How to choose a brand name in tidy and practical steps


There are millions of guides and tips on building brands ; From coming up with a business idea to sales development tools, but there's a big hidden task that not many people tell you before it all, and that's how to pick a brand name from scratch.

And the importance of a brand name is not only because it looks good in cards and logo designs, and you shouldn’t primarily choose it just because you like it, but all of its importance boils down to the fact that it, on its own, tells something valuable and unique to your audience.

Finding an impressive and eye-catching name, and at the same time carries meaning within it, and most importantly, there is a domain name available with it is not a simple task as it seems.

So in this guide, we go into detail on how to choose a brand name that enhances your brand identity in the marketplace, and influences your customers in the long run.

Criteria for choosing a brand name

Before we get started, it's important to know the criteria to be judged to know if a brand name is sufficiently different and impactful, or needs another brainstorming.

for exampleAnd in research by the University of Alberta in Canada in 2010, they found that consumers tend to be positively influenced by companies that have a lighter frequency in their name, such as Coca-Cola and Kit-Kat.

And while there really isn't a magic formula for choosing a super unique brand name, there are some traits that enable you to judge the name choices you have in mind, narrowing the list down to more relevant, valuable, and, of course, innovative names.

These features are summarized in the brand name:

Meaningful : It alone can tell the whole essence and story of the brand, build an integrated picture for the audience, and most importantly, leave a positive impact in their minds.

Distinctive: to be unique, at the same time easy to remember and distinguished in the crowds of competition.

Easy: It's easy for the audience to understand, pronounce, and find on search engines and other marketing platforms, even if it's a strange name, it should at least remain comprehensible.

Protectable: That is, you can protect its ownership and reserve (and own) the domain name , not only legally, but also in the minds and consciousness of the masses.

Suitable for growth with the company: It is able to grow and expand with the company, and adapts and suits the different products and potential branches of the company in the future.

Visually: And finally, that you can translate and photograph it through designs, colors, fonts, and others.

All this may help you to check and choose the perfect brand name, but the question above all these criteria is: is this name really successfulDoes it mean anything to those who targeted them?

To come up with a name that meets these conditions, is successful and suits the tastes of the audience, you need not only creativity, but also planning.

Here's how...

How to choose a brand name (in practical steps)

1) Bring the essence of your brand

Before you give your brand a name, it's important to know who it really isAnd what do you offerAnd what are you trying to achieve in the short and long term?

By branding, we mean the following:

  • Its purpose: Why did you launch this companyWhat is the purpose and purpose they serve?
  • Vision: What kind of future do you want to create and own for your company and its customersWhat does this desired reality look like in detail?
  • Mission: How do you seek to achieve these goals, objectives and visionsOr in other words: How do you seek to create this future that you hope for?
  • Values ​​and Principles: What are the foundations and principles that govern your behavior and workflow?

These four are the elements that will influence everything in building your entire brand now and forever, not just choosing a strong name for it.

It is imperative that you have answers to all of these questionsAnd if you haven't, we advise you to step back and re-plan your brand from the beginning.

2) Define your ideal audience

More important than how to choose a brand name, is to determine the nature of the personality and traits of the optimal audience for the brand as much as possible.

Because if you don't know who you're making a name for, you probably won't find anything that fits at all.

You should never, under any temptation, give your company a name without specifying this category, and until you know the principles and goals you are striving for.

At this point, we expect that while creating a marketing or other plan for the company, you have come up with a breakdown of this target audience.

 The categories of the target audience can be designed in what is known as Customer-Persona, and it may include one or more segments of customers, each of which includes the following:

  • Name: You can give a fictitious name to a category or groups of categories of ideal customers.
  • Age group.
  • demographic features.
  • Type.
  • Location.
  • Personal and professional challenges.
  • Personal and social interests.
  • behaviors.

You can also look at competitors' social media pages and accounts to gather up-close preliminary information on the nature of these audiences.

3) Define what sets your company apart

Another thing that is indispensable in choosing a brand name is knowing its most important distinguishing points.

In the first point, we talked about the importance of clarifying the essence of the brand , which of course includes what distinguishes your companyBut there are a lot of things about your brand that make it unique and superior in the eyes of its audience.

