A name is a word or set of words used to designate and distinguish living things and physical or abstract objects. Everything that surrounds us has a name. It’s how we relate, identify, and remember what’s around us. But naming a brand can become a bigger problem than it seems. It can be time-consuming, and sometimes it never seems to satisfy everyone.

Many companies often assume that if they have the right products or services, it doesn’t matter what they’re called. However, the truth is that the name is one of the most critical elements for brand differentiation. Without it, customers would never be able to make a true connection. That is why it is necessary to contemplate the need for a naming strategy from the beginning of the creation of the brand.

Designing a brand naming strategy is a crucial component of boosting recall, improving market exposure, and gaining the trust of the target audience. Unfortunately, getting the strategy right and its outcome is not always as simple as it seems since multiple factors intervene that must be considered from the beginning.

A brand name isn’t just a selection of well-placed letters; It’s the way to start creating a connection with your audience. For a name to be useful, it should at least comply with these principles.

10 basic principles that a good brand name should have:

  1. A name has to be notorious. A name that breaks existing codes can grow the notoriety of a brand (Twingo).
  2. A name has to be distinct and unique. It should represent the essence of the brand and project its own personality (Adidas: Inspired by the name of its founder Adolph “Adi” Dassler.).
  3. A name has to be flexible and durable. It must allow the brand to be extended to other sectors (Virgin).
  4. A name has to be suggestive and evocative. Associations that refer to specific concepts are more powerful and easier to retain in memory (Amazon).
  5. A name has to be believable. Descriptive names affect the credibility of the brand when it is intended to extend them to categories other than the original (Women’secret vs men’s underwear).
  6. A name has to be consistent with the trademark system. It must be able to coexist with other brands associated with similar traits (Seat Ibiza, Tarraco, León…).
  7. A name has to be readable and easily pronounceable. It is much more complex to build the identity of an unpronounceable brand (Häagen-Dazs).
  8. A name must be registrable. The enormous saturation of the records makes the processes difficult. Distinctive names are more easily appropriable (Oikos).
  9. A name should avoid negative associations. It is important to carry out language checks in other languages to avoid blatant errors (Mitsubishi Pajero).
  10. A name must be prepared for globalization. Even if it is not an immediate need, if the name is oriented to the national market, it is likely that problems will arise if in the future it faces an international market (Disney Moana vs Vaiana)

In addition to the above-mentioned points, it is also necessary to consider the SEO panorama. Although it’s becoming increasingly difficult, it’s important to find a brand name that’s unique enough to quickly become one of the top search results for that term. Are domain names, social media accounts, and other online channels available? With SEO in most cases being an important component of the brand activation strategy, you shouldn’t opt for a brand name that leads customers to other referrals.

Benefits of a Good Brand Name

There are several benefits of creating a good brand name, so it should not be left to chance and it is preferable to always have a specialized partner .

    • A good brand name is the beginning of a good story.
    • It has the ability to add value to products and services.
    • It brings its own identity and distinctiveness to the company or products.
    • It boosts sales and revenue by making it easier to build your own meaning.

Considerations for Creating a Good Brand Name

    • Start by summarizing the rationale for the business or product.
    • Think about the brand’s history, origins, and big ambitions and ideas.
    • Understand your audience and your competitive market.
    • It enhances the brand’s unique personality, finds its voice, tone and message.
    • Don’t get carried away by trends (Spotify, Cabify, Shopify…).
    • Seek advice on trademarks and intellectual property.

While it’s tempting to quickly pick a name, it’s wise to think that today’s small decisions can have a dramatic impact on business growth. A good name is still a competitive advantage over all those who don’t understand the power of a name. Undoubtedly, investing in Naming is investing in creating brand value.


Carlos Puig Falcó
CEO of Branward