Naming is one of the most exciting and frustrating parts of building a brand. A good name is memorable, easy to say, available to use, and gives the brand room to grow. It is also hard to change later, so it is worth getting right.
1. Define what the name needs to do
Start with your brand foundations: who you are for, what you offer, what makes you different, your personality. Then decide what the name should achieve. Should it describe the product, evoke a feeling, suggest a benefit, or simply be distinctive?
2. Understand the types of names
- Descriptive: says what it is (“Pizza Shop”). Clear, but often generic and hard to protect.
- Suggestive: hints at a benefit or quality without describing directly. Often a good balance.
- Abstract or invented: a new word. Highly distinctive and easier to protect, but requires more effort to build meaning.
- Founder or personal names: personal and authentic, but can limit future flexibility.
- Place or heritage names: suggest origin and story.
- Metaphorical: borrows meaning from something else — an animal, a myth, a natural element.
3. Brainstorm widely
Generate as many options as possible. Explore:
- Words related to your product, benefits and personality
- Other languages, where meaningful and appropriate
- Metaphors and imagery
- Combinations and modifications of words
- Invented words
Quantity matters. Aim for a hundred or more before narrowing down.
4. Shortlist with criteria
Assess each option:
- Is it easy to say and spell?
- Is it memorable?
- Does it fit the brand’s personality?
- Is it distinctive in your category?
- Will it work as the business grows?
- Does it have unfortunate meanings in other languages or slang?
5. Check availability
This is where many favourite names fail.
- Trademarks: search relevant trademark databases in the countries where you plan to operate. Consider professional legal advice before committing.
- Domain names: check availability, or a sensible variation.
- Social media handles.
- Business registration in your area.
6. Test it
Say it out loud. Write it down. Imagine it on packaging, signage and a website. Share a shortlist with potential customers and see how they respond — without explaining it first.
7. Commit
No name will satisfy everyone. Once a name passes your criteria and checks, commit to it. Names grow meaning through use; a name that seems strange at first often feels natural after a few months.
Names and design together
A name and its visual identity work together. Miyuki Sushi‘s identity pairs the name with its Japanese characters, set vertically in a frame beside the wordmark — a minimalist design that blends Japanese tradition with modern sensibility. The name and the mark reinforce each other.
Product names within a range
For product ranges, decide on a naming system. Will products have descriptive names, creative names, or numbered variants? A consistent system makes ranges easier to navigate and grow.
If you are naming a new business or product and want a structured process, get in touch.