Choosing a Brand Name in 20 Minutes

Selecting the perfect brand name is often viewed as a daunting task, but it doesn't have to be a drawn-out process. This article provides a simple yet effective method to choose a memorable and fitting brand name for your startup in just 20 minutes.

• The name is just one component of a successful business, and it's not the most crucial factor. It's important to prioritize building a great product or service that customers will love.
• Many iconic brands, like Google, Pepsi, and Instagram, didn't start with their current names, highlighting the fact that your initial brand name isn't set in stone and can evolve as your business grows.
• Focus on choosing a "good enough" brand name, one that effectively conveys the essence of your brand and resonates with your target audience.

What a Brand Name Should Be

While there are no strict rules for choosing a brand name, there are essential qualities that make a brand name effective and memorable.

• Easy to Remember: Choose a name that's simple, catchy, and rolls off the tongue easily.
• Distinct: Opt for a unique name that sets your brand apart from competitors and helps you stand out in a crowded market.
• Pique Interest: A good brand name should spark curiosity and encourage potential customers to learn more about your brand.
• Make Sense: The brand name should have some connection to your core business and what you offer.
• Malleable: Choose a name that can adapt to your business's future growth and evolution, allowing you to expand into new markets or product lines without a name change.

What a Brand Name Should NOT Do

Avoid these pitfalls when choosing a brand name, as they can hinder your brand's growth and create confusion among customers.

• Tell the whole story: Your brand name shouldn't be burdened with conveying your entire business story; it should act as a hook, leaving room for customers to discover more about your brand.
• Be too literal: A literal brand name might be forgettable or blend in with competitors.
• Box you in: Choosing a niche-specific name can limit your future expansion and prevent you from exploring new opportunities.
• Steal the show: The brand name shouldn't overshadow the core product or service you offer; it should support and enhance your brand's identity.
• Slow things down: Don't get bogged down in the search for the perfect brand name; it's better to have a good enough name and launch your business than to delay your start due to indecision.

Types of Brand Names

There are various approaches to naming your business, and each has its own pros and cons. Consider these options:

Generic Brand Names

These names are straightforward and often descriptive, like Hotels.com or Cars.com. While generic names are easy to understand, they often lack memorability and distinction, and securing domain names for generic terms can be expensive.

Descriptive Brand Names

These names explicitly describe what the brand offers, like SkinnyMe Tea, Burger King, or Pizza Hut. Descriptive brand names are clear and straightforward, making it easy for customers to grasp what your business does.

Suggestive/Associate Brand Names

These names evoke a feeling or association with the brand, like Greyhound, which connects speed and quality to travel, or Subway, which suggests a type of sandwich. Suggestive brand names can be creative and memorable, creating a strong emotional connection with customers.

Coined, Random, or Abstract Brand Names

These names are often made-up or abstract, like Nike, which draws inspiration from the Greek goddess of victory. Coined names can be highly memorable and unique, but they require more effort to build brand recognition and may be challenging for customers to understand initially.

Namestorming in 3 Steps

Follow these steps to choose a brand name within 20 minutes:

Using AI to Generate Brand Names

Leverage the power of AI to streamline the brand naming process and generate multiple options quickly.

• Prompt #1: Describe your Business: Provide detailed information about your business to the AI tool, such as your target audience, product offerings, desired tone of voice, and branding style. The more detail you provide, the better the AI can understand your needs and provide relevant suggestions.
• Prompt #2: Request Multiple Options: Ask the AI to generate several brand name options for you to choose from.
• Prompt #3: Refine Your Choices: Provide feedback on the names you like and dislike, and ask the AI to explore those ideas further or generate new options based on your preferences.

Brand Name FAQs

How much time should I spend on my brand name?

There's no one-size-fits-all answer. You don't want to rush the process, but don't get bogged down either. If you have a strong product idea, don't let a name hold you back. It's better to start with a good enough name and refine it later.

Will a great brand name help my business?

A brand name alone won't guarantee success, but a poorly chosen name can create a negative impact. A great name can support your brand's identity, but it's not a substitute for a good product or service.

How do you know you've picked the right brand name?

It's a gut feeling, but also a collaborative effort. Get feedback from trusted friends, family, and your team. Test different names with your target audience if you have one.

Building a Brand Identity

Choosing a brand name is just the first step in building a brand. A strong brand identity includes a visual style, tone of voice, and messaging that all work together to create a cohesive and memorable experience for your customers.