Brand Naming: How to Name Your Startup Brand – A Step-by-Step Guide

August

2025

Learn a proven brand naming process with steps, naming strategies, and examples to create an effective brand name that lasts.

Why Brand Naming Matters

Brand naming is one of the most important decisions a company will ever make. The brand name is more than a word — it is the foundation of brand identity, shaping how your business is understood in the market and how it connects with consumers.

A good brand name builds recognition and helps build trust with audiences. Done well, brand naming has a huge impact on how the company stands out among other brands and how easily people remember it. Done poorly, it can hold the business back for years.

A chosen name reflects brand purpose, communicates brand personality, and makes sense to the people you want to reach. The importance of this process is clear: a perfect name can unlock long-term future success.

Consider global examples: Spotify, Nike, Ralph Lauren. Each shows how sound, simplicity, and story combine into brand names that live for the life of the company.

The Brand Naming Process – Five Steps to the Perfect Name

Brand naming works best when treated as a structured creative process. While there’s no single formula, following these five steps will help you generate effective brand names that resonate with customers and drive success.

Step 1. Define Your Brand Purpose and Personality

The naming process begins with clarity. Before you write down a single word, define what your brand stands for.

What business objectives guide your company?
What is your mission in the world?
What values matter most to your service?

This is where brand owners define brand purpose. Some brands want to grab attention quickly; others prefer a softer identity that builds trust slowly.

Example: Our Solkind project shows how a name reflects values. “Sol” means sun, “kind” conveys warmth. Together the sound feels simple, the idea is clear, and the result is a good brand name with positive sentiment.

Step 2. Explore Naming Options and Strategies

Once you’ve defined your direction, the creative process begins. Generate a wide list of potential brand names and explore naming options without judgment. Use existing words, invent new ones, or combine unexpected terms. Artificial intelligence tools can help spark ideas, though human insight ensures the chosen name makes sense for your company.

Common naming strategies include:

Descriptive names – directly explain the service or product (e.g. PayPal).
Evocative names – create imagery and emotion (e.g. Patagonia).
Invented names – entirely new brand names (e.g. Google).
Founder names – tied to people or families (e.g. Ralph Lauren).
Metaphorical names – drawn from the natural world (e.g. Amazon).

👉 Example: For Ruvoruvo, we developed a distinctive new name from playful repetition. It shows how unusual sound can still create a great brand name when supported by a strong brand identity.

Step 3. Research and Test Availability

Even the perfect name loses value if you cannot use it. This stage of the naming process requires research and careful checks.

Domain availability – test using Namechk. A strong company name needs a matching domain.
Trademark checks – search USPTO or EUIPO.
Social handles – confirm alignment across channels.
Other brands – review your industry to avoid overlap.

Skipping research risks confusion with other brands, wasted spend, or even lawsuits.

👉 Example: Our Glowbird project worked because the new name was available as a domain, distinctive in its market, and protected by trademark.

Step 4. Involve Key Stakeholders and Consumers

After shortlisting names, test them. Involve key stakeholders and gather insights from consumers.

Ask important questions such as:

Does the name make sense for the business?
Does it sound good when spoken?
Does it align with our strategic direction?
Will it work for the life of the brand?

Feedback often reveals whether potential brand names resonate. Remember: while testing helps, the chosen name must still fit brand purpose and business objectives.

Step 5. Finalise and Plan for Longevity

The last step is choosing the final name and testing it for the long term. Strong brand naming should:

Look great in a logo.
Support expansion into new markets.
Carry positive sentiment.
Feel like it will remain relevant for years.

A perfect name is not just distinctive — it supports future success and becomes part of how customers connect with the brand.

Common Mistakes in Brand Naming

Many businesses rush through the naming process and repeat the same mistakes:

Overcomplicated names – if people cannot spell it, they cannot find you.
Copycat naming – too similar to other brands in the industry.
Trendy phrases – what sounds good today may not last tomorrow.
Ignoring domain availability – undermines credibility.

Avoiding these errors requires discipline, research, and simple steps like early availability checks.

Naming Strategies and Creative Development

Agencies often explore naming strategies alongside creative development. This includes brainstorming naming options, testing sounds, and reviewing how the name will live across different touchpoints.

Use existing words in new ways.
Invent a unique name from fresh combinations.
Compare naming strategies against brand purpose.
Remember: the creative process works best when you work hard to generate volume before refining.

The most effective brand name usually comes from a list of many, not a handful.

Case Studies and Examples

Spotify

An invented name blending “spot” and “identify.” The sound is smooth, the idea is clear, and the company has enjoyed massive success.

Ruvoruvo

A bold wine brand where repetition created a playful, distinctive identity.

Glowbird

Soft and memorable, Glowbird shows how a new brand name can create instant recognition.

Solkind

A values-driven name proving that a perfect name can capture warmth, life, and brand purpose.

Tools and Resources for the Naming Process

Brand naming requires both creativity and research. Useful tools include:

Namechk – domain availability.
USPTO – trademark search.
Harvard Business Review – strategy articles.
Customer surveys – test with consumers.
Artificial intelligence tools – generate naming options quickly.

Using these resources ensures that brand naming is not just creative but also practical.

