Brand Naming Basics: How to Choose a Company Name
Types of names, how to shortlist and the checks to run before you commit.
A name is the hardest brand element to change later, so it deserves care.
Types of name
- Descriptive: says what you do. Clear, hard to protect.
- Suggestive: hints at a benefit.
- Abstract or invented: distinctive, needs explaining.
- Founder names: personal, less scalable.
Criteria
- Easy to say and spell.
- Distinct in your category.
- Works internationally if needed.
- Available as a domain and trade mark.
Process
- Agree criteria from your strategy.
- Generate a long list.
- Shortlist ten.
- Run checks.
- Test by saying it aloud on a call.
Checks
- Companies House name availability.
- Trade mark register. See trade mark basics.
- Domains and social handles.
Who does naming?
Naming is a specialist discipline. Some branding studios offer it and others treat it as part of wider strategy work or refer it on. Ask before you assume it is included.
Do not overthink it
A good name becomes great through what the company does with it.
Looking for an agency? Read the full shortlist on The Brand Index.
