Hyundai, Lego, Pepsi – many brand names are so well-established that we rarely think about how they really sound. They have all reached a desirable position on their respective markets. Imagine a meeting where these names were presented to the company’s decision makers. Do you see standing ovations, or a room full of confused faces? We guess the latter, and here’s a little truth for you – that is in fact something good.

A name process is about more than coming up with a list of “cool names that tell what we do.” Our task is to raise your perspective and make you see the kind of names that will actually support your business long term. And once the contenders have passed all linguistic and legal evaluations, been checked in your selected trademark classes and synced against your brief, it’s very rare that the obvious favorites are still on the list. Simplified, one could argue that the “good” names are, in fact, the bad ones, which the natural selection often shows. When it grinds, takes time to sink in, grows and challenges  –that’s when we know we’re on the right track.


Here are 3 good things to bear in mind entering a naming process:


Originality Beats Clarity

A good name should support your business for at least 5-10 years to come. The safest way is to choose a very unique name that is easy to protect, no matter where in the world you do business. Of course, it can and should still reflect the soul of your brand.


Think Who Instead of What

The name should in some way tell you who you are, rather than explain what you do or sell. Choosing a descriptive name is the most common pitfall, as it limits you from expanding your offer and trying new things.


Always Make it Al Dente

A little chewing resistance makes everything more interesting. A naming process consists of several steps and the names you initially like are rarely the ones you love in the end. The name will live with you for a long time, so make sure you choose one that doesn’t feel bland after six months.


Do you want to be the next Hyundai? Contact us and we’ll help to put you on the map!