Without a name, your business doesn't exist.
You can function without a tagline, without a website—and yes, even without a logo. But not without a brand name. A name is the only brand asset that you absolutely need. (Also snacks.)
Your name is your first impression.
Your brand name is your first point of contact with a potential customer. It’s the handshake before the conversation. A great name sticks; a poor one is easily forgotten. (And we all know how great we are at forgetting names.)
Thou shalt not be passed over.
"Differentiate or die" is the well known branding & marketing refrain—your brand name is a critical tool to set yourself apart from the competition. (Slightly less well known is the refrain "Copywrite or croak.") A distinct brand name is also the best way to avoid Trademark Troubles™.
Make your mark.
Legal screening is important. Pursuing a trademark (like everything in life) takes time and money. At the end of it, you either own your brand name, or you're back to square one—but minus the time and money. The right name will sail through to victory; the wrong one will be dead in the water.
Back creativity with strategy.
Creativity is shooting out great ideas—strategy tells us where to aim. Your name is the cornerstone of your brand’s identity, positioning your business amongst the competition and in the minds of your customers. Any kooky brand name can evoke an emotion (often bewilderment); a strategic brand name evokes the right emotion.
Keep it easy.
Easy to say, easy to spell, easy to remember. This usually means short and simple.
Don't name for the domain.
Everyone wants that perfect .com. Well, tough. It's 2024, and we've had decades of domain names being snatched up by businesses, entrepreneurs, hobbyists, and trolls. But that's okay—the perfect domain isn't necessary. Many brands have extensions in their website names: nissanusa.com, drinkarizona.com, dovechocolate.com, the list goes on. Your brand name is going to see so many use cases beyond your domain—don’t let the search for the perfect domain name restrict your search for the perfect brand name.
Accept the anthropology.
(Apologies for the apology pun.) Linguistic and cultural screening is just as important as legality—overlooked connotations or pronunciation difficulties can ruin an otherwise-great brand name. These screenings help ensure a successful reception within a given country or across international borders.
Be future-proof.
A well-chosen brand name will grow with your business. It’s not just about where you are today—it’s about where you’ll be tomorrow (hopefully on vacation—you deserve it), or five years from now. The right name will fit with your current offerings, while leaving room for expansion into new products, services, or markets.
Naming is collaborative.
Naming, like partying, doesn't happen in isolation. As a brand namer, I work with you to understand your brand’s core identity, your audience, and your long-term vision. Together, we’ll find a name that feels right, sounds right, and aligns perfectly with your strategic goals. (Unlike partying, naming leaves you with results—not regrets.)
Without a name, your business doesn't exist.
You can function without a tagline, without a website—and yes, even without a logo. But not without a brand name. A name is the only brand asset that you absolutely need. (Also snacks.)
Your name is your first impression.
Your brand name is your first point of contact with a potential customer. It’s the handshake before the conversation. A great name sticks; a poor one is easily forgotten. (And we all know how great we are at forgetting names.)
Thou shalt not be passed over.
"Differentiate or die" is the well known branding & marketing refrain—your brand name is a critical tool to set yourself apart from the competition. (Slightly less well known is the refrain "Copywrite or croak.") A distinct brand name is also the best way to avoid Trademark Troubles™.
Make your mark.
Legal screening is important. Pursuing a trademark (like everything in life) takes time and money. At the end of it, you either own your brand name, or you're back to square one—but minus the time and money. The right name will sail through to victory; the wrong one will be dead in the water.
Back creativity with strategy.
Creativity is shooting out great ideas—strategy tells us where to aim. Your name is the cornerstone of your brand’s identity, positioning your business amongst the competition and in the minds of your customers. Any kooky brand name can evoke an emotion (often bewilderment); a strategic brand name evokes the right emotion.
Keep it easy.
Easy to say, easy to spell, easy to remember. This usually means short and simple.
Don't name for the domain.
Everyone wants that perfect .com. Well, tough. It's 2024, and we've had decades of domain names being snatched up by businesses, entrepreneurs, hobbyists, and trolls. But that's okay—the perfect domain isn't necessary. Many brands have extensions in their website names: nissanusa.com, drinkarizona.com, dovechocolate.com, the list goes on. Your brand name is going to see so many use cases beyond your domain—don’t let the search for the perfect domain name restrict your search for the perfect brand name.
Accept the anthropology.
(Apologies for the apology pun.) Linguistic and cultural screening is just as important as legality—overlooked connotations or pronunciation difficulties can ruin an otherwise-great brand name. These screenings help ensure a successful reception within a given country or across international borders.
Be future-proof.
A well-chosen brand name will grow with your business. It’s not just about where you are today—it’s about where you’ll be tomorrow (hopefully on vacation—you deserve it), or five years from now. The right name will fit with your current offerings, while leaving room for expansion into new products, services, or markets.
Naming is collaborative.
Naming, like partying, doesn't happen in isolation. As a brand namer, I work with you to understand your brand’s core identity, your audience, and your long-term vision. Together, we’ll find a name that feels right, sounds right, and aligns perfectly with your strategic goals. (Unlike partying, naming leaves you with results—not regrets.)
