After 3,000 names, we’ve seen it all—tight timelines, tougher clients, impossible briefs, and yes, every cliché in the book. But we’ve also seen the magic that happens when creativity meets clarity, and instinct meets strategy.

If you’re naming a brand, product, or company and want a name that actually works—one that people remember, connect with, and trust—this post is for you. We’re pulling back the curtain and sharing the same principles, tactics, and mindset we’ve used across thousands of successful naming projects.

No theory. No fluff. Just battle-tested tips from a naming studio that lives and breathes this work.

1. Great Names Start with Strategy, Not Words

The biggest mistake people make when naming is jumping straight into brainstorming. That’s like designing a house without knowing the climate, the budget, or the people who’ll live in it.

Before you name, define:

• What does this brand stand for?

• What tone of voice fits?

• Who’s the audience, and what do they value?

• What are the competitors doing—and how can we stand apart?

A great name is a strategic tool, not just a creative expression. You can’t find the right name unless you know what “right” means.

Write a one-paragraph creative brief for your name. Use it as a compass. If a name doesn’t align, it’s out.

2. Ditch the Thesaurus. Go Weirder.

Thesauruses are great—if you want a name that sounds like 500 others.

If you want something memorable, think sideways. Metaphor. Emotion. Imagery. Wordplay. Inside jokes. Street slang. Language mashups. Sound patterns. Misspellings. Old mythologies. Nursery rhymes. Science terms. Art history. Maps. Dreams.

In our naming studio, we often start with questions like:

• What does this brand feel like?

• If it were a sound? A scent? A city?

• What’s the weirdest way to express that?

The further you go from the obvious, the closer you get to something ownable.

Example:

We once named a design studio Paperjam—not because of printers, but because their process involved chaotic creativity followed by crisp resolution.

3. Good Names Don’t Always Sound Good at First

Some of our best-performing names got blank stares on Day 1.

“Spotify?”

“Nike?”

“Lululemon?”

All names that sounded strange once. And then they stuck.

Why? Because names earn their meaning over time. What feels odd on Day 1 can feel iconic on Day 100.

If you’re rejecting a name because it feels “weird,” ask:

• Is it hard to say?

• Is it hard to spell?

• Or does it just feel unfamiliar?

If it’s just unfamiliar, that’s not a red flag. That’s potential.

4. Make It Short—Or Make It Strong

Short names are punchy and flexible. But short isn’t everything. A name can be longer if it carries power.

Think:

• Mailchimp (fun, friendly, sticky)

• Impossible Foods (bold, clear, positioning built-in)

• Death Wish Coffee (unexpected, memorable, audience-magnet)

What matters is impact—how fast a name makes someone feel something. If it’s not short, make it sharp.

5. Trademark Early, Not Last

We’ve named 3,000+ brands. If we had to pick one killer of good names? Trademark conflict.That genius name you love? Someone else might love it too—legally.

Always, always:

• Check trademarks early (USPTO in the US, or relevant local/global databases)

• Use a professional trademark attorney if it’s a high-stakes brand

• Consider adjacent classes too, especially if you plan to expand

Pro tip: A name that’s too descriptive or generic won’t hold up in court. The more unique the name, the easier it is to own.

6. Domain Is Nice. Distinctiveness Is Better.

Yes, .com matters. But don’t let it ruin a great name.

The perfect name with an imperfect domain is still better than a boring name with a perfect URL.

You can always:

• Add a modifier (get*, try*, weare*, etc.)

• Use a new TLD (.co, .studio, .ai, etc.)

• Buy the .com later (once you prove traction)

Don’t settle for bland just to get the dot-com.

7. Think in Systems, Not Just One Word

Naming isn’t just about a single word. It’s about how the name lives in a system.

Ask:

• Can this name scale into a family? (e.g., Slack > Huddle, Canvas, Workflow Builder)

• Can it work in taglines? (e.g., Calm > “The #1 app for sleep and meditation”)

• Can we verb it? Pluralize it? Play with it?

We call this namestretch.

If the name can flex and stretch while staying true—it’s got legs.

8. Test with Filters, Not Focus Groups

We don’t believe in naming by committee or voting contests. But testing helps.

Use filters like:

• Say it out loud: Does it roll off the tongue?

• Write it in a sentence: Does it make sense?

• Google it: What comes up?

• Ask 3 people in your target audience: Not “Do you like it?” but “What does it make you think of?”

Listen for patterns. Then trust your gut.

9. Don’t Be Afraid to Invent

Made-up names are some of the hardest-working in the world.

Think:

• Verizon (Veritas + Horizon)

• Kodak (designed for punch and global ease)

• Zappos (based on “zapatos”—Spanish for shoes)

Invented names give you freedom. They’re easier to trademark. Easier to own. And surprisingly, easier to make meaningful—because you get to define them.

Caution: Make sure they’re pronounceable and not accidentally offensive in other languages.

10. Word Pairing Is Your Best Friend

Some of our most-loved names came from unexpected pairings.

• Mailchimp

• Morning Brew

• Electric Feel

• Wicked Spoon

• Lemonade

The formula? Concrete noun + emotion / unexpected modifier / context twist.

Play with opposites. Tensions. Humor. Irony. Poetry.

11. When in Doubt, Go for Feelings

The best names don’t just say what you do. They say how you make people feel.

Think:

• Calm

• Away

• Honest

• Glossier

• Hims

Emotional resonance builds connection faster than literal description.

Ask:

• What’s the core emotion we want people to feel?

What name makes them feel that—instantly?

12. Start Wide. Then Ruthlessly Narrow.

In our studio, we start with 50–100 raw ideas per project. Yes, seriously.

Then we test. Filter. Kill darlings. Let go of “meh.” Push weird.

By the end, we shortlist 5–10 names that can:

• Survive trademark checks

• Stand out in the category

• Match the tone

• Feel ownable

• Tell a story

Naming is not about finding one perfect word. It’s about cutting away everything that doesn’t work.

13. Your Name Is Not Your Brand. But It Helps.

Let’s be clear. A name won’t build your brand. You will.

Your logo, product, people, content, service, story—that’s what builds the brand. But the name is your entry point. Your identity. Your first impression. Your shorthand. If it’s forgettable, confusing, or weak—it drags everything else down.If it’s bold, clear, and distinct—it gives everything else a boost.

Don’t obsess. But don’t wing it either.

Final Thoughts: What 3,000 Names Have Taught Us

After doing this thousands of times, here’s what we know for sure:

• Most good names start as strange ones.

• People judge names too early—and too harshly.

• Creative freedom matters—but constraints make better names.

• Names should work like magnets, not billboards. They don’t have to say everything. Just attract curiosity.

• And finally: There’s no such thing as a perfect name. Only the right name for the moment, the mission, and the message.

Trust the process. Name boldly. Own it fully.