A great brand name typically has several key characteristics:

1. Memorability: It should be easy to remember. Simple names often work best because they stick in people’s minds.
2. Simplicity: Avoid complicated or hard-to-pronounce names. The easier it is to say, the easier it is to share.
3. Relevance: Your name should give some clue about what your business does. It doesn’t have to be overly literal but should relate to your brand’s identity.
4. Distinctiveness: Stand out from the crowd. Avoid names that are too similar to competitors.
5. Flexibility: Ensure your name can grow with your brand. A name like “Books & More” might limit you if you decide to expand beyond books.
6. Availability: Check that the name isn’t already in use. You’ll need a matching domain name and social media handles. Plus, you don’t want any trademark conflicts.

Step-By-Step Guide

Here’s a step-by-step guide to creating a great brand name:

1. Brainstorm: Gather your team and start brainstorming. No idea is too wild at this stage. Use mind maps, lists, and word association techniques. Think about words related to your industry, values, and target audience.
2. Use Tools and Resources: Leverage online tools like name generators, thesauruses, and rhyming dictionaries. These can spark ideas and combinations you might not have thought of.
3. Shortlist Your Favorites: Narrow down your list to the top 5-10 names. Evaluate each one against the key characteristics mentioned earlier.
4. Check Availability: Search for domain availability, social media handles, and existing trademarks. Make sure your chosen name isn’t already in use.
5. Get Feedback: Test your shortlist with a small group of trusted individuals from your target audience. Gather feedback on how they perceive each name.
6. Make Your Choice: Choose the name that ticks all the boxes and resonates most with your brand identity and target audience.

Ways to Think About a Name

To get your creative juices flowing, consider these naming strategies:

1. Include the Founder’s Name: This can add a personal touch and a sense of authenticity. Examples include Pan’s Mushroom Jerky and Annie’s Homegrown
2. Name It After the Product: This can make it immediately clear what you’re selling. Examples include Essentia Water and Gr8nola.
3. Focus on a Dietary Lifestyle: Highlight the health aspect or dietary benefits of your product. Examples include Vega (for vegan products) and Gluten-Free Bites (GFB).
4. Reflect Your Values: Choose a name that embodies your brand’s core values. Examples include Honest Tea and Every Body Eat
5. Evoke a Feeling: Create an emotional connection by choosing a name that evokes a specific feeling or mood. Examples include Myles Comfort Foods and Innocent Drinks.
6. Use a Fun-Sounding Person’s Name: This can make your brand feel approachable and friendly. Examples include Hey Frida and Juni.
7. Use a Compelling Word from Another Language: This can reflect the founder’s identity or something they care about: Examples include Omsom and Homiah

Consider some successful food and beverage brands and how their names contribute to their success:

• Chobani: This name, derived from the Turkish word for “shepherd,” suggests wholesome, natural origins and aligns with the brand’s focus on healthy, high-quality yogurt.
• Kind: This simple, memorable name reflects the brand’s commitment to healthy ingredients and social responsibility.
• RXBAR: This one is interesting, because their original intent was to allude that the bar was a “prescription” for health in a bar. They moved away from this language as they grew. It’s a good example of how meaning is built into names over time, now no one really questions it.

Common Pitfalls to Avoid

1. Overcomplicating It: Don’t try to be overly clever or obscure. Simplicity is your friend.
2. Ignoring Negative Connotations: Make sure your name doesn’t have negative meanings in other languages or cultures.
3. Being Too Literal: While relevance is important, being too literal can make your brand seem uninspired.

Tactical Tips for Building Your Brand

1. Consistency is Key: Ensure that every touchpoint – from your website to your packaging to your social media – consistently reflects your brand’s character and values.
2. Personal Storytelling: Use personal stories to build an emotional connection. Show the human side of your brand, whether it’s the founder’s journey or customer testimonials.
3. Focus on Key Touchpoints: Don’t spread yourself too thin. Focus on mastering a few key platforms or channels where your audience spends the most time.
4. Do the Unscalable: Sometimes, it’s the small, personal touches that make the biggest impact. Personalized emails, handwritten notes, or surprise freebies can create loyal fans who rave about your brand.

In the end, a name means little until you add meaning to it. This comes through the values you share and how you live up to them. Your name doesn’t have to be “perfect” and may even change over time. That’s ok.