Brand names are more than just names. They’re the vehicles through which we learn to identify our favourite brands and the words we use to make recommendations, talk about experiences, and deliver testimonials.

There are a number of things to consider whilst you develop your own brand name. Read on to learn how the biggest and best brand names have chosen their titles and how you can apply these valuable points to your own brand-naming process.

The Naming Checklist used by all the Big Brand Names

At How to Build a Brand, we understand the importance (and the challenges) associated with naming your brand. That’s why we’ve compiled this checklist for you to implement as you name your brand:

  • Focus on the positive feelings conjured by your brand. What will people smile about after an interaction or transaction with your brand? Use words that convey this feeling, indirectly. Keep an open mind here. Sometimes, names, words, and phrases that are seemingly unrelated to your product/service carry the connotative meaning for which you’re aiming.
  • Know your target audience and use words that will conjure emotions and move your ideal clients to action. If you’ve conducted adequate market research, no one knows your audience better than you – and choosing the perfect brand name is your chance to demonstrate that fact. Your brand name should fit snugly into your brand strategy, making your entire plan one cohesive system.
  • Brand names should be simple to recall. Branding is all about creating experiences that go hand-in-hand with the brand name and logo, making positive, associative memories a means to revenue-building. When brand names are easy to remember (and hard to forget), the sales funnel is shortened. A brand name that’s difficult to pronounce, spell, or remember is unlikely to surface in crucial conversations – the ones where word-of-mouth marketing happens.
  • In line with the previous point, brand names should be shorter, rather than longer.
  • Respect copyright laws. This will require some research, but is well-worth the effort to avoid copyright infringement lawsuits. You should also register your own brand name’s copyright (internationally) to protect it.


  • Consider available domain names. It is advantageous for your brand name to double as your website URL – for internet search reasons as well as for brand consistency. A search for available domain names may help you to settle on a brand name.
  • Is there a chance your brand name will go global? Whether this is your goal or you simply don’t want to rule out enormous success, beware of the cultural implications that some brand names may carry. Something that is adored in one country or culture may break social convention in another, eliminating chances of your brand even being considered in a global market.

When someone asks “Who are you?” you offer your name. This same principle applies to your brand. Brand names are the titles used to identify, speak of, and recommend brands – and their success is directly proportionate the amount of research, thought, and resourcefulness put into their creation.

Contact How to Build a Brand on +44 (0) 208 123 6776 or [email protected] to learn more about the most successful brand names…and how they did it. We also recommend that you subscribe to our FREE 6-step Brand L.E.A.D.E.R. System.

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