zeros. Google's choice of name reflects its mission to organize and make an enormous amount of information accessible to users.

Why it works:  Tesla, the electric vehicle and clean energy company takes its name from Nikola Tesla, a renowned inventor and engineer. By associating with a historical figure known for groundbreaking innovations, Tesla's brand name conveys its commitment to innovation and forward-thinking technology.

These examples showcase the diverse strategies behind successful brand names. They demonstrate the importance of clarity, memorability, and relevance to a brand's identity and values. When brainstorming your own brand name, consider the lessons learned from these iconic names and apply them to your unique business context.

Brand Name Launch

With your brand name chosen and secured, it's time to prepare for the exciting phase of launching your brand to the world. The successful launch of your brand name can set the stage for its recognition and success. Here's how to execute a seamless brand name launch.

Branding and Logo Design

• Brand Identity Development : Your brand's visual identity, including logo design, color schemes, and typography, should align with your chosen name and overall brand message.
• Professional Logo Design : Invest in a professional logo designer who can create a logo that encapsulates your brand's essence and is visually appealing .
• Consistency : Ensure that your brand's visual identity is consistent across all platforms, including your website, social media profiles, marketing materials, and physical products or locations.
• Trademark Usage : Display the trademark symbol (™) next to your brand name to indicate your legal ownership and protect your rights.
• Style Guide : Create a brand style guide that outlines the correct usage of your logo, fonts, colors, and other design elements. This guide ensures consistency in your branding efforts.

Legal Registration (if necessary)

• Trademark Registration : If you haven't already, complete the trademark registration process to protect your brand name legally. This process may take some time, so initiate it as early as possible.
• Domain Name and Social Media : Continue monitoring and renewing your domain name and social media handles to maintain ownership and prevent any unauthorized use.
• Legal Documentation : Consider drafting legal documents, such as brand usage policies and guidelines, to protect your brand from potential misuse or infringement.

Announcement and Promotion

• Announcement Strategy : Plan a well-thought-out announcement strategy to introduce your brand name to your target audience and stakeholders.
• Website Launch : If you have a website, update it with your new brand name, logo, and visual identity. Ensure that all links, forms, and content reflect the change.
• Social Media Update : Make a coordinated update across all your social media profiles to reflect your new brand name and visual identity. Announce the change to your followers and engage with their feedback.
• Press Release : Consider issuing a press release to announce your brand name change to the media and industry publications. This can help generate buzz and reach a wider audience.
• Email Campaign : Notify your existing customers and mailing list subscribers about the brand name change through an email campaign. Explain the reasons behind the change and highlight any benefits to them.
• Collateral and Marketing Materials : Update all marketing materials , such as business cards, brochures, banners, and advertisements, with the new brand identity.
• Employee Training : Ensure that your employees are well informed about the brand name change and are equipped to communicate it to customers and clients.
• Customer Support : Be prepared for customer questions and inquiries regarding the name change. Train your customer support team to address these queries effectively.
• Monitoring and Feedback : Continuously monitor the response to your brand name launch and gather feedback from customers, employees, and stakeholders. Address any concerns or issues promptly.
• Promotion and Marketing : Promote your brand name actively through marketing campaigns, social media content, and collaborations with influencers or partners.

Launching your brand name is a significant milestone in your business journey. By carefully planning and executing each step, you can ensure a smooth transition and create excitement and positive associations around your new brand identity.

Conclusion for Brand Naming

Choosing the right brand name is a crucial decision that can shape the future of your business. It's the name that customers will remember, trust, and connect with. By following the steps outlined in this guide, you can navigate the naming process with confidence and creativity. Remember, a strong brand name is more than just words; it's the beginning of a memorable brand journey. As you embark on this journey, keep in mind that the process may require time, effort, and collaboration. But the end result, a powerful brand name that aligns with your identity and resonates with your audience, is well worth the investment. So, go ahead, unleash your creativity, seek input, and ensure legal protection – because your brand name is your brand's first impression, and it's the beginning of a remarkable brand story.

How to Come Up With a Brand Name in Minutes?

Introducing Appinio , the real-time market research platform transforming how businesses approach brand naming and beyond. With Appinio, you can conduct your own market research in minutes, gaining valuable consumer insights to craft the perfect brand name and make data-driven decisions effortlessly.

• Real-Time Consumer Insights : Appinio provides you with real-time consumer data, allowing you to gauge immediate reactions to potential brand names. Say goodbye to the guessing game and hello to informed decisions.
• Intuitive and User-Friendly : You don't need a Ph.D. in research to use Appinio. Our platform is so intuitive that anyone can easily create surveys and gather insights, ensuring that the brand naming process is accessible to all.
• Rapid Results : With an average field time of under 23 minutes for 1,000 respondents, Appinio accelerates your research process. Quickly iterate on brand name ideas and fine-tune your choices based on immediate feedback.

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How to Come Up With a Brand Name

One of the most crucial components of a brand's identity is its name, which conveys its style, personality, and core principles. As the customers' first impression of a business, a good brand name should ideally be expressive and memorable to build and preserve a distinct reputation with its customers and competitors.

There are several steps you can take to help create a name that accurately captures the essence of your brand. We've put together this constructive guide to walk you through each stage of the brand naming process.

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Brand Name vs. Business Name:

A business name relates to the entity that promotes or manufactures the products or services, while a brand name refers to the image or personality that a corporation imbues on its items. Brand names are often linked to the brand's identity and how it chooses to portray itself in marketing campaigns and customer relationships.

"Microsoft," for example, is a brand name, but "Microsoft Corporation" is the business's name. However, as evidenced in major brands, such as Chanel and Gucci, the two names are often identical.

How to Come Up With a Brand Name:

Six helpful steps on how to come up with a brand name.

Construct your brand's identity.

Determine your brand's style, personality, and core values..

The public opinion of a brand is shaped by how it operates and how it appears. As a result, part of a brand's purpose is to project a favorable image or identity for a company, which is commonly communicated through color, aesthetics, symbolism, and iconography.

Consider the message you want your brand name to convey. For instance, if you want your brand to communicate opulence and a dedication to professional customer service, you'll opt for traditional or sophisticated brand names that exude these qualities.

Identify keywords that best describe your brand's identity.

Make a list of at least ten keywords or recognizable phrases that characterize your brand's personality and identity, which include its values, vision, symbolism, and design inspiration.

Popular themes you'd want to be associated with your brand include trustworthiness, integrity, dependability, and creativity.

Consider your target market.

Identify your ideal target market..

While not everyone who buys your products or services will fall into a perfect profile, knowing who your primary client base is will help you develop marketing tactics and inspire branding ideas.

Start by analyzing your products and/or services. Who would be interested in your goods or services? What are their demographics? Once you're able to answer these questions, you'll have a good starting point for market research, which should focus on your competitors, potential customers, and market trends.

Decide how you want to connect with your target market.

Consult your target market research findings and identify the best methods to reach your customers. This will assist you in narrowing down brand names that appeal to your target markets' tastes and means of communication.

If you're targeting a youthful, fashionable demographic, for example, you'll almost certainly need to invest in a strong social media presence. Research social media brand names that complement social media's innovation and fast-paced environment.

Brainstorm brand name ideas.

Create a list of name ideas that stand out..

Put together a list of at least ten name ideas based on the keywords that represent your brand. Experiment with different words and mashups to come up with names that are original and interesting.

Tips for brainstorming brand name ideas:

• Combine different words to create unique mashups.
• Experiment with foreign words as well as those rooted in mythology, lore, and legends.
• Consider the demographics of your target market.
• Play around with your family name or beloved nicknames.
• Use a business name generator for inspiration.
• Consider abbreviations or acronyms.
• Change the spelling of names and give them a contemporary spin.

Allowing yourself time to become acquainted with name ideas and unique word combinations may make the brainstorming process more enjoyable.

Research and draw inspiration from your competitors' names.

Be inspired by your competitors and businesses in different markets. While your brand name may have a small resemblance to a name in another industry, it's critical that your target consumer can immediately recognize your brand.

Ultimately, you want to identify what symbolism or themes work well for your competitors and try to those characteristics into your name concepts. For instance, if your competitors opt for short, punchy brand name ideas , you'll want to consider finding a name that embraces this trend.

Gather feedback from customers and trusted peers.

Ask friends and relatives for their honest feedback..

Present your list of name suggestions to trustworthy friends and family and ask for constructive feedback. Their input might assist you in narrowing down your list of name suggestions and identifying name combinations or ideas that others find memorable.

This method can also assist your peers in brainstorming with you and coming up with alternate options that you may have overlooked.

Conduct online polls and surveys.

Once you've created a condensed list of name ideas, it's time to test them with your ideal target market. Gather a group of potential customers and ask them to complete a series of polls and surveys to gauge their responses to each name.

Choose a memorable brand name.

Identify your top name suggestions..

Choose the top three name suggestions from both your trusted peers and potential customers by identifying where they overlap. Do both groups prefer short or long names? Do both your customers and peers navigate toward one specific name? This should give you an idea of which name(s) are favored.

Once you have a clear idea of which name(s) stand out, consult the feedback you received and tweak your name ideas where necessary. Then, choose your top name idea.

Test your brand name on your products.

If you're uncertain about a name choice, it helps to envision the name on a logo or branded content. Play around with Zarla's free design and editing tool to see how your name looks in different colors and fonts, and how it appears on promotional products, such as stationery and uniforms.

Secure your brand name.

Verify that your name is available with the state..

One of the most essential factors in naming a brand is ensuring that it does not conflict with the brand names of your competitors. This could result in confused customers and an unoriginal name choice that fails to stand out in the market.

Conduct a name availability search with your state. Most state websites allow you to search their database of registered business names or fictitious names for free. However, the processes may differ according to each state. Visit your Secretary of State website and navigate to the business section to get started.

Conduct a trademark search.

You can conduct a trademark search via the United States Patent and Trademark Office’s (USPTO) website. You'll need to search and verify the availability of each name on your list. You will be required to revise your name suggestion if it is too similar to another trademarked name.

Browse through our step-by-step guide on how to conduct a trademark search . If your chosen name is available, consider trademarking your brand name .

Register your chosen brand name with the state.

Once you've verified that your ideal brand name is available, it's vital that you register your brand name with the state. In some states, businesses are required to register their "fictitious" or "doing business as (DBA)" name with the state despite that such registration does not offer legal or trademark protection.

See our comprehensive guide that outlines each step of registering a brand name with the state.

6 Types of Brand Names:

1. abstract names..

Abstract brand names provide the most variety and flexibility, enabling you to try out new branding ideas and expand your business over time. While abstract brand names aren't always recognized as legitimate words or names, they're interesting and distinctive, and they're excellent for marketing initiatives.

2. Abbreviated names.

Abbreviated names add a unique, almost modern twist that could also appear abstract. These names are often used when companies want to shorten their formal name to appear innovative and improve brand awareness.

• Bayerische Motoren Werke AG (BMW).
• Bradley, Voorhees & Day (BVD).
• Consumer Value Stores (CVS).
• United Parcel Service (UPS).
• Caterpillar Inc. (CAT).

3. Founder(s') names.

Incorporating a founder's name adds a personal touch that will help establish a trusting relationship with customers. Depending on your aesthetic and branding, you could highlight the name's themes of traditionalism, or you could create a familiar and friendly vibe.

• Ben & Jerry's.
• Jack's Family Restaurants.
• A&M Records.

4. Location-based names.

For businesses that want to target their local community or surrounding neighborhoods, it's smart to incorporate a sense of direction in a brand's name. These typically include location words such as "street," "avenue," or "house."

• Kentucky Fried Chicken.
• California Pizza Kitchen.
• American Airlines.
• New York Life Insurance Company.
• India Gate.

5. Descriptive names.

Descriptive names are often lengthy and detailed, incorporating information that outlines the brand's key services. For instance, "Queenie's Hair Salon" lets everyone know that the owner's name is Queenie and they provide hairstyling services. This can help you attract your target market faster.

• Hank's Olde Irish.
• Publix Super Markets.
• C&S Wholesale Grocers.
• Gordon Food Service.
• The Body Shop.

6. Inventive names.

Inventive names allow you room to experiment with unique mashups, word abbreviations, abstract phrases, and names that are not commonly associated with your industry. Their limitless creativity allows you the opportunity to create a brand name that's truly one of a kind.

How to Name a Business

How do you create a unique brand name?

• Determine the personality of your brand and the message you want your name to convey.
• Select keywords that accurately describe the ethos of your brand.
• Find terms or expressions that are related to your primary products and/or services.
• Enter all your keywords into a brand name generator to inspire ideas.
• Survey your name ideas online and identify popular choices.
• Choose the most unique brand name.

How do I choose a catchy brand name?

Catchy brand names often incorporate repetitive words or sounds that are quick and easy to remember. You'll want to opt for a one-word brand name or an abstract name that's captivating, distinct, and pairs well with your offerings.

What are the six types of brand names (with examples)?

• Abstract names : Nike, Uniqlo, and ZOLEO.
• Abbreviated names : Bayerische Motoren Werke AG (BMW), Bradley, Voorhees & Day (BVD), and Consumer Value Stores (CVS).
• Founder(s') names : Gucci, Ben & Jerry's, and Chanel.
• Location-based names : Kentucky Fried Chicken, California Pizza Kitchen, and American Airlines.
• Descriptive names : Hank's Olde Irish, Publix Super Markets, and C&S Wholesale Grocers.
• Inventive names : H-E-B, Tenaska, and Wawa.

What are the four qualities of a good brand name?

A good brand name should be memorable and easy to pronounce, and it must demonstrate versatility, especially for brands that hope to expand their line of products and/or services over time. It must complement your products' labeling and styling.

What is a powerful brand name?

A powerful brand name is authoritative and commanding, making use of words that highlight the brand's powerful qualities. We've compiled a collection of powerful brand names for various businesses to assist you in the naming process.

What are unique brand names?

