Your brand name is one of the most fundamental parts of brand building. It will set the tone of your brand and directly inform your brand strategy. You can use your core values, brand personality and brand mission to help guide you create your brand name.
There are five types of brand names:
1. Descriptive
2. Combination
3. Invented
4. Metaphorical
5. Founder-based
But first, a quick note on trademarking — Without trademark searches during the naming and branding process, it can be disappointing if your chosen logo concept gets refused for trademark. The rules vary a little on context, however the basic framework is that a trade mark will be refused registration if:
Likelihood of confusion with existing marks (ahem, trademark searching!)
Merely descriptive marks that describe product/service features
Generic terms that name the product/service category
Deceptive or misleading marks
Surnames without acquired distinctiveness
Geographic terms without secondary meaning
Ornamentation that doesn't function as a source identifier
Functional features that provide utilitarian advantages
Immoral, scandalous, or disparaging content
Names/likenesses without consent
Government symbols/insignia
Non-distinctive marks lacking secondary meaning
To protect your brand, trademarking must be done in every jurisdiction your company operates. The UK trademark search can be found here. When you are ready to submit your trademark, it can be valuable to engage a trademark lawyer to ensure you get the right classes and stand the best chance for approval.
1. Descriptive brand names
Descriptive brand names explicitly describe what a product or service is or does. Typically these names are straight-forward, and easy to understand. These brand names often act as their own tagline, clearly describing their product/ service in a short succinct way.
The North Face — Inspired by the north face of a mountain, which is often the coldest, most covered in ice and most challenging to climb.
American Airlines — Proud, evocative and no-nonsense. The name is straightforward and patriotic, clearly identifying the airline's origin and target market. It projects an image of reliability and national pride.
Whole Foods — Healthy, pure and nutritious. The name emphasises natural, unprocessed foods, conveying a commitment to health and well-being. It suggests wholesome ingredients and a focus on quality.
Sports Direct — The name is direct and to the point, clearly indicating the company’s focus on sports equipment and apparel. It suggests a wide selection and competitive prices.
QuickBooks — The name highlights the speed and efficiency of the accounting software. It implies ease of use and streamlined financial management for businesses.
Weight Watchers (WW) — The original name was very descriptive, clearly communicating the brand’s purpose of helping people lose weight. Even in its abbreviated form, WW, the connection to weight management remains.
Dominos Pizza — The name is simple, memorable, and easy to pronounce, making it recognisable and effective. The ‘Domino’s’ part uniquely identifies the ubiquitous word ‘pizza.’
Solar City — The name evokes a futuristic vision of sustainable energy powered by the sun. It suggests innovation and environmental consciousness.
Descriptive brand names, while potentially more problematic to trademark, offer significant advantages in branding and marketing. The power lies in their ability to combine two or more words to create a distinct, unique, and memorable name.
Think of well-known examples like ‘QuickBooks’, ‘TruGreen’, ‘Sports Direct’, and ‘WeightWatchers’. By merging words that describe key aspects of the business, these names immediately convey meaning and stick in customers’ minds.
Imagine you're starting a housecleaning service focused on using only eco-friendly products. A descriptive name like ‘GreenSweep’ would help customers quickly identify what makes your business unique. The name itself does much of the marketing legwork. Contrast this with a generic name like ‘Spotless’ or ‘Busy Bee Cleaning’ - while pleasant enough, these require more effort to link to your green positioning.
The combinatorial nature of descriptive names also allows for more creativity. There are endless ways to mix and match words to find something perfectly suits your brand personality. You might use rhymes, ‘TruBlu Painting’, alliteration ‘Puppy Playground’, or other catchy techniques.
While descriptive names may require extra effort to trademark compared to invented brand names, their marketing power often makes them well worth it. By carefully selecting words encapsulating your brand promise, you can craft a name that does a lot of the heavy lifting in attracting and engaging customers.
2. Combination brand names
As the name suggests, combination brand names bring together two or more words to create a unique and memorable identity. The power of these names lies in their ability to juxtapose contrasting or complementary concepts, evoking rich associations and compelling imagery in the minds of consumers.
NVIDIA — Combination of: ‘invidia’, the Latin word for ‘envy,’ and the acronym NV (short for ‘next vision’), which the company used early on to label its files.
