What’s in a Name? How Strategic Naming Shapes Brand Identity

More than 70% of common English words have already been trademarked in major categories, according to a study by Harvard Law Review.

That means the odds of stumbling upon an available, ownable name by chance are slim — and the need for a strategic naming process has never been more critical.

A name isn't just the starting point of your identity; it's a foundational element that carries the weight of your strategy, story, and future relevance.

Done well, it can unlock everything from visual expression to emotional connection. But done poorly, it can hold your brand back from reaching its potential.

 

 

 

 

 

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At brand design agencies like Willoughby Design, naming is treated not as a creative side task but as a critical first step in identity development.

It’s a process that demands structure, clarity, and alignment with the brand’s bigger picture.

“Before a name is a brand, it’s just a word. We use storytelling to begin exploring how we can give words more meaning. It's an iterative process that tests the possibilities for each name, extending to voice and visuals, until one name stands out as THE name,” said Megan Stephens, co-CEO and owner, Willoughby Design.

Editor's Note: This is a sponsored article created in partnership with Willoughby Design.

Key Principles of Effective Brand Naming

Whether you’re launching a new brand or renaming an existing one, a strategic naming process should follow a few essential principles:

• Start with strategy.
  Strong names are rooted in strong brand strategies. Your name should reflect your positioning, personality, audience, and aspirations — not just what you do, but how you do it differently.
• Explore the possibilities.
  Great names don’t come from a single brainstorm. The process should test the boundaries of what is possible. It should even get a little uncomfortable. Explore categories like metaphorical names, invented words, compound constructions, and more. Think both laterally and literally, then narrow based on fit and feasibility.
• Test for meaning and clarity.
  Names that are clever but confusing don’t stick. Share your top contenders with people outside your team. What do they associate with each name? What emotions or visuals does it evoke? Are there any cultural or language differences that change the meaning?
• Vet for availability.
  This is non-negotiable. Run trademark screens early and check domain availability and linguistic implications in key markets. Don’t fall in love with a name you can’t legally use.

Common Naming Mistakes to Avoid

Even well-intentioned teams can derail the naming process. Watch out for these pitfalls:

• Skipping brand strategy and diving straight into brainstorming can result in a name that’s disconnected from your brand’s purpose.
• Choosing names that are too safe, too descriptive, or too obscure risks blending in rather than standing out.
• Relying only on internal feedback can create blind spots—real-world testing ensures the name resonates with your audience.
• Falling in love with a name before legal checks can lead to wasted time if it’s already trademarked or unavailable.

"We tell our clients the most important thing at the beginning of a naming exploration is to remain open-minded,” says Katy Briggs, managing director at Willoughby.

"It is very common to evaluate ideas too quickly and dismiss options with potential because there is not an immediate association between the company and the word. Imagine if brands like Google, Zillow or Nike had not been open-minded."

Where Strategic Naming Fits in the Brand Identity Process

Naming is a critical step in the brand identity process. It follows the completion of the brand strategy and serves as the foundation for the entire identity system.

The process begins with broad exploration and then moves to rigorous filtering.

As potential names emerge, they are tested for both visual and verbal flexibility:

• Does the name align with the brand’s tone of voice?
• Can it inspire design?
• Does it support the overall storytelling?

 

 

 

 

 

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"Designing a new brand identity requires a strong foundation. That starts with a collaborative approach to building a visual and verbal story around a name,” says Nicole Satterwhite, co-CEO and owner at Willoughby.

“The process is always inspiring - I love to see where the team collaboration guides the ideas and how it all comes together."

When done correctly, a name doesn’t just identify a brand. It becomes an integral part of the brand experience.

How to Know If It’s Time for a Rename

If your brand name no longer aligns with your direction or fails to resonate with its audience, it may be time to evaluate.

Consider the following questions:

• Is the name relevant to the current positioning, product portfolio, and audience?
• Does it meaningfully differentiate the brand in the market?
• Is it easy to pronounce, spell, and remember?
• Are there legal, linguistic, or domain limitations creating friction?
• Does it still support the brand’s story, vision, and internal culture?

If the answer to more than one is “no,” a new name and story may be worth exploring.

While a brand is more than its name or logo, recall, recognition, and emotional connection often begin with the name.

“Think about the iconic nature of ‘Tiffany Blue.’ You're picturing it right now, aren't you?” Satterwhite added.

Naming is a high-stakes decision. It takes more than creativity — it requires strategic thinking, thoughtful exploration, and clear evaluation.

At agencies like Willoughby Design, it’s treated as a critical step because the right name can do more than identify a brand.

A well-chosen name can express meaning, spark recognition, and build lasting associations that grow stronger over time.