What's In A (Brand) Name?

What's In A (Brand) Name? Standing out in a crowd can be difficult. Photo: James Ting on Unsplash

As anyone starting a business knows, naming it can be as agonising as naming a pet or child. While you don't have to worry about what you sound like shouting that name in a park, you do need it to be sure when it's spoken (or written) in a professional context it has the right impact.

How To Find The Right Name for Your Brand

A simple approach is to use your own name. That's worked for a raft of companies - think Disney, Bloomberg, Adidas, Mrs Fields, Ben and Jerry's, Kellog's and Ralph Lauren. However there are many companies that don't hit those global awareness heights, and are then trying to stand out in crowded markets with names which are neither memorable nor descriptive. How many versions of Smith & Son have you seen over the years? Or a random collection of letters like ABC Inc Ltd Pty? (Apologies to any companies with those names.)

You could run a contest, as Kraft did when it needed a name for its snack business, which gave it Mondelez (which nods to versions of words meaning delicious and world), but be careful you don't end up in a Boaty McBoatface situation.

If neither of these options appeal, below are some steps to consider when developing a brand name:

• Define your brand identity:

  Be clear on your brand's identity, core values, and target audience. 

• Brainstorming:

  Go wide - generate a large list of potential names. Try using word association, playing with different combinations of words related to your brand, or incorporating your brand's key attributes. 

• Consider wordplay and puns:

  Using clever wordplay or puns can make your name catchy and memorable, but also runs the risk of being twee. Proceed with caution. 

• Check for availability:

  Once you have a few potential names, verify that the domain name is available and that it isn't already trademarked. 

• Test with your target audience:

  Get feedback from potential customers to see how well the name resonates, and if it accurately reflects your brand. 

  
  

Other approaches to brand naming:

• Descriptive names: Clearly state what your product or service does, like Volkswagon, Head and Shoulders, or The Body Shop

• Invented names: Create a completely new word that is unique to your brand, like Google or Sony. 

• Acronyms: Use the first letters of a phrase to form a name, like IKEA. 

• Blending words: Combine parts of different words to create a new name, like Headspace. 

  
  

When deciding on a brand name make it:

• Memorable: Easy to remember and recall.

• Pronounceable: Simple to say.

• Unique: Stand out from competitors in a crowded marketplace.

• Relevant: Reflect what your brand offers

• Timeless: Remain relevant in the future

• Culturally appropriate: Avoid names that could be offensive in different cultures 

Sometimes household brand names have relatively mundane origin stories. Steve Jobs was a fruitarian and just really liked apples. John Warnock really liked the Adobe Creek at the back of his house. Cisco's founders just removed the San Fran from the name of city. Which leads us nicely to....

The Story Behind Our Name

Water is transparent, fluid and dynamic. In its various states its properties are diverse. It can be strong. It's a powerful force. It encompasses polarity. It can preserve or dissolve. It's essential for life. We think it's an apt metaphor for the power of good communication.

This is all true, and we love our business name. However it wasn't the first name we came up with, and we retrofitted the deeper meaning to the name.

The actual story is that when Principal Consultants Shea Evans and Susannah Goddard were exploring how they wanted to work together, the conversations were usually in cafes. And on every table were glasses of water. As the ideas flew, one of these glasses was often moved into the centre of the table to represent the entity they were developing. And so, of course, when it launched in 2023 the business had become A Glass Of Water.

One final piece of advice on creating your brand name

Don't be afraid to change your mind. Jeff Bezos wanted to called his business Cadabra, to evoke the phrase abracadabra and the magic of online shopping. However when his lawyer said it sounded too much like cadaver, he changed the name to Relentless before settling on Amazon. A good call, we think.

Susannah Goddard, February 2025