Brand names identify brands. If successful, they often become synonymous with the products they represent. For this reason, it’s important to create brand names that will work to build your brand identity – and ultimately, the lifestyle you’ve dreamt about.

Brand Names that Work

There are a number of ways to go about creating brand names, and we recommend exploring all options in order to come up with the best option for your brand. Here are a few methods that might spark your imagination:

  • Think about your product/service and its main benefits. Use words that describe those benefits to create a list of brand names that either incorporate those words or arouse the emotions associated with those benefits.
  • Consider the core values you are using to build your brand. Make a list of words might contribute to the communication of those values.
  • Think about your target audience. Are they male or female? Young or mature? Professionals or amateurs? Creative or no-nonsense? List words that personify, or appeal to, your ideal client.
  • Make it memorable. Your brand name, through a good brand development strategy, should stir up emotion and positive memories in those who hear it. This goal is more attainable when brand names are easily recalled.

After you have accomplished some preliminary brand name work, it’s time to focus on more specific methods for naming your brand. Here are a few methods that have been used in creating some of the most successful brand names:

  • Acronyms: Sometimes, the best brand names are too lengthy. In this case, initials might be in order. Think UPS, IBM, or AIG. Of course, consideration will have to be given to other existing acronyms.
  • Provocation: Some brand names create a mental image that benefits a brand. Think Wrangler and Champion.
  • Simple Descriptions: Often, the best brand names are those that are so simple, they do little more than precisely describe the brand. Think General Electric and Mike’s Hard Lemonade.
  • Coinage: Some brand names are neologisms, or words that did not exist before the brand was named. Xerox and Wii are two examples.
  • Fun with Words: Rhyming, alliteration, and other word tricks can make brand names memorable. Think Haagen-Dazs and Reese’s Pieces.
  • Embodiment: Some brand names are demonstrations of personalities that embody their brand values. Think Betty Crocker and Ajax.
  • Your Name: This is another example of how simplicity can work. Think DuPont, Honeywell, and Lamborghini.


  • Exoticism: Often, the perfect word for a brand either doesn’t ring well or it’s too similar to other brand names. In this case, one might turn to the word-equivalent in a foreign language. Some examples include Fiat and Volkswagen, if named by an English-speaking entity.
  • Geography: The founding or operating location of a brand can be food for naming it. Fuji Film and American Standard are two examples.

Brand names are used to distinguish particular brands from their competitors. Your goal is for your own brand name to become widely known – particularly within your target audience. This can be accomplished when your brand name is one that evokes positive emotions, symbolises trust, and evolves with your brand.

For more information on brand names and how good ones are created, contact How to Build a Brand at +44 (0) 208 123 6776 or learn more on our YouTube channel.

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