How to Name an Unsinkable Business

Naming your brand is a fun activity that yet requires a great deal of thoughtfulness. You want it to sound nice and interesting, but you also need it to serve your particular business. The two key aspects of a brand name are its individual likability and the way it fits your enterprise.

A likable brand name should be:

1. Original.

2. Memorable.

How to Name an Unsinkable Business

For example, brands that offer some cutting-edge services aimed at rapid progress or radical change — like IT companies or sportswear stores — would do well if their names called customers to action. On the other hand, places like cafes and toy stores should have names that create a sense of coziness and joy.

You also might want to see “The Dark art of Narconomics” for a different take on marketing and business.

A matching atmosphere can be created by the use of certain sounds in the brand’s name since people find some words to be more acute and sharp, while others seem to be soft and fuzzy. A nice harmonic effect can also be created by the use of the same vowel in the word, and if the name has two words, there is a certain sense of synchronicity when they both start with the same letter.

Knowing these things, you may as well create a whole new word with those effects.

3. Confusion-free.


Do you remember how a paper provider Dunder Mifflin in The Office was confused for a company that sells muffins? Exactly, you don’t want that kind of confusion for yourself.

4. Customer-oriented.

5. Unexpected.

6. Convenient.

Convenient brand name

And it’s not only important how your brand’s name sounds but also how it looks. It must be convenient for an Internet domain (and you most probably will need one). The logo design should also be taken into consideration, as the name must be easy to create a logo for and readable in at least a few fonts.

Now we switch to the way the name should fit the business. And the criteria here are:

1. Purpose.

2. Style.

3. Individual products.

On the same note, read “The Ultimate Guide to Brand“.

Keep Your Future in Mind

When naming your brand, think about tomorrow. Tomorrow you may want to expand your business, either to other areas or other types of products. Make sure the name won’t be a limitation for the customers’ awareness of how much you can offer them. They indeed will be surprised to know you’re selling wine and scotch while your company is named “The Beer Keg”.

The Basics of the Naming Process

The only way to come up with a name is to simply use your creativity and analytical skills together: take whatever comes to mind and then evaluate those names by the foregoing characteristics.

The Basics of the Naming Process

You can do this on your own, assign this task to all your employees, pitch to one of those contests where people create names for companies based on their description — but in the end, don’t forget about feedback. You can pick a big bunch of possible names so that you have enough alternatives and a chance to combine ideas behind different names.

Remember About Rights

Last but not the least is something very important that you hopefully shouldn’t even be reminded of: no stealing. Don’t steal or imitate other names neither by intention nor by accident. You have to thoroughly check if nobody else has your brand’s name and domain already. Mind the consequences, and simply follow your own path.

Author bio: Jenna Brandon is a blogger, content creator, and digital marketer at Writology Custom Writing Service. When she’s not busy writing or studying the latest marketing trends, she cooks pizza or goes hiking with her friends. Jenna is also an avid traveler, and she is secretly Italian at heart.



Jenna Brandon is a blogger, content creator, and digital marketer at

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