11 mins read

Why Is It Hard to Find an Amazing Brand Name?

Published on
June 14, 2023
Scott Adam Lancaster
Brand Development Expert
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Why do people find naming a business so hard?

In the world of business, a brand name is more than just a string of letters; it's a symbol, a promise, and a cornerstone of your company's identity. A great brand name can encapsulate the essence of a company, evoke emotion, and leave a lasting impression on consumers. However, despite its importance, creating a memorable and effective brand name is no easy feat. From brainstorming sessions to legal hurdles, the journey of naming a brand is fraught with challenges.

Over the past 10 years of helping 1000+ clients find the perfect brand name for their business, we've found that most entrepreneurs and founders tend to struggle with the same issues when trying to create brand names on their own.

While there could be numerous reasons why you're struggling to find a brand name that 'just feels right', most people trying to find a great brand name encounter similar issues and hurdles.

1. Originality and Creativity

One of the foremost challenges in naming a brand is the need for originality and creativity. In today's crowded marketplace, standing out is essential. However, coming up with a unique and memorable name that hasn't already been claimed by another company can be incredibly challenging.

The creative process of finding a truly unique brand name involves extensive research to ensure that the new business name isn't infringing upon existing trademarks or closely resembling another established brand.

Additionally, the chosen name must accurately represent your business and resonate with your target audience, adding another layer of complexity to the naming process.

The way we approach this issue is by simply creating around 900 names per client project. We then conduct in-depth checks to find the very best names that are unique, original and available to be trademarked, with a great .Com domain.

2. Distinctiveness and Memorability

A great brand name should be distinctive and memorable, making it easy for consumers to recall, recognise and then ultimately choose. Achieving this balance requires a deep understanding of linguistics, psychology, and branding principles.

The name must resonate with your target audience (or maybe multiple), evoke positive associations, and differentiate the brand from competitors.

We personally use the latest studies and neuroscience which inform our brand naming process by uncovering how certain linguistic patterns and sounds influence consumer perception and emotional response to particular brand names.

Crafting such a name requires creativity, strategic thinking, and not just focusing on the name as a single element but more so trying to see the the bigger picture.

3. The One Piece Brand Jigsaw Hurdle

When creating a brand name, it's crucial to see the bigger picture. While the name itself holds significant weight, it's just one element within the intricate tapestry of your brand identity.

Like a single puzzle piece in a larger jigsaw, the name must seamlessly integrate with other brand elements to form a cohesive and compelling narrative. From the logo design to the brand voice, every aspect plays a vital role in shaping the overall perception and experience of your brand.

Understanding how the name fits into this broader context allows for a more holistic and strategic approach to brand development, ensuring that every element works harmoniously to convey your brand's essence and values.

Overcoming this challenge requires professional guidance, as understanding design, marketing, and creative brand communications is key to bringing everything together seamlessly. This is why we provide Logo Idea Brainstorming Sessions with every naming package we offer to our clients.

It has never been more important for all areas of a company's branding and visual expression (brand design) to fit perfectly with the brand name they choose to go with.

4. Legal and Trademark Issues

Securing the legal rights to a brand name is a crucial step in the naming process, yet it's also one of the most complex and time-consuming aspects.

Before finalising a brand name, thorough trademark searches and legal consultations are essential to ensure that the chosen name is available for use and not infringing on existing trademarks. Failure to do so can result in costly legal battles and potential rebranding efforts down the line.

This is the main reason why we work with professionals in this space to provide our clients with in-depth trademark checks with each of our brand naming packages, ensuring that the names we develop for clients are completely unique and safe to use worldwide.

5. Scalability and Future-Proofing

Ensuring that your brand name has the flexibility to adapt and grow with your business over time is a challenge that many realize too late. As companies expand into new markets, product categories, or demographics, the name must remain relevant and meaningful.

Anticipating future growth and ensuring that the chosen name is scalable and future-proof requires careful strategic planning and foresight.

During our brand name development process, we ensure that we understand every potential new product or market you may eventually target using your brand name. This allows us to craft a meaningful message and direction that will provide your business with the space to grow and expand as needed.

6. Emotional Connection and Brand Identity

Beyond mere words, a brand name carries emotional weight and plays a pivotal role in shaping your brand identity. It should resonate with consumers on a deeper level, forging an emotional connection and fostering loyalty over time.

Crafting a name that embodies the brand's values, mission, and personality requires a deep understanding of the target audience and meticulous attention to detail.

With the right process and questions, it is possible to create that emotional connection, which we personally confirm at the very beginning of the brand naming journey during our strategic call with clients.

7. Finding a Professional .COM Domain

Finding a short, clean .com domain presents a significant challenge in today's digital landscape, but it is possible with the right approach.

With over 370 million domain registrations worldwide, the availability of concise, memorable .com domains has become increasingly scarce. According to research conducted by Verisign, the registry operator for .com domains worldwide, the total number of .com domain registrations surpassed 150 million in 2020 alone, highlighting the intense competition for desirable domain names.

Furthermore, a study by Domain Name Stat reveals that the average length of registered .com domain names has steadily decreased over the years, with shorter domains commanding premium prices in the domain aftermarket.

This scarcity of short, clean .com domains poses a formidable obstacle for businesses seeking to establish a strong online presence, forcing them to get creative or resort to alternative domain extensions. As a result, securing a memorable .com domain that aligns with your brand identity and is easy for customers to recall has become a daunting task, requiring strategic planning and flexibility in naming choices.

We help clients during our brand naming process to get a great .com domain that suits their brand perfectly and also makes it easy for your customers to find you online.

8. Global Appeal and Cultural Sensitivity

In today's globalised world, brands operate across diverse markets and cultural landscapes. As such, creating a brand name that resonates universally while avoiding cultural pitfalls can be exceedingly challenging. A name that sounds appealing in one language or culture may carry unintended connotations or meanings in another. Navigating these linguistic and cultural nuances requires careful consideration and often necessitates consulting experts or conducting thorough market research.

This challenge can be more or less important to certain businesses, depending on if you intend to sell your products or services globally, or more locally.

How Can You Make Sure You Find the Best Brand Name?

In conclusion, the process of finding or creating a great brand name is a multifaceted endeavour that requires a blend of creativity, strategy, experience and meticulous attention to detail.

From navigating legal hurdles to striking the right emotional chord with consumers, every step of the naming journey presents its own unique challenges. However, with the right process, careful planning, creativity, and a dash of inspiration, it's possible to craft a brand name that stands the test of time and leaves a lasting impression on the world.

We do work with a small number of clients every month to help them work through each of the challenges and hurdles business owners face when trying to find the best possible name for their company.

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