Brand naming

Navigating the challenges of creating a brand name

Creating a brand name is notoriously difficult. Over the years, we’ve tackled numerous naming projects for our clients, and we’ve consistently found this to be one of the most complex aspects of branding. The reasons are manifold. Finding a name that works is challenging on its own, and understanding what makes a name “right” or “wrong” can be highly subjective. The process becomes even more complicated when multiple stakeholders with varying levels of experience and understanding of branding are involved.

Additionally, naming is a deeply personal process. For a founder or owner, the brand name often feels like an extension of their journey or vision. This emotional connection can make it harder to reach a consensus. In this article, we’ll explore some key considerations and strategies for navigating the complexities of brand naming.

What is brand naming?

Brand naming is the process of creating a unique, memorable name that reflects a company’s identity, values, and market position. A strong brand name helps build recognition, evoke emotion, and support marketing efforts by making the brand easy to recall and differentiate from competitors.

Different Approaches to Naming

There are several naming approaches to consider, each with its own advantages and disadvantages. Below are some common categories of brand names:

• Acronyms: Examples include BBC (British Broadcasting Corporation). Acronyms are often simple and memorable but may lack immediate meaning.
• Geographic Names: British Telecom, for example, ties the brand to a location. However, in today’s globalised world, geographic names may feel limiting.
• Founders’ Names: Brands like Ernst & Young use the names of their founders, which can lend authenticity and history.
• Abstract and Disruptive Names: Names like Orange or EE break conventions and stand out but may require significant marketing to establish meaning.
• Lexical Names: Etisalat, for instance, plays with linguistic creativity.
• Descriptive Names: Brands like Carphone Warehouse clearly convey their function, making them easier to understand.
• Character Names: McDonald’s is an example of a character-based name, which can humanise a brand.
• Invented Names: These include unique creations like Kodak or Google, offering flexibility and distinctiveness.
• Sector-Specific Names: Royal Mail ties directly to the industry, offering clarity but potentially limiting expansion.

Each of these approaches can be effective depending on the brand’s goals, audience, and market positioning.

Why names that sound strange often work

Many successful brand names initially feel unusual or disconnected from their meaning. Over time, these names evolve into shorthand symbols for the brand. Examples include Starbucks, Accenture, and Intel. While their meanings may not be immediately clear, their uniqueness helps them stand out.

Take Google as an example. Its playful and abstract nature, coupled with its simplicity, makes it memorable and easy to use. Similarly, Uber’s abstract name initially puzzled some but quickly became synonymous with convenience and transportation. Investing in marketing can help turn even the most abstract name into a recognisable brand.

Availability: Domains and social media handles

An essential consideration when naming a brand is availability. A great name is of little use if the matching domain name and social media handles are unavailable. Conduct thorough research to ensure that:

• The name isn’t already trademarked.
• A suitable domain name (e.g., .com, .co.uk) is available.
• The name isn’t already in use by competitors, particularly in your industry or other key markets.
• Social media handles are consistent and accessible.

Given the sheer number of existing brands, finding a unique and available name is a significant challenge.

Aligning names with strategy

A strong naming process begins with a clear strategy. This involves:

1. Understanding your target demographic.
2. Identifying market gaps and opportunities.
3. Analysing consumer behaviour and brand perception.
4. Crafting a naming framework that aligns with these insights.

Start by brainstorming a long list of potential names. Narrow this down to a shortlist, then conduct availability checks and user testing. Testing can help ensure that the name resonates with your audience and avoids unintended negative associations.

Cultural and language considerations

If your brand operates across multiple countries or languages, it’s vital to ensure the name works universally. Check for:

• Pronunciation challenges in different languages.
• Double meanings or unintended connotations.
• Cultural relevance and sensitivity

An example of a naming pitfalls when a name has a negative or inappropriate meaning in another language, potentially alienating an entire audience.

We're expanding globally but trademark conflicts and cultural sensitivities threaten our brand name. How do you navigate international naming without costly mistakes like Chevy Nova?

Global naming isn't about finding a word that works everywhere—it's about finding a name that can bloom in every market. We've developed a rigorous international vetting process that goes beyond basic translation checks to understand cultural nuance, phonetic implications, and local competitor landscapes.

Our network of in-market linguists and cultural consultants ensures your name resonates positively across regions. We conduct pre-emptive trademark screening in all target markets, not just your home territory. Rather than settling for the lowest common denominator, we craft names with built-in flexibility—strong core identities that allow for local adaptation without losing global coherence. No Nova moments on our watch.

Domain availability is increasingly limited and cybersquatters target our industry. How do you secure digital assets without compromising on the perfect name?

The perfect name with an unavailable .com isn't perfect at all. We approach naming with digital reality built in from day one, not as an afterthought. Our process includes real-time domain availability checking and creative solutions that don't compromise your brand vision.

We explore innovative domain strategies—from creative extensions that enhance meaning (.studio, .life) to modified syntaxes that maintain brand integrity. Our team negotiates with domain holders when needed, often securing assets at reasonable prices through strategic timing and approach. We also future-proof by securing social handles and defensive registrations upfront. The result? Names that own their digital space, not rent it.

With emerging technologies, how do we future-proof brand names to avoid obsolescence as our business evolves?

Future-proof names aren't tied to what you do today—they're rooted in why you'll matter tomorrow. We create names that capture your essence, not your current offering. Think Amazon (not BookStore.com) or Apple (not Computers Inc.).

Our naming philosophy favours evocative over descriptive, allowing room for your business to evolve without outgrowing its name. We stress-test names against multiple future scenarios, ensuring they remain relevant whether you're pivoting to AI, expanding categories, or revolutionising your industry. The best names are vessels for meaning, not cages of definition.

Our legal team rejects every creative name option. How do you balance trademark protection with memorable brand naming?

Legal and creative aren't enemies—they're dance partners who haven't learned each other's steps. We bring legal considerations into the creative process early, not as a final gatekeeping exercise. Our naming sprints include trademark pre-screening, so creativity happens within realistic parameters.

We've developed relationships with specialist trademark attorneys who understand brand building, not just risk mitigation. Our process includes creating "defensible distinctiveness"—names that are both ownable and memorable. We present legal teams with full rationales showing how names can be protected through design, usage, and trademark strategy. The magic happens when legal confidence enables creative boldness, not constrains it.