Netflix — Combination of ‘internet’ and ‘flicks’ (movies)
Pinterest — Combination of ‘pin’ and ‘interest’
Instagram — Combination of ‘instant camera’ and ‘telegram’
FedEx — Shortens ‘Federal Express’ but maintains a snappy rhythm and a sense of speed and reliability.
PayPal — Combination of ‘pay’ and ‘pal’ (friend)
Microsoft — combines ‘microcomputer’ and ‘software.’
Verizon — blends ‘veritas’ (Latin for truth) and ‘horizon,’ suggesting an honest, forward-looking telecommunications company.
The beauty of combination names is that they allow brands to tell a story and convey multiple messages in just a few syllables. They engage customers’ imaginations and invite them to fill in the blanks. Take ‘Netflix’ for instance. By combining ‘internet’ and ‘flicks,’ the name captures the idea of movies delivered online, but it also has a colloquial, friendly ring to it. It’s more playful and approachable than a straightforward description like ‘InternetMovies’ or ‘OnlineFilms.’
The juxtaposition of words in a combination name can also help brands stand out in a crowded marketplace. Unusual or unexpected pairings catch people’s attention and stick in their memory. ‘Evernote,’ for example, links the idea of permanence (‘ever’) with a simple ‘note,’ suggesting a powerful note-taking app that will reliably store your thoughts forever. ‘Instagram’ is another clever combo, blending ‘instant’ and ‘telegram’ to perfectly capture the app's ability to share photos in real-time.
When creating a combination name, the key is to find words that balance simplicity and distinctiveness. The components should be easy to say and spell, but the final result should be catchy and not too generic. Rhyme (‘TruGreen’), alliteration (‘Krispy Kreme’), and puns (‘Piggly Wiggly’) can all be used to enhance memorability and charm.
3. Invented brand names
Invented brand names take uniqueness and memorability to the next level, going beyond the descriptive approach. By creating entirely new words, invented names give companies the freedom to craft a brand identity that truly stands out in the marketplace.
Rolex — Invented by the company’s founder, Hans Wilsdorf, to be distinctive, short and memorable, and easy to pronounce and spell. As much as we have romanticised Rolex, it was conceived with function at its heart. The word has a luxurious sound to it, reflecting the company’s focus on high-end craftsmanship.
Etsy — The founding team wanted to find a nonsense word to build the brand truly from the ground up: “I wanted a nonsense word because I wanted to build the brand from scratch. I was watching Fellini's 8 ½ and writing down what I was hearing. In Italian, you say 'etsi' a lot. It means 'oh, yes.' And in Latin, it means ‘and if.’ ” — Rob Kalin
Google — Play on the word “googol”, the mathematical term for the number 1 followed by 100 zeros. This name reflects the company’s focus on organising and presenting massive amounts of information.
Ocado — Possibly from Avocado, Ocado is a made-up word intended to evoke the idea of fresh fruit.
Monzo — Originally named ‘Mondo’, their trademark was challenged by another company which forced them to rebrand: “The story starts about a year ago, when an undisclosed company with a similar name legally challenged our right to the trade mark ‘Mondo’. After talking to them over many months, we decided that as a startup, we didn’t want the hassle or the expense of fighting it. So we needed a new name.”
Oreo — The origin of the Oreo name remains a mystery, puzzling cookie lovers for decades as Nabisco has never officially revealed its true meaning. Several theories exist, including derivations from the French ‘or’ (gold), the Greek ‘oros’ (mountain) or ‘oreo’ (nice), and a combination of ‘O’ and ‘RE’ from ‘cookie’ and ‘cream.’ Another theory, proposed by food writer Stella Parks, suggests a connection to the Latin ‘Oreodaphne,’ a genus of laurel, referencing the original cookie’s laurel wreath design. Despite the unknown origin, the Oreo name has become iconic, and its mystery only enhances the allure of this beloved treat.
Häagen-Dazs — Despite sounding Scandinavian, the name was invented by the founders to evoke a sense of European tradition and craftsmanship.
Yahoo — Taken from Jonathan Swift's ‘Gulliver's Travels,’ it was initially used as an acronym for ‘Yet Another Hierarchical Officious Oracle,’ but it was later dropped.
The key advantage of invented names is that they’re inherently distinctive. They sidestep the challenge of finding an existing word or combination that another business hasn’t already claimed. With an invented name, you’re starting fresh, with a better chance of being able to trademark and own the name altogether.