What is a weak brand name.

A weak brand name is uninspiring and/or forgettable and can, at times, resemble another brand's name too closely. To avoid choosing a weak brand name, research your competitors to identify popular trends and ask potential customers to provide their honest feedback.

How do I make a classy brand name?

To create a classy brand name, identify terms and phrases that complement the keyword, such as "elegant," "refined," "stylish," and "sophisticated." Then, combine these keywords with terms that best describe your brand's personality and offerings. Check out our collection of classy name ideas to help you name your brand.

What name can I give my brand?

Use NameSnack to generate scores of brand name ideas. To get started, simply navigate to the home page and follow the online prompts.

Can I name my brand after myself?

Yes, you can name your brand after your first and/or last name, or you could opt to only include your initials. Popular brands that were named after their founders include Gucci, A&M Records, Burberry, and Ralph Lauren.

What are some brand name ideas?

Where can i learn how to come up with a brand name and logo.

See our detailed, step-by-step guide to creating a brand name . We've covered everything from research and brainstorming to performing name availability searches.

What are some brand name examples?

• Poppy & Birdy.

How do you create a strong brand name?

• Draw inspiration from your products and/or services.
• Research your competitors' brand names and identify popular terminology.
• Come up with a list of keywords that best describe your brand and its offerings.
• Feed your keywords to a brand name generator for inspiration.
• Compile a list of your top ten business name ideas and ask potential customers for honest feedback .
• Check business name availability .
• Choose the best brand name.
• Register your business and trade names with the state.

Where can I find a brand name generator?

You can use NameSnack to generate a clever brand name. Simply navigate to the home page and enter keywords that best represent your brand. NameSnack will automatically produce scores of brand name ideas for you to choose from.

What makes a good brand name?

A good brand name is distinctive, marketable, and easy to recall. For the best results, opt for a short, inventive name that will help captivate your target market. Alternatively, location-based or founder names are great for adding a familiar touch to a brand's identity.

What are some famous brand names?

Related articles, how to name a nonprofit, how to name a sportswear company, how to name a media company, how to name a day spa.

• Posted on October 7, 2022

How to Choose a Brand Name

Google, Amazon, Coca-cola, and Microsoft. We all know these companies and they are some of the most iconic brand names that seem like a perfect fit. But when these great brand names were chosen was it luck or is there a process for creating impactful, memorable, and catchy names that can stand the test of time?

For a lot of successful entrepreneurs choosing a brand name has less to do with luck and a lot to do with a plan, process, and research. A successful brand name isn’t just something that looks good on your website or sounds good and they aren’t great just because you like it. A great brand name is great because it communicates value and a message to customers.

“Brand is the sum total of how someone perceives a particular organization. Branding is about shaping that perception” – Ashley Friedlein, Marketing expert and founder of Guild.

Good brand names start with a customer focus, they always want an easy way to identify, remember, discuss, and compare brands. The right brand name can be one of the most valuable assets for a business, driving differentiation and acceptance.

But, choosing the right brand name for your organization can be a difficult task. How do you find a name that works? A brand name that’s catchy? A name that looks great on ads, websites, and has an available URL?

There are a few options to getting started, you could use a brand name generator, hire a company to come up with your brand name, or do it yourself. Either way, it can be a daunting task, and depending on your budget and needs you might choose different options. In our experience, finding the right brand name is possible, it just takes some research, effort, and deep thinking.

Brand Name Testing

What makes a good brand name.

There are a lot of theories, studies, and articles on what makes a good brand name. For example, a 2012 study by the European Journal of Marketing found that the equity of a brand name is mainly determined by the customer. With a few vital elements of a brand name emerging, it is clear that there is a process to creating a brand name.

While there is no perfect method for creating a great brand name, there are some important traits of a good brand name to make naming your business easier and a few things that your brand name should and shouldn’t do.

A Good Brand Name Should Be:

Meaningful: A good brand name communicates your brand value , message, creates a brand image, and produces a positive emotional connection.

Distinctive: Distinguishes you from your competition and is unforgettable. A good brand name is unique and can be distinguished from all other brands.

Accessible: Your audience needs to easily understand, interpret, say, spell, and search for your brand. Even if the name is unorthodox or bizarre, it needs to be easily understood.

Flexible: The brand name can be used in a number of formats and placements and can be altered to effectively communicate your message. The brand name needs to grow with the business and continue to be relevant.

Protectable: The brand name isn’t taken and can be trademarked by the organization to ensure it is the brand name only you will be identified as.

Visual: It can be communicated or translated through design elements like icons, logos , colors, etc. You should be able to communicate and display your brand name in visual mediums that have the same effect as the brand name alone.

 If you have a brand name that can be communicated and displayed visually, you can use it to promote your own brand . You can take the help of some manufacturers to customize small items with your brand name in bulk.

Giving them as gifts to your customers or employees can have a marketing effect. Custom Lanyard , for example, is very suitable as it can be used in a wide range of everyday situations and can be very effective in increasing the exposure of your brand.

A Brand Name Should NOT:

Tell the whole story: A brand name cannot do all of your marketing alone. You should never try to tell the whole story of your business with your brand name. Customers and users will learn the whole story later but the name captures the nature of the brand.

Be overly literal: A good brand name should not be so literal that it becomes generic and boring. The brand HP wouldn’t call themselves the computer company, it’s too literal for users to remember and it’s impossible to differentiate from other companies.

Limit the business: A name that limits you to one niche, industry, or category sets the business up to fail and restricts growth. It would be hard for a company named Electrical Supplies Co. to move into actually doing the electrical work. While the services are related, people wouldn’t assume they do more than sell supplies.

Be the focus: While a bland name can be bad for business, any overly flashy name that steals the show can be even worse. Your brand name shouldn’t distract from the functions, offerings, or message of your business.

Slow you down: Choosing a brand name can be tricky but it’s not something that you should worry about for weeks. While you never want to change it and want it to work great for your business, mistakes can be fixed. If there’s a perfect domain you want that isn’t available for another year, don’t wait. Use our tips and creative skills to come up with potential brand names. Don’t get stuck on your name, many great brand names came from a snap decision.

These “do’s” and “don’ts” of good brand names help you create new possibilities and sift through the options , but you want to find a brand name that communicates value and is successful. Not just “good” or “bad”, what matters is having a name that resonates with your target audience.

4 Types of Brand Names

There are many structures and types of brand names but most fall into four categories. These are the four types of brand names that will help you create your own.

Generic Brand Names

Brands like cars.com or Capstick are clear examples of generic brand names. Names like these can be hard to secure for many reasons, the biggest being that generic domains like snacks.com would have a big asking price.

Generic brand names can be easy to remember, identifiable, and clearly explain what the business does. But the category of these names rarely meets the criteria of what a good brand name should do .

Although it is appealing in that it is short, memorable, and practically sums up what your company does, it is not unique, engaging, or piques interest. For example “Dog Food” might be a solid generic name for your dog products. But it’s too literal and boxes the company into one product or category.

Descriptive Brand Names

Descriptive brand names attempt to describe what the brand, product, or service does for the customer. For example, Burger King clearly shows users what they offer and leaves no questions up to the user.

This name tells you what they are going to give you (burgers) and displays that they are good at it (king). You know what you are going to get by just reading the name, that’s a powerful advantage to have.

Other names that would fall into this category are Pizza Hut, General Motors, Holiday Inn, Gmail, and more. Each of these describes or hints at what the organization is offering. This can be a great category for your business to be in.

Suggestive or Associate Brand Names

Suggestive or Associate Brand Names don’t tell the full story of what the business does but imply that it might do through language that communicates imagery and emotion.

Amazon is a great example of this type of brand name, their brand name suggests that they have a vast catalog and can offer users a lot. The business doesn’t have anything to do with amazon, but they do offer a massive variety of products. In a sense, they are associated with the vast offerings, diversity, and size of the amazon forest with their brand.

One of the big benefits of this kind of brand name is the only constraint is your creativity. It can be great for a brand that wants to be unique , and distinct, base its name on history, or create a fun play on words.

Random or Abstract Brand Names

This category of brand names requires the most creativity and can take time to figure out. However, a lot of the most iconic brand names of all time came from made-up, random, or abstract words.

These names are a blank slate and can develop into just about anything, but it’s harder to build brand recognition around them. The reason these names don’t always work is because people cannot associate the name with anything or connect with it. If you’re launching a new product, service, or business, you should typically incorporate a name that explains something to the users.

A few examples of random brand names are Google or Apple, while they are iconic today and everyone knows them, they have nothing to do with the business offerings.

How to Find the Right Brand Name

Finding your brand name can be exciting, stressful, exhausting, and everything in between. But, there are multiple tools and platforms that are trying to make it easier for businesses, whether it’s through name generation, suggestions, showing available domains or names, or (the most important) brand name testing.

These tools can be helpful in brainstorming, vetting, and researching, but it’s important to choose and test a brand name with purpose. If you are ready to find the best brand name for your business , here’s our step-by-step guide.

1. Communicate Brand Value

Before you choose your brand name you need to understand the goals of the organization, your unique selling proposition, and who you are. To do this, you need to communicate brand value, this includes:

• Purpose: What do you do?
• Vision: what problem do you want to solve, and what does the future of the brand look like?
• Mission: What are you trying to accomplish and how are you going to do that?
• Values: What guides your business and behavior?

These elements should guide everything the organization does, including choosing your name. If you don’t know the answers to these questions, you might not be ready to find your brand name.

2. Differentiate Your Brand

Understanding what makes your product, service, or business different from the competition is the key to finding a brand name that will stick. Brand values are definitely something that makes you unique, but there are a number of other elements that create differentiation .

You want to keep your competitive advantage at the forefront of your brand as you move through the naming process. You aren’t just looking for a great name, you are looking for one that is a great name for you, your customers, and your industry.

If you can’t identify what makes you different, do some research, consider what you offer, and look at the competition. You’ll get a better sense of how you can stand out in every aspect of brand development.

3. Brainstorming

This is the fun or exciting part of naming a brand. Get your team together , ask some friends or family, and come up with as many potential brand names as possible, the more the better.

While it can be fun to let everyone throw out any idea, you should give some guidelines for what you are looking for, what you want to communicate, and the type of name you want. You might want to start your discussion with a prompt such as:

• Write down the adjectives that describe the brand or business
• Describe what you want customers to feel when they see your name
• Associate words with the product or service

Another useful way to brainstorm names is to think of categories that you might want to align with:

• Founder: A name based on a real or fictional person, like Sam Adams or Ben & Jerry’s
• Descriptive: A name that describes what you do, like Toys R Us
• Fabricated: A completely made-up name or word, like Hulu
• Acronym: A brand name that used initials or abbreviations, like IBM
• Metaphor: Foreign, imaginary, or mythical things, places, people, or processes, like Nike
• Misspelling: A name that changes the spelling or combines words, like Google

Challenge the team to come up with names for every category, you’ll probably have a lot to work with, and might start to see a trend of preferences for one type over another.

4. Consolidate the List

This can be the most frustrating part of the brand naming process, there’s no point in testing names that are already taken, or sound too close to other brands. You need to narrow your list down to unique, powerful, and effective brand names.

Consider the team’s favorite names, ideally 5-10, then do some research to identify if any of them are taken, are too similar to the competition, or are other established brands. If they are all taken, it’s back to step three, this process will reduce your list down to the brand names that might work and the ones that the business can actually use.

If your team is lucky, or geniuses and you found 20 unique, unregistered brand names, narrow it down to your top three or four to test.

5. Test and Retest

Now that you have a list of your favorite brand name possibilities, here is the most exciting part, using consumer feedback to identify the best brand name. You get to create logos, product packaging, landing pages, and more.

Test your top 4 or so names, you might be surprised by what test participants like. Your favorite brand name might not be what the users like, you should consider their feedback when you ultimately choose a name.

To test a brand name, follow Poll the People’s guide to brand name testing . You will be able to create a  custom packaging boxes  test that compares two brand names, allows your target audience to vote, and gives detailed feedback on what makes one better than the other..

The best part, our tests take less than 60 minutes and responses only cost $1 . This allows you to test as many brand names as you want, all while getting feedback from real users.

Once you’ve tested, re-tested, and analyzed all of the quantitative and qualitative data you should have a frontrunner.

Testing with Poll the People makes the process quick and easy, allowing you to worry less about spending money on brand name testing and giving you more time to finalize the product and create every part of the brand.

Frequently Asked Questions

• What are the key elements to consider when choosing a product brand name? When choosing a product brand name, it’s important to consider its relevance to your business, its uniqueness, and its memorability. The name should clearly reflect what your product is about, be distinct enough to stand out among competitors, and be catchy enough for customers to remember easily. It’s also crucial to ensure that the name is not too similar to other brands to avoid confusion and potential legal issues.
• How does brand testing work and why is it important for your business? Brand testing involves gathering feedback on a brand name or concept before it goes live. This can be done through surveys, focus groups, or online testing platforms. The feedback collected can provide insights into how the brand is perceived, its appeal, and any potential issues. Brand testing is important as it helps to ensure that the brand resonates with the target audience and stands out in the market.
• What are the best methods for testing a new brand name before launch? The best methods for testing a new brand name before launch include conducting surveys, using focus groups, and leveraging online testing platforms like Poll the People. These methods allow you to gather feedback from a diverse group of people, providing a wide range of perspectives on the brand name. It’s also beneficial to test the brand name in various contexts to see how it performs.
• What are some examples of the best brand names, and why are they successful? Some examples of successful brand names include Apple, Google, and Amazon. These names are successful because they are unique, memorable, and have strong associations with the values and offerings of the companies. For instance, Apple is associated with innovation and high-quality products, Google with powerful search capabilities, and Amazon with vast selection and convenience.
• How do you come up with a memorable and effective brand name? Coming up with a memorable and effective brand name involves understanding your business, your target audience, and what makes you unique. The name should be relevant to your business, easy to pronounce and remember, and convey the essence of what your business offers. It’s also helpful to brainstorm a list of potential names and test them with your target audience to see which one resonates the most.

