3 mins read

Tips and Strategies for Naming Your Start Up Brand

Published on
February 2, 2019
Scott Adam Lancaster
Brand Development Expert
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Key tips to remember when naming your business

Naming a company is a critical aspect of branding and marketing, as the name will become the primary identity of the business. A well-crafted name can capture the essence of the business and differentiate it from competitors. However, coming up with the perfect name for a company can be challenging, as it requires a strategic and creative approach. Here are some tips on what to do when naming a company and where to start.

Start with the Company's Vision and Values

The first step in naming a company is to understand its vision, mission, and values. A company's name should reflect what it stands for and its aspirations. Therefore, it's essential to identify the key elements that the company wants to communicate through its name. This process should involve brainstorming sessions and feedback from key stakeholders, such as founders, employees, and customers.

Consider the Target Audience

The target audience is crucial in choosing a company name. The name should resonate with the target audience and appeal to their preferences and values. It's essential to consider the target audience's demographics, psychographics, and behavior when crafting a name. For instance, the name should be catchy and memorable if the target audience is young and trendy.

Brainstorm Ideas and Narrow Down the List

Once you have identified the company's vision and target audience, the next step is to brainstorm name ideas. This process should involve generating a wide range of ideas, from simple and straightforward names to creative and quirky ones. The goal is to come up with a long list of options, which can then be narrowed down based on various criteria, such as availability, relevance, and uniqueness.

Consult with Experts

Naming a company can be daunting, and it's essential to seek the help of experts in the field. Various branding and naming agencies specialize in helping businesses come up with the perfect name. These agencies use a structured and strategic approach to naming, which involves market research, brand analysis, and creative ideation. They can also provide valuable insights and feedback on the name options and ensure that the name aligns with the company's vision and values.

Check Availability and Trademarks

Before finalizing a name; it's essential to check its availability and trademarks. The name should be unique and not infringe on the trademarks of other businesses. It's also essential to check if the domain name and social media handles are available for the chosen name.


Naming a company requires a strategic and creative approach, and it's essential to consider various factors, such as the company's vision, target audience, and availability. It's also advisable to seek the help of experts in the field, such as branding and naming agencies, to ensure that the name aligns with the company's brand strategy and values. With the right approach, a well-crafted name can be a powerful tool in building a strong brand identity and attracting customers.

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