Crafting A Memorable Brand Name: A Guide

Illustration of branding

You have an amazing idea. You know just what to do, from the ideation to the execution and even how to make a profit. But there’s one big problem. Your new brand does not have a name.


Before you start working on this, it is essential to remember that a brand name is not just a name. A brand name tells your audience a story about you and determines their perception of you. It can also be a good way to stand out from your competition in a crowded industry. In this blog, we share a detailed guide on crafting a memorable brand name that will stand the test of time. 


What Do You Need To Do First?

Before you start deliberating on a brand name, it is important to ask yourself specific questions about the essence of your brand. Answering these questions will help you create a name tailored to your brand identity. These questions include:

  • What is your brand’s mission: Why was your brand created? What is your passion?
  • What is your brand’s vision: What problem does your brand intend to solve?
  • Who is your target audience: Who are the people that will be interested, and what is peculiar about them? 
  • What are your brand values: What is important to your brand? Are you appealing to young people, environmental enthusiasts or the elite in society? Here, you define what is non-negotiable for you. 
  • What is your brand personality: How do you want the world to see your brand? Seriously? Socially conscious? Fun?


Why Should You Carefully Create A Brand Name?

First Impressions: People first see your brand name, which can make or break your brand. Therefore, the name should tell a story about your brand and what it plans to offer at first glance. 

Standing Out From The Crowd: A good brand name helps you to stand out from the crowd. Your audience can recognize how distinct you are and remember the name when next they need the product or service the brand is offering. They can also recommend your brand to other people because of its uniqueness. 

Emotional Influence: You can decide the emotions you want your name to evoke. Doing this correctly will help your target audience feel connected to you. 

Brand Loyalty: If your audience feels connected to your brand name, they are more likely to stay loyal to you. This is even more relevant if the values your brand name suggests are values they also share. 



How Do I Craft A Memorable Brand Name?

Although creating a unique brand name is not an easy task, the results are highly rewarding. There are different techniques you can use to craft a unique name. Some of them are:

Word Association: 

Here, you can write down words that are related to your industry or the service you offer. Another alternative is to combine two related words in a way that stands out. This will help you create unique combinations for a potential brand name. This can also include acronyms or a play on words.  Dropbox, a file storage application, is a good example of a brand that did this. These words represent keeping an item in a safe place, and this is a positive emotion the brand wants to evoke in its audience. 

Descriptive Naming:

Here, you can come up with a name that describes what your brand does. This will make it more memorable as customers can quickly recall the name when they need to patronize you.  A good example is the fragrance brand, Bath & Body Works, which communicates what the product is meant to be used for. 


You can use online brand name generators to create a unique brand name. However, you have to keep tweaking it until you find a satisfactory one. For example, if you own a logistics brand, it can suggest a brand name like QuickSpeed to you. 

Emotional Naming:

You can give your brand a name that evokes an emotion in them. This will help them see your brand in a positive light, and eventually turn them into brand loyalists. For example, Dove is associated with peace, and this is an image associated with the brand. Our brand name, Punctuate, can also be classified under this, as we want our clients to feel a sense of completeness after working with us.

Cultural Naming:

You can also get your brand name from your culture or a popular story in your community. This is a good way to connect with a niche audience who shares your values. The skincare brand, Arami, means “my people”. This name stands out and keeps the brand in the mind of the audience.


Sometimes, all you need to do is to create a name that easily rolls off the tongue. This will also make the name more memorable. A good example is the biscuits brand called Chic Choc.


An abstract brand name brings an image associated with the service or product your brand is offering. For example, the energy drink brand Fearless uses the abstract concept of fearlessness to stand out from other brands in the market. When consumers buy it, they are reminded that they should feel fearless enough to handle whatever life throws at them.

The Accidental Method:
If all of the methods above fail to work, you can keep working to find more ideas. Having a notebook on you will be useful as you can always jot down ideas that come to you. Even a misspelling of a word or a metaphor related to your product can be the distinct brand name you need.


While brainstorming for your brand name, you should stay open-minded and not give up until you find the name that feels right for your brand.



What Do I Do After Picking A Brand Name?

Crafting a brand name does not end with picking the name. It is important to finetune the name till it aligns with the values and personality of the brand. You should also test the name to see if your audience will connect with it. Here are ways through which you can finetune your brand name.

Ask for feedback:

You should share your name ideas with friends, potential customers or family members. Their reactions can help you decide if the name is memorable or if you need to tweak it more.

You can take it a step further by organizing focus groups to test the different options for your brand name. This will help you see the emotion your audience will attach to the name and pick a name that connects with them.

 Compare it with your brand identity:

Does the brand name align with brand identity elements like your logo, vision and brand personality? If the brand name you’ve chosen does not meet this criteria, you might have to discard it. 

Name Availability:

Is the brand name available? Sometimes, another brand might have taken the brand name you are looking at in the same industry, and the online domain would be unavailable too. If your brand name is available, you can register it and buy the domain name, which will give you more credibility. You should also confirm if another brand has not trademarked the name.

After confirming that your chosen brand name is available and has not been trademarked by another company, the next step is to trademark it as soon as possible. This will prevent hijacking and future legal issues. 

Crafting a memorable brand name is essential to building a successful brand. If you follow these steps carefully and keep your brand identity in mind, you can create a reputable name that connects with your audience. We are here to help you at every step of this journey.


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