Naming Your Dream: A Guide to Crafting the Perfect Brand Name

So, you’ve got a brilliant business idea brewing, but one crucial piece remains missing: the name. It’s the first impression, the constant companion, and the foundation of your brand identity. Choosing the right name for your business is no small feat, but with the right approach, you can craft a name that not only reflects your essence but also resonates deeply with your target audience.

Case Studies in Brand Names: Asos/Ikea/Amazon/Chanel

Let’s take a moment to explore the brilliance behind some iconic brand names. The brands of choice are Ikea, Asos, Chanel, and Amazon, each chosen for different reasons yet all achieving the same goal: to create a lasting impact.

01. Asos

This seemingly simple name is actually an acronym for “As Seen On Screen,” perfectly capturing the brand’s original purpose of replicating celebrity fashion worn on TV and in movies. Short, memorable, and easy to pronounce across languages, Asos is a strong choice for a global audience and instantly conveys its initial focus.

02. Ikea

At first glance, Ikea appears to be a fabricated name with no particular meaning. However, it’s actually a clever combination of the founder’s initials, Ingvar Kamprad, the name of his family farm (Elmtaryd), and his hometown (Agunnaryd). While seemingly arbitrary, this unique origin story subtly reflects the brand’s Scandinavian heritage and values of practicality and simplicity.

03. Amazon

This powerful name, referencing the world’s largest and most diverse rainforest, evokes a sense of vast selection and scale, perfectly aligning with the online retail giant’s mission of offering an extensive product range. Additionally, Amazon conjures up images of adventure, exploration, and discovery, further solidifying the brand’s image as a place to find anything and everything. This name choice is not just descriptive but also aspirational, hinting at the endless possibilities waiting to be discovered within the Amazon marketplace.

04. Chanel

This iconic name is a tribute to its founder, Gabrielle Bonheur Chanel, who was better known by the nickname “Coco.” While some stories claim the name “Coco” originated from her cabaret singing days, the exact reason remains unclear. Nevertheless, the name “Chanel” exudes elegance, sophistication, and a touch of mystery, perfectly reflecting the brand’s timeless image and luxurious products.

These examples demonstrate the diverse strategies brands can employ when choosing a name. From straightforward acronyms like Asos to the more symbolic approach of Amazon, each name tells a story, contributes to brand identity, and plays a crucial role in creating a memorable and lasting impression on their target audience. So, how do you embark on this crucial naming journey for your own brand?

Step 1: Unearthing your Brand Essence

Before diving into a brainstorm frenzy, take a step back and delve into the core of your brand. Ask yourself these key questions:

What is the mission and vision of my company?
What values and emotions do I want my brand to convey?
Who is my target audience, and what resonates with them?
What makes my brand unique and different from competitors?

Step 2: Brainstorming Bonanza!

Once you have a firm grasp on your brand essence, it’s time to unleash your creativity! Gather your team or grab a notebook and pen, and let the brainstorming begin. Here are some techniques to spark inspiration:

  • Keyword Exploration: List words related to your brand’s industry, values, and offerings. Use online thesauruses and mind maps to expand your vocabulary and discover hidden gems.
  • Wordplay and Creativity: Play with word combinations, metaphors, and alliteration. Don’t be afraid of the unconventional – sometimes, the most memorable names are the most unexpected.
  • Personal Connection: Consider incorporating elements of your personal story or the origin of your business idea. This can add a unique touch and emotional connection to your brand.

Step 3: The Anatomy of a Great Brand Name:

As you brainstorm, keep these qualities in mind for a name that truly shines:

  • Memorable: It should be easy to remember, pronounce, and spell.
    Meaningful: It should connect to your brand’s essence and resonate with your target audience.
  • Unique: It should stand out from the competition and avoid potential trademark conflicts.
  • Brand Fit: It should be visually appealing and translate well across different mediums like logos and marketing materials.
  • Future-Proof: It should be adaptable and relevant even as your brand grows and evolves.

Step 4: Avoiding the Naming Pitfalls:

While brainstorming, be mindful of these red flags:


Generic or Overused:

Avoid overly common names that lack distinctiveness.


Difficult to Pronounce and Spell:

A name that’s hard to remember or say will hinder brand recognition.


Negative Connotations:

Research the meaning of your chosen name across different cultures to avoid any unintended negativity.


Trademark Issues:

Always check for trademark availability before getting attached to a specific name.

Step 5: Refine, Refine, Refine!

Once you have a shortlist of potential names, it’s time for refinement. Get feedback from colleagues, friends, and even your target audience. Gather their honest opinions on memorability, brand alignment, and overall impression. This feedback loop will help you identify the name that truly stands out.

Remember, your brand name is a powerful asset. By following these steps and keeping these key considerations in mind, you can craft a name that not only reflects your brand’s essence but also sets the stage for long-term success

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