Naming Your Brand: Tips for Startups & Beyond

Choosing a name for your brand is one of the most exciting—and challenging—steps in building a business. Whether you’re a startup founder or a seasoned strategist refining a new direction, your brand name is more than just words. It’s the first impression of your brand promise, strategy, and identity. A great name can spark curiosity, build trust, and create lasting connections with your audience.

Here are some practical tips to guide you through the naming process:

1. Keep it Simple and Memorable

The best names are brief, easy to spell, and roll off the tongue. Think Apple, Nike, or Zoom. While it’s tempting to play with unusual spellings or overly long names, they can end up being forgettable—or worse, confusing. A great brand name should stick in people’s minds, not make them second-guess how to pronounce or type it. Take Slack, for example: its simplicity reinforces the platform’s mission of seamless, efficient communication.

2. Reflect Your Brand Strategy

Your name should embody the essence of your brand and what you promise to your audiences. For instance, Patagonia evokes adventure and a love for the natural world, perfectly aligning with their outdoor gear and sustainability focus. Before brainstorming, revisit your brand strategy. Ask yourself: What do we stand for? What emotions do we want our audience to feel? Your name is an opportunity to communicate your core values from the start.

3. Don’t Skip the Legal and Practical Checks

Creativity is key, but practical steps will save you headaches later. Start by checking if the name is available as a trademark in your target markets. This ensures you won’t run into legal challenges after you’ve already invested in branding. It’s also essential to secure matching domain names and social media handles for a cohesive digital presence. 

4. Test It with Real People

Once you’ve shortlisted names, test them with your audience (or even friends and family). Pay attention to how they respond. Do they remember the name after a few days? Does it align with the image you’re trying to build? When food delivery app DoorDash entered the market, its name tested well for clarity and simplicity, communicating speed and accessibility—two qualities that resonate strongly in its industry.

A great brand name isn’t just about sounding good; it’s about lasting impact. It’s a balance of creativity, strategy, and practicality. If you need guidance or someone to bounce ideas off, reach out—naming your brand is a big moment. Let’s make it one to remember.