Final Thoughts

There are many factors to consider when choosing a brand name. You need to think about the elements of a good brand name, what a brand name shouldn’t be, the different types of brand names, and what goes into creating one.

The best way to test your brand name is to use Poll the People’s brand name testing feature. This tool will allow you to see how your brand name options compare and with real user feedback you will be able to find the name that fits your business.

Choosing a brand name is a critical decision. Make sure you take the time to test your name to ensure you are making the best choice for your business. If you are ready to find a powerful name for your business, product, or service, sign up for Poll the People and launch your first test in minutes.

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This article is a gem. Picking the ideal brand name is a pivotal step for any business and your guide provides a clear roadmap for navigating this crucial process. I especially like to emphasize on practicality & memorability while picking a brand name. Besides utilizing a reliable name checker tool could be invaluable. A good tool can significantly streamline the decision-making process & ensure that the chosen name is both distinctive and resonant with the target audience. Thank you for these valuable insights!

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300+ Business Name Ideas to Inspire You [+7 Brand Name Generators]

Published: March 11, 2024

Your ticket to standing out in a crowded market is having a business name that is unique, memorable, and attention-grabbing. To help you get started, I’ve put together a comprehensive list of business name ideas that can set you up for success as you launch a business .

These unique business names will help you build a memorable brand — one that your customers will recognize online, in advertisements, or at stores — and one that will ensure your products and services stand out from the competition.

As the former head of marketing for two different startups, I’ve learned that choosing the right business name is critical. Below, I’ll share some of my top business name ideas to inspire you as you brainstorm your own. Then, I’ll dive into what makes a business name great, how to name your business, and some of my favorite examples of creative business names.

Business Name Ideas

How i developed the best company name ideas for this list, 7 attributes of a great company name, how to name a business, company name examples, creative business name generators.

To kickstart your company naming journey, here are some unused company name ideas. These business name ideas aren’t just for inspiration — they’re available to use, so feel free to use any that suits your business.

Once you choose a business name, use HubSpot’s free Brand Kit Generator to create a logo for your new business.

Free Business Naming Workbook

9 templates to help you brainstorm a business name, develop your business plan, and pitch your idea to investors.

• Business Name Brainstorming Workbook
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• Business Startup Cost Calculator

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Small Business Name Ideas

• BlissSlim (Weight loss products)
• Jellysmith (Jelly company)
• SalesPushy (Sales training and consulting)
• Formonee (Fintech platform)
• GoAhead Co. (Design agency)
• Jump & Pass (Health and wellness)
• Wire2me (Financial services)
• Savvy Scholars (Elearning platform)
• S3 (Smart, Safe, and Secure) (Web security services)
• Blaze Cloud (Cloud storage)
• Your Security First (Security company)
• Sudden Supply (Supply chain management)
• Strategene (Asset management)
• DareDeserve (Tutoring and/or support services)
• Conveniently Timely (Delivery tools and services)
• HerdDream (Farming operations)
• Whole Life Synergy (Financial or long-term care planning)
• PeopleFirstPro (HR training)
• MissionMentor (Life coaching)
• Golden Years Guidance (Retirement planning)
• CapitalCurrent (Accounting and other financial services)
• TeachTech (IT training services)
• Tacteach (Life skills training)
• AccomplishNet (Networking services)
• Expedite Access (Product and fulfillment sourcing)
• GoalGenius (Goal-setting products)
• FearlessPeak (Adventure tour services)
• TimeQuest (Ancestry research)
• DreamTide (Health and wellness products)
• SynergyCycle (Corporate event services)
• EduGuru (Tutoring services)
• Tactink (Project management)
• Flyquest (Aviation training services)
• BoldSwap (Stock portfolio management services)
• Hobyz (Product hub with hard-to-find products for hobbyists)
• IdeaBoost (Creative services)
• JoinVisions (Networking services)
• StellarServe (Customer service)
• Aspirecraft (Creative services)
• Ambition Forge (Startup services)
• Quantumful (Data analysts)
• Ultimate Climb (Mountaineering classes)

Unique Business Name Ideas

• Quirky Observations (Boutique consulting firm)
• Dr. ChuckleMeds (Pharmacy)
• Sell-O-Rama (Ecommerce marketplace)
• Farm With Crowdee (Agriculture crowdfunding)
• ExploreAbundance (Life coaching)
• BuildCatalyst (Construction services)
• FunTastic Ventures (Local tour services)
• GlowGrid (Nightlight products)
• Social Bridge (Social media services)
• Odysseyshare (Gaming center)
• TogetherPath (Dating adventure services)
• CelsiusSpark (Personal trainer services)
• BagBurst (Accessories for new parents)
• Mitchell Crow (Vintage fashion brand)
• WhizWhip (Healthy snacks)
• StandoutStanley (Alternative athletic gear)
• EclectiChairs (Quirky furniture)
• ActioNexus (Motivational organization)
• Ignition Leap (Recruiting agency)
• Impacter (Influencer member org)
• Primerise (Startup services)
• Excelship (Financial services)
• Turbotonic (Beverage products)
• Progress Path (Project management)
• Idea Craftery (Creative services)
• PropelPal (Freelance agency)
• Cadence Core (Talent agency)
• Innovexpress (Creative agency)
• Connectverse (Networking services)

Catchy Business Name Ideas

• Shimmer Shake (Dance company)
• Odd Coupling (Dating services)
• RiseShineSustain (Environmental organization)
• YesAchievers (Tutoring services)
• Timeframe Genius (Project management)
• Goalcraft (Life coaching)
• ProfitPioneer (Financial advisory)
• VacayVentures (Group vacation services)
• NexusCore (Workout equipment)
• WindRush Trading (Financial services)
• Elevolution (Hiring services)
• Innoviary (Ad agency)
• Trekwise (Travel services)
• Braventure (Risk-taking services)
• Bubblit (Beverage products)
• PulseCharge (Fitness products)
• GlamGo (Fashion products)
• Culinatine (Restaurant)
• Eternivault (Online archiving services)
• Clicknect (Online services)
• ZenZest (Health and wellness)
• RideRev (Transportation services)
• SnapSavor (Photo services)
• MotionFit Studio (Fitness services)
• StellarSoul (Lifestyle services)
• Dream Mashup (Design services)
• Quantum Quota (Data analysts)
• Zenitharian (Future planning)
• Disco's Edge (Nostalgia products)
• StyleQuest (Secondhand store)

Marketing Company Business Name Ideas

• Expandfluence
• MovementNow
• Welcome/Story
• Positioning Awareness
• Marketsters
• Presence Rebrand
• LeadGen Pro
• OptiSuccess
• BrandReclaim
• ContentCrafters
• Tech Triggers
• Persuade360
• InfluenceRise

Real Estate Company Name Ideas

• ImagineLands
• HouseManage Pro
• Urbanspace Agency
• Rustic Manor Realty
• Inner Harmony Realty
• Cosmos Dwellings
• Noble Houses
• WisdomWise Homes
• RadiantHomes Realty
• PropSol Management
• EliteHome Ventures
• TopTerra Estates
• InfinityHouse Agency
• LuxeDomain Realty

Tech Company Name Ideas

• TrustTech Innovations
• Enigma Tech
• Secure Frontiers
• ShareHub Technologies

Consulting Business Name Ideas

• Focused Minds
• Triumphtician
• Imperial Insights
• ProSpectra Solutions
• CatalystX Strategies
• SocialBuzz Advisors
• AlphaStrategists
• TransformNet Consulting

Software Company Name Ideas

• EffortlessCoding
• SafetyShield Solutions
• Illuminate Coding
• TechCuriosity Labs
• Engineerenigma
• Code Conundrum
• VelocityByte

To create and curate the list of business name ideas above, I used the following process, combining research, AI, and a dash of creativity.

First, I wrote out a list of words to describe the emotions that small businesses strive to elicit, like loyalty, productivity, and satisfaction. Then, I added words for business goals for all types of businesses, like quality, cash flow, and awareness. Finally, I added motivational words to the list, like commit, imagine, and uplift. This led to a list of about 200 words.

I used an AI tool to generate some business name ideas. I started with the prompt, “Create 20 original business names inspired by the following ideas.” Then, I edited each prompt with different sections of the list.

The steps above created 816 potential business names. I figured this was a great collection of business names, and it would be easy to pull out 100+ names with potential. But a quick review gave me just 74 business names I liked and most of those needed a lot of editing.

So, I tried again. To develop more useful business names for inspiration, I created a list of popular brand names from different industries. Then, I asked the AI tool to create more business names for each category that aligned with the tone and feel of each industry.

I also edited the prompts and results by asking for business name alternatives with a specific tone or “vibe.” This last step helped to yield business name ideas that matched what I liked best about existing companies’ brand names. I added to these names by grabbing some options from a business name generator.

Free Business Startup kit

Once I had a list of about 200 business name ideas, it was time to start editing. Some of the AI business names were great. But others needed more personality, so I sat down with a notebook and my list of names to experiment.

The Make My Persona tool was useful for this process. I used this tool to build an ideal persona for each business type. These personas helped me keep the customer in mind as I edited each business name.

Sometimes, just changing a few letters, capitalization, or spacing was enough. Other times, the act of writing inspired completely new business name ideas. Through this process, I came up with 155 new business names. The list of names felt pretty unique, so I didn’t think that I would find much during a domain check.

But I was wrong: The domain check cleared out 73 of the 155 names I’d come up with. Overall, I lost 47% of my list of business names.

At first, I was frustrated — but this was actually a positive outcome. It meant that the names I’d come up with were workable for a successful business. But it was also a reminder of how important it is to come up with more than a couple of business name ideas when you’re naming your new business.

For business names where the .com domain was unavailable but other domains were open, I did an online search for the business name. This step reminded me that any new business isn’t just competing with other companies in a given industry. It's also competing with bands, Twitch streamers, YouTube influencers, and more.

For example, “Propellant” sounds like an exciting and easy-to-remember business name for a startup. But it’s also a word in the dictionary and a component of rocket fuel. So even if this domain was available, it probably wouldn’t be a great business name, because it would be hard to find online.

In total, this process took many hours and several rounds of edits to bring you a list of over 160 business names. Your naming process may not take quite as long, but chances are it will feel even more complex and urgent.

I know that the steps above might sound like a lot of work for just a word or two. But your business name is the center of your new brand. Over time, the name will take on more meaning as you grow your business and establish your value proposition.

Don't forget to share this post!

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Use this free workbook to come up with a standout business name.

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Check your name ideas with Namescore

Checking business and brand names faster than ever before.

Find out with one click whether your business name idea is suitable for professional use. Simply enter your desired business or brand name. NameScore checks it for quality, suitability and usability.

Avoid nasty surprises

What aspects does namescore check.

NameScore examines several aspects of your name – from classic trademark research and marketing chances in the online world, all the way to phoneme evaluation based on the sounds that make up the name. NameScore's checks cover legal*, marketing-oriented and aesthetic aspects. *

Is your name or a similar name already protected as a trademark?

Which top-level domains are available?

Is your name already frequently found in popular search engines and AppStores?

In which social networks is your name already used?

Does your name contain (foreign-language) terms?

What are the sound characteristics of your name? Is it a hard or a soft name? What feelings does it evoke?

Name check by AI experts from the fields of linguistics, market research, marketing and psychology

What does your target group think about your name?

Pick a winning name

So you have a new business name or product name. But does your name meet the criteria for professional use?

NameScore does the name check for you and provides you with a comprehensive evaluation in the NameScore report. So you can be sure that you have considered all important aspects when deciding on a name!

Easy to use

It couldn't be simpler: Enter your business name, sign up, and get your NameScore report. The handy dashboard features let you keep track of all your completed name checks.

Detailed checks

More than just brand testing: NameScore includes dozens of different checks to check your name ideas for availability, marketability and sound aesthetics.

Fast results

Why wait around? With the fully automated scoring system, you get your results within a few minutes. Faster than any personal consultation.

Clear evaluation

Your name at a glance – the NameScore Report provides you with a multi-page evaluation of your name with all the key information you need. Find out what your name is really saying!

Experienced development team

An eye for the essentials – the NameScore team knows what it takes to create a professional sounding name and has equipped NameScore with market-based name checks.

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Your ideas are safe with us – NameScore guarantees the protection of your personal data and your name ideas. Read our privacy policy to learn more.

Jon Friesen

The report uncovered things I generally wouldn't have thought to look for when selecting a name, and the things I would want to know (social identities, etc) would have taken many hours to find them all .

Mikael Staer Nathan

The report! Wow. That was great, lots of really useful information, and things I did not expect.

Krishan König

With NameScore I got a lot of useful information which I didn't even think about before. NameScore saved me hours of research!

Tzelon Machluf

I enjoyed reading the report, it was very informative! The legal part was extremly important for me. Through the report I was finally able to decide on a name for my product!

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Namereport example.

Take a look at what a NameReport looks like using the name "NameRobot" as an example. Depending on the nature of the tests performed, the analysis results may be more extensive.

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TOP 5 RESEARCH AND SELECTION CONSIDERATIONS

1. You Shouldn’t Expect Consumers to Pick the Winning Name

If you do, then, yes, you’ll end up with something that no one hates, but it will probably be the one that no one loves either. The most bold and evocative names typically end up at the bottom of a “favorites” list because they are uncomfortable and often atypical for the potential category.

2. Dont Ask Consumers What They Like or Don’t Like

Responses will be all over the map. Instead, share an idea or statement about your brand and have them assess whether the name fits the concept or idea you are trying to communicate. Consumers aren’t the visionaries for your brand – you are. So don’t let them turn name selection into a popularity contest.

3. In Addition to “Fit,” the Name Should be Memorable, Easy to Pronouce and Free of Harmful Associations.

4. just the sound of a name, often referred to as sound symbolism, is thought by some to communicate the meaning of the brand as much as the literal meaning of the word itself..

