“What’s in a name?” Shakespeare famously asked. If you are a legacy brand with decades of history, maybe not much. But if Shakespeare were in branding, he would rewrite that line to: “What’s in a name? Everything!” In today’s hyper-competitive world, a great name is half the battle won in marketing. It’s the first impression, the hook, the identity that carries a brand forward.
I love brand naming. It’s actually my favourite part of the entire branding process – also the trickiest. Names are too close to everyone’s heart, and there’s always a tendency to evaluate them emotionally rather than strategically or rationally.
Brand naming is like falling in love or finding the right one to fall in love with. Sometimes, you get the right brand name instinctively at the very first thought of the business. Sometimes, despite numerous brainstorming sessions, you settle for the next best one – or the next-to-next best one. Then there are times when you fall in love with a name, believe it’s perfect, start using it, and one fine day, stumble upon or have an epiphany of a name that’s even more lovable than your first love. And then, of course, there’s the heartbreak – the name you know is ‘The One,’ but alas, it’s taken, legally unavailable, and completely out of reach. Welcome to my world of brand naming, where naming a brand is no different than finding the right one to fall in love with.
Decades ago, naming was easier. The first obvious thoughts made the cut because there were fewer conflicts—no internet, no social media, and names simply needed to serve a functional purpose. But today? The game has changed. Finding a great name that checks all the boxes—trademark availability, domain availability, global usability, linguistic clarity—is a near-impossible feat. Falling in love with a name instantly? That’s rare.
The Science
A great brand name isn’t just luck—it’s a carefully crafted mix of psychology, linguistics, and strategy. Why do some names stick instantly while others fade into oblivion? Let’s break down the science behind memorability and the creative madness that goes into crafting a name that stands the test of time.
1. Cognitive fluency and ease of recall
The human brain loves familiarity. The easier something is to say, read, and remember, the more likely it is to stick. This is why names like Apple, Nike, and Uber work so well. They are short, easy to pronounce, and roll off the tongue effortlessly. If a name is too complex or requires effort to remember, it risks fading into obscurity. If your brand name sounds like a Wi-Fi password, it’s probably not going to stick.
2. Phonetics and sound psychology
Certain sounds evoke specific emotions. Hard consonants (K, T, P) give a sense of strength and reliability (Kodak, Tesla, PayPal). Softer sounds (L, M, N) feel more approachable and luxurious (Lush, Moët, Nespresso). There’s a reason why brands carefully consider the way their names sound when spoken aloud.
3. Semantic association
Words carry subconscious meanings. A name like Amazon instantly conjures vastness and abundance. A brand like Slack implies ease and flexibility. Whether it’s through direct meaning or clever wordplay, strong brand names make people ‘feel’ something without needing an explanation.
The Art
If science gives us the framework, art adds the soul. A great brand name isn’t just logical—it needs personality, depth, and the power to tell a story. Here’s how the creative magic happens:
1. Coined words & invented names
Sometimes, the perfect name doesn’t exist, so we make it up. Think of Instagram (a blend of “instant” and “telegram,” signifying instant photo sharing), Google (a play on “googol,” representing vastness in information), or Spotify (a combination of “spot” and “identify,” reflecting music discovery). Names like Häagen-Dazs, though entirely fabricated, evoke a premium, exotic feel. The trick is to ensure these names feel natural, effortless to say, and aligned with the brand’s personality.
2. Metaphors & symbolism
A brand name that evokes an image or idea is instantly more memorable. Think of Red Bull (energy, power), Jaguar (speed, luxury), or Tinder (sparks, connections). The right metaphor not only makes a name catchy but also gives it layers of meaning.
3. Cultural & linguistic sensitivity
A name that works beautifully in one language can be a disaster in another. Clairol’s ‘Mist Stick’ failed in Germany because ‘Mist’ means manure. Chevrolet’s ‘Nova’ struggled in Spanish-speaking markets because ‘No va’ means ‘doesn’t go.’ Even global brands adapt—Burger King operates as ‘Hungry Jack’s’ in Australia, Lay’s chips are known as ‘Walkers’ in the UK, and Axe deodorant is called ‘Lynx’ in some regions. This is why brands put their names through rigorous linguistic and cultural screening.
4. Emotional & brand alignment
A name must align with the brand’s personality and promise. A luxury brand needs elegance (e.g., Chanel, Cartier), while a playful brand thrives on quirkiness (e.g., Google, Twitter). The name should feel like an extension of the brand, not just a random word.
The modern-day challenge: availability
The biggest hurdle today? Finding a name that’s not already taken. With millions of businesses globally, securing a unique, conflict-free name is tougher than ever. The perfect name means nothing if you can’t trademark it, get the domain, or claim the social media handles. This is why businesses are increasingly leaning towards coined names, abbreviations, and unexpected word pairings.
In essence, it is the love story of naming
Much like love, brand naming is a mix of science, strategy, and serendipity. It’s a journey of falling for names, getting heartbroken over unavailable ones, and finally finding ‘The One’ that’s unique, meaningful, and legally ownable. A great brand name doesn’t just define a business—it creates an identity, builds connections, and leaves a lasting legacy.
So, the next time you hear a brilliant brand name, know that it wasn’t just a stroke of luck. It was a carefully crafted love story between art and science—like finding ‘The One’ after swiping left a hundred times.
(Views are personal)
