Naming your brand is one of the hardest parts of starting something new. It’s also one of the most important. The right name can stick in someone’s head after one glance. The wrong name can make people forget you—or confuse you with someone else.
The name you choose becomes the first thing people hear, see, type, and say when they talk about you. It’s not just a label. It’s the start of the story.
So how do you choose the right name? And what makes a name good?
Let’s break it down.
First, your name should be easy to remember. That means it shouldn’t be too long, too complicated, or hard to spell. You don’t want people getting it wrong when they try to Google you or recommend you to a friend. Aim for something short, simple, and clear.
It should also sound good out loud. Say it to yourself a few times. Say it to a friend. Does it feel awkward or hard to pronounce? Does it roll off the tongue? Would you feel comfortable saying it on a podcast or in a video? If not, keep playing with options.
Next, think about how it looks. Your name is going to appear on your website, social media, packaging, email signature, and more. How does it look in bold letters? How does it pair with your logo idea or your visual style? Some names look great in writing. Others don’t. Test it out.
Now, ask yourself this: does it match the feeling of your brand? Every brand has a vibe. Is yours playful or polished? Warm or edgy? Natural or high-tech? Your name should match that mood. A soft wellness brand will need a very different name than a cutting-edge tech startup.
Another big one is originality. Before you get too attached to a name, search it online. See who else is using it. Check social handles. Look up domain availability. You want a name you can own, not one that gets lost in a sea of similar businesses.
A good name can be:
-
Real words (Apple, Target, Dove)
-
Made-up words (Google, Etsy, Oreo)
-
Combined words (Facebook, Snapchat, Skillshare)
-
Acronyms (NASA, IKEA, HBO)
-
Founders’ names (Ford, Chanel, Warby Parker)
There’s no one-size-fits-all formula. The best name is the one that feels right for your audience, your message, and your vision.
Here are a few quick questions to guide your brainstorming:
-
What do you want people to feel when they hear your name?
-
What story does the name start to tell?
-
Is there a deeper meaning behind it?
-
Can someone say it once and remember it the next day?
-
Does it give you room to grow?
If you already have a name and you’re second-guessing it, that’s okay too. Lots of great brands rename or rebrand after they’ve grown and learned more about who they really are. The right name doesn’t have to be perfect. It just has to feel aligned with your purpose and speak clearly to the people you want to reach.
At Why Workshop, we help people find names that feel true and timeless. We guide you through the process with research, strategy, word exploration, and creative direction. It’s not about picking something random. It’s about finding the right fit—something that reflects your values, your energy, and your goals.
If you’re stuck on naming your company, product, or service, we can help. Start with a free brand audit and let’s talk through where you are, what you’re building, and how to make it stick.