This can be used to your advantage. For example, words with that start with an “O” like OMEGA or “A” like “America” can drive bigger, bolder perceptions due to the lower vowel sound, where as the “E” sound in “teeny” will drive smaller-sized perceptions.

5. Be Sure to Give Consumers Context For The Name—Mock Packaging, an ad or another piece of communication.

It is very rare, if ever, that a consumer will ever experience a brand name outside of context, and you will want research to reflect real life as much as possible in order to get the best insight.

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Name Testing

With all the AI naming tools out there, it seems to be easier than ever to come up with a great brand name, but the challenge is finding a name that WORKS . Our mission is to help you not just come up with a great name and not just help you find potentially legally available names, but names that are proven to resonate with your target customer.

• The new crop of AI naming tools is incredibly good at generating names similar to what’s already out there
• Many naming firms are finding it tougher to come up with great names, but when they do, you aren’t sure if you can even use them
• The proliferation of trademarks is now like walking your new name through a minefield of l egal challenges
• Good dot-coms are becoming scarcer and more expensive
• Social media handles seem to be fleeting and ever-changing
• And how do you really know that a name resonates with consumers?

“A key element of their contribution was testing the names, which is their area of specialization. They have a background in that type of work. NameStormers conducts testing in a truly unique way. They used a large panel of people to assess it, which vindicated the one we chose.  Most other agencies have another vendor the run testing stage, but this one can handle it themselves.  At a competitive price, NameStormers has the combination of creativity, experience, and naming and testing expertise to figure out which one their client’s consumers will like best.  ”   -VP of Marketing, Madecasse

Our NameStorming service addresses these first 5 issues, and our Instant Reaction Name Testing addresses the last issue.

That is, you need a name test that measures consumers’ reactions when they first see a name because most people don’t think about a name, they just react to it.

So following the typical naming market research approach of asking what consumers think about your new name idea isn’t what is most important.

Rather, you need to know which names they react to the quickest and how they react to them.

We can do this for you.

Learn How We Create Great Names Like CarMax.

Download “The Method and Process of Creating a Great Name” eBook

The Role Name Testing Plays in the Brand Naming Process

What is the role that name testing plays in the brand naming research process? Quantitative Name Evaluation Research provides the answer to that question. When you choose to undergo this step of the brand name process, we ask the participants of the study a number of key questions that result in valuable, in-depth insights that work like neon flashing arrows to guide you to your own final name decision. Naming research is an essential part of creating great product names that will entice people to purchase from you instead of one of your competitors. Companies need to create a fantastic first impression on potential customers, and the name of the product is a great place to start.

Some companies are under the impression that market research is all you need in order to create a great brand name. While we don’t deny that is a huge part of it, it’s also important to take the time to create a fantastic name for the brand. Name testing can provide you with a lot of the information you need, and actionable insights that will help you to increase brand recognition in the future. If none of the descriptive words that you have settled on have been right just yet, then it’s time to get back to the drawing board.

Our qualitative research aims to improve your brand strategy by working with you to capture the attention of consumers in your target market. Don’t worry about other brands coming and stealing your thunder, because whether it’s a new product or an existing one, our services will help your sales go through the roof.

We Test Instant Reactions to Your Brand Name

If you ask people what they think of a product name and allow them to take their time responding, you’re already heading down the wrong path on the consumer and product naming research journey. In day-to-day life, you don’t mull over a brand or product name for more than a few seconds, let alone minutes. You make a snap judgment and move on, perhaps without even knowing why you decided to engage or not engage with that brand.

We understand that people pick favorites quickly and can’t always articulate what caused them to gravitate toward one or the other. With that knowledge, we’ve developed a brand naming method to duplicate real-life, real-time scenarios. Instead of asking participants to ruminate on the options before we glean any feedback, we are able to get those knee-jerk reactions that are more authentic.

This level of qualitative research will help to build a new brand, for example, even if you already have existing products under another brand name. Traditionally, companies have used focus groups in order to conduct their brand research, letting members of their target market think carefully about the name. Those days are long gone, as we have now taken this to a whole new level.

You want your customer journey to start with the perfect product name, and that means that you need something people are automatically drawn to. We can help you achieve this through our new product name study that we have spent a long time completing research for.

We Test the Memorability of Your Brand Name 

Above all else, the name of your brand needs to be memorable. Your ultimate goal is to build preference for your brand, but you can’t build preference without awareness. In today’s oversaturated market, breaking through is tough. If your brand positioning and name doesn’t set you apart from your competitors by being memorable, you can kiss preference goodbye.

Ideally, when someone hears the name of your business, you want them to immediately get that familiar feeling. Of course, it’s best if they are able to immediately place it and think of your company, but familiarity is where it starts. It doesn’t matter if they think of your place of work or the packaging that you use for your products in retail stores, all that matters is that they remember your new name.

We could ask the participants of the evaluation which names they believe are most memorable before they leave the room. But they don’t really know yet, do they? The only test of memorability is remembering. That’s why, as part of our brand and company product naming research process, we perform a follow-up memorability test that is fill-in-the-blank rather than multiple choice. This unaided awareness ensures they can only list the names that truly stuck with them. This type of market research feels like it takes forever to get results, and that is why there are many companies who shy away from using this. However, we handle this all for you, so there really is no need to worry.

While it may take a little bit longer than other types of market research, the data that you end up with is far more accurate and actionable than other exploratory research types. We can even look into finding names in other languages to suit your international market if this is something that you are interested in. At the end of the day, the most important thing is finding out what sticks in the head of those who are most likely to be your consumers one day. This information will guide you to come up with a product name or company name that people can’t help but recognize.

We Provide an Executive Summary

Within a week or two of fielding the research, we provide you with results from the study. That includes key insights on the names’ ability to drive purchases, stoke interest, and distinguish you from the competition. It means showing you hard data to back up our brand, product naming, and company naming recommendations. We will do this for each product or each product category, depending on what you have specified when you retained our service.

We will never try to give you recommendations without showing why we are doing so, and how we came to our conclusions. Our experts provide you with an executive summary of the data that has been gathered so that you can see the breakdown of quantitative research and how our recommendations have been reached. Each name idea will be carefully chosen taking into account how memorable each word or name idea was from the study. This will all be compiled into one easy-to-read document so that you can look at all the possibilities, narrowing it down to the one that you will eventually use.

While you still have a big decision to make, you are now equipped with all the knowledge you need to take the leap and tie a bow on your company name. It may be a little scary at first as you are essentially taking a leap of faith here, but we can assure you that our methods are tried and tested by many companies who have come before you. There’s no need to be nervous! The time and dedication that has gone into naming your company is going to pay off.

We’ve Been Doing This for Decades!

For 30 years, we’ve been tinkering with our product naming techniques in order to hand you the most informative and accurate insights that will in turn deliver the perfect product name. Our dedicated research team is experienced and eager to provide the results that allow you to commit whole-heartedly to a name that’s catchy, memorable, and resonates with your target audience. From a list of potential names (to save you from getting to the point of analysis paralysis from trying to come us with them on your own), you can find the perfect brand or product name among them all that will have the exact influence you intend in the marketplace. It may seem like looking for a ruby in a mountain of rock in the beginning, but our insights will help you come up with a winning name in no time.

Using our service, your business will reap the benefits of our innovative ideas and existing knowledge surrounding name testing. The ultimate goal of your business, in the beginning, should be to develop a brand that screams success, and that is what we have been doing for our clients – completing their naming research for over 30 years.

We are a trustworthy service that takes pride in providing results to benefit all those who use our service. We know how important it is to create strong brands that will aid in fantastic marketing for your business. Without this, consumers are not going to be interested, or take the time to even give your company a second look.

Building relationships with our clients has been something that we are proud to have achieved over the course that we have been providing our services. Cultivating these relationships is just another example of why you can trust us with your business and marketing messages. We can take a simple word, and turn it into product lines that you can use for each item that you sell.

Helping Businesses With Our Research

We understand that not everyone has the time to conduct their own market research, which is why we are here to do it for you. Appealing to customers is not an easy task at any given time, especially when the landscape of each industry is changing constantly. But, one thing that remains the same is what kind of name will pull someone’s attention, and keep it long enough to stay in their mind long after the initial sighting of the name. Using our product name study, our team will take a look at what your company is looking to offer on the market, then use this research to come up with a shortlist that we can use during the study.

We dedicate our time and resources to help others come up with a company name and product names that are going to catch customer attention. A strong brand is more likely to result in customers making a purchase from you, and our data will help you create this. Trust our methods, and use the information that we find for you to create the strongest branding possible. When you are seeing fantastic results, you are going to thank yourself for taking the time to come up with something spectacular, rather than opting for something ordinary. Remember that your goal is to appeal to the customer, and choose a name that sticks out in retail, not something that is easily confused, difficult to pronounce, or anything that will simply go in one ear and straight out of the other.

Hopefully now, you have a better understanding as to the role that name testing plays in the brand naming process before you reach a final decision. If you are interested in learning more about our services or you are eager to get started, do not hesitate to get in touch with us today . A friendly member of the team will be more than happy to talk you through your options.

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The Research Behind How Brand Names Impact Customers and What Name We’ve Changed at Buffer

VP of Customer Advocacy @ Buffer

Names create an identity that people can associate with, they create perceptions and they let customers know what to expect. There is a lot of power in them.

When it comes to a company or product name it can be one of the “most valuable assets a company possesses” according to this Nielsen study. They also share that the power in brand names comes from the fact that they can lend credibility, assure quality, and set customer expectations.

Given the importance of names they are something many brands put a lot of time and effort into. It’s also becoming more common for companies to change their own name, names of their teams and products, and anything else that may need adjustment to properly represent them to the world. In fact, many brands are consciously designing new names to align themselves with specific company values.

With that in mind, we’re going to go a little further into why brands change their names, what that change might mean to customers, and a team we’ve recently renamed at Buffer.

Why change a brand name

Changing a name for a product, company, or even a person, is not uncommon at all when there are big benefits to the new name.

In Christopher Johnson’s book Microstyle: The Art of Writing Little , he discusses how different words can “feel” to customers depending on the rhythmic contrast of the word.

The example he gives of a basic rhythmic contrast is the one between two different types of metrical units:

• iambs, which consist of an unstressed syllable followed by a stressed one (dee DUM)
• trochees, which consist of a stressed syllable followed by an unstressed one (DUM dee)

In his words, “Iambs tend to sound lighter and softer, and trochees tend to sound heavier and harder. This is true even in messages as short as brand names. “Feminine” brand names, like Chanel, are often iambs; “masculine” ones, like Black & Decker, tend to be trochees. Most people “feel” this difference even if they find it hard to pinpoint.”

Aside from making sure that a brand name feels good to customers, another clear advantage to a new name is making it easier to pronounce, understand, or spell. One good example is a man named Ralph Lifshitz who thought his name wasn’t quite right for the brand he was building. He changed his name to Ralph Lauren, you may have heard of him.

Source: Complex

Anther reason for a name change might be culture and expanding to different countries. For example, choosing a brand name that works well in China for American companies has proved challenging as this Harvard piece remarks : “Chinese has thousands of characters, each with many meanings and with pronunciations that vary from region to region. In the early days of Coke’s introduction in China, for example, shopkeepers advertised the drink using characters that sounded similar to ‘Coca-Cola’ but had nonsensical meanings such as ‘wax-flattened mare.’”

Choosing a new company or brand name can have financial implications, too. One study discovered that “companies with short, simple names attract more shareholders, generate greater amounts of stock trading, and perform better on certain financial measures than companies with hard-to-process names.” Some great companies with short names include Lyft, Airbnb, and Hulu.

What names mean to customers

The one thing to note is that changing brand name and subsequent changes in customer expectations is a clear pattern in research. One study found that “when customers see a brand-name change, they expect radically new features.”

This is related to that Nielsen study from earlier, where they mention that brand names can “lend credibility to product efficacy and provide an assurance of quality, letting consumers know what they can expect.”

The European Journal of Marketing conducted research that revealed that many customers had, in fact, created their own associated for the brand name. These associations could be positive or negative and they were independent of the ones the company had put forward.

This means that a brand name change can also be helpful is the name was being tied to traits that a company might want to avoid, or if the company is looking to create new associations with a fresh name.

Source: Dani King

With all of the impact that choosing a name can have, it should come as no surprise that there are entire agencies out there who employ linguists and focus solely on creating names for companies, products, and anything else that they might be hired to name, with a strong brand name.

We had a few opportunities to do some renaming at Buffer recently. While we didn’t have a team of linguists with us for this one, we’d love to share this rather exciting change with you:

→ Our Happiness team, the customer facing team at Buffer, is now called Customer Advocacy

Here’s a bit more on our thinking behind these changes, and why this new name is so important for us.

From Heroes to Advocates

The Happiness team and Happiness Heroes are now the Customer Advocacy team and Customer Advocates .

We are big fans of making our customers happy at Buffer, so much so, that it reflected in our name and our customer support team has been our Happiness team filled with Happiness Heroes for years.

In the early days of Buffer, our product and branding was mainly targeted at free and freemium customers. Happiness Heroes was a huge part of this branding strategy and we made a name for ourselves delivering fast support with a smile.

Recently though, we started asking ourselves, is a happy answer really something our customers are after and something we can constantly deliver? And, is delivering happiness really what our team is doing? Essentially, does the name truly reflect the team and their purpose?

We realized the answer to those questions was no. Our customers have evolved because our team and our product have .

Our current customers are looking for a support team that can not only help with technical support, but also give advice for a solid and successful social media strategy. This is what we’re focused on now as a customer facing team.

Whilst we’re never going to move away from delivering happiness as part of our customer support, we have started to think strategically about our future path to ensure our current focus customers feel heard.

