At Little Ghost Creative, through our Brand Name and Narrative package, we've named a number of successful brands. Drawing on our insights and deep knowledge of the marketing and design industry, we’re here to help you choose a brand name that works, converts, and builds trust with your customers.
Here are our 7 recommendations for choosing the right brand name for your business.
High imagery refers to the mental pictures that come to mind when you think of a specific brand. Descriptive brand names, like Whole Foods and Patagonia, clearly communicate the essence of what the brand offers. When you hear Whole Foods, it's easy to immediately think of natural and organic foods.
On the other hand, if your brand name is an invented word or a derivative of Latin or Greek, it might not resonate with your audience. While there are successful invented brand names like Google and Etsy, in a saturated market, you’ll want your audience to grasp the core of your brand right away.
When choosing a brand name, consider if it allows for growth. Ask, “Can we add more to this name in the future if needed?” For example, Little Ghost Creative could easily evolve into Little Ghost Photography or Little Ghost Market if the opportunity arises. The name was selected with flexibility in mind, so it can grow as the business does.
Choosing a brand name that's too narrow can limit the business to a specific product, region or industry.
For instance, if launching a sustainable bridal boutique, avoid names like “Used Wedding Dresses of Toronto.” Not only does it lack appeal, but it also restricts the brand's ability to expand into areas like accessories, shoes or wedding planning services.
A well-crafted name should lend itself to various creative executions and provide opportunities for growth and creativity in your marketing. Plus, as the brand grows, the name should retain the brand awareness and trust built with the audience.
As an example, we collaborated with Brite Water to refine their brand messaging. Their carbonated water is made using excess CO2 from a local brewery, and we were inspired by how their name, 'Brite Water,' was derived from the brite tank used in the brewing process. We incorporated the term 'brite' into their branded messaging, allowing them to maintain their existing name while scaling their marketing efforts. Key messaging phrases that integrated the name included 'Be Bold, Sip Brite' and 'Here for your Britest moments'.
Only add an “established” date to the brand name after it has been in operation for 10 or more years. It can appear premature for a brand to highlight being established... yesterday. The “established” tactic is most effective when the company’s experience or history provides credibility and sets it apart from the competition.
“A brand is the set of expectations, memories, stories and relationships that, taken together, account for a consumer’s decision to choose one product or service over another.”
You might have a unique name in mind for your brand, but it’s important to consider any potential negative associations. For example, ‘Fyre’ could be a clever name for a candle company, but it might not be the best choice due to its association with Fyre Festival (if you know, you know).
Start by doing some research. A quick Google search can help identify any connections to events, meanings in other languages or cultural associations. The last thing you want is to find your brand name on Urban Dictionary.
It can also be helpful to conduct an informal survey with a few people in your target audience. Get their first impressions of your shortlisted brand names to ensure you're on the right track.
Other Questions to Consider:
This is one of the most important tips that often gets overlooked. The name you choose should reflect the DNA of your business—your why. It should differentiate your mission from that of your competitors.
But tread carefully. There’s no need to literally spell out what you offer in your name. Instead, consider connecting a name to your brand’s core values by exploring synonyms or phrases that convey the same meaning.
Brands like Beyond Meat and Reformation have done this exceptionally well. Their audiences can grasp the essence of their brand’s purpose just by reading the name.
Finding a name that aligns with your purpose might take a few strategic brainstorming sessions, but it’s worth the effort.
Choosing a name that aligns with your brand’s purpose is essential for building a deep connection with your audience. For example, when we worked with Patlee on her brand, we presented three options for the brand name, tagline, brand story and visual direction. Patlee chose "Reyou Mindfulness," a name that perfectly encapsulates the brand’s mission of providing one-of-a-kind mindfulness tools that support individuals on their life journey.
The name "Reyou" reflects the brand's focus on self-renewal and personal growth, which is at the core of what Patlee offers. By choosing a name that aligns so closely with the brand’s purpose, we were able to craft a positioning statement that resonates deeply with the target audience: "One-of-a-kind effective mindfulness tools that stick with you on your journey through life." This alignment ensures that the brand name not only reflects what the business stands for but also fosters a meaningful connection with its audience from the outset.
You want your audience to remember your name easily, and shorter names are easier to recall—simple as that! Just look at successful brands like Apple, Tesla, and Pixar. They all keep it short and sweet.
The issue with longer brand names is that consumers might shorten or abbreviate them, leading to poor brand recall and recognition. You don’t want people calling your brand by the wrong name or forgetting the full name altogether.
A concise brand name also proves valuable when buying a domain and securing social media handles. For example, @purebeauty is much more attractive and memorable on Instagram than @pureandsimplebeautyproducts.
“The need for good names originates with customers, and customers will always want convenient ways of identifying, remembering, discussing and comparing brands.”
This may sound simple, but it’s crucial. People will struggle to remember your brand or tell others about it if they can’t easily say or spell the name.
Speak the name aloud several times. Write it out for people to read. Can they pronounce it after seeing it written? This is especially important if you choose an invented word or a Latin/Greek name for your brand.
The easier your brand’s name is to pronounce and spell, the easier it will be for consumers to find you online.
You’ve finally narrowed down a shortlist of brand names—congrats! Now, it’s time to check which ones are available.
Consistency is key for brand recall, so make sure your name is available across all channels. This not only helps with brand recognition but also makes it easier for your audience to find you online. Ideally, they should only need to search one name to find all your business’s platforms.
There’s a chance that other global brands might already have the name you’re interested in—or some version of it. Don’t get discouraged. Instead, adjust your approach. Will you be doing business in only one country or region? If so, you can register your business in the country you’ll be operating in, even if the name is registered elsewhere. If not, consider adding a descriptive word to differentiate it.
Keep refining your approach until you find a name that’s available.
If you can answer yes to these questions, then the name is a strong contender:
Our biggest piece of advice from all these recommendations is that choosing a brand name takes time, research, and personal investment. It’s one of the most important early decisions you’ll make in your business.
Be strategic, and above all, pick a name you truly love. After all, you'll be more connected to it than anyone else.
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