How to name your brand

Choosing the right name for your business is essential. It is one of the valuable assets that can bring immense benefits to your business. A name is a powerful tool, and it can indicate who leads the industry, which company is the most innovative or creative in the market. You should not underestimate what you can achieve with the proper name and invest much time and effort to choose the best one.

Brands with catchy and ‘out-of-box’ names generate buzz among the people. Such buzz aids companies to stand out in the competition. Therefore, a common name has a high risk of making the business sound like every other competitor. In the worst case, the wrong name can backlash and create a negative attitude toward the brand. No worries tho; in this short guide, we will show you what goes into coming up with a fascinating domain name. Let’s dive into it!


Before delving into the effective strategies for naming, we need to remind you of the power of the research. We can provide countless naming options for your brand. However, the right name depends on the external and internal conditions your company faces. You need first to understand what the naming strategies of your main competitors are. Find an answer to questions like:

  • Do your competitors use short names or long ones?
  • Do they use descriptive or creative names?
  • How do the names reflect their offerings, core values or benefits?
  • How did the weak competitors name their brands?

Besides, getting the recommendations from potential clients will ensure that you choose a name that they will like. You can make a small focus group interview or contact directly with the clients to get their opinions about existing brands:

  • Do the existing clients favour naming strategies of your competitors?
  • What does your potential client base think about your list of alternative names?

Lastly, you need to be well-aware of your internal goals in naming. Think about your business. You can be an innovative soul in a long-established, traditional industry. Hence, following the strategies of your competitors would not make any sense. Your name should reflect the identity of your business:

  • How do you want your clients to feel when they hear your brand name?
  • Which basic emotions or personalities can fit your business?

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Popular Naming Strategies

There exist several techniques that help business owners to choose a successful brand name easily. These are general strategies that allow flexibility and adjustments. However, they all have different advantages and disadvantages depending on the industry type, target audience or the offerings of your business.

  1. Using the Names or Surnames of Owners
  2. Some companies skip all the hassle of decision making for the name, and use their surnames for the company. Such a method is, sure, straightforward and saves a lot of time and effort for the business owners. In fact, established companies with the founder’s or manager’s name create a professional look. However, for a start-up project, this method might not be the best one. The drawback of such naming is that it does not communicate a message to a customer when the name owner is not especially famous.

  3. Descriptive Names
  4. One of the most useful naming strategies is to come up with single or multiple words that describe the business. Such names signal what your business is all about. You can use your brand values, primary goals, service or product category, and industry type in the name. In this way, you will communicate a meaningful message to your customers. The disadvantage of this method is that it is too apparent. Descriptive names directly speak for the brand and leave no place for mysterious or intriguing feelings.

  5. Names with Hidden Meanings
  6. Speaking of intriguing people, you can choose a name with hidden meaning. This strategy is quite famous, and it involves finding ancient words or names in different languages which have a relatable sense. At first glance, your customers will not understand what your name means. However, if you explain the meaning of, for example, an ancient word in a way that is meaningful to your business, it can amaze your target audience. For instance, if your business requires creativity, you can find a word which is related to the creation, the beginning of life, or change.

  7. Making Up Names
  8. Another common strategy for naming a brand is creating new names that did not exist before. For example, Google has no other meaning besides being the company name. Such a technique has many advantages. First, for innovative and young businesses, making up new words signal their benefits. Second, finding a domain name or getting the legal rights for the name will be quite easy because you are the first one who came up with this word. The only downside of this technique is that people might not memorize or recall your name easily if you do not promote your brand heavily.

  9. Keyword- Approach
  10. This strategy is similar to descriptive naming as using a keyword will describe your business. By keyword, we mean a relatable word to your business. For example, your industry type - accounting, finance or marketing - can be in your name. Such a strategy makes potential clients instantly recognize your brand. Besides, when you get a domain name for your business, this technique can improve your position in an online environment. Currently, search engine algorithms value the keywords in the website names and mark them ‘relatable’ for similar queries. Hence, your brand can have a slight advantage over its competitors and get more online traffic with this keyword approach in naming.

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Create a List

You do not need to choose one of those strategies from the beginning. The most creative ideas emerge when you do not limit yourself. Use different techniques and write down all the names that come to your mind. Later, get the inputs from your competitor and customer analysis. Refine your ideas based on these inputs. Choose the name that is:

  • Short- up to three words
  • Easy to understand, type and pronounce
  • Meaningful and relatable
  • Creative, unique and catchy

Test the Name

Before you finally choose the name, you need to test it. First, make sure that there are no legal barriers to getting the name. None would want to face legal charges after creating their brand. Second, check if the name is suitable for other mediums, such as your slogan, signature, and other design elements. Lastly, ask for the feedback of your potential clients. This process will help you understand how memorable and appealing is your brand name to the customers. Such feedback generation can be as simple as asking your existing clients on social media channels. If your business is new, you can also ask your friends or family members to evaluate the name. In short, their comments can lead to new ideas or aid you to adjust the name to the target audience.

… Use a Shortcut!

If you cannot generate a name for your brand, we also provide a simple way. In Brandpulsar, we have a massive selection of domain names for all types of businesses. Just browse the list and choose the one you like the most! Whether you want a friendly, bold, professional-looking, exciting, fun or futuristic name, we have what you are looking for. Besides finding a suitable brand name, you will also ensure that you have the domain that matches with it.