What’s in a Name

The Power of a Name: More Than Just Words

We think of names as labels, as placeholders. But in branding, a name is much more. It’s not just what we say; it’s what the world remembers. Your name is on your customers’ lips, in their emails, on their phones. It’s a word that becomes shorthand for everything you stand for.

So here’s the truth: naming isn’t a whim. It’s discipline. It’s intentional. And, most of all, it’s the first promise you make to your audience.

What’s in a Name? Everything.

The right name hints at meaning, invokes curiosity, and holds space for values and culture. It’s a tiny vessel with a big job: to differentiate, to intrigue, and to make people feel. But crafting a name that does all of this? That’s no accident.

A great name isn’t just any name—it’s one that rises above the noise and connects. It’s what you need to give your brand a shot at staying power.

The Six Hallmarks of a Great Brand Name

What makes a name work? Here’s what it needs to do:

Meaningful – The name should say something, even if subtly, about what you’re here to do. It’s not just a label; it’s a signal.
Distinctive – In a world of near-endless options, a name that’s easy to spell, say, and remember will be your lifeline.
Future-Oriented – A name should have “long legs.” Don’t box yourself in; give it room to grow.
Protectable – It’s no good if you can’t own it. A name should stand alone—legally and in the mind.
Positive – Before you fall in love with a name, make sure it travels well. A name that works in all languages avoids missteps.
Visual – A name isn’t just heard; it’s seen. It should look as strong on a business card as it does in an ad, on your logo, and in search results(designing_brandidentity).

The Naming Process: Strategic Creativity in Action

The naming process is where strategy meets imagination. We’re not talking about sitting around waiting for lightning to strike. Great names come from a process, one that starts with understanding exactly what your name needs to convey, to whom, and why it matters.

Start with clarity, then go wide. Generate hundreds, even thousands, of options. You’re looking for names that meet your criteria, that feel both familiar and fresh. Narrow them down through rigorous testing, putting each name through a real-world lens: how does it look in an email? How does it feel when spoken aloud? Would it fit on a website banner, an app icon, a billboard?

This is where names reveal themselves. A name might sound perfect in isolation but stumble when tested. It’s not just about picking a favorite; it’s about finding a name that will hold up under pressure(designing_brandidentity)(designing_brandidentity).

The Missteps to Avoid

One of the biggest mistakes? Believing you’ll just “know” the right name when you hear it. Names don’t just stand alone; they’re strategies in disguise. They need to live in the real world, alongside competitors, across digital platforms, and in minds. That’s why the decision should be grounded in strategy, not just intuition.

Another misstep? Going generic. If your name doesn’t differentiate, it doesn’t work. Brands that try to please everyone with a “safe” name lose the spark. When you aim for distinct, you get memorable. And memorable wins(designing_brandidentity).

When a Name Becomes an Asset

Done right, a name isn’t just a word—it’s a legacy. A name that resonates becomes a touchstone for customers, a shortcut in their minds, something that feels like it was always meant to be. It turns into a story they carry with them, one they pass on, one that becomes part of their lives.

That’s what a name should do. It’s not just an identifier; it’s the foundation of trust, emotion, and identity. And if you choose it with care, it’s the one piece of your brand that never needs an upgrade.

So, give your name the attention it deserves. It’s more than a first impression; it’s the promise you make every day after.