Naming conventions: 5 steps to choose the perfect brand name

When starting a business, choosing the right brand name is one of the most important parts of the process. Your brand’s name plays a crucial role in shaping how customers perceive your business, helps establish your presence in the market, and can even drive customer loyalty.

Before diving into the steps for narrowing down your brand name ideas, it’s important to understand why choosing the right name is essential for your brand’s success.

Understanding the importance of a strong brand name

Is your brand’s name really that important? Research tells us yes: 77% of consumers purchase items because of the brand name. (Forbes, 2021) 

Meanwhile, 82% of investors say name recognition guides their investment decisions. (Hubspot, 2023) 

But why exactly is this the case? 

Why your brand name matters

There are several specific reasons why it’s important to make the perfect final selection when debating brand name ideas. First, your brand’s name plays a large role in establishing your brand’s identity. The name has the power to evoke emotions, tell your story, and create an impression with your customers. 

Recognition is also important: A unique, well-aligned brand name helps your business cut through the competition, stand out, and become “sticky” with your customers. 

What’s more, brand recognition can also play a role in customer buying habits and loyalty, with research showing that 50% of consumers are more likely to buy from brands they recognize. (WiserNotify, 2024)

The impact of naming conventions on branding

Brand naming conventions can shape how your business is perceived and positioned in the market. Choosing the right naming convention can help your brand attract customers. Examples of brand naming conventions include:

• Descriptive – Descriptive names are straightforward, and tell customers exactly what your business does or offers. An example would be Google Workspace, which (as the name suggests) is a “workspace” suite of collaboration tools.
• Invented – These creative brand names might include made-up words or variations of real words, which often don’t have a direct meaning. However, they can suggest certain feelings or associations. Examples include Wix and Lyft.
• Evocative – Evocative names tap into emotions, ideas, or imagery, often indirectly suggesting the qualities of the product or service. An example would be Titan Email.

Whether you have a list of brand name ideas or you’re starting from scratch, here are steps you can follow to choose the perfect name for your brand.

Step 1: Brainstorming brand name ideas

Everyone has to start somewhere, and in this case, it’s best to start with a brainstorm.

How to come up with a brand name

While finding the perfect brand name can feel like a daunting task, the right brainstorming techniques can help you generate a range of options to explore. Consider techniques such as word association, where you start with a core concept and let your mind wander. 

Begin by writing down a central word that encapsulates your business (such as “adventure”). Then, write down related words that pop into your head (such as “explore,” “trail,” and “wander”). 

Another method you can try is mind mapping, which is a visual brainstorming tool you can use to generate ideas. Start by placing a general theme or idea in the middle of the page (such as “fitness”) and add branches with subtopics (like “strength” and “balance”).

Also, don’t be afraid of using free tools to come up with brand name suggestions. You can use a brand name generator, or AI tools such as Gemini to spark naming ideas. A business name generator or company name generator can provide business name suggestions to jumpstart your brand naming process. 

Step 2: Evaluating and narrowing down your options

After brainstorming potential business names, the next step is to refine your list by evaluating each option against key criteria. This ensures that your final choice aligns with your brand’s identity and has the potential to resonate with your audience.

Criteria for a great brand name 

Once you’ve explored a few company name ideas, it’s time to think creatively. The perfect brand name has to go beyond ‘sounding good.’ It should align with insights from branding experts, like those discussed in The Brand Gap by Marty Neumeier, which emphasize simplicity, memorability, and relevance. The name needs to communicate your brand’s identity, values, and messages. Here are some criteria to keep in mind:

 

• Simplicity – An excellent brand name should be easy to say, spell, and remember. Simplicity ensures your brand’s name is accessible to a wide audience and easily shared through word-of mouth.
• Memorability – A catchy business name crucial for brand recognition and recall. A great brand name that sticks in people’s minds creates a lasting impression and increases the likelihood of your audience returning to your business.
• Relevance – A “random” brand name will seem out of place, and it’s important the name you choose reflects your brand’s identity and purpose. For example, a clothing brand may choose relevant keywords that reflect fabric, wearability, or the style of clothing. Aim for a unique name that reflects your business’s personality, while also considering the tone of your industry. 
• SEO Potential – A brand name that incorporates relevant keywords or is easy to search for can improve its visibility on search engines, helping customers find your business online.
• Domain Availability – Domain name availability is an important factor, as securing a domain name that reflects your brand can strengthen your online presence and make it easier for customers to find you. While .com is the most widely recognized, new top-level domains (nTLDs) such as .co, .pro, or .site offer creative opportunities to fully communicate your brand identity. Leveraging descriptive domains allows you to tell your brand’s story on both sides of the dot, creating a unique and memorable digital footprint.

How to find a brand name that stands out

Your brand is one-of-a-kind, and your brand name should reflect that. For this reason, it’s important to find a unique brand name that differentiates you from competitors and reduces the risk of confusion with other businesses. 

Spend time conducting competitive analysis, where you research your industry and analyze the names of your competitors. It’s important to know the names of brands in your space so you can see which names are successful and what’s still available.

Also, be sure to take steps to avoid naming pitfalls. For example, your brand’s name shouldn’t be too long, confusing, or difficult to remember. Also, consider avoiding something that’s too literal or descriptive—it might come off as lacking personality.

Step 3: Checking domain name availability and trademark issues

After you’ve shortlisted potential business names, it’s time to take the next steps in creating your dream brand.