These traits and factors may need you to explore and define or add them entirely from the start.

for exampleYou may be distinguished by additional customer service, speed of product or service delivery, availability of after-sales services, or superior customer serviceYou may even be giving away free shipping or quality packaging.

The list goes on and on with possible competitive advantages, but you need to determine what you actually offer or would like your company to embrace while serving its customers.

As for how to choose a brand name, you should keep these competitive features and advantages in mind along the lineRemember, you're not just looking for a great name, but a great name for your brand in particular.

4) Determine Archetype

Having defined your brand essence, audience traits, and competitive advantages, now on to the task of creating and prototyping your brand before you choose a name for it.

The main goal behind this step is to accurately understand what the company basically means and offers, which in turn is essential to choosing a brand name as you would expect.

In choosing a brand name, there is the buyer persona – the Buyer Persona being the embodiment of the target customers, and the prototype – the Archetype being the embodiment of your brand itself.

The Archetype archetype base is built on the principles of psychology and is associated with brands and their names

The founder of this theory, the psychiatrist Carl Jung, posits that humans use symbolism or coding to understand complex principles through different subdivided pathwaysEach path represents a set of easy-to-understand personality traits.

In the case of brands, archetypes are those in which the personality of the brand matches the target audience, and is psychologically strongly connected in their minds.

This method is highly effective for enabling companies to direct their efforts towards the right target and audience.

There are 12 Archetypes for trademarks, which are:

1) The Innocent: The one who represents charity, optimism, vitality and sentimentality.

Ex : Coca-Cola, Dove.

2) Traditional - The Everyman: a brand that is characterized by support and humility, and seeks to create links and a sense of belonging between it and its customers.

Such as: Ikea, eBay.

3) The Hero: The brave and inspiring character who strives to make the world a better place.

Such as: Nike, BMW.

4) The liberated - The Rebel: that is, the character who rejects authority and revolts against restrictions and laws.

Ex : Diesel.

5) The Explorer - The Explorer: She finds her inspiration in travel, adventure and challenge.

Ex : Red Bull and Jeep.

6) The creator: Like a creative and inventive person who finds his enthusiasm in building things of meaning and value.

Ex : Adobe, Lego.

7) The Ruler: The responsible person who creates order in chaos and crowding.

Such as: Microsoft, Mercedes.

8) The Magician: A visionary character who wishes to create something special and turn dreams into realities.

Such as: Apple, Disney.

9) The Lover: The romance that creates intimate moments full of passion and harmony.

Such as: Victoria's Secret, Chanel.

10) The Caregiver: The merciful one who protects and sympathizes with others, and is distinguished by generosity and empathy.

Such as: UNICEF, Johnson & Johnson.

11) The Jester:  Like joking characters who add fun to the world through humor.

Ex: M&Ms.

12) Sober - The Sage: Committed to helping the world through support, advice and wisdom

Like: google.

You need to ask yourself which category and description your brand and values ​​belong to, which ones fit their personality, and how you would like the audience to connect with them emotionally and mentally.

To make this point, take the time to examine all the non-verbal emotional meanings and connections that you would like to embrace and express in the company.

5) Brainstorm

Now comes the funniest task, and perhaps the most difficult as well

Gather all of your team, even your circle of creative acquaintances, and start a group brainstorming where everyone can list all the possible names and options in their minds.

Although it would be funny if everyone could share their wild ideas, you should, in order to save time and effort, have some guidelines or limitations to work withLike:

  • Write down all the adjectives and attributes that describe your service or product.
  • Describe how you would like your customers to feel when they use your exhibits.
  • Make free associations between keywords for your products and services.

In addition to the above, there are other ways to choose a brand name, which are according to the following divisions:

1) The name of the founder: where the name can be derived from a real or fictional character.

2) Descriptive name: that is, the name is a characteristic or feature that you provide or offer in the company, and it may come before or after another additional name, such as General Motors.

3) A fictitious name: a completely different name or word without a real origin, such as Kodak or Xerox.

4) A metaphorical noun: such as the names of people, places, and processes, or mythical, foreign, and imaginary namesLike Nike (Greek goddess name).

5) Abbreviated name: It is the name that bears the initial letters or abbreviations, such as M&Ms, which stands for Mars and Murrie, or BMW, which stands for Bavarian Motor Works.

6) A magical name: a name that combines two names together, one of them is real and the other with a false pronunciationLike Flickr or Facebook.

