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November 28, 2023

What is a Brand name? Why is it Important In The Digital Age?

  • September 29, 2022
  • 6 min read
What is a Brand name? Why is it Important In The Digital Age?

When we meet strangers, we often exchange names to start a conversation. Funny enough, most of us go by names we did not choose for ourselves. We get our names from our parents or guardians and sometimes our friends as we grow up. It might come as new information that your name may affect your personality.

We live our lives responding to a name we did not pick for ourselves, yet it can shape our entire life. In life, you also get to name people, pets, and objects. You even have to give names to things you create. 

So, what is brand naming? 

A brand name is a creator’s identity for their product or products. When starting a business, you need to pick your brand name. There are many different types of brand names to consider. Some brands are named after their founders. It could also be related to geographical areas, acronyms, puns, and made-up words.

The process of coming up with a viable name for you is often not all that easy. Brand naming has steps that you must follow to be successful. You have to perform research, brainstorm, and agree on a legally acceptable name that matches your product or service.

Steps To Create Your Brand Name

The brand name is one of the most crucial aspects to consider when creating a brand. Your products will carry this name, and your customers will know you through it. Let us have a look at some of the steps for picking out your brand name.

  1. Research Competitors’ Brand Naming

The first step in picking your brand name is doing your research. Study the current market and do an analysis. 

  • What are the brand names of your competitors?
  • Which type of name do their products bear? 
  • How do customers identify your competitors?
  • How do customers associate with the common brand names in your niche?

The research you perform will help you get a picture of the market and which type of name would work for your industry. Would you need a descriptive name, like ‘General Motors’? Or should your brand name be more fashionable, like ‘Prada’? 

Performing research before naming your brand will help you understand what is relatable to your audience.

  1. Brainstorm With Your Team

Come up with several names to identify your brand. Sit down with your team, discuss the options, and open space for the team to share their ideas. You can provide a guideline on what you want for your product so that they propose relevant names. 

There are several factors to consider when picking names to ensure your brand has a strong voice. 

  • Firstly, try to come up with words that describe the personality of your products.
  • Your choices must align with the vision, mission, and values you have for your company.
  • Brand naming can also communicate your purpose and promise to your consumers. In this stage, come up with several names that fit your brand.

Your brainstorming team should include an expert in the industry and a consumer if it is possible. The different types of people will offer different perspectives.

  1. Shortlist Potential Brand Names

Once you have a compiled list of names, it is time to cut down numbers. You can first vet and reduce the numbers by searching the United States Patent and Trademark Office website to find out how many are viable. 

Once you have reduced numbers, you can assess the scalability of the brand name across regions and cultures. Evaluate how the name will age with time and trends. Consider the possible logos that a particular name will offer. When you find a viable name, get a legal team to vet it.

  1. Testing

In this step, you create mockup designs of your logos, packaging, and website. Once you have settled on the possible name and designs, ask for feedback. Get to know what people respond to and what they associate with your brand name. Once you have all the information you need, you can launch your name.

During the entire process, you are free to use whatever tool is at your disposal. Currently, websites can help you generate names, designs, and logos. Some websites even help you assess the success of a particular name. You can also hire professionals for consultation or the entire process.

Why is Your Brand Name Important?

Let us look at some of the reasons why you have to pick your name carefully.

  1. Name Symbolism

Sounds can convey meaning. In linguistics, there is a part on sound symbolism that demonstrates how sounds are related to the definition they carry. Therefore, the sounds of your brand name may already hint at the meaning.

Apart from the sound aspect, the name itself speaks volumes. You will barely get anywhere with a name that has a negative meaning. People will associate your brand with the nature of the word it is derived from. Pick a name that is positive, mysterious, or inspiring to people.

  1. Brand Recognition

Your brand is identified by its name. Therefore, when picking names, make sure your name is easy and memorable. People will not remember a word that is hard to pronounce. Make it easy to identify your products. Catchy words are great when you want memorability. 

Take examples of good brand names and study how companies made their branding work.

  1. Brand Reputation in Your Niche

The reputation of your company is associated with the name you pick. Keep your name free from scandals and build a good reputation for your company. Strive to ensure that you inspire people and you can bring positivity. This will strengthen your name and also help gain the trust of customers.

  1. Branding in the Digital Era

Markets are now bigger than ever. Digital marketing has opened up opportunities for brands to span across continents. By curating your online presence, you can now use digital branding to market your brand using websites, social media, apps, and every other form of digital media.

Picking an effective and socially-accepted brand name for your product can boost your sales and reach bigger markets. When promoting a brand, the name and logo are some of the most important factors considered. 

Position your brand name well in marketing campaigns to convey your brand’s message with clarity. This form of customer engagement can increase brand loyalty among users. 


Brand naming is much more than just ‘picking a name’. You need to pay attention to the process. Understand the impact the name you pick has on your brand. Take time to research the different options. Equip yourself with the knowledge on how to come up with a brand name. 

There are endless resources and tools online to help you create and evaluate your name choices. Also, consider what your customers feel and think about the name. If you already have a name but do not like it, you can rebrand and start over.