How to name your brand (and make it work harder for you)
Choosing a name isn’t just a creative exercise. It’s a strategic decision that shapes how your brand grows.
Why your brand name matters (even after you’ve launched)
If you’ve been running your business for a while but your brand name still feels off, you’re not alone.
Naming isn’t just for new founders. It’s often one of the first things growing entrepreneurs want to refine as their business evolves.
Your brand name is how people remember you. It sets expectations, builds emotion, and can make your brand instantly more recognizable.
It’s not just a label. It’s leverage.
When chosen well, your name should:
✦ Capture your brand’s tone and personality
✦ Help differentiate you in a crowded market
✦ Reflect your purpose and positioning
So whether you’re naming from scratch or re-evaluating as you scale, here’s a look at seven strategic ways to name your brand, plus a few pro tips to make your choice stand the test of time.
7 ways to name your brand
1. Descriptive
Names that clearly communicate what you do.
Examples: Netflix, PayPal, Whole Foods
Pro: Clarity builds instant understanding.
Con: Limits future growth if you expand your offer.
2. Evocative
Names that suggest associations or emotions without stating what you do.
Examples: Honest, Innocent, Lush
Pro: Emotionally engaging + builds connection.
Con: Needs context when your brand is new (use a tagline).
3. Abstract
Made-up words or unexpected names that stand out.
Examples: Google, Bumble, Spanx
Pro: Distinctive and memorable.
Con: Requires strong brand storytelling to give it meaning.
4. Personified
Inspired by myth, stories, or people.
Examples: Nike, Pandora, Godiva
Pro: Creates rich associations and instant symbolism.
Con: Can feel dated or overly traditional if not balanced with modern branding.
5. Geographic
Names tied to a place, region, or landmark.
Examples: Patagonia, Fiji Water, Canada Goose
Pro: Great for brands rooted in heritage or provenance.
Con: Works well for physical products, but can limit scale if you plan to go global as a service business.
6. Founder
Named after the creator or founder.
Examples: Chanel, Ben & Jerry’s, Marie Forleo
Pro: Adds warmth, story, and human connection.
Con: Requires visibility and personality from the founder to resonate.
7. Initialism
Acronyms that simplify a longer name.
Examples: IBM, MAC, ASOS
Pro: Feels modern and concise, good for online visibility.
Con: Can lose meaning and emotion without brand context.
Set your brand name up for success
1. Choose in context, not isolation
Your name is one piece of your brand system alongside your strategy, visuals, and voice. A strong name fits seamlessly within the bigger picture.
2. Do a quick check before committing
✦ Search for existing trademarks
✦ Check domain and social handle availability
✦ Test it for pronunciation and readability
BRANDBEAM TIP: If your ideal domain isn’t available, add something relevant (like hq, join, co, or official).
3. Check meaning and cultural nuance
If your name references another language or has initials, double-check how it translates globally. A quick Google or ChatGPT search can save you a big future rebrand.
7 types of brand name
The best brand names bring your brand personality to life. If you’re not sure what that personality is yet, start with the free Brand Personality Quiz. It’s the first step to understanding the vibe and energy your brand should project.
About Katie
Katie is the founder of Brandbeam, where she helps women founders move beyond DIY branding and build confident, client-attracting brands that feel as powerful as the work that they do.
With 12+ years of experience in global branding where she partnered with brands like BBC and Burberry, she’s passionate about turning big-brand strategy into practical tools for small business growth.