Now that you know the types of names and their featuresChallenge yourself and your team to come up with several names for each categoryDon't place a limit on the numbers, but make sure that you always limit the list to names that match the identity and meaning of the brand.

And in the process, you can turn to Onym for more naming and etymology exercises, tips and other valuable resources on how to choose a brand name efficiently.

You will also undoubtedly need a corporate website, so we recommend that you use Panabee to check the availability of domain names, apps, companies, and even alternative and relevant suggestions and terms.

Now to some serious work..

6) Generate name ideas

After all these divisions and preparations you have made, now comes the task of generating and extracting ideas for your brand naming in accordance with the personality style of your target customers and the archetype of the company – Archetype.

In fact, there are no strict rules here, but there are some tips and guidelines that can help you at this stage.

1) Keep the name simple

The ideal brand name, which we're trying to help you get here, is usually short, simple and easy to pronounce

It is also preferable that he possess a maximum of two slits onlyBecause words of this kind are the ones that grab the audience's attention and are usually easier to remember.

And because startups usually develop and expand their activities in the futureSo it's smart not to make the name too specific or focused on one service or product.

A company like Footjoy that is known for producing superior golf shoes, it's not called Footjoy Golf Shoes but just FootjoyBecause it now offers a much wider range of products and services than just shoes.

2) Use word links

It's okay to link some words togetherWrite down all possible words that are related to and related to your company and its activity.

The next step is to narrow down the list of these words to the words of highest value and significance, which deserve to be promoted to the final examination stage.

You can combine two words to create a new one like Footjoy, or even make up a completely new different word like Kodak or Xerox.

Now you have to do the following, in order:

  • If you do not know where to start to get innovative ideas for names, you can use the location of the English Thesaurus The Thesaurus , or synonyms Arabic site meanings for words and synonyms similar and related to those selected.
  • You can put a word or direct description of your company to get synonyms for it according to your preferred languageYou can even try to get synonyms for the words you have obtained to make a wider choice.
  • Collect the results in a special table on Google or Office spreadsheets.
  • Now recombine, separate, or split the final words to make meaningful or even meaningless words, which your job later will be to give meaning and value.

3) Expand the range of name options

After this last task, you can continue to expand the ranges of names you have obtained by mixing and redistributing them through the Name Mesh tool .

4) Try other languages

If you are looking to extend your list of noun options, you may like to use words and names from other languagesOf course we cannot specify any languageBecause this is entirely up to your own desire and taste.

But as a tip, Romance languages ​​such as French, Spanish, and Italian are often appropriate and influential in high-end brands such as fashion, jewellery, cosmetics, perfumes, and even fine food.

Some Germanic languages ​​such as German, Dutch and Swedish may be suitable for advanced industries and technologies, such as smart device services, repairs, technical support, and others.

However, if you do decide to use this card, use cautionSome words and terms may have two meanings or may convey an opposite or opposite meaning

Always check the integrity of the names with a simple Google search or by asking a translator.

5) Refine all options

And it's the penultimate paragraph in the journey of choosing this brand nameThe revision process is necessary so that you do not have to test for previously used names.

  • Shorten the list of options for the most meaningful and significant.
  • Use a platform like Namecheap to check the availability of domains for the names in your list.
  • Names that you have confirmed the availability of domains in their name, add them in the final list of options.
  •  If you have a preferred name but it isn't available, try using a different extension other than .com like country extensions like .qa or .eg, or adding an extra simple keyword to the domain address.

7) Final nouns test

How to choose a brand name is just like how you would do anything else within your companyIt needs, like any plan, to be tested, measured, and reviewed to ensure its effectiveness and compliance with the objective required of it.

Before you decide on the perfect name for your brand, it is necessary to test the final names that you have come up withTo make sure of its beauty and the ability of your target audience to remember it.

You can ask your existing customers via Google surveys or email… that is if your company exists and already has an existing product category.

If you are a completely new startup , the test may simply be the work of market research , surveying staff and even knowledge circles.

In the end, there are countless tips and tricks on how to choose a brand name, and they all serve the same goal: enabling brands to have impactful, meaningful names that enhance audience response.

Following the right paths to get the perfect name is an essential part of the success of your brand and establishing a strong identity for itBecause the name has had such success in the long run.



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