Advanced Brand Naming Insights: Recognition, Strategy, and Lasting Impact

Why Brand Recognition Matters in Naming

Brand naming is never just about creativity — it is about being remembered. A memorable brand is one that customers can recall after a single interaction. The best name creates instant recognition and reinforces how the company presents itself in the market.

Think about when you first hear a great name like Spotify or Amazon. The sound feels simple, but the idea has weight. Over time, the repetition builds trust, and that trust is what creates lasting brand recognition.

Naming decisions made today can echo for the life of the brand. A name that works well in year one can become a foundation for growth a decade later. This is why clarity, research, and strategy are so essential.

Considering Your Target Audience

The target audience is one of the most overlooked parts of the naming process. It is tempting to choose a name that the founders personally like, but the goal is not just self-expression — it is market connection.

Ask questions such as:

What names does the target audience already associate with quality in this sector?
What emotional response should the sound of the name create?
Will the name make sense across age groups, cultures, and regions?

Involving potential customers early through surveys or interviews is one of the simple steps that can save a company from an expensive rebrand later.

Logo Design and the Role of Visual Identity

A brand name must also work in design. The way the name looks in a logo design matters as much as how it sounds when spoken. Consider typography, shape, and balance. A name with too many awkward letters may look clumsy in a logo, even if it sounds fine aloud.

Some founders experiment with the English alphabet to find symmetry, flow, or simplicity in a name. Subtle choices — such as avoiding overly complex clusters of letters — can make a logo easier to design and recognise.

A good brand naming process always thinks about design from the start. The sound, the visual, and the meaning all need to work together.

The Certain Ring Test

Sometimes the hardest thing to explain is why one name feels better than another. Brand strategists often talk about a name having a certain ring to it. This isn’t scientific, but it matters.

A name with the right rhythm or phonetic balance is easier for consumers to recall. This is why some invented names succeed where descriptive names fail. A best name is rarely the most obvious one — it is the one that feels effortless to say and easy to remember.

Social Media, Domain Names, and Practical Checks

Beyond creativity, modern naming demands practical tests. A good name must work online:

Domain name availability is non-negotiable. Without it, the business will constantly fight for visibility.
Social media handles should be available across key platforms. A mismatch between name and handles creates confusion and weakens trust.

These checks might feel simple, but they are part of what separates a strong naming process from one that creates problems down the line.

Learning from Global Examples

Strong names come from diverse strategies:

Nike – A short, memorable brand name derived from mythology, designed to be bold and simple.
Ralph Lauren – A founder’s name that grew into a global lifestyle brand, proof that personal names can scale.
Spotify – Invented from existing words but crafted to feel modern and digital.

Each example shows how a name for your brand can grow into something bigger than a word. The choices founders make early can create a brand identity that feels timeless.

Building Trust Through Naming

Ultimately, the role of naming is to build trust. A strong name signals reliability, ambition, and clarity. Customers trust companies whose names are easy to recall, simple to type into a search bar, and effortless to recommend in conversation.

This is why agencies put so much effort into naming strategies. The right name is not just a creative exercise — it is a business tool that secures recognition, supports marketing, and ensures customers come back.

Practical Checklist for the Best Name

To close, here’s a practical framework that companies can use when developing names:

Make sure the name is short, simple, and distinctive.
Test the domain name and social handles for availability.
Review how it looks in a logo design.
Say it out loud — does it have that certain ring?
Test it with your target audience and potential customers.
Compare against other brands in your market to avoid confusion.
Ask if it feels like a memorable brand that can stand for the life of your company.

Following these steps does not guarantee instant success, but it dramatically reduces risk. A great name is not about luck. It is about process, discipline, and the courage to choose with confidence.

Key Takeaway

A brand name lives at the intersection of creativity, strategy, and practicality. The best name balances emotional impact, recognisability, and availability. It helps a business capture attention, connect with its audience, and grow with consistency over time.

Whether you are naming a startup, rebranding an existing company, or expanding into new markets, treat naming as a structured process. A memorable brand is never accidental — it is the product of clear thinking, strong naming strategies, and a vision for future success.

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FAQs on Brand Naming

How do I name my brand?
Follow a brand naming process: define your brand purpose, explore naming strategies, research domain availability, involve key stakeholders, and finalize the chosen name.

What are the rules for brand naming?
Keep it simple, distinctive, and clear. A good brand name should reflect brand personality, make sense to your target audience, and align with business objectives.

What is the 3-7-27 rule of branding?
You have 3 seconds to make a visual impression, 7 seconds to grab attention with sound, and 27 seconds to explain your idea.

What are the five steps for naming a product or service?

Define your brand purpose.
Explore naming options.
Research domain availability.
Test with consumers.
Finalize with future success in mind.

Conclusion

The importance of brand naming cannot be overstated. A distinctive, effective brand name shapes recognition, builds trust, and supports long-term business success.

At Orange & Teal, we help companies with the full naming process, from creative development to building brand identities. Our work on Ruvoruvo, Glowbird, and Solkind shows the huge impact the right name can have.

If you’re ready to create a new brand or refine an existing one, get in touch. Together, we’ll design names that give life to your company and build trust with customers for years to come.