How to Create a Great Brand Name

You can change a logo or tagline, but a name is often the first point of contact with a brand—before people see its visual identity. Serenity’s Branding Director, Elizaveta Rumyantseva, shares our approach to creating a strong brand name. Branding Director at Serenity, Elizaveta Rumyantseva, shares it.

Naming requires generating many possible names at the outset. One mind is good, but five or six creative minds are better. Below, we describe our process and the stages of developing a brand name. First, we bring together team members ready to think creatively and organise three sessions. Each starts with light physical activity and a mental warm-up to help everyone get energised and ready to create.

At the first meeting we brainstorm associations with the product. If the client is considering names in several languages, we translate the associations too. This gives us material to work with using creative naming techniques.

A table of name ideas after the first meeting

At the second and third meetings, we use different naming techniques to turn associations into name ideas. We write ideas on colourful sticky notes and put them on the wall. Each session covers three or four techniques and produces around 100 name ideas.

Examples of brand-naming techniques

• Blending — combining two or more words: Unique clothes becomes Uniqlo.
• Anagram — rearranging letters: movie becomes Vimeo.
• Acronym — shortening several words into one: GUM.

When assessing a name for potential registration, consider the requirements in the relevant jurisdiction:

Names made up only of numbers or acronyms may receive limited trademark protection in some jurisdictions. Check the applicable rules with a qualified intellectual-property professional.
Generic terms that simply describe a product category may be difficult to protect as trademarks. The rules depend on the jurisdiction and the specific name.

For an initial search, consult relevant official trademark databases. A complete availability check may require paid research or help from a qualified trademark professional. A qualified intellectual-property professional can explain the appropriate next steps for your jurisdiction. They can also advise on the process for registering and protecting a brand name.

A new brand will likely need a website too. Check whether the corresponding domain name is available through an accredited domain registrar.

We assess ideas against criteria that matter to the client, such as how abstract or associative a name is, its length and whether it uses an acronym. Then we create a shortlist of the strongest options.

We give each name one point for every criterion it meets, then compare the totals to see which options score highest.

After an initial availability review, we select ten names that fit the client’s requirements and present them in a report:

Marketing hypotheses are best tested with the target audience. We survey people to assess names developed during the naming process and learn which options fit the brand’s values and positioning. The client selects the names included in the survey, which can be promoted to the brand’s audience through suitable social platforms.

How to create a distinctive brand name:

• Brainstorm with a large team. More people mean more ideas—and a better chance of finding a suitable name.
• Keep potential trademark requirements in mind. Check availability with an appropriate professional or official resource before moving forward.
• Use clear criteria. Once you have generated a range of options, return to the original brief. Define criteria that make it clear whether each name fits.
• Ask your audience. You do not always need to recruit a focus group in person. You can test ideas with a survey post on a suitable social network or another channel your audience uses.