Brand Naming: Don’t Harness Your Brand to a One-Trick Pony

When you release your brand into the wild, you want to give it every possible advantage, and ensure that each element has maximum impact. From your name to your logo, your brick and mortar space to your online presence, you have the opportunity to make everything count. So, don’t get distracted!

One of the most natural places to start is the name. The name you choose forms the heart of your brand’s story, and is a crucial component to creating a meaningful brand experience. Choosing a name that suits your business, appeals to your customers, and expresses your values can be both fun and overwhelming. It can also be really hard to separate your personal preferences from what will attract your audience. One of the most common mistakes you can make is getting attached to a name early on in the process. Although it’s very common, doing this can deeply cloud your objectivity and dramatically affect the end result.

If you’re planning to launch a new business or rebrand an existing one, it’s crucial to do your strategic work BEFORE committing to a name. Resist the urge to name it after your favourite pet, or combine two last names into one cool new made up word, or make everything a pun. Put those awesome ideas on your ‘potential names’ list for sure- who knows, you might just find that one of these names actually IS the perfect name. But, make sure you do the groundwork before hanging your hat on it so you don’t end up with a name that doesn’t do your business justice.

Brand naming is about more than just catching the attention of your audience. It’s an opportunity to show off your brand’s personality and double down on your values. Like a house with good bones, a great name should be full of potential, and strong enough to form the foundation of your brand’s story for years to come. The right name can elevate and light up your entire business, your team, and your audience, and it’s worth the time and energy to do it right.

Working through this process with creative and strategic guidance is the best way to ensure your new business, product or campaign is as major as you know it can be. If this sounds like something you need, please reach out, we’d love to help! Check out our naming projects here: The Salty Woodsman & Clever Jane.

While we do offer (and love) in-depth naming services, we know it’s not an accessible option for everyone. If you’re going at it solo, or just starting to dream, download our free decision-making framework for brand and product naming.