What’s In A Brand Name? A Lot, It Turns Out

Struggling to name your brand? We feel ya. Apart from being one of the most difficult parts of announcing a new company (you’ll start brainstorming, refining and second-guessing your instincts), it’s also one of the most essential. However, if inspiration isn’t flowing, you can always consult a third party for that added guidance and support – or even a few crucial tips to get the ball rolling. To that end, we’ve spoken to Rose Linke from naming and branding agency A Hundred Monkeys, to get some advice around shaping your brand’s name and identity.

First things first: does the name of your brand need a meaning?

Having a brand name without a meaning won’t necessarily hurt you, but having a brand name with a story behind it can certainly help you. This is because the name is often the first point of contact someone has with your company. If your name makes them curious to learn more and causes them to ask a question- for example, why are you named x? Or, what’s the story behind y? You’re getting the opportunity to let them know what you’re doing, why you’re doing it, and that they should care. And if their question is rewarded with an interesting answer, then the likelihood that you will be able to engage them further is much higher.


What role does branding and naming play in a company’s success?

Branding is especially good as a positioning tool- it’s a way of showing people that you’re different from everything that’s already out there. Many people make the mistake of naming and branding a product or company in a way that makes them just like everybody else. Branding is a way to get your audience to care. And to get them to care, you have to start by getting them to pay attention.

Related Reading:  Testing Your Product Concept

Is it worthwhile hiring a third party to name your brand?

There are a lot of reasons why our clients decide to bring us in to help them develop a name:

  1. All of the obvious names are already taken.
  2. It’s hard to find a name you can trademark.
  3. It’s hard to find a name that works as a URL.
  4. It can be hard for people to agree on a name.


We have a process that keeps all of these things in mind in order to make naming a more objective process. Key things to note are: what are the most important things for your brand to communicate? And which of those things is best communicated in a name?

Images by Christian Watson of 1924.US

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