How Do I Choose a Brand Name?

To choose a strong brand name, follow this five-step process:
- Articulate your Brand Heart (purpose, vision, mission, values) to understand who you are.
- Identify your differentiators through competitive analysis.
- Brainstorm 15-20 names across different categories (founder, descriptive, fabricated, metaphor, acronym, magic spell).
- Vet frontrunners through trademark searches and legal review.
Your brand name should be meaningful (communicates brand essence), distinctive (memorable and unique), accessible (easy to say and spell), protectable (trademarkable with available domain), future-proof (grows with company), and visual (translatable through design).
Pro tip: Test your top three names with target customers using branded landing pages or ads.