However, inventing a name from scratch is not without its challenges. Because the word has no intrinsic meaning, you must work harder to build brand recognition and associate the name with your desired qualities. It’s like teaching people a new vocabulary word and its definition. Xerox did this through groundbreaking products, persistent advertising, and consistent branding.
Another consideration with invented names is ensuring they’re easy to spell and pronounce. Names that are too complex or confusing can be barriers to word-of-mouth marketing. It’s also crucial to check that your invented name doesn’t have an unintended meaning in another language - something that’s easy to overlook in our globalised economy.
Some companies find a middle ground by inventing names that subtly allude to a relevant word or concept. ‘Verizon,’ for instance, contains echoes of ‘veritas’ (Latin for truth) and ‘horizon,’ suggesting a reliable, forward-thinking company. ‘Häagen-Dazs,’ despite its vaguely Scandinavian sound, is a complete fabrication - but one that hints at Old World craftsmanship and quality.
In the end, while invented names require more effort to establish, they offer a unique opportunity to build a one-of-a-kind brand identity. Companies have total control over their brand story and associations by starting from zero. If the invented name catches on, it can become an invaluable asset - an instantly recognisable symbol of the company and everything it represents. “Oh, I don’t know… Google it.” This must be the ultimate level of brand saturation!
So whether you opt for a purely fanciful invented name or one with subtle nods to meaning, the key is to make it memorable, meaningful, and true to your brand. With creativity and consistency, an invented name can be the foundation of an unforgettable brand.
4. Metaphorical brand names
Metaphorical brand names are a powerful tool for creating a strong, evocative brand identity. These names work by drawing a comparison between the brand and a seemingly unrelated object, concept, or quality. By tapping into the rich associations and emotions connected to the metaphor, businesses can communicate their unique value proposition in a way that resonates deeply with their target audience.
Zoom — Refers to the fast and easy communication of its users.
Apple — Ideas of freshness and new, reflecting the company’s focus on innovation and creativity. ‘Apple’ is another instance of a metaphorical name that has become iconic. While there are many theories about why Steve Jobs chose this name, one common interpretation is that it represents simplicity, freshness, and knowledge (think of the phrase "an apple a day keeps the doctor away" or the story of Adam and Eve). In the early days of personal computing, Apple stood out by offering user-friendly, intuitive machines in contrast to the complex, intimidating computers of their competitors. The name ‘Apple’ reinforced this idea of making technology accessible and enjoyable for everyone.
Innocent — Implies purity, simplicity, and naturalness, which aligns with the brand's focus on healthy drinks.
Jaguar — Shares the name of the wildcat; it’s a combination of elegance and strength, reflecting the luxury and performance of the car brand. When we hear "Jaguar," we don't just think of the car - we picture sleek, powerful, exotic animals prowling through the jungle. The name communicates speed, agility, and a touch of danger, all qualities that appeal to luxury car enthusiasts.
Nike — Named after the Greek goddess of victory, the company focuses on athletic performance and victory through sport. By choosing this name, the sports apparel company associates itself with triumph, strength, and divine inspiration. It suggests that athletes can tap into a higher power by wearing Nike products and achieve greatness. The metaphor is so strong that Nike's slogan, "Just Do It," feels like a natural extension of the brand name - a rallying cry for anyone striving to reach their full potential.
Uber — From the German word ‘über,’ meaning ‘over’ or ‘above.’
Amazon — Evokes the abundance of the Amazon Rainforest. The name is a metaphor for the vastness and diversity of the company's offerings. Just as the Amazon rainforest is known for its incredible variety of flora and fauna, Amazon.com offers a seemingly endless array of products. The name subtly suggests that whatever you're looking for, you can probably find it on Amazon. It also evokes a sense of exploration and discovery, hinting at the exciting shopping experience on their site.
The power of metaphorical names lies in their ability to pack a lot of meaning into a single word or phrase. They create instant associations in people's minds, triggering emotions and mental images that can be far more memorable than a straightforward descriptive name.
However, crafting an effective metaphorical name is not without its challenges. The key is finding a metaphor that is relevant to your brand and easy for your target audience to grasp. The name will fail to resonate if the connection is too obscure or confusing. It’s also crucial to consider the cultural context - a metaphor that works well in one country or language may not translate to another.