With all of this change, we decided that it was time to re-name our customer-facing team at Buffer. Similar to how a new name can bring new expectations from customers , in our case, new expectations from customers brought about a new name.

These are the four steps we took to make this decision:

• Discussion: This change started with a discussion between myself and Joel going over the idea that the team name might be switched and the thinking behind it.
• Brainstorming: We then brainstormed new name ideas as a Happiness leadership team.
• Feedback: After we had thought through the different options, we reached out to the entire Happiness team for their thoughts and feedback on Customer Advocacy.
• Announcement: Once we’d settled on the name, we shared the news with the rest of the Buffer team and now you all!

While it definitely felt sad to leave the Happiness Hero title behind, the team did feel good about this change after we all chatted about it and we’re are excited for what the Advocacy future will bring.

What does Advocacy mean?

Advocacy stems from Latin and means ‘to add a voice’ – which feels very much in line with our vision.

As a company, we always focus on doing the right thing, and what is best for our customers. Our customers are looking for a platform that can help them with all the things social media, (publishing, engagement, analytics, ads) – our job as Customer Advocates is to listen and speak on their behalf to ensure we provide a solution that is best suited to them.

Buffer’s Customer Advocates close the communication loop between our customers and our company.

Customer Advocates are empowered to provide our customers with assistance in all areas:

• They are their main contact of communication
• They speak for our customers within the company
• They facilitate resolutions by bringing people together at Buffer when needed (technical support, product signals, are a few examples)
• They do what is best for our customers in the light of Buffer’s vision.
• They ensure that our customers are getting the most out of Buffer
• They assist our customers in creating a successful social media output.

Why all the change at Buffer?

You might be wondering where all of this change is coming from, well, most of it is from the fact that as Buffer evolves, we’re moving towards a multi-product solution.

Over the next few months, we are aligning Buffer with the social media manager’s workflow by turning Buffer into a platform of social media products. That means a few more name changes we’re excited about:

• The original Buffer will become Buffer Publish.
• Our audience engagement tool (formerly known as Respond) will become Buffer Reply .
• We will launch Buffer Analyze for social media insights.

Over to You

We’d love to hear what you think of the new names, Advocates at Buffer and their role description, and any other thoughts you have on name changes in the comments!

Cover photo by Matt Briney

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What's in a Brand Name?

Rob Meyerson

An analysis of what makes some brand names more effective than others

Shakespeare’s Juliet, who should know better than most that names can have life-or-death consequences, nevertheless poses her famous question in Act 2, Scene 2 of Romeo and Juliet: “What’s in a name?” What is a name worth? Can a name add to or diminish the value of the person or thing it identifies?

The 16th-century star-crossed lover was referring to surnames—Montague and Capulet—but today, these questions are regularly asked of brand names. What’s in a name like “Meta,” “Kyndryl” or “Pearl Milling Company”? It’s difficult—maybe impossible—to measure the exact value of a brand name, but ample evidence points to a name’s ability to strengthen or weaken a brand, thereby having a tangible impact on the fate of a company or product.

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Why Do Brand Names Matter?

We experience the influence of names in our everyday lives, not only in brand names, but in ordering food like Chilean sea bass (which sounds tastier than its original name, “Antarctic toothfish”) or labeling about half of Americans “pro-life” (as opposed to “anti-abortion”). Brand names affect our perceptions in similar ways, but they’re more than euphemisms. Consider the following three arguments for the importance of brand names.

1. Language Is Powerful A recent study highlighted in The Wall Street Journal found that consumers feel they have more control over products whose names are easier to pronounce . Previous research has shown that people’s perceptions and memories change when different words are used to ask about them. But most of us don’t need empirical evidence of the power of language. We experience it regularly, in speeches, literary works and song lyrics. A company or product’s name is its first and best opportunity to harness that power.

2. The Name Outlasts Other Brand Assets Ad campaigns, websites and even logos change over time. But barring a major problem—legal trouble, for example—a brand name typically stays the same for the life of a company or product. Getting the right name can be time-consuming and expensive, but think of it as an investment that will gain value over time. A boring, me-too name could undermine all your marketing efforts, while a name that sticks in customers’ minds may boost the effectiveness of every marketing dollar.

3. The Costs of Getting It Wrong Are High To appreciate this final reason to value a good brand name, consider the opposite: a naming fail. These days, the media and general public love to hate brand names such as Quibi and Bodega . But the wrong name can lead to more than a few mean tweets and sarcastic headlines. More significant naming missteps can compel companies to rename due to legal challenges or recall products due to offensive meanings. Even if you’re not convinced of the potential benefits of a good brand name, it’s hard to deny the potential negative impact of the wrong name.

But what makes one name better than another? What determines how well a brand name will harness the power of language, ensure longevity and avoid the most common naming pitfalls?

The Qualities of Good Brand Names

Many branding agencies and consultants have attempted to list qualities of great brand names. But books, articles and social media posts that list “X principles of brand naming” usually overstate the case. For example, some say good brand names must be short. Brevity works, but so does “Rotten Tomatoes,” which clocks in at two words, five syllables and 14 letters. Many lists will encourage you to prioritize a name with an available dot-com domain. But neither Tesla nor Twitch started out with their exact name-dot-com domains, and as of this writing, peloton.com belongs to a “drilling and well data software” company. (The fitness company can be found at onepeleton.com .) Other self-proclaimed experts will even go so far as to insist every great brand name must contain a K, such as “Kodak” and “Nike.” Tell that to Apple, Amazon or the makers of Swiffer.

The truth is less satisfying: There are no silver bullets, magic formulas or mnemonic devices that will lead you to the perfect brand name. Instead, be sure to consider any name candidates through three lenses: strategic, creative and technical.

Great Brand Names Are Strategic

Not all brand names express relevant ideas. (What does “Virgin” have to do with a record shop, after all?) But when they do, those ideas should be meaningful—rooted in brand strategy, informed by a deep understanding of customers. Strategic names are also distinctive—they stand out against the competition—and adaptable enough to stretch as a company or product grows and changes.

Great Brand Names Are Creative

They not only sound good and look good (remember that most brand names wind up in logos), they’re also memorable—arguably the most important characteristic of any brand. Memorability depends partly on context. What are competitor brands named? Names that resonate on an emotional level can also be easier to remember, and the structure of a name—repetition, alliteration, rhyming, and yes, brevity—can also heavily impact its memorability.

Great Brand Names Must Clear Some Technical Hurdles

Finding a legally available name is increasingly difficult. It’s a big part of why naming is so hard. As an experiment, pretend you’re starting your own marketing agency tomorrow. Come up with three cool name ideas, then Google each one with a descriptor like “marketing agency” or “branding agency” and see whether someone’s already using them for a similar company or product. Chances are your first three ideas—along with the majority of your first hundred ideas—will already be in use. In addition to a relatively low level of legal risk, the best names are linguistically viable, meaning they avoid problematic meanings, associations and pronunciations in relevant languages. And lastly, they’re easy to spell and say out loud.

Importantly, the qualities listed above are not requirements for brand naming. Not all good brand names have all of these characteristics. And even the worst brand names will manage to cover some items from the list. (If nothing else, “ Tronc ,” the abandoned rebrand of Tribune Online Content, is pretty distinctive.) Too much of what makes one name better than another depends on context. What’s the name supposed to achieve? What are the competitors’ names? Who’s the target audience, and what will resonate with them?

Think of these three lenses and their constituent qualities not as a recipe for a great brand name, but as ways to evaluate name candidates or to inform a tough decision between two good name ideas.

How to Find or Create Good Names

Understanding the qualities of good names doesn’t necessarily make it easier to find or create one. Most first-time namers assume the best approach to name generation is a group brainstorm—get a few smart, creative people in a room with stacks of sticky notes and permanent markers. But most of the best naming work is done individually, paging through a thesaurus, diving into desktop research, looking for increasingly interesting or unexpected ways to express ideas. And generating a long list of name candidates is only half the battle.

The full naming process begins with a clear creative brief and includes preliminary trademark screening and linguistic checks. The last step in the process is arguably the hardest of all: selecting the final name. Once you’ve secured your strategic, creative and technically viable name, all that’s left to do is build and maintain a strong brand around it. Ay, there’s the rub.

Rob Meyerson is a brand consultant and author, “ Brand Naming: The Complete Guide to Creating a Name for Your Company, Product, or Service .”

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• Home > Publications > Brand Name Research: What’s In A Name?

Brand Name Research: What’s In A Name?

It happens to all of us. We are introduced to someone and think we have remembered their name – but we get it wrong. Everyone is embarrassed. It is only a name that you got wrong and yet to the person you were addressing it is everything. Of course, we don’t refer to our names as brands but in effect that is what they are. It is the label by which people recognise us and when they think of our name, some image or values will be conjured up which are special and unique.

Do Company Names Matter?

It is no different in business, especially in industrial or business-to-business companies. The name of the company reflects what it stands for. Consider the Shell brand. If Shell had been named Husk when it was first created, would the company and its businesses be now smaller or larger or otherwise significantly different? Probably not. If Shell now changed its name to Husk the effect could be dramatic but this reflects that over the years, awareness and perceptions of the Shell brand have become a major part of the company.

So does it matter what a company calls itself? Rentokil is about as bad a name as you could devise for a company with a prominent position in the health care market. At the time of formation the name may have invoked real purpose as an exterminator of vermin. And, since this was well before the time of terrorism, there was no adverse association that led people to believe it was a bunch of assassins for hire. Today, the company believes that the name is bandied around without unravelling the cryptic meaning each time it is used. The high levels of recall and reputation are more than adequate compensation for any possible weaknesses in the name.

If a company has a poor name, it can still be successful but it is easier if the name is a good one. Think about people you know. Their names are their brands according to Al Ries & Jack Trout in their book Positioning: The Battle For Your Mind. Ries and Trout reported on a survey in American schools which showed that children with off-beat and not so popular names suffered worse in exam results than those with popular ones. When the marking of scripts was carried out blind, there appeared to be no differences which could be attributed to the names. I read recently in the Financial Times that Brenda Cooper was unsuccessful for 25 years as a composer until she changed her name to BB Cooper and suddenly her career took off. There is a clear implication that the names we are saddled with from birth act to shape us, as does the name of any brand and company.

Choosing a Company Name

Choosing the name of a company is often unscientific. Since most companies start small with the emphasis on the idea for the product or service rather than the brand, the name arises as an afterthought. There is a strong likelihood that the name will be chosen on emotive grounds rather than because brand name testing has been conducted to ensure suitability for the target market. Since every company needs a name and because one name is just as good as another, why not pluck it out of the air? And often it is.

A name which projects positive values and has a good sound to it must be an advantage to a new company. In certain circumstances a wacky name, even an irreverent name can work too but there are limits. Perhaps in some fashion markets, a name which pokes fun at itself (eg FCUK) may work but not in sober industrial markets. Clearly you should not select a name that suggests deficiencies in the product (the Crumbling Brick Company would hardly do for a brick manufacturer but may be possible for a demolition business) or implies some negative values (the Inaccurate Bookkeeping Company), but generally these sort of pitfalls are fairly obvious. However, there are also names which, although not outright disasters, may have drawbacks which only become apparent in time.

There are also the potential translation dangers if the brand is to be used outside the domestic market. An innocuous English name may mean something very different written or spoken in French, German or some other language.

Choosing a name is a very personal thing. Anyone who has named their offspring will have gone through a questioning process which could just as reasonably be applied to that of a company:

• Is it a name which will last ?
• Is it a name which is too fashionable ?
• Will it fit their personality ?
• Does it have ‘the right’ connotations ? Are the brand values projected – young and vibrant, large and well established, localised or international, a specialist, etc?
• Does it produce an acceptable acronym together with the other initials in the name?
• Is it a name which will be appropriate in all stages of life?
• Is it easy for everyone to pronounce?
• Will it be remembered ?
• Will the name get shortened or altered to one that is acceptable?

Considerations Arising From Brand Name Research

Some criteria raised in brand name research as factors which affect the recall and recognition of names of companies are as follows:

• Brand names should be simple so that they are easy to understand, pronounce and spell. Two words in the name should be considered the maximum.
• Brand names should be vivid in imagery so that the mnemonics present strong memory cues. For example, it is said that names beginning with the letter K are easier to remember.
• Brand names should be familiar sounding so that much of the information to which the name relates is already stored in the mind.
• Brand names should be distinctive so that the word attracts attention and does not become confused with other brands.

These guidelines are not necessarily mutually compatible as it may be difficult to find names which are simple, vivid in imagery, familiar and distinctive. Also, there is some evidence to suggest that if the mind has to work harder to understand and recognise the name, it will be more likely to be retained in the longer lasting memory than a familiar name which fails to become lodged. Familiar words may facilitate brand recall but distinctive words work better at building brand recognition.

One or all of these bases of names may lead to a list of possible names for a new brand. Again a brainstorming session, but in this case not necessarily just made up of the management team, is likely to be a fruitful method – a good leader is needed, including to suggest the various basis for name suggestions. The outcome of such a session is likely to be a shortlist which will need legal checking and which may then require brand name research .

Different Types of Names

Company names can be classified into one of seven broad categories.

