How to Choose a Brand Name

Some of these brands are huge, such as Coca-Cola, Ben and Jerry and Microsoft, whilst others are small local teams. With so many diverse brands out there, it’s pretty tough trying to find a unique brand name for your company. 

In this journal entry, we’ll look at what it takes to build a strong brand name and why a brand name is essential. Most importantly, we’ll look at how to choose your own good brand name. 

Three Steps to Choosing a Brand Name

To win the branding name game we’ll need just 3 steps. These steps will help you design a brand name that is perfect for your business or company. 

Step 1 – What Type of Name do you want? 

There are a range of different name styles you can pick when naming your brand…

Eponymous Names

These work by bringing to life the names of their founders or their founder’s inspiration. Memorable brand names include: Adidas, Disney and Burberry. These names can sometimes lack creativity. Eponymous names can feel appropriate if the individual or family has a strong history in the industry. 

They can also provide a way for people to add their own meaning. Unique names are likely to be safe from trademark issues or brand conflicts.

Descriptive Brand Names

Descriptive names are names that derive from the business’s meaning or offering. A descriptive name often explains to the consumer what the business does or the industry they are in. 

For example, British Airways is a British company that transports people through the airways. These are great for clear branding, but often end up being a mouthful and smaller companies may have difficulties with owning these names. They can also help when targeting customers within unique industries.

Acronymic Brand Names

This method works by using the first letter of each word to make up your brand name. It’s as easy as ABC, HSBC, BP and BMW are just a few of the global companies that use this form of naming. This type of brand name is useful for future marketing and business growth. 

HSBC (The Hong Kong and Shanghai Banking Corporation) is shorter and easier to remember. It also doesn’t localise the company to avoid any international confusion. Using acronymic brand names can improve your logo and business card design improving your visual identity.

Suggestive Names

This works by selecting a word or phrase that relates to your brand or demonstrates what your brand is aspiring to be. The Oxford Dictionary define Uber as ‘of the greatest or best kind; to a very large degree’. 

Composite Names

Composite names can also fit within this category of naming, bringing two words together to create a new one. This form of naming is useful to bring together different attributes of a brand. This communicates the brand’s offerings. For example, Microsoft (a combination of microcomputer software). 

Invented Words

Invented words for brand names are also possible, and will make you stand out. For example, the word ‘Pinterest’ didn’t mean anything before it developed into a brand. However, it is worth noting that this type of naming can be difficult for consumers. It makes it difficult to easily associate or understand what your company/business is offering. 

Associative Branding Names

This is where you develop a brand name from something that you as a brand associate or relate with. The benefit of this type of naming is that you can choose something which encapsulates the ideals of your name. This encourages the consumer to buy into and believe in your brand. Red Bull is a fantastic example of this, they associate with an energised powerful animal. 

Non-English Names

The use of foreign languages can be a great trick to help create a unique brand name. Lego is a perfect example of this. Lego is a Danish company and in Danish it means ‘Play Well’. Ensure you understand how the word or phrase translates into other languages to avoid any embarrassment or misunderstandings.

Abstract Names

The clue is in the name! Abstract names don’t have any official meaning but rely on the formulation of the words. This creates an association or meaning for consumers. 

For example, the word Kodak has no official meaning, but the way it sounds when spoken now relates to cameras. Good marketing and good products help push these brand names into common knowledge and terminology. 

Might be of Interest – South London Graphic Design

Step 2 – What Does Your Brand Name Say?

The next step is to consider the brand essence, understanding the individuals, products or services behind the name. What is the association you are trying to portray? There are many examples of brands that tell you about how they operate, what they do, or who made it. These might seem like the safest bet, however, many brands often opt for more abstract choices to make their brand stand out. 

Emotional Appeal from a Brand

The larger and more successful companies tend to have a brand which pushes an idea or concept. Take Nike for example. Nike is an abstract name taken from a Greek-winged. The idea behind Nike is for victory and this is clear in their brand name and logo. 

What Does This Mean?

You know what style of brand name you want, the next step is to understand what emotions you want to evoke through the name. Ask yourself ‘What am I trying to portray?’. 

The use of an Acronymic or Eponymous Brand name can portray a more formal style. Whereas an Abstract Brand name could suggest a more edgy appeal. 

Step 3 – Is the Name Available?

Finding the perfect brand name can be difficult when so many good names aren’t available. It can take time and effort to choose a business/brand name that’s perfect for your identity. It’s not just as simple as checking that the domain name is free. It’s also essential to check what the name means in different cultures or languages. 

Vauxhall is a great example of a brand name disaster. In the late 1990s. Vauxhall named their car ‘Nova’, which in Latin countries translated to ‘No Va’ or ‘doesn’t go’.

Might be of Interest – Great Company Names

Step 4 – How to Test Your Brand Name

Once you’ve brainstormed a list of potential names, the next step is to test them. Testing helps you avoid future rebrands, legal issues, or confusion. Here’s how:

Say it out loud

Does it roll off the tongue? Can people spell it after hearing it once?

Search it online

See what already exists. You might find competitors or unrelated companies with similar names.

Check domain availability

Look for an available .com and consistency across social media handles.

Ask for feedback

Share your top choices with friends, colleagues, or even potential customers. Listen to what they associate with each name.

Test it visually

Mock up a simple logo or see how it looks in an email signature, a web address, or an app icon.

Watch for international meaning

Double-check that your name doesn’t translate awkwardly or offensively in other languages or cultures.

The right name will feel intuitive, unique, and future-proof.

Why a Good Brand Name Matters

A brand name is more than just a word—it’s the foundation of your brand identity. It’s often the first interaction someone will have with your company, so it needs to make an impression. A strong name sets the tone for your visual identity, your messaging, and how people perceive you. It can help foster trust, spark curiosity, or communicate your values at a glance.

Brand Names in a Saturated Market

In a saturated market, where consumers have a lot of choices, your brand name can be a key differentiator. A great name sticks in the mind, travels well across platforms, and lays the groundwork for long-term recognition and loyalty. Ultimately, your name is a valuable asset—something that grows in equity over time.

Common Mistakes to Avoid When Naming Your Brand

Choosing the wrong name can cost time, money, and credibility. Here are a few traps to avoid:

Overcomplicating It

A name that’s too long, hard to spell, or difficult to pronounce will confuse people and make your brand forgettable.

Being Too Generic

Names like “Tech Solutions” or “Global Innovations” don’t say much about what makes your business different. Try to stand out with something distinct.

Skipping the Research

Always check for trademarks, domain availability, and translations. What sounds cool in one country might be offensive or nonsensical in another.

Chasing Trends

A name that hinges on a trend (like dropping vowels or adding “-ly” to everything) might feel dated quickly. Aim for timelessness.

Limiting Growth

Avoid names tied to a specific product, location, or demographic. Unless you’re sure your brand won’t expand beyond it.

Avoiding these mistakes means your name will not only work today but continue to serve you as your business grows.

Rounding up How to Choose a Brand Name 

Let’s round up what you need to do to choose a great brand name. Take a step back, and understand the style you want and the emotion you want to portray. 

Write down as many ideas that come into your head and test them out. Ask friends and family if they’ve heard of the brand and get feedback. Discuss any negative connotations which can be associated with the name. Get the domain name, copyright the term and then start using it! 

If you need help with a brand name or the style of your brand get in contact with us. Here at Fellow, we love all branding and we’re here to help. You can find all our contact details below.