8 Factors to Consider When Creating a Brand Name

By: Katherine Williams


Brainstorming amazing brand names? It might seem daunting, especially when you’re trying to create something that conveys the message and feeling of your brand in just 1-2 words. To make sure you get it right the first time around, we’ve compiled the top 8 tips for building a brand name that captures your brand identity.

What Your Brand Name Should Say About You

Fleshing out a brand’s personality is no easy feat. Before you start brainstorming, take some time to think about the emotions and ideas your brand should evoke in your customers.

Is your business comfortable, stylish, or reliable?

What about quirky, fun, and memorable?

Naming experts advise that a successful name will capture this image, and draw your audience in. The key is being able to convey the overall positioning of your company, and show your target audience how you are there to serve them. This is an advanced form of brand strategy, and needs to be approached with careful thought. 

1. Messaging

The first factor to consider is the message your brand name needs to impart.

Do your naming options have a meaningful connection to what you do or sell?

Is it memorable, unique, and easy to spell?

Your name is an integral part of your brand strategy. It shapes your brand identity and how people perceive your business. It also acts as a source of inspiration for other aspects of your branding from colors to fonts. Your brand name will be displayed on every piece of social media content you create, every product you release, and every trend you set. As such, it needs to be something you can don with pride.

2. Clarity & Pronunciation

Once you have decided on the general feeling of your name, consider how it will sound when spoken aloud. Will customers be able to pronounce it easily, or does it have too many syllables? Does it roll off the tongue? If not, then a potential customer may struggle to remember your brand’s name.



3. Uniqueness & Relevance

Your brand name should also be unique to set yourself apart in a competitive market. It should be memorable enough so that people can easily recall it and refer it to others. It’s best to avoid common words, phrases and character combinations that may already be in use.

Brand name generators can be a great help here. Several of them allow you to search variations of ideas you already have and come up with hundreds of options that you may never have thought of yourself.
And, of course, make sure your name is relevant to what your business provides. If it’s not, then customers might be confused by the message you’re sending.

4. Consider Brand Extensions

Your brand name should also be flexible enough for any possible product or scope extensions you may create in the future. It’s best to avoid using too specific language or terms that can limit the range of products you offer in the long run. The key is being able to conveying the overall positioning of the company and its products or services throughout the business life cycle. To anticipate any possible changes, try to pick a name that won’t become obsolete or irrelevant in the future.

6. Avoid Negative Connotations

This goes without saying, but take steps to ensure your brand name does not contain any words, phrases or meanings that may be offensive. Make sure to read up on any slang words associated with the name you have in mind, and to double-check its meaning in other languages if your target market is international. For example, the word “Gift” in German does not carry the same meaning it does in English (unless someone you know considers “poison” to be a quality gift!)

7. Test It Out

Once you have narrowed down your choices, it’s best to test it out with potential customers or even friends and family to see how they react to the name. This will provide valuable feedback that can help you make the best decision for your brand. A/B testing is a fantastic resource.

You can A/B test your brand name in several ways. You can conduct a survey, ask people to judge two or more names based on their characteristics, or even see which one performs better in an ad campaign by monitoring which ad gains the most clicks or conversions.

5. Say It Out Loud

Like any strong piece of content, it’s essential to consider how the name sounds when spoken out loud. Does it sound appealing? Does it make sense when said with the rest of your branding elements? It’s best to say it out loud several times to get an accurate idea of how others may hear and perceive it.

8. Domain Availability & Social Media Handles

Finding the perfect brand name depth is only the first step. Before you start using your new name in any official capacity, it’s best to check if it’s already trademarked by another company. You can do this search online with the USPCO for free or with the help of a lawyer. It’s important to make sure you create a unique name that won’t infringe on the rights of any existing businesses.


Once you decide on a few possibilities, make sure to check for its availability as a domain name and on social media platforms. It’s best not to settle for any variations of your desired name, as customers may be confused when clicking on the wrong website or handle. If the .com version of the name is already taken, it’s better to look for name alternatives rather than choosing a .blog, .biz, or other variations for the sake of preserving optimal SERP ranking capabilities.

4 Varieties of Brand Names To Choose From

Now that you know the factors to consider when creating a brand name, it’s important to understand the different type of names available for you to choose from. Here are four of the most common types:

1. The Abstract Brand Name

This type of name is common among tech companies and is used to relay a specific idea or concept. It usually consists of made-up or slang words that are catchy and easy to remember. Examples include Google, Yahoo, Instagram, and Netflix.

2. The Descriptive Brand Name

This type of brand name clearly describes the product or service you are offering, making it easy for customers to find and identify your business. What do you sell? What do you do? The answer should be part of your brand name. Examples include Pizza Hut, Sports Illustrated, and Bank of America.

3. The Evocative Brand Name

This type of brand name is designed to evoke a certain feeling or emotion in your customers. It usually consists of words that paint a vivid mental image and can be used to great effect in marketing campaigns. Examples include Red Bull, Dove, and Nike.

These names will need a powerful marketing campaign behind them in order to make them click. But if done well, they can have a lasting impact on your customers.






4. The Founder’s Name

This type of brand name is based on the founder or founders of the company and is often used to add a personal touch. It’s great for start-ups and small businesses, as it allows customers to connect with the company on a more intimate level. Examples include McDonald’s and Ford.

Brainstorming Techniques

Knowing the rules to follow and the type of brand names you can choose from will help you come up with several strong naming options. To get started, here are a few brainstorming techniques that to help you as you generate ideas:

1. Utilize a Brand Name Generator

Brand name generators are excellent starting points for coming up with original ideas. It’s important to refine the results by adding specific keywords and phrases related to your company or product.

2. Look for Inspiration in Nature

 There’s something rejuvenating about getting back to simplicity. So, it’s not surprising that many companies have chosen names inspired by the natural world. Apple, Amazon, and Jaguar are just a few instances of successful brands that drew their names from nature.

3. Experiment with Different Languages

Finally, exploring different languages can be a great way to find unique words and phrases that have the potential to become great brand names. For example, Variantista is actually an Italian word that means, “a philologist; one who specializes in the variance of text.”  

“We chose our name to inspire everyone to hold their creative thoughts to a higher standard.”

Launching Your Brand

Building a strong and lasting brand name is the first step towards developing a successful brand strategy.

No matter which type of brand name you choose, it’s important to remember that the best names are those that effectively communicate your values, mission, and message. A strong name will be remembered and associated with your company for years to come, so it’s essential to take the time and effort to get it just right. With these considerations in mind, you can create a brand name that will set your business up for success.

Once you have chosen your perfect name, it’s time to create a brand identity around it that will help your target audience recognize and remember your business. This includes developing a logo, color scheme, tagline, website and other elements of branding to ensure that your business stands out from the competition. With the right branding strategy, you can make sure that your brand is remembered and appreciated for years to come.

    Variantista specializes in helping businesses create and launch successful brands. We understand what it takes to make a brand stand out, and are dedicated to helping companies of all sizes create an identity that will last. If you’re looking for help with your branding strategy, contact us today to learn more about how we can position your brand for long-term success.


      When it’s time to develop your online presence, you need a content that reveals the heart of who you are. Work with a writing strategist who not only knows how to position your brand perfectly ahead of your competition, but uses the quintessential words to capture the essence of your and your soul. The wait is over. 

      It's time to tell your story.


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