The Harsh Truth About Naming: It’s Harder Than You Think (but that’s exactly why it’s worth doing right)
Blog by Leah Ewasko
Every leader underestimates how tough naming can be. On the surface, it looks like a purely creative challenge: brainstorm some ideas, pick the one that feels right, and you’re done.
But in reality, naming is two equally demanding efforts:
Finding a name that best conveys your brand
Putting in the work to clear and secure it legally and digitally
Once you’ve done both, you’ll have more than just a name. You’ll have the foundation of a brand that’s built to last.
Part 1: The Creative Effort — Finding the Right Name
Naming is creative, but it’s not guesswork. The best names come from a structured approach that balances personality, positioning, and audience perception.
Clarify Your Brand Foundations
Before brainstorming, define your brand’s mission, values, and customer promise. A playful B2C brand needs a very different name than a B2B financial startup.
Choose a Naming Strategy
There are different styles of names:
Descriptive (e.g., General Motors, YouTube)
Invented (e.g., Google, Kodak)
Metaphorical (e.g., Amazon, Nike)
Founder-based (e.g., Ford, Ben & Jerry’s)
Acronyms (e.g., IKEA, IBM)
Choosing a lane early keeps your exploration focused.
Brainstorm Broadly
Quantity before quality. Use word associations, metaphors, mythology, even made-up sounds. Strange options often spark the strongest ideas.
Test With People Who Matter
Get outside of your team’s echo chamber. Share shortlists with target customers. Ask: What does this make you think of? Is it easy to say and remember?
Part 2: The Clearance Effort — Making Sure It’s Yours
Even if you land on the perfect name, the work isn’t over. You now need to prove you can actually use it. This step is just as critical as the creative process, and often just as tough.
Trademark Checks
Names are protected by trademark law within product and service categories (called “classes”). For example, Dove chocolate and Dove soap can coexist because they’re registered in different classes.
Start with a USPTO (or your country’s office) search
Look internationally (EUIPO, WIPO) if you plan to expand
Hire a trademark attorney for a comprehensive similarity scan
Digital Availability
Is the domain available (preferably the .com)?
Can you secure social handles on Instagram, TikTok, and LinkedIn?
Are there close competitors with confusingly similar names?
Cultural Vetting
Does the name have unintended meanings in other languages?
Does it translate oddly, or have slang connotations you didn’t expect?
Lock It Down
Once you’ve cleared these hurdles:
Register the domain and social handles
File a trademark application in your category
Document your rationale for why the name works
Why Both Efforts Matter Equally
Focusing only on creativity without clearance leaves you vulnerable to legal disputes and forced rebrands. Focusing only on clearance without creativity gives you a name that might be “safe,” but bland and forgettable.
The strongest company names balance both: they capture your brand essence and are defensible assets you can own with confidence.
