You just came up with a name. It’s short, it’s unique, it checks all the boxes. You say it out loud… and something feels off. It sounds weird. Maybe even bad. You want to love it—but you’re not sure you do.That’s normal. In fact, it might mean you’re on the right track.

Some of the best brand names in the world sounded odd, clunky, or even wrong at first. “Google” at first glance had no meaning. “Spotify” made no sense. “Pepsi”? A strange noise. And yet today, these names feel inevitable. Obvious, even.

So what happened? This post is about why good names often don’t sound perfect at first—and why you shouldn’t panic if your new brand name feels a little weird.

The Myth of the Perfect Name

Let’s start with the myth: that a great name will feel great from day one. That the “aha” moment will be immediate. That everyone will fall in love with it instantly.

In reality, most great names grow into greatness.

They earn their meaning. They feel strange until they don’t. They pick up identity through use, repetition, and story.

But in the early days? They can feel awkward, empty, or too different. That’s because our brains are wired to favor the familiar—and a good name is often the opposite of that.

Why Names Feel “Wrong” at First

Let’s break down a few reasons a new name might not feel right straight away—even if it’s objectively strong.

1. We’re biased toward what we already know

Our brains like things they’ve seen before. This is called the mere exposure effect—the more we’re exposed to something, the more we tend to like it.

So when you hear a brand new name that doesn’t sound like anything else? Your brain flags it as weird, unfamiliar, maybe even bad. Not because it is bad, but because it doesn’t fit your existing mental patterns.

It’s the same reason songs sometimes grow on you. Or why a person’s name seems odd until you get to know them.

2. We confuse novelty with wrongness

New names—especially invented or unexpected ones—can feel “off” simply because they break rules we don’t realize we’re following. We’re used to names that describe things (“Speedy Plumbing”) or sound real (“Bluebird Studio”). A name like “Zillow” doesn’t fit those rules, so it feels wrong at first.

But the rules we’re used to? They’re often the same ones that lead to generic, forgettable names. Breaking them is a feature, not a bug.

3. We expect too much from a single word

We want names to do everything: explain the product, sound good, tell a story, work globally, be emotionally resonant, look good in a logo, and be available legally. Oh, and it should feel instantly lovable too.

That’s a lot of pressure for a few syllables.

But good names don’t need to do all the work. They just need to create the space for a brand to grow. Meaning, story, and emotion come later—through repetition, design, voice, product, and experience.

4.We get naming fatigue

When you’ve been brainstorming for days or weeks, every name starts to sound weird. You say a word 20 times, and suddenly it loses all meaning. You second-guess yourself. You start to wonder if any word has ever sounded good.

That’s not a sign the name is wrong. It’s a sign you need a break.

Examples: Great Names That Didn’t Sound Great at First

Plenty of iconic names were met with confusion—or outright criticism—when they first launched. Here are a few.

Google

When it launched, “Google” was just a playful misspelling of a math term. It sounded like baby talk. But over time, it became a verb. Now it sounds inevitable.

Pepsi

Originally “Brad’s Drink,” the switch to “Pepsi” was meant to sound medicinal (it comes from “dyspepsia”). But to most people, it just sounded… odd. Today, it’s iconic.

Slack

“Slack” sounds lazy, right? Not a great connotation for workplace software. But the team leaned into it, gave it meaning (“Searchable Log of All Communication and Knowledge”), and built a brand that feels anything but lazy.

Häagen-Dazs

Not a real word in any language. Made to sound Danish. People didn’t know how to pronounce it. Still don’t. But it signals quality and European indulgence, and that’s what matters.

Spotify

Totally made up. No one had heard it before. It sounded vaguely techy. And it stuck.

These names weren’t perfect on day one. But they were different, ownable, and full of potential.

What to Look for Instead of “Love at First Sound”

If you can’t trust your gut on whether a name “sounds good,” what should you look for?

Here’s what actually matters:

1. Is it distinct?

Does it stand out in your category? Can people remember it after hearing it once? If it sounds a little weird, that might be a good sign—it means it’s not generic.

2. Is it easy to say and spell?

Can people pronounce it? Can they type it into a search bar? Familiar sounds help, even in an unfamiliar arrangement.

3. Is it available?

Can you get the .com (or a reasonable domain)? Can you trademark it? These things matter more than whether it gives you butterflies.

4. Does it fit your brand’s vibe?

Does it match your tone? Your audience? Your story? “Zappos” wouldn’t work for a law firm, but it works great for a shoe company with personality.

5. Can you build around it?

Can it carry a logo, a tagline, a voice? Can it hold meaning over time? Great names are scaffolding. They give you space to build.

Real Talk: You Might Never Love the Name

Here’s a hard truth: even if a name is great, you might never feel 100% about it. That’s okay. Some founders and teams never truly “love” the name they pick—but the audience does. And that’s what matters.The name doesn’t have to thrill you. It has to work. It has to stand out, be remembered, and support your brand.If it does that, it’s doing its job.

What to Do If Your Team Is on the Fence

If your team isn’t loving a name you’re considering, here are a few tips:

1. Give it time

Sit with it. Say it in a few sentences. Imagine it in an ad, on a shirt, on a billboard. Names grow in context.

2. Use it in real-world scenarios

Write fake headlines. Mock up a homepage. Say it in a pitch. The name might feel weird alone but totally natural in use.

3. Don’t crowdsource your decision

Avoid asking too many people for opinions—especially out of context. Everyone has reactions, but not everyone has insight. Focus on a few trusted voices.

4. Remember: your customers don’t know what “almost was”

They’re not comparing the final name to your shortlist. They’re starting with a blank slate. What you launch is what they learn to love.

5.Hire A Professional Naming Agency

Naming agencies have experts in their team who know what works and what doesn't. Hiring a professional naming agency will solve your problem and help with a winning name.

What Makes a Name Grow on You

Over time, a name becomes more than a word. It picks up:

• Meaning through product experiences

• Emotion through customer stories

• Association through design and voice

• Memory through repetition

Think about “Instagram.” It was an awkward mash-up of “instant camera” and “telegram.” Not exactly graceful. But now it’s loaded with meaning. You don’t hear the awkward mash-up anymore. You hear the brand.

That’s the power of consistency and context.

Final Thought: Don’t Aim for Safe

Safe names sound good right away. They describe the product. They use familiar words. They feel easy. But they’re often forgettable.

If your name feels a little uncomfortable—if it challenges you—it might be because it’s bold, different, and ownable. That’s good. That’s where great brands start.

So if you’re staring at a name that feels weird but works? Don’t throw it out. Build on it. Give it space. Let it live.Because greatness doesn’t always sound perfect at first.