How to check domain availability for your brand name

Websites are essential for modern businesses of all sizes. Research shows that nearly 75% of small businesses in the US have a website, while an additional 23% plan on getting one (Zippia, 2023). But before you can simply create a website for your new business, you need to make sure the domain is available.

For guidance on selecting the best domain for your brand, check out our blog post on tips for choosing a domain name.

What exactly does that mean? 

A domain is the unique address that someone types to access your website (such as Name.com). A unique name should be available as a domain. If someone else already owns the domain you wish to purchase, it won’t be available for you. Securing the right domain that aligns with your brand name is crucial for establishing your online presence because your site will become the digital home for your brand. 

Fortunately, you can use tools to check domain name availability, like Name.com’s search tool. If a domain name is taken, Name.com will suggest similar available domains. An important tip to keep in mind involves the top-level domain, or TLD. This is the “.com” extension that you might be familiar with, and it’s possible to obtain a domain with a unique and industry-specific TLD, such as .photo, .music, .store, .social, and .io, even if the .com version is taken. These alternative TLDs can offer greater flexibility and help your brand stand out in a crowded online space.

Ensuring your brand name is legally available 

Aside from domain availability, there’s something else to keep in mind when it comes to your brand’s name: it needs to be legally available and not infringe on any existing trademarks. A trademark refers to something that legally represents a business (such as a symbol, word, or phrase), and it prevents other brands from using a name that’s identical (or in many cases, even too similar). 

Ensuring your brand name is available helps you avoid any legal issues with existing brands, and ensures your chosen name is both unique and protected. 

To check if a brand name is available, start with simple searches in search engines. Keep in mind that even if a brand is using the name, it might not be trademarked. Then, search official databases, such as the database for the United States Patent and Trademark Office. Additionally, consider consulting a trademark attorney or seeking other legal advice, to ensure you select a name that avoids any legal troubles. 

Step 4: Testing your brand name with your audience 

Up next, it’s time to see how your brand name resonates with your potential customers. 

The importance of audience feedback

Before finalizing your brand name, consider soliciting feedback from your audience. This process allows you to gauge reactions, measure memorability, and see if it really elicits the feelings and thoughts you want it to.

Methods for testing brand names

Did you know there are actually different methods you can use for testing unique business name ideas with your target audience? 

One method involves creating a focus group of your target demographic, where you share your potential brand names with either small groups or individuals. This process can be done in person or online, and you can encourage participants to share their thoughts, feelings, and associations. 

Additionally, you can A/B test for different brand names on social media. Simply create social media posts or ads using the different potential names, and track the engagement metrics to see which name resonates most with your audience. 

Step 5: Finalizing and launching your brand name

Now that you’ve reached the last stage of choosing the perfect brand name, it’s time to finalize and officially launch your brand name. 

How to create a brand name that lasts

Wondering how to come up with a brand name that stays relevant as your business grows and evolves? Be sure to land on a name that considers future growth and brand evolution. 

How can you do that? 

Avoid hyper-specific names, which might limit your ability to grow beyond a certain niche (such as Vegan Fruit Smoothies). Also, avoid basing your brand name on current trends that are likely to fizzle out, or buzzwords. Instead, choose a timeless name that will keep its relevance, even in the face of industry changes. 

Building a website to launch your brand 

Finally, it’s time to create your website to launch your brand. In today’s digital age, a strong web presence is critical for a new brand’s success. Think about it: When a potential customer searches for your brand on Google, they’ll likely end up on your website. A well-designed website helps give your brand credibility, allows your customers to understand your offerings, and establishes your business in the marketplace. 

Make sure your brand name is incorporated seamlessly across your website and other online properties. With the help of a website builder, place your brand name and logo in key, visible areas, ensuring they are easy to identify and reinforce your visual identity. (Be careful not to overdo it; subtlety is key.)

Your brand name should also be displayed across your social media properties to create a consistent omnichannel customer experience. 

Start your brand naming journey today

Embarking on your brand naming journey is exciting for any business owner or founder. And now, you’re ready to begin the process. 

Recap of the five essential steps

Securing the perfect business name is a critical step in establishing a strong brand identity. Following a clear process can help you find the right name regardless if you’re launching a new business idea or rebranding. To choose the perfect business name, be sure to keep the five steps discussed above in mind. 

1. Start by brainstorming ideas. Consider using a brand name creator or other tools to help generate ideas, such as NameSnack or Namelix. 
2. Evaluate your options and narrow them down. Select your top choice.
3. Check the availability of domains that align with your brand name, and conduct research for any existing trademarks to ensure legal availability. 
4. Test your brand name with your target demographic to ensure that it’s as effective and aligned as you think it is. 
5. Register your domain name, and launch your brand name on your website. 

Launch your brand’s website with Name.com

Name.com offers best-in-class products for establishing a winning online presence for your business or personal venture. Use our domain search tool to secure a unique and memorable domain name, build a website, and project professionalism with our custom email hosting products, which allow you to create an email address that matches your domain.

Explore all our offerings today to get started.

 

Sources: 

Forbes. The Power Of Branding In 2021. https://www.forbes.com/councils/theyec/2021/04/15/the-power-of-branding-in-2021/ 

Hubspot. What is Brand Salience? [+How Do You Measure It?]. https://blog.hubspot.com/marketing/brand-salience 

WiserNotify. 51 Branding Statistics and Facts (2024). https://wisernotify.com/blog/branding-stats/ 

ChatGPT. https://chatgpt.com/ 

Zippia. 20+ Essential Small Business Website Statistics [2023]: How Many Businesses Have A Website. https://www.zippia.com/advice/small-business-website-statistics/