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How to find a brand name that sticks: The ultimate guide
Finding the perfect brand name can quickly become a headache… You brainstorm, you search, but nothing feels “right.” I completely understand that frustration!
However, naming is a crucial step. You don’t change your name every other day: it must be chosen strategically (like every other decision for your business, by the way). It also needs to be tested to avoid bad surprises: negative connotations, complex pronunciation, or trademark issues.
To help you out, here are the best techniques for finding the perfect name and the key traits of an effective brand name.
10 Naming techniques to spark your creativity
There isn’t just one way to name a business. Here are the most common approaches used by global brands:
Founder Names: A strong personal identity (e.g., Louboutin, McDonald’s).
Descriptive Names: A word that highlights an aspect of the product (be careful not to limit your future diversification).
Abstract Names: Creating a word from scratch to represent the spirit of the business.
Invention or Alteration: Modifying an existing word (e.g., Tumblr, Google, Netflix). It’s unique, but requires some “education” for your customers.
Acronyms: Using initials (e.g., KFC).
Euphony: Choosing a word simply because it sounds good.
Onomatopoeia: A sound that evokes your activity.
Foreign Languages: Using a Latin, Greek, or English word that represents your values.
Geography: Selecting a name related to a specific location.
Metaphors and Allegories: Using a real or mythological figure (e.g., Nike for the goddess of victory, Tesla for the inventor, Amazon for the scale of the river).
Emsy’s Tip: Don’t hesitate to mix several techniques to create something truly unique!
The 5 traits of an effective brand name
For a name to work long-term, it must meet several criteria:
Meaningful: It must tell a story or carry a message.
Memorable: It must be distinctive and easy to remember (“sticky”).
Future-proof: It must remain relevant even as your brand evolves.
Scalable: It should allow for sub-brands or extensions (e.g., Google Calendar, Google Docs).
Protectable: You must be able to legally own it
Crucial Step: Checking availability
Once you’ve found that “hidden gem,” don’t rush in headfirst! It is imperative to check that the name is free.
Legal Verification
In France, consult Societe.com to list existing companies. But most importantly, do a thorough search on the INPI website to check trademark filings in your category of activity.
Digital Verification
Check if the domain name is available (.com or .fr) and verify the name’s availability on social media (Instagram, TikTok, etc.).
My advice: If everything is “clear,” reserve your domain name immediately and create your social accounts, even if you aren’t launching for a few months. Finally, officially register your trademark with the INPI to protect yourself.
Need help with your brand strategy?
A name is only the first brick of your visual identity. If you want to build a powerful and cohesive brand universe, I’m here to guide you.