• The names of their founders. Here the emphasis is placed on the personalities in the firm and this can be of considerable marketing value if they are eminent in their field. Advertising agents, solicitors and consultants very often choose this route. There are few obvious drawbacks to this basis for the brand unless the founding fathers have unpleasant or unpronounceable names. Also the purpose of the name can be lost if one of the partners moves on or dies. In businesses based heavily on personal service, there may be as well a practical problem that customers expect to be serviced by “Bill Jones” himself but in some respects this can be developed as a positive brand value – personal service.
• Descriptive names. Names which say what companies do have the benefit of carrying a sales message with them, at least in communicating what is on offer. Tempered Spring, Parcel-Link, Ready Mixed Concrete, The Rustless Iron Company all say it like it is. A variant is to incorporate a product description with a proper name eg Manchester Waste Disposal. Such names may well communicate succinctly what the company does. However, the brand may outgrow the product description – Ready Mixed Concrete now offers a whole range of building products and The Rustless Iron Company has perhaps an archaic ring. When this happens, it is common to side-step into initials – RMC and TRICO respectively. Whether these initials would have ever been selected as the brand name in the first place is doubtful.
• Geographical locations. Unless it is expected that the brand will be limited to a business serving the area, it is hard to think of much in favour of this approach. In consumer markets the place may suggest certain values of the brand (Buxton Mineral Water).
• Witty plays on words. Puns may be the choice of nearly every hairdresser and optician and they can be fun and memorable. But they are also in danger of trivialising the serious purpose of an industrial firm.
• Brand value names. In this case the brand name is chosen to communicate some positive values. This may be explicit and direct eg Speedy Hire or implicit and indirect – eg Virgin (cheeky, irreverent and prepared have a crack at something new). The link might be very obscure and apparent to initiates only, but if the name is felt to be attractive, there is probably no downside and it at least gives a basis for future advertising copy.
• Made up names. Names can be specially constructed so that they carry connotations of the business and provide a distinguishing feature. Such a name could be chosen just because it has no or little meaning and, therefore, no “baggage” to taint the brand. Alternatively it may be felt that the name, although abstract, is likely to be memorable. However, there is a danger that a fabricated name will only have a meaning to some. Peculiar constructions can be hard to pronounce, difficult to recall or their blandness can leave them devoid of personality.
• Initials . Sets of initials can provide acceptable neutrality to a company wanting to operate across a number of borders and cultures but they can also be dull or difficult to remember. As previously mentioned, initials are often adopted defensively such as when the full name becomes no longer appropriate (e.g. Ready Mixed Concrete to RMC).

Many descriptive names which were appropriate 50 years ago have now been shortened to initials which are thought more appropriate for worldwide marketing. At one time the name International Business Machines was descriptive of the company’s business but today no one refers to computers in this way and the descriptive powers were redundant, even misleading. IBM seems like a better alternative. The title British Telecom could be too partisan for a company going global so BT was the preferred choice.

Initials may work for established companies, especially those of some size. However, they are seldom suitable for a start-up. Not only have most combinations of two or three initials already been taken but it can be almost impossible to create a new identity around a meaningless jumble of letters.

Brand Name Testing: A Word of Caution

Names can also get you into trouble. Steve Jobs, when he formed Apple, the computer company, is reputed to have chosen the name because he was a Beatles fan and loved the Apple recording label used by the four Liverpool lads. Since the two companies were in completely different markets, there was no conflict and both companies could trade happily under the same name. He was not to know that 30 years later he would see the recording company in court about the name. The original Apple computer company has become big in iPods and iTunes and potential confusion exists around the two companies’ names.

So, what is there in a name? Absolutely everything. It is one of the most important assets we have, providing instant recognition and a shorthand for our brand values. If we don’t understand the importance of our name, if we don’t nurture and cultivate it, and if we don’t manage it throughout the growth of the company, we are missing a very important trick and we could be in big trouble.

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Market Research Business Name Generator

Generate names for your market research business below.

Choose Your Market Research Business Name Keywords

Think of some creative and unique words to put in our generator.

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The intelligent generator will give you thousands of original name ideas. Use filters to make the list more manageable.

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How To Name A Market Research Business

Market research is a crucial aspect of any business. It provides valuable insights and data that help companies make informed decisions and stay ahead of the competition. If you’re starting a market research business, choosing the right name is essential to establish credibility and attract clients.

This guide offers practical tips and creative ideas to help you come up with a compelling name for your market research business. From incorporating keywords to showcasing your expertise, you’ll find everything you need to create a strong and memorable brand identity. So let’s dive in and find the perfect name for your market research business!

Market Research Business Name Ideas

When it comes to market research, your business name should convey professionalism, expertise, and trust. Here are some ideas to get you started:

Professional Market Research Business Names

For a professional market research business, consider these names that convey expertise and reliability:

• Insightful Analytics
• Market Minds
• Data Driven Solutions
• Research Pro
• Strategic Insights

Creative Market Research Business Names

A creative market research business name should convey innovation and expertise:

• Insight Innovators
• Trendsetters Research
• Idea Catalysts
• Visionary Analytics

Clever Market Research Business Names

Get clever with your market research business name and stand out from the competition:

• Data Dynamo
• Trend Trackers
• Survey Savvy
• Research Revolution

Unique Market Research Business Names

Stand out in the market research industry with a name that conveys professionalism and expertise:

• Data Discovery
• Strategy Savvy

Evocative Market Research Business Names

When it comes to market research, a name that evokes curiosity and professionalism is key.

• Insightful Insights
• Probing Perspectives

Catchy Market Research Business Names

Get ready to capture the market with these catchy market research business names:

• Market Masters

How to Name Different Types of Market Research Businesses

Data analytics firm.

Data analytics firms specialize in analyzing and interpreting data for businesses. Consider using words like ‘Insight’, ‘Analytics’, and ‘Data’ to create names for your data analytics firm such as:

• DataDriven Solutions
• Analytical Insights
• Precision Analytics

Quantitative Research Specialist

Quantitative research specialists are experts in analyzing and interpreting numerical data. Consider using words like ‘Quant’, ‘Data’, ‘Analysis’, ‘Insights’ to create names for your quantitative research specialist business such as:

• InsightMetrics
• AnalyticalAdvantage
• QuantitativeMinds
• NumberCrunchers

Online Survey and Data Collection Company

Online survey and data collection companies help businesses gather and analyze data. Words like ‘Insights’, ‘Data’, and ‘Solutions’ can help you come up with professional names for your online survey and data collection company like:

• Insightful Surveys
• Data Solutions Group
• SurveyGenius
• InfoCollect
• SurveySolutions

Global Market Research Firm

Global market research firms provide market research services to businesses worldwide. Words like ‘Insight’, ‘Global’, and ‘Research’ can be used to generate names for your global market research firm such as:

• InsightGlobal Research
• Global Market Insights
• Research Solutions Worldwide
• Market Intellect
• Global Research Partners

Mystery Shopping and Field Research Agency

Mystery shopping and field research agencies focus on providing services to businesses to help them improve their customer experience. Words like ‘Insight’, ‘Experience’, and ‘Research’ can help create names for your agency such as:

• Insightful Solutions
• Experience Experts
• Research Rovers
• Customer Care Consultants
• Service Sleuths
• Field Focus.

Social Media Monitoring Company

Social media monitoring companies help businesses track and analyze their online presence. Some name ideas for a social media monitoring company could be:

• Social Insight Solutions
• Online Presence Analytics
• Digital Reputation Trackers
• Social Media Watchdog
• TrendTrack Analytics
• Social Pulse Monitoring

Real-World Market Research Business Names

Market research is a crucial aspect of any business, and having a strong and memorable name can help attract clients and establish credibility.

Here are six real-world market research business names that effectively convey the expertise and professionalism of the companies behind them. Whether you’re starting a market research agency or looking to rebrand your existing business, these names can serve as inspiration for creating a name that stands out in the industry.

Nielsen is a global measurement and data analytics company that provides market research, insights, and ratings for various industries. The name “Nielsen” comes from the company’s founder, Arthur C. Nielsen, who established the company in 1923. Nielsen is known for its comprehensive and reliable data collection methods, which help businesses make informed decisions and understand consumer behavior.

Ipsos is a global market research and consulting firm headquartered in Paris, France. The name “Ipsos” is derived from the Greek word “ipso,” meaning “self” or “one’s own.” This reflects the company’s focus on providing clients with insights and understanding of their own markets and customers.

SurveyMonkey

SurveyMonkey is an online survey development and data collection platform. The name “SurveyMonkey” combines the words “survey” and “monkey” to create a playful and memorable brand. The use of “monkey” in the name suggests that the platform is easy to use and fun, like a monkey swinging from branch to branch.

MarketSight

MarketSight is a data analysis and visualization software that helps researchers and analysts make sense of their data. It provides tools for data cleaning, statistical analysis, and creating interactive visualizations to help users gain insights and make informed decisions.

Qualtrics is a software company that specializes in experience management. The name “Qualtrics” is a combination of “quality” and “analytics,” reflecting the company’s focus on providing high-quality data and insights through their advanced analytics platform.

YouGov is an international research and data analytics firm that specializes in collecting and analyzing public opinion data. The name “YouGov” is a combination of “you” and “government,” reflecting the company’s focus on understanding and representing the voice of the people in decision-making processes.

Use the Market Research Business Name Generator

Have you compiled a set of up to five keywords that precisely represent your company? Now is the moment to make use of the amazing Market Research Business Name Generator!

Simply insert each keyword into the search bar and hit enter to view hundreds of related business names waiting to be used. Here is a list of keywords you could input to get market research business names:

Tips for Naming Your Market Research Business

Brainstorm a list of keywords related to your market research business..

When brainstorming keywords for your market research business, consider terms related to data analysis, consumer behavior, market trends, surveys, focus groups, and industry-specific terminology. Think about what sets your business apart and incorporate keywords that highlight your unique approach or expertise.

Keep your market research business name professional and concise.

When choosing a name for your market research business, it’s crucial to maintain a professional and concise image. Opt for a name that reflects the expertise and professionalism of your services. Avoid using overly creative or complicated names that may confuse potential clients or make it difficult for them to understand what your business offers. A clear and concise name will help establish credibility and attract the right target audience.

With so many market research businesses out there, it’s important to have a unique name that sets you apart. Consider words or phrases that reflect your specialized approach or unique selling points to create a memorable and distinctive brand.

Consider the target audience of your market research company

When considering the target audience for your market research company, think about the industries or sectors you want to serve. Are you targeting small businesses, large corporations, or specific industries such as healthcare or technology? Tailor your company name to resonate with your target audience and convey your expertise in their specific field.

Make Sure The Domain is Available.

Before finalizing the name for your market research domain, it is essential to check its availability. This can be done by visiting domain registration websites like GoDaddy and searching for the desired domain name. It is important to secure the exact match dot com domain to establish a strong online presence for your market research business.

Purchase & Register Your Market Research Inspired Domain!

When it comes to purchasing and registering a domain name for your market research business, there are a few steps you need to follow. First, you need to choose a domain registrar or hosting provider. Then, you can search for the availability of your desired domain name. If it’s available, you can proceed with the purchase and registration process. Once you’ve completed the payment, you will have successfully secured your market research inspired domain name.

Why is the name of my market research business important?

How can i generate creative names for a market research firm, how do i choose a unique market research business name, how crucial is a matching domain name for market research firms, should my market research business name focus on a niche or be more generic, how can i test the effectiveness of my market research business name, common search terms.

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From ‘Meh’ to Memorable: How to Pick a Business Name

Name right, profit bright: what do the stats say.

• Pick a Name that Aligns with Your Brand
• Do a Thorough Market Research
• Understand Legal Obligations
• Brainstorming Your Options
• Validation, Relevance, and Uniqueness
• Test the Effectiveness of Your Name
• Integration and Implementation of the Brand Identity
• Consider Scalability
• Research to Avoid any Cultural Annotations
• Try to Find an Easy-to-remember Name
• Avoid Limiting Descriptors

Wrapping up

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The name of your company is not just a label; it’s the first handshake, the front porch, and sometimes, even the entire personality of your company. Picking a business name, though, is not only for the impression but also for a strategic brand placement. According to the Harvard Business Review , reducing the length of the name is associated with a 2.35% increase, translating to $3.75 million in boosted market value for a median-sized company.

Now, if you're on the brink of choosing a name for your business, how do you ensure it's more of a magnet than a repellant? You can either use a company name generator to save time or dive into manual research.

Well, the journey to discovering that perfect name is fraught with both challenge and opportunity. Shall we begin?

Breaking Down the Journey to Find the Right Name

What makes a good business name is its ability to be memorable, reflective of the brand’s values, and set a strong foundation. There’s a hierarchy to be followed while looking for the perfect business name. Here are the steps-

1. Pick a Name that Aligns with Your Brand

Naming your business should start with a deeper understanding of your brand’s message and motive. Curate your options based on the mission and value of your brand. Your brand name can also be focused on the target market or the audience, while keeping some touch of the brand personality.

2. Do a Thorough Market Research

While choosing a business name, dive into deeper market research to understand the kind of name your competitors have taken. Identify competitors that are closely related and figure out how their names are impacting their corporate journey. 

However, the market research should not only be focused on competitors. Picking a name for your business gets easier and more effective when you are well aware of your audience demographics. Identify their interests, have a look into the customer engagement trends , and find names that can help you enhance brand awareness and loyalty.

3. Understand Legal Obligations

While picking a name, it is crucial to keep it legally compliant. Also, understand the process involved in registering before choosing a name for your business. Registering the business name can make it easier for potential customers and investors to verify the existence of your business. 

Trademarking, on the other hand, can safeguard your business name against possible plagiarism or infringement. 

4. Brainstorming Your Options

Once your clear requirements are established, brainstorming the idea is always recommended in the top tips for naming a business shared by branding experts. While brainstorming, take several factors into account. 

How competitive is the name of your business, its SEO-friendliness, value, and more? Such factors help you find a name that is not only relevant but also aligns with the digital competitive landscape.

5. Validation, Relevance, and Uniqueness

The next step involves asking yourself the question- how to name your business that is unique? Well, check government databases of your country, explore business listing platforms, and use search engines to find out if there are any existing brands that are already using your idea. 

This will also be necessary for finding a business name for your brand’s social media and web presence, as social media handles or domains are supposed to be unique.

6. Test the Effectiveness of Your Name

The journey of selecting a business name is incomplete without having real people providing feedback. Organize a survey, talk to people around you, and observe if people get the message your brand name is planning to deliver. 

Getting more technical through A/B testing can be helpful as well. This gives you a deeper insight into the kind of engagement you can expect from a certain brand name.

