4 Things to Consider When Choosing a Brand Name

4 Things to Consider When Choosing a Brand Name

4 Things to Consider When Choosing a Brand Name

Our brand naming process is an exciting mix between experimentation and convention. It often ends with us exploring uncharted paths that wander and wind. Still, there are a few principles we always follow.

April 28, 2023

Words by Marbury Team

Photo by Dominic Dähncke

Our brand naming process at Marbury is often an exciting mix between experimentation and convention. On the one hand, we like to look at brand naming as we would the rest of the brand—with a sharp, artful, and discerning eye informed by strategy. On the other hand, we’ve learned that there’s a certain amount of playful trial-and-error required at the brand naming stage. 

In fact, some of our most beloved brand names have been uncovered by taking risks: combining two words to create entirely new concepts, adding extra vowels for a feminine flare, or removing entire letters for a more modern feel. We’re willing to explore every pathway, no matter how abstract. 

So, while there’s plenty of cleverness involved in choosing a brand name, we do still have a few principles that we follow. Here are our 4 things to consider when choosing a brand name:

We’re willing to explore every pathway, no matter how abstract.



1. Brand Values and Personality

Your brand name should confidently reflect your values and personality. This doesn’t mean you have to write them directly into your name—though there are plenty of brands who do this well, like KIND® or Charity: Water—it just means you need to consider the tone of voice, cadence, and emotional impact that you’re channeling.

For example, if your core values are centered around luxury and beauty, you may want to consider a name that carries elegance. This can be achieved by using softer phonetics or adding alliteration for increased rhythm. On the other hand, if you want to be seen as approachable and friendly, consider a name that’s simplistic in nature. This depends on your target audience as well. What kind of name would resonate with them? Are they native English speakers? Look at the brands your target audience follows, is there a trend in the naming? All of these are factors to take into account.


2. memorable & unique

Your brand name should be rhythmic and captivating to your target audience. We often do this by using words that are outside the everyday realm of language. Silent Opus, a modern jewelry brand, is a perfect embodiment of this idea. While silent is a commonly occurring word, it is unique and unfamiliar in the context of jewelry.  Paired with the word opus, meaning a large-scale artistic composition, the name takes on a mysterious shape that leaves the audience curious for more. While high-intrigue names may not be a fit for every brand, they can be beautifully immersive when executed well. 

Another approach is to keep things elementary. Think Zara, Anthropologie, or DÔEN—all three of these brands are memorable for their easeful pronunciation and simplicity rather than sheer intrigue. While straightforward, their naming still has an individual edge that makes them stand out, whether that be through alternative spellings or pseudo-words.


3. domain availability & trademarking

Though less exciting than our other points, we cannot overemphasize the importance of trademarking your brand name. There is nothing more disappointing than falling in love with a name, and undergoing branding, only to run into legal trademark issues down the road. So, we always encourage our clients to secure their trademark before investing in brand design.

In addition, it’s a good idea to secure a competitive domain name ahead of time. Do a quick domain search to ensure that your corresponding domain name is available. From there, attempt to secure the same name on your active social media channels. These are some of the most impactful assets you will own as a brand, so prioritize them from the start.


4. future-proof

Your brand name should be adaptable to the long-term vision of your business. This means taking into consideration who you want to work with, where you want to be, and what you want to offer five, ten, or even fifteen years from now. A brand name that’s rooted solely in your current expression may limit you from evolving down the road. You can always change your name in later years, but you may risk losing brand recognition in the process. 

Meta, formerly known as Facebook, is a timely example of why future proofing is important. When they announced their name change in 2021, reactions were overwhelmingly negative. This is partly due to the brand’s long-term decline in reputation, but also because humans are creatures of habit. The name Facebook is so ingrained in our culture that it’s impossible to erase its 17-year legacy. No matter how aggressively the company rebrands, the majority of its users will continue referring to the entity as Facebook, not Meta. 

So, how do we avoid boxed-in brand names? By leading with the overarching narrative of your brand and taking the future into consideration. No matter how your products or audiences shift over time, there are always elements that remain timelessly true to your mission. This includes your core values, founding principles, and origin brand story. Draw from these three elements to ensure a lasting name that endures through generations.

In conclusion, choosing a brand name is a critical step in building your reputation and strengthening your story. We hope this journal takes you to the root of your identity so you can confidently and comfortably articulate your identity. If you are still struggling to unearth your brand name, we would love to support you in this process. Inquire here to learn more about Marbury’s brand naming services.

Previous Post

How Long Does The Branding Process Take?

Next Post

How to Create Brand Resonance

Related Posts

View all posts
Brand Strategy vs Marketing Strategy

Brand Strategy vs Marketing Strategy

There are two key components of a successful business: brand strategy and marketing strategy. Though the two are often used in tandem, they each serve distinct purposes that coalesce to create a resonant brand experience.

The Psychology of Color

The Psychology of Color

Color surrounds us in every moment, affecting the way we exist in our day to day life. Imagine stepping into a living room bathed in warm sunlight and shades of burnt orange. The floor is carpeted a soft, creamy white and the plants in the corner provide a splash of green to accent the space.

How to Create a Customer Avatar

How to Create a Customer Avatar

One of the most interesting, and often confusing, components of our Brand Strategy process is the customer avatar development.

Discover Your Brand,
Define Your Legacy

A free guide to help you unearth your brand’s values and build a strong foundation for your vision to thrive.