A name is one of the few branding decisions that's genuinely hard to change later. It goes on your website, your invoices, your social profiles and every introduction you make. Yet many names are chosen in a rushed brainstorm, then turn out to be taken, hard to spell or too narrow for where the business goes next. This seven-step process makes naming more deliberate, and far less likely to need redoing.
Step 1: Write a naming brief
Before generating any names, agree what the name must do.
| Question | Example answer |
|---|---|
| What do we do, and for whom? | Bookkeeping software for UK freelancers |
| What should the name feel like? | Friendly, simple, trustworthy |
| What must it avoid? | Jargon, anything that sounds like a bank |
| Where will it be used? | UK first, possibly Europe later |
| Will we expand beyond one product? | Yes, into invoicing and payroll |
| Must the domain be .com? | Preferred, not essential |
Step 2: Understand the naming styles
| Style | Example approach | Pros | Cons |
|---|---|---|---|
| Descriptive | "London Garden Design" | Instantly clear, can help search | Generic, hard to protect, limits growth |
| Suggestive | Hints at a benefit or feeling | Memorable, meaningful, flexible | Needs more creativity to find |
| Invented | A new word | Distinctive, easier to trade mark | Needs marketing to build meaning |
| Founder or place | A surname or location | Personal, heritage feel | Hard to sell later, may limit scope |
| Compound | Two words joined | Can be clever and available | Can feel forced |
| Acronym | Initials | Short | Usually forgettable for new brands |
Most strong modern names are suggestive or invented: distinctive enough to own, meaningful enough to remember.
Step 3: Generate widely
Aim for a long list of 100 or more before judging anything. Useful sources:
- Words linked to your benefit, process or customer's outcome
- Metaphors from nature, science, mythology or other languages
- Combinations and blends of relevant words
- Altered spellings, used sparingly so the name stays easy to spell
Step 4: Shortlist with clear criteria
Score each name against the brief:
- Easy to say after hearing it once
- Easy to spell after hearing it once
- Distinctive among competitors
- Fits the personality in the brief
- Works if the business expands
- No negative meanings in key markets
Step 5: Check availability
| Check | How |
|---|---|
| Domain | Search registrars; check a domain registration lookup for taken names |
| Companies House | Search for identical or very similar company names |
| Trade marks | Search the UK IPO, and EU or US registers if relevant |
| Social handles | Check the platforms you'll use |
| Search results | Google the name to see who else uses it |
Preliminary checks rule out obvious conflicts. Before committing, ask a trade mark attorney for a full clearance search.
Step 6: Test with real people
Say each finalist aloud to people who match your audience, then ask them to spell it, say what they think the business does and how it makes them feel. A name that needs explaining every time is costing you in every introduction.
Step 7: Decide and secure it
- Register the domain and key variations
- Reserve social handles
- Register the company name and consider a trade mark application
- Brief your designer with the name and the thinking behind it
Naming mistakes to avoid
- Choosing a name too narrow for future growth
- Clever spellings that people can't type
- Names that only make sense with an explanation
- Ignoring meanings in other languages
- Falling in love before checking availability
- Copying the naming style of the category leader
Names and messaging belong together
A name doesn't have to explain everything. A short tagline or descriptor can carry the explanation while the name stays distinctive. Our guide to writing a brand positioning statement helps you find the words that sit alongside the name.
A 90-minute naming workshop
| Time | Activity |
|---|---|
| 0–15 min | Review the brief: audience, personality, must-haves and must-avoids |
| 15–35 min | Silent brainstorming: everyone writes names individually |
| 35–55 min | Share and group names by style and theme |
| 55–70 min | Each person picks five favourites; discuss patterns |
| 70–85 min | Score the top 15 against the brief's criteria |
| 85–90 min | Agree a shortlist of 5–10 for availability checks |
Silent brainstorming first avoids the loudest voice steering everyone towards their idea.
Example: naming directions for one business
A bookkeeping app for freelancers might explore:
| Direction | Idea behind it | Feel |
|---|---|---|
| Descriptive | Says exactly what it is | Clear but generic |
| Outcome | The relief of finished books | Calm, reassuring |
| Metaphor | Ledgers, balance, compasses, anchors | Trustworthy |
| Invented | A short, new word with a soft sound | Distinctive, ownable |
| Parent-brand | The studio's name plus a simple descriptor | Leverages existing trust |
Exploring several directions before choosing helps you find a name that fits, rather than settling on the first idea that's available.
How we help
Our naming and messaging service runs this process for you, from brief to shortlist with availability checks, and pairs the name with a tagline and key messages.
The short version
Write a brief, understand naming styles, generate a long list, shortlist against clear criteria, check domains, company names and trade marks, test with real people, then secure the name everywhere. Choose a name that's easy to say, distinctive and ready to grow with you.
