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Naming. How to create a brand name?

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    Chief amongst the many challenges faced by entrepreneurs and business owners lies the momentous task of creating a brand name. 

    This can be an incredibly long process, full of trial and error that may include deciding if your name truly reflects what your product or service offers to consumers, is legally available as a domain name and trademarkable, global in terms of ease of pronunciation among different languages and cultures, memorable yet not too generic. 

    In this blog post we are going to dive into essential tips on how to create a killer brand name– one that will position you for success with prospective customers!

    What is naming?

    Naming refers to the process of creating a name for a product, service, brand, or company. It involves choosing a name that effectively communicates the value proposition of the offering, resonates with the target audience, and differentiates the offering from competitors in the market.

    The naming process often involves research, brainstorming, and evaluation of potential names based on a variety of factors, such as relevance, uniqueness, memorability, and brand fit. A well-crafted name can help build brand recognition and awareness, establish credibility and trust with customers, and differentiate a business from its competitors.

    Naming can also involve legal considerations, such as trademark availability and registration, to ensure that the chosen name is not already in use and can be protected under intellectual property laws. Overall, the naming process is a critical component of brand development and can have a significant impact on the success of a business.

    Purpose of naming

    First of all, brand naming is necessary for you to be recognized in the market of goods and services. The consumer who heard the name of your brand should have a clear association with the type of your activity, but at the same time, the name should be unique.

    It is much more difficult to widely advertise a fast food restaurant “Burger”, unlike “Subway” or “Burger King”.

    10 tips for creating effective brand names

    1. New and unique

    Try to avoid duplicating the name of an existing company. If you register such a name, legal problems and even a lawsuit may arise.

    Check if the domain is free. If the name is less than 6 characters long, it is most likely already taken. Might have to buy it.

    If your name is sufficiently unique and distinctive from your competitors, then it will give you a good marketing advantage.

    2. Easy to spell and pronounce

    You will often have to dictate the company name, website address, or email domain. To avoid misunderstandings between you and your clients, it is recommended to use the traditional spelling of words, without complex abbreviations.

    Good example: Facebook, Adidas

    3. Business Name length

    Let the title be concise. Limit yourself to two words, and even better – two or three syllables. Avoid using hyphens and special characters.

    Good example: ASUS, SEGA, Dell

    4. Sound in a foreign market

    Always check how the chosen name (and in the future the slogan) is translated into other languages. There are many examples where the names of companies in translation had a negative and even obscene meaning.

    Bad example: Chevrolet Nova – the car ran into a problem when entering the Spanish market. “No va” in Spanish literally translates to “Do not go”

    5. Alphabetical order

    Choose a name closer to the beginning of the alphabet (A) than to (Z), as certain algorithms and directory listings work in alphabetical order. This will make it easier for users to find you online.

    Good example: Apple, BOSS, Braun

    6. Association

    The name of the business should evoke a positive association with the field of activity or product, focusing on features.

    Good example: Jaguar, Twitter

    7. Foresight

    Do not create yourself a framework from which in the future it will be difficult for you to get out. Your business may change geographic location or scale. And then changing the name will be problematic when you have already invested in advertising, marketing and branding.

    Example: the foreign language school “My English” decides to expand and teach French, but potential students are unlikely to guess that they can apply for training in this school.

    8. Linguistic tricks

    Repetition of words, rhymes and a certain rhythm create an interesting sound. It is this peculiar name that is easy to remember and can become a hit.

    Good example: Coca-Cola, Chupa-Chups

    9. Mother tongue

    The audience perceives names in their native language more easily, which is why the use of the Latin alphabet in non-English-speaking countries is not always appropriate. This advice applies only if your company does not plan to expand overseas and you have, for example, a chain of local stores or coffee shops.

    10. SEO

    Think about SEO: Consider how your brand name will impact your search engine optimization (SEO) efforts. Choose a name that is easy to find online.

    A few more naming tips

    • The opinion of friends. Once you’ve come up with several possible names for your company/product, it’s a good idea to share them with your family and friends. This kind of feedback will be very useful to understand what impression the words make on people.

    • Imagination. Imagine what the name would look like on a business card, logo, branded stationery, cup, or billboard. Say the name aloud, paying attention to how it will sound in future radio or television advertisements.

    • Competition. Some business owners organize contests in which users themselves can propose a name for a product or service. For example, McDonald’s, a chain of fast-food restaurants, launched a competition where customers could assemble a burger according to their own recipe and with their own name. As a result of the competition, the winner’s burger named “Ariburger” was included on the restaurant’s menu for a month.


    Picking a brand name that works for you is no small task. It requires time, forethought, and research. 

    Doing the proper research first helps to ensure that the chosen name won’t inadvertently be associated with any other existing business or product.

    Once you’ve narrowed down your options, remember to ask yourself – do I feel emotionally connected to this name? If so, you’re likely on the right track. From here, continue market testing as far as possible before making a final decision. 

    With all of this considered, there’s no reason why anyone can’t successfully create a memorable and impactful brand name that truly represents their business. 

    So get creative and think outside of the box – the possibilities are endless!

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