I am often asked to help come up with a brand name.

It's can be a fun process, but there are a lot of things to consider.

One of the primary considerations is having something with a URL that is available... eg: www.yournewbrand.com

Just when you think you've come up with something perfect, you find that the domain and / or the social media handles are taken... It can be pretty frustrating.

But other than this little challenge, naming your brand should be fun!

Let's think about what a name actually is...

Our own name is something we have a unique and special bond with.

But at it's core, it's just a series of mouth noises that we all (largely) agree has a certain meaning.

The same is true for a brand.

Great brands have names with meaning. This is because it is more likely to be remembered and talked about.

If your brand is boring, people will forget it. It's as simple as that.

Recently a client came to me asking for a logo for a cleaning company. The name they had in mind was UKCCS or something similar.

It stood for something like United Kindgom Commercial Cleaning Services, I think.

Luckily, they were open to help and advice with the name too as they knew it wasn't very good.

The name I proposed was Lime Clean.

it suggests freshness, has an immediate positive colour association and is very easy to remember.

On top of this, the relevant domains were available.

Winner, winner, chicken dinner!

Here is how the logo turned out:

Here are a few things to consider when choosing your brand name:

  • Consider how you want to come across (young, edgy, modern, conservative etc)
  • Think of something catchy and easy to say (avoid words that sound similar to something else)
  • Could your brand name become a verb? (ie. you 'google' something or 'hoover' the carpet)
  • Aim for something clever, funny or at least memorable
  • Try to keep it short / snappy
  • Make sure your name doesn't have any negative connotations
  • Check that the domain (www) is available and any relevant social media handles

When you are brainstorming, use big sheets of paper and write everything down that comes to mind.

Use loads of coloured pens as this will help to segment the different directions and ideas that you will have.

You should commit at least a couple of hours to this stage. The more ideas you have the better. 

Once you have a few pages full of ideas, go through them all and read them aloud. Draw lines between ones that sound similar or rhyme. Maybe you can blend a couple together to create a brand new word? Get creative and playful, it really helps to free the mind from bland or dull ideas.

It sounds weird but I find sitting on the floor helps too. It's a separation from the mindset I have when at a desk. Or maybe I'm just weird.

Remember this though, any rule can be broken, as long as it's done well.

Take my brand for example, Super Logo Boy... It's a silly name... But that's done on purpose because it sticks in the mind.

When I meet people and they ask what I do it always starts conversations.

A great name get's people coming to you to find out more. They'll remember it and begin to associate your product or service with it.

If that starts to happen, you've done a good job.