Also, like with any brand name, it’s essential to check that another business hasn’t already claimed your chosen metaphor, especially in your industry. You don't want your carefully crafted name to be overshadowed by a competitor or tied to any negative associations.
When done right, though, a metaphorical name can be a powerful branding tool. It can help you stand out in a crowded market, communicate your unique selling proposition, and forge an emotional connection with your customers. By tapping into the universal power of metaphor, you can create a brand name that identifies your company and embodies the very essence of what you stand for.
5. Founder-based brand names
As the name suggests, a founder-based brand name incorporates the name of the company’s founder or founders. While this naming approach may seem straightforward or even self-centred at first glance, it can be a powerful way to create a strong, enduring brand identity. Let’s explore the pros and cons of founder-based names and look at some notable examples.
The primary advantage of using a founder’s name is that it puts a human face on the brand. It creates a sense of personal connection and accountability. When customers see a person's name on a product or company, they subconsciously feel that an individual is standing behind the brand, someone who takes pride in and responsibility for what they’re offering. This can foster trust and loyalty, especially in industries where personal relationships are essential, such as fashion, luxury goods, or professional services.
Interestingly, the power of these names often extends far beyond the founder's life. Most people today don't associate ‘Ford’ with Henry Ford, the individual - they associate it with the enduring brand he created. In this way, a founder-based name can be a long-term asset, a symbol of continuity and tradition even as the company evolves.
Founder-based names can create challenges as a company grows and evolves. What happens if the founder leaves, sells the company, or becomes controversial? The brand’s identity is so tied to that individual that any changes can be jarring for customers. There’s also the risk that the founder’s reputation could overshadow or conflict with the brand. For example, if a fashion designer known for minimalism suddenly starts producing maximalist designs, it could confuse and alienate their customer base.
Despite these potential pitfalls, many entrepreneurs still put their names on their brands. For some, it’s a matter of personal pride and accountability. They want to stand behind their products and services in the most direct way possible. For others, it's about creating a legacy, a brand that will endure as a monument to their vision and achievements.
If you’re considering a founder-based name for your brand, it’s important to weigh these factors carefully. Ask yourself:
Is your reputation and story an asset to the brand?
Are you comfortable being the public face of the company?
Does your name have any inherent meaning or associations that could help or hinder the brand?
How might the brand evolve, and will your name remain relevant?
There are too many to choose from, so here’s a short list…(!)
Ford, Ben & Jerry’s, McDonalds, Disney, Chanel, Adidas, Boeing, Harley Davidson, Kellogg’s, Hewlett-Packard, McLaren, Dyson, Marks & Spencer, Rolls-Royce, Sainsbury’s, Bosch, L’Oréal, Ferrari, Gucci, IKEA, H&M, Swarovski, Heineken, Philips, Nestlé, Honda, Virgin, Toyota, Cadbury, Colgate, Dell, Gillette, Hilton, Marriott, Levi’s Johnson & Johnson, Mars, Patek Philippe, Ralph Lauren, Samsung, Siemens, Tiffany & Co, L.L. Bean, Estée Lauder, Bose… The list goes on and on!
A strong founder-based brand is built on an authentic, compelling founder’s story. The founder’s actions, values, and vision make the name meaningful.
Whether a founder-based name is right for your brand depends on your unique situation and goals. It’s a naming strategy that comes with both opportunities and challenges. But when executed well, with a founder who truly embodies the brand’s mission and values, it can be a compelling way to create a lasting, memorable identity.
So, if you opt for a founder-based name, wear it with pride and responsibility. Recognise that your name will be synonymous with the brand - for better or worse. Be prepared to live and breathe the brand's values daily, lead by example, and put your customers' needs first. If you can do that consistently, your name can become an invaluable asset, a symbol of quality, integrity, and enduring value over time.
One last word — Genericide!
Genericide is the slow process of a trademark becoming generic through use by the common individual. Think of Hoover, Google, Xerox, Kleenex, Post-it. This has to be the ultimate goal of brand name creation!
About the author —
Adam is the co-founder of Attend The Way, a Brighton-based branding agency. Adam helps build brands for companies at every growth stage, from startups to industry leaders. Adam has consulted and built brands for some of the world’s most recognised companies.
