Naming is one of the hardest branding tasks—not because it’s technical, but because it’s subjective. It’s also one of the most misunderstood. People assume there’s a magic formula, a secret recipe that delivers iconic names like Apple, Nike, or Google. But the truth? There’s no guaranteed method, and most opinions on what makes a name “good” have more to do with knowing the brand than the name itself.
That’s why big brands can get away with odd or abstract names—once they’re famous, the name becomes a shortcut for everything they stand for. But before you start thinking that naming doesn’t really matter, let me stop you right there.
A bad name can tank a business before it even starts. A good name? That’s where your story begins.
Why Is Naming Important?
When someone first hears or reads your business name, it’s their first chance to form an impression. It’s where curiosity kicks in—or doesn’t. And while your logo might set the mood, your name carries the weight of meaning. It’s what makes someone lean in or walk away.
Put simply, getting a name wrong can be disastrous.
Think about it—if someone can’t remember it, spell it, or pronounce it, how are they supposed to Google it? And if it sounds like every other name in your industry, why would they notice it?
Scary? Good. It should be.
Common Mistakes People Make When Naming a Business
Naming might feel like a creative free-for-all, but most mistakes come from ignoring a few very practical rules:
- Not Being Original – Copycats don’t stand out.
- Skipping Trademark Checks – Finding out your dream name is already taken? Painful. Rebranding after you’ve started trading? Expensive.
- Forgetting Domains and Handles – If the URL is gone or the Instagram handle is taken, you’re already behind.
- Being Too Literal – “Melbourne Coffee Shop” might tell people what you do, but it won’t make them care.
- Trying Too Hard to Be Clever – Puns and wordplay can confuse rather than impress.
- Following Trends – Names that sound hip today feel dated tomorrow (we see you, startups ending in “-ly”).
- Ignoring Pronunciation and Spelling – If people can’t say it, they can’t share it.
- Skipping Audience Testing – Names can have unintended meanings or associations, especially across cultures.
And one of the biggest mistakes? Using your own name. Sure, it might stroke the ego, but it also limits growth, pivots, and resale value. A business called “Steve’s Plumbing” is always going to be Steve’s problem.
What Should You Consider When Naming a Business?
A great name works like a shortcut—it captures the essence of your business and plants it firmly in people’s minds. Here’s what you need to think about:
- Names Stick. Most businesses will change their logo before they ever touch their name. It’s likely to outlive every other piece of branding you create, so make sure it’s built to last.
- It’s a Primary Identifier. It’s how people introduce you, recommend you, and talk about you. Make it easy for them.
- Words Have Power. Names influence perception. They carry tone, emotion, and personality. The best names don’t just say what a business does—they hint at how it feels.
- Capture the Vibe. Whether it’s playful, professional, edgy, or elegant, your name should match your brand’s personality. Think vibe first, words second.
What Should You Do When Naming a Business?
- Start with Strategy. Define your brand’s purpose, values, and target audience before you even start brainstorming.
- Focus on Meaning. Look for names that reflect what you stand for, not just what you do.
- Think Long-Term. Avoid anything that’s too niche or specific—you might want to expand or pivot later.
- Say It Out Loud. Does it roll off the tongue? Does it rhyme with something awkward?
- Check Availability. Search for trademarks, domain names, and social handles early.
- Make It Memorable. Short, sharp, and easy to recall beats clever but complicated every time.
- Get Feedback. Test your shortlist with real people—not just your inner circle.
- Trust Your Gut—But Double-Check. If it feels right and passes the practical tests, lock it in.
What Does a Good Naming Process Look Like?
- Define the Brand. Get clear on your vision, mission, and audience.
- Brainstorm Broadly. Start with keywords, metaphors, and ideas that align with your brand. Don’t censor yourself early.
- Narrow It Down. Filter based on relevance, originality, and simplicity.
- Check Availability. Confirm trademarks, domains, and handles are up for grabs.
- Test It. Say it out loud, write it down, and see how people react.
- Visualise It. Mock it up in a logo or on a website to see how it looks in action.
- Decide and Commit. Once you’re sure, register it, trademark it, and start building your brand.
Naming a business isn’t just about being creative—it’s about being strategic. The right name sets the foundation for your brand’s identity, connects with your audience, and stands the test of time.
So, take your time, follow the process, and remember—good names don’t just happen. They’re built.