7. Integration and Implementation of the Brand Identity

Well, now that you have found the answer to the question of how to name a business, it is time to implement the same. Finalize the name and plan a launch campaign around the same. The launch campaign should be focused on introducing the brand identity to the audience. Emphasizing on delivering the brand story and strategy can be another relevant and useful step.

Best Practices to Follow While Picking a Business Name

It's crucial to choose a business name that not only aligns with your brand identity but is also adaptable to future market shifts and expansions. Here’s a breakdown of the practices that should impact your research process.

1. Consider Scalability

Businesses grow and go beyond their initial plans. Therefore, the name should be scalable, too. Pick a name that doesn’t limit the relevancy of your business operations. The name should be broad enough to accommodate future growth and possible business pivots.

2. Research to Avoid any Cultural Annotations

Before naming your business, research if there are any cultural affiliations of the name you are picking. Some names can also have offensive meanings in other languages and cultures; avoiding such controversies could be great for targeting large markets.

3. Try to Find an Easy-to-remember Name

Worried about how to choose a business name? Well, we live in the era of AI now. Use AI tools , talk to people, and ask them if they find the name you picked easy to memorize. Juggle through suggestions, use multiple phases to filter your options, and then come up with a name that is not only clear but also quite easy to keep in mind.

4. Avoid Limiting Descriptors

When considering what's a good business name, avoid using overly specific descriptors that might pigeonhole your business or limit future expansion opportunities. Names that are too narrow can restrict your business’s ability to diversify its product line or geographic focus.

Selecting the right business name sets your journey in the right direction. It’s the foundational step that echoes the values and goals of your business. With 82% of investors focusing on brand recognition to make their investment decisions, it is quite clear that your business name doesn’t only impact the brand presence but also the business’s success.

On top of that, a great business name is critical for capturing the attention of the target market. It represents the essence of your business attracting the right people towards your products or services. So, in your business growth strategies , probably a dedicated segment should focus on answering questions like - how to pick a business name that best suits your business operations.

Get connected with top notch app development company, for free.

Frequently asked questions, how important is seo in selecting a company name.

SEO is crucial; a searchable, relevant name enhances online visibility. Consider keywords that potential customers might use to find services or products like yours.

What are common mistakes to avoid when naming a company?

Avoid overly complicated or generic names. Names that are hard to spell or forget don't stick with customers and can hinder your marketing efforts.

Should I consider future business growth when choosing a name?

Yes, choose a scalable name that doesn’t limit your business to a specific product or location, allowing room for future expansion and diversification.

What is the ideal character limit for a company name?

The ideal character limit for a company name is typically between 6 to 12 characters. Short names are easier to remember and pronounce and fit well on branding materials. This length also tends to perform well in online searches.

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Content Writer

A passionate writer and tech lover, she strives to share her expertise with mobile app developers and fellow tech enthusiasts. During her moments away from the keyboard, she relishes delving into thriller narratives, immersing herself in diverse realms.

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Why brand building and name selection matter for your bottom line.

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Build your brand symbol. Businessman turns wooden cubes and changes the word 'build' to 'brand'. ... [+] Beautiful orange background. Build your brand and business concept. Copy space.

In the business world, there’s a saying “what gets measured gets managed.” Many CEOs live and die by it. This is a truism with limits. Does it mean that what’s not measured — or what's harder to measure — flies under the radar?

In modern business, and in tech particularly, everyone understands that a data-driven strategy based on key metrics allows us to optimize performance. It's something I'm committed to at my company Atom , where we've pushed search improvements based on a wide variety of discoverability metrics and continue to improve our marketing campaigns every single month.

But often, that data-driven approach stops at the easy metrics, when in reality, it could go much further. It's not as simple as recording click-through rates, but the ROI of building your brand can be measured .

Why Do People Find It So Hard To Calculate ROI Of Brand Building?

Before we dive into the data, I want to dig deeper into the specifics of why many people find it so hard to hone in on the ROI of their brand and build accordingly.

It comes down to what a brand is: not the number of clicks of an online ad, or your follower count on social media. It’s the feeling created by a concoction of name, logo, tone of voice, color palette, and campaign after campaign. More than anything, brands exist in the hearts and minds of your customers. This means that, for most people, brand building is as nebulous a concept as a brand itself: it’s ongoing and multifaceted, meaning that brand perception appears to be more qualitative than it is quantitative.

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This isn't exactly correct when you know what to measure. While it's true that return on investment (ROI) is hard to gauge for your overall brand when compared with short-term marketing campaigns where traditional metrics provide reliable feedback on value for money, brand-building offers big returns when you commit the funds.

Measuring The ROI Of Brand

Brand value may be an intangible asset, but research has shown that it has a very tangible impact on market value and revenue growth.

Your brand contributes between 5% and 13% of overall market value and a strong brand anywhere from 9 to 28% higher revenue growth.

Based on their findings, researchers at the New York Institute of Technology and Pace University reiterated that brand building provides a strong ROI, stating that “investments in creating brand equity, especially for consumer firms, have a concrete and measurable impact on return to investors.”

Clearly, everyone building a business should be considering the ROI of their brand-building efforts. But what should they focus on? In my experience, one particular aspect of brand building that’s often undervalued is naming and domain choice. In part, this is because they're two of the first things businesses need to do.

Why Names Matter To Brand Building ROI

If you're lucky, your brand name will be with you for decades. And, while a domain is replaceable, a new domain is a change that can be complicated, expensive, and confusing for users. So, It's counterintuitive that these first and most fundamental step in brand building are often rushed.

By understanding the return on investment of a name, startups and new enterprises alike can invest in their long-term future by slowing down and choosing a brandable, memorable name that fits their brand style and will stand the test of time.

Name choice is important, in part, because a memorable name means more powerful campaigns, so brands with weak names have to invest more in marketing.

Additionally, your name forms the foundation of your reputation, propped up by your domain. These are the first things your customers usually know about you, and they have to retain them to become returning customers.

According to a 2024 Impact Analytics study , "Customers are willing to pay more for products perceived to offer superior quality, unique features, or strong brand reputation". In other words, a strong reputation (aka a strong brand) makes customers less price-sensitive, allowing you to maximize returns.

The Link Between Name, Domain, and Brand Reputation

Ultimately, strong brand reputation is built on trust and memorability. These need to be reflected in both your name and your domain. A strong business name is one that emphasizes your business’s values and connects to customers’ real-life problems and aspirations. It's memorable, brandable, and whether it pushes against them or embraces them, it keeps industry naming norms close.

A good domain does all this and more, and the link between name and domain can be a weak spot where trust is broken. Bad domains can shake customer trust instantly. A bad domain:

• Doesn’t match your name
• Includes hyphens or numbers
• Uses an unusual domain extension (TLD)
• Uses a TLD that isn't appropriate for your industry

A good domain name may barely be noticed day-to-day, but that's because it supports your name and backs up brand credibility. A good domain name:

• Is an exact match for your brand name
• Uses a recognized TLD – ideally.com
• Is short, brandable, and memorable

In my experience, the best way to ensure this matchup between name and domain is to choose them together. This allows you to get the maximum possible ROI out of a strong name, backed up by the additional trust of a domain that fits.

Quantifying A Name And Domain

There is a clear relationship between brand, revenue growth and market value. While multiple factors influence brand value, the name a business chooses will effect all of them. Brand names have been described as one of the most powerful assets a business can have by data and analytics firm Nielsen, and can be estimated to be worth around one-third of the overall brand value.

This would mean a strong name contributes 2 - 5% of your overall market value and can boost revenue growth by 9% (based on strong brands growing 28% faster). Want to be worth $10 million? A strong name contributing to a powerful brand value could be worth $500,000 after just a few years in business. And for unicorns like Slack, the right name contributes millions of dollars in value every year.

Smart Investments: Choosing A Powerful Name

If "what measured gets managed" is taken as true – and to an extent, I believe it should be – then there should be a question attached: how do we measure more? How do we get the best out of every part of a business through both qualitative and quantitative data?

I've presented numbers on how much a great name and domain can reflect itself in your bottom line, but there's an additional problem for many: working out which quality name works for them. This can be solved using tools designed for brand alignment, audience testing , and good old-fashioned in-house brainstorming. Because in the end, almost everything can, and should, be measured in some way.

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Are tampons safe or harmful? Study finds that tampons contain arsenic, lead, other metals

"despite this large potential for public health concern, very little research has been done to measure chemicals in tampons,” said the study's lead author..

A new study has found that tampons contain several metals, including arsenic and lead.

"Our findings point towards the need for regulations requiring the testing of metals in tampons by manufacturers," the study says.

The study, which was published by Environment International on July 3, analyzed 30 tampons from 14 tampon brands and found they had measurable concentrations of the following metals:

“Although toxic metals are ubiquitous and we are exposed to low levels at any given time, our study clearly shows that metals are also present in menstrual products and that women might be at higher risk for exposure using these products,” said study co-author  Kathrin Schilling .

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Metal exposure in tampons is 'large potential for public concern'

According to a news release about the study, tampons "are of particular concern as a potential source of exposure to chemicals, including metals, because the skin of the vagina has a higher potential for chemical absorption than skin elsewhere on the body."

Fifty percent to 80% of people who menstruate use tampons, but the metals listed above "could be absorbed by the vagina’s highly absorptive tissue, resulting in systemic exposure," the study says.

“Despite this large potential for public health concern, very little research has been done to measure chemicals in tampons,” Jenni A. Shearston , the study's lead author, said in a statement. “To our knowledge, this is the first paper to measure metals in tampons. Concerningly, we found concentrations of all metals we tested for, including toxic metals like arsenic and lead.”

More research is needed to measure the presence of other chemicals in tampons and determine whether the metals can affect a person's health.

Metal exposure no different in organic tampon products, study finds

The study analyzed tampons from the USA and the U.K., as well as organic and non-organic tampons, and found that no matter where the tampons came from or how they were classified, neither had lower amounts of metals in them.

How did the metals get into the tampon?

There are a number of ways the metals could have ended up on the tampons, the study says.

• The cotton material could have absorbed it from its environment or nearby contaminants.
• The metals could have been added as a way to add pigment, whitener or an antibacterial agent.

“I really hope that manufacturers are required to test their products for metals, especially for toxic metals,” Shearston said. “It would be exciting to see the public call for this, or to ask for better labeling on tampons and other menstrual products.”

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What is Project 2025? What to know about the conservative blueprint for a second Trump administration

By Melissa Quinn , Jacob Rosen

Updated on: July 11, 2024 / 9:40 AM EDT / CBS News

Washington — Voters in recent weeks have begun to hear the name "Project 2025" invoked more and more by President Biden and Democrats, as they seek to sound the alarm about what could be in store if former President Donald Trump wins a second term in the White House.

Overseen by the conservative Heritage Foundation, the multi-pronged initiative includes a detailed blueprint for the next Republican president to usher in a sweeping overhaul of the executive branch.

Trump and his campaign have worked to distance themselves from Project 2025, with the former president going so far as to call some of the proposals "abysmal." But Democrats have continued to tie the transition project to Trump, especially as they find themselves mired in their own controversy over whether Mr. Biden should withdraw from the 2024 presidential contest following his startling debate performance last month.

Here is what to know about Project 2025:

What is Project 2025?

Project 2025 is a proposed presidential transition project that is composed of four pillars: a policy guide for the next presidential administration; a LinkedIn-style database of personnel who could serve in the next administration; training for that pool of candidates dubbed the "Presidential Administration Academy;" and a playbook of actions to be taken within the first 180 days in office.

It is led by two former Trump administration officials: Paul Dans, who was chief of staff at the Office of Personnel Management and serves as director of the project, and Spencer Chretien, former special assistant to Trump and now the project's associate director.

Project 2025 is spearheaded by the Heritage Foundation, but includes an advisory board consisting of more than 100 conservative groups.

Much of the focus on — and criticism of — Project 2025 involves its first pillar, the nearly 900-page policy book that lays out an overhaul of the federal government. Called "Mandate for Leadership 2025: The Conservative Promise," the book builds on a "Mandate for Leadership" first published in January 1981, which sought to serve as a roadmap for Ronald Reagan's incoming administration.

The recommendations outlined in the sprawling plan reach every corner of the executive branch, from the Executive Office of the President to the Department of Homeland Security to the little-known Export-Import Bank. 

The Heritage Foundation also created a "Mandate for Leadership" in 2015 ahead of Trump's first term. Two years into his presidency, it touted that Trump had instituted 64% of its policy recommendations, ranging from leaving the Paris Climate Accords, increasing military spending, and increasing off-shore drilling and developing federal lands. In July 2020, the Heritage Foundation gave its updated version of the book to then-White House Chief of Staff Mark Meadows. 

The authors of many chapters are familiar names from the Trump administration, such as Russ Vought, who led the Office of Management and Budget; former acting Defense Secretary Chris Miller; and Roger Severino, who was director of the Office of Civil Rights at the Department of Health and Human Services.

Vought is the policy director for the 2024 Republican National Committee's platform committee, which released its proposed platform on Monday. 

John McEntee, former director of the White House Presidential Personnel Office under Trump, is a senior advisor to the Heritage Foundation, and said that the group will "integrate a lot of our work" with the Trump campaign when the official transition efforts are announced in the next few months.

Candidates interested in applying for the Heritage Foundation's "Presidential Personnel Database" are vetted on a number of political stances, such as whether they agree or disagree with statements like "life has a right to legal protection from conception to natural death," and "the President should be able to advance his/her agenda through the bureaucracy without hindrance from unelected federal officials."

The contributions from ex-Trump administration officials have led its critics to tie Project 2025 to his reelection campaign, though the former president has attempted to distance himself from the initiative.

What are the Project 2025 plans?

Some of the policies in the Project 2025 agenda have been discussed by Republicans for years or pushed by Trump himself: less federal intervention in education and more support for school choice; work requirements for able-bodied, childless adults on food stamps; and a secure border with increased enforcement of immigration laws, mass deportations and construction of a border wall. 

