7 Principles of Brand Naming

Creating a name for your emerging brand can be daunting yet exciting. A unique name is the main differentiator of your brand. It sets the stage and shapes the future and direction of your business. Before we dive into the principles of brand naming, let’s cover the four main classifications of brand names.

4 Main Brand Name Classifications

Experiential names are the boss of brand name categories and represent some of the world’s most iconic brands. These names solidify brand positioning by helping a company stand out. The downside to experiential names is the difficulty connecting significance to the brand. Before choosing a name in this category, you must deeply understand your business and what it stands for.

Invented names are powerful and represent some of the world’s most popular brands. They are perfect for trademark registrations since it’s unlikely or nearly impossible for someone else to have the same invented name. The downsides to invented names are that not all of them make compelling brands, and they’re sometimes costly to market since you have to infuse them with meaning to get people to remember them.

Acronyms are easy to remember and trademark-friendly, but they lack meaning and emotion. They evolve either deliberately or organically from longer, more descriptive names into shorter, manageable pieces. The downside to acronyms is that they don’t provide much meaning. They’re empty, not connected to our vocabulary, and just a group of letters.

Descriptive names tell the public what the business, product, or service is or what it does. This category is the OG of brand names; it describes the company, product, or service and makes it easy for customers to identify and choose them. The trick here is to ensure that the name is not so descriptive that it’s generic, as this will prevent or hinder trademark registration if you cannot prove your brand name has acquired distinctiveness. Protecting Descriptive Brands in Trademark and Trade Dress Law gives a deeper understanding of this caveat. The downside to descriptive names is that they can constrain your brand as it evolves or diversifies.

Now that you know the four main classifications of brand names, let’s explore the principles. These principles are guidelines to define what your brand name will represent and how it will help your business. Are you naming a product, service, or the business itself? Your answer will influence the name you choose. Use the principles below as a guide for choosing the perfect name.

The 7 Principles of Brand Naming

1. Make it Memorable — Ensure your brand name is simple to say and easy to remember. It should be relevant, compelling, and command attention.
2. Keep it Short — Avoid long names that are hard to pronounce or spell by keeping your name short, usually eight characters or less.
3. Consider the Domain — choose a name that has an available domain.
4. Add Meaning — Choose a name that tells your brand’s story. The broader the name, the more work it will do for your business.
5. Stand Out — Use your name as a positioning strategy; if you’re different, be just that.
6. Avoid Jargon — Avoid using industry jargon or cliché words. This will date your brand, constrain your growth, and make it less popular over time.
7. Have Options — Get your sticky notes, pencil, and thesaurus. Explore lots & lots of words, ideas, phrases, and combinations, then narrow them down into smaller lists.

Once you feel good about the name you’ve chosen, check to see if the domain is available. This will determine whether or not to move forward. Having a domain name that is your brand name increases brand recognition and minimizes confusion.

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