But others have come under scrutiny in part because of the current political landscape. 

Abortion and social issues

In recommendations for the Department of Health and Human Services, the agenda calls for the Food and Drug Administration to reverse its 24-year-old approval of the widely used abortion pill mifepristone. Other proposed actions targeting medication abortion include reinstating more stringent rules for mifepristone's use, which would permit it to be taken up to seven weeks into a pregnancy, instead of the current 10 weeks, and requiring it to be dispensed in-person instead of through the mail.

The Alliance Defending Freedom, a conservative legal group that is on the Project 2025 advisory board, was involved in a legal challenge to mifepristone's 2000 approval and more recent actions from the FDA that made it easier to obtain. But the Supreme Court rejected the case brought by a group of anti-abortion rights doctors and medical associations on procedural grounds.

The policy book also recommends the Justice Department enforce the Comstock Act against providers and distributors of abortion pills. That 1873 law prohibits drugs, medicines or instruments used in abortions from being sent through the mail.

Now that the Supreme Court has overturned Roe v. Wade , the volume states that the Justice Department "in the next conservative administration should therefore announce its intent to enforce federal law against providers and distributors of such pills."

The guide recommends the next secretary of Health and Human Services get rid of the Reproductive Healthcare Access Task Force established by the Biden administration before Roe's reversal and create a "pro-life task force to ensure that all of the department's divisions seek to use their authority to promote the life and health of women and their unborn children."

In a section titled "The Family Agenda," the proposal recommends the Health and Human Services chief "proudly state that men and women are biological realities," and that "married men and women are the ideal, natural family structure because all children have a right to be raised by the men and women who conceived them."

Further, a program within the Health and Human Services Department should "maintain a biblically based, social science-reinforced definition of marriage and family."

During his first four years in office, Trump banned transgender people from serving in the military. Mr. Biden reversed that policy , but the Project 2025 policy book calls for the ban to be reinstated.

Targeting federal agencies, employees and policies

The agenda takes aim at longstanding federal agencies, like the National Oceanic and Atmospheric Administration, or NOAA. The agency is a component of the Commerce Department and the policy guide calls for it to be downsized. 

NOAA's six offices, including the National Weather Service and National Marine Fisheries Service, "form a colossal operation that has become one of the main drivers of the climate change alarm industry and, as such, is harmful to future U.S. prosperity," the guide states. 

The Department of Homeland Security, established in 2002, should be dismantled and its agencies either combined with others, or moved under the purview of other departments altogether, the policy book states. For example, immigration-related entities from the Departments of Homeland Security, Justice and Health and Human Services should form a standalone, Cabinet-level border and immigration agency staffed by more than 100,000 employees, according to the agenda.

If the policy recommendations are implemented, another federal agency that could come under the knife by the next administration, with action from Congress, is the Consumer Financial Protection Bureau.

The agenda seeks to bring a push by conservatives to target diversity, equity and inclusion, or DEI, initiatives in higher education to the executive branch by wiping away a slew of DEI-related positions, policies and programs and calling for the elimination of funding for partners that promote DEI practices.

It states that U.S. Agency for International Development staff and grantees that "engage in ideological agitation on behalf of the DEI agenda" should be terminated. At the Treasury Department, the guide says the next administration should "treat the participation in any critical race theory or DEI initiative without objecting on constitutional or moral grounds, as per se grounds for termination of employment."

The Project 2025 policy book also takes aim at more innocuous functions of government. It calls for the next presidential administration to eliminate or reform the dietary guidelines that have been published by the Department of Agriculture for more than 40 years, which the authors claim have been "infiltrated" by issues like climate change and sustainability.

Immigration

Trump made immigration a cornerstone of his last two presidential runs and has continued to hammer the issue during his 2024 campaign. Project 2025's agenda not only recommends finishing the wall along the U.S.-Mexico border, but urges the next administration to "take a creative and aggressive approach" to responding to drug cartels at the border. This approach includes using active-duty military personnel and the National Guard to help with arrest operations along the southern border.

A memo from Immigration and Customs Enforcement that prohibits enforcement actions from taking place at "sensitive" places like schools, playgrounds and churches should be rolled back, the policy guide states. 

When the Homeland Security secretary determines there is an "actual or anticipated mass migration of aliens" that presents "urgent circumstances" warranting a federal response, the agenda says the secretary can make rules and regulations, including through their expulsion, for as long as necessary. These rules, the guide states, aren't subject to the Administration Procedure Act, which governs the agency rule-making process.

What do Trump and his advisers say about Project 2025?

In a post to his social media platform on July 5, Trump wrote , "I know nothing about Project 2025. I have no idea who is behind it. I disagree with some of the things they're saying and some of the things they're saying are absolutely ridiculous and abysmal. Anything they do, I wish them luck, but I have nothing to do with them."

Trump's pushback to the initiative came after Heritage Foundation President Kevin Roberts said in a podcast interview that the nation is "in the process of the second American Revolution, which will remain bloodless if the left allows it to be."

The former president continued to disavow the initiative this week, writing in another social media post  that he knows nothing about Project 2025.

"I have not seen it, have no idea who is in charge of it, and, unlike our very well received Republican Platform, had nothing to do with it," Trump wrote. "The Radical Left Democrats are having a field day, however, trying to hook me into whatever policies are stated or said. It is pure disinformation on their part. By now, after all of these years, everyone knows where I stand on EVERYTHING!"

While the former president said he doesn't know who is in charge of the initiative, the project's director, Dans, and associate director, Chretien, were high-ranking officials in his administration. Additionally, Ben Carson, former secretary of Housing and Urban Development under Trump; John Ratcliffe, former director of National Intelligence in the Trump administration; and Peter Navarro, who served as a top trade adviser to Trump in the White House, are listed as either authors or contributors to the policy agenda.

Still, even before Roberts' comments during "The War Room" podcast — typically hosted by conservative commentator Steve Bannon, who reported to federal prison to begin serving a four-month sentence last week — Trump's top campaign advisers have stressed that Project 2025 has no official ties to his reelection bid.

Susie Wiles and Chris LaCivita, senior advisers to the Trump campaign, said in a November statement that 2024 policy announcements will be made by Trump or his campaign team.

"Any personnel lists, policy agendas, or government plans published anywhere are merely suggestions," they said.

While the efforts by outside organizations are "appreciated," Wiles and LaCivita said, "none of these groups or individuals speak for President Trump or his campaign."

In response to Trump's post last week, Project 2025 reiterated that it was separate from the Trump campaign.

"As we've been saying for more than two years now, Project 2025 does not speak for any candidate or campaign. We are a coalition of more than 110 conservative groups advocating policy & personnel recommendations for the next conservative president. But it is ultimately up to that president, who we believe will be President Trump, to decide which recommendations to implement," a statement on the project's X account said.

The initiative has also pushed back on Democrats' claims about its policy proposals and accused them of lying about what the agenda contains.

What do Democrats say?

Despite their attempts to keep some distance from Project 2025, Democrats continue to connect Trump with the transition effort. The Biden-Harris campaign frequently posts about the project on X, tying it to a second Trump term.

Mr. Biden himself accused his Republican opponent of lying about his connections to the Project 2025 agenda, saying in a statement that the agenda was written for Trump and "should scare every single American." He claimed on his campaign social media account  Wednesday that Project 2025 "will destroy America."

Congressional Democrats have also begun pivoting to Project 2025 when asked in interviews about Mr. Biden's fitness for a second term following his lackluster showing at the June 27 debate, the first in which he went head-to-head with Trump.

"Trump is all about Project 2025," Pennsylvania Sen. John Fetterman told CNN on Monday. "I mean, that's what we really should be voting on right now. It's like, do we want the kind of president that is all about Project '25?"

Rep. Jim Clyburn of South Carolina, one of Mr. Biden's closest allies on Capitol Hill, told reporters Monday that the agenda for the next Republican president was the sole topic he would talk about.

"Project 2025, that's my only concern," he said. "I don't want you or my granddaughter to live under that government."

In a statement reiterating her support for Mr. Biden, Rep. Frederica Wilson of Florida called Project 2025 "MAGA Republicans' draconian 920-page plan to end U.S. democracy, give handouts to the wealthy and strip Americans of their freedoms."

What are Republicans saying about Project 2025?

Two GOP senators under consideration to serve as Trump's running mate sought to put space between the White House hopeful and Project 2025, casting it as merely the product of a think tank that puts forth ideas.

"It's the work of a think tank, of a center-right think tank, and that's what think tanks do," Florida Sen. Marco Rubio told CNN's "State of the Union" on Sunday.

He said Trump's message to voters focuses on "restoring common sense, working-class values, and making our decisions on the basis of that."

Ohio Sen. J.D. Vance raised a similar sentiment in an interview with NBC's "Meet the Press," saying organizations will have good ideas and bad ideas.

"It's a 900-page document," he said Sunday. "I guarantee there are things that Trump likes and dislikes about that 900-page document. But he is the person who will determine the agenda of the next administration."

Jaala Brown contributed to this report.

Melissa Quinn is a politics reporter for CBSNews.com. She has written for outlets including the Washington Examiner, Daily Signal and Alexandria Times. Melissa covers U.S. politics, with a focus on the Supreme Court and federal courts.

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Why U? UKTV CMO shares thinking behind ‘risky’ name change

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By Hannah Bowler, Senior reporter

July 16, 2024 | 8 min read

Listen to article 4 min

Changing the name of a TV network to a single letter while also swapping out its brand color is a bold move. Armed with audience research, however, UKTV’s chief marketing officer, Penny Brough, tells us she is confident the rebrand will land.

The U rebrand goes live with a Cher TVC and poster ads / U

The naming of TV networks and streamers in recent years has made for interesting viewing, from the ubiquitous ‘+’ sign favored by Disney, Paramount, Discovery et al, to Now TV becoming just Now and the penchant for an ‘x’ by the likes of ITVX and HBO Max.

Now, UKTV, the broadcaster partly owned by BBC Studios, has dropped the ‘KTV’ from its master brand to become just U.

Not many people realize that channels such as Dave, W and Yesterday are owned by the same broadcaster or that that broadcaster also owns the streaming service UKTV Play. Internal research showed that less than half of UKTV’s audience actually knew where to find its shows online.

Explore frequently asked questions

Its chief marketing officer, Penny Brough, says there was a “disconnect” between its channels. “There was no glue between any of them. Each one is a brilliant and successful standalone brand in a family of brands, which works for now, but as we grow the video-on-demand business, that becomes hard to scale.”

The network tasked brand consultancy Wolff Olins to come up with various options to solve this dilemma, which ranged from creating a signifier to a total name change. Six options were put into consumer research, with 12 focus groups and 450,000 online interviews.

Each UKTV channel’s programming is centered on a passion point rather than being a broad church. Based on this, Brough’s team came up with a new brand proposition: ‘Lose yourself in what you love.’

We’ve got U

Brough looked at 250 names before landing on U. There were debates about introducing an entirely new name, but it made Brough “feel uncomfortable” making up a random word that doesn’t have any strategy behind it. “I wanted to make sure that whatever naming convention had a strategic thread from UKTV’s background.”

So, she had to look at what UKTV already owned. “But that also came with another series of limitations; the UK bit was limiting to the type of content it airs and TV felt a bit dusty.” Its streaming service is called UKTV Play, but the word ‘play’ wasn’t very “ownable” because of brands such as PlayStation, Google Play and Freeview Play, she says.

Without the UK and the TV, what was left then? The letter U. Brough says the U both plays into the company’s history while conveying that its shows are for its audience, or ‘you.’ “When we put it into the research, people got it. They said, ‘Oh, you’re talking about content for me: when I want to watch, where I want to watch it.’ It was one of those things where I could almost have scripted the soundbites.”

The single letter is also a helpful tool to link with its channel names; for example, Dave becomes U & Dave, which would never have worked with a longer name like UKTV. “There’s a simplicity to it as well once you start linking out with the brands. It becomes helpful for conjoining rather than overpowering.”

U, however, does come with a series of challenges and Brough admits that the research showed it would be a risk. “Nothing you are ever going to come up with will be perfect.” One piece of feedback was that the letter U is hard to fill with meaning. This is where marketing will have to do a big job of conveying the meaning behind U.

Havas Entertainment and U’s in-house team have taken up that task with an extensive marketing campaign featuring none other than music legend Cher. Adapting her hit song I’ve Got You Babe to ‘We’ve Got U,’ the spot sees Cher traveling through different U shows, including Secrets of London’s Underground, or popping up at the Queen Vic in EastEnders.

Along with the meaning of U, having a single letter also throws up challenges when audiences need to search for it. To solve this, the business has put a lot of thought behind search optimization, including using back links, the buying up of hidden websites and keyword search terms. The company has experience doing this with its channel W. It will take time and Brough has estimated three to six months before U is in the top five search returns.

Along with the name change, U has a fresh color palette, with the brand hue changing from teal to coral. A driving factor for this, says Brough, was that blue tones had become overused by competing streaming services, including Amazon Prime Video, Disney and Paramount+, whereas coral is unique to the market.

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Risk mitigation

Rebrands are always tricky to land, especially when it’s both a name and color change. As part of the risk mitigation plan, U worked with the econometric agency Magic Numbers, which forecasted that it would take 10 to 14 weeks to recover from any negative impact of the rebrand. “But, obviously, I’m hopeful that we’ve done an awful lot of comms to mitigate the risk.”

From a business point of view, the rebrand isn’t just a “new lick of paint,” Brough says. The company will also be rolling out a new version of its app, has added more shows to its streamer and Brough teases that there are performance marketing and CRM updates coming down the pipe.

“So for me, it’s more than the name I’m super excited about. I’m proud of the team and what they’ve delivered, but that is just the beginning. Everything else has to deliver on that brand promise.”

For more insights from top marketers at top brands subscribe to the CMO Briefing here .

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