Recently, I heard an advertisement for a medication with a memorable-yet-grating name. The marketers might have chosen it for its uplifting connotations, but to me the name felt immature, juvenile and lacking in sophistication. It led me to reflect on the art and science that is naming, and how a name can impact a brand’s identity and success.

Brand names can be words or acronyms. They can come from actual words or can be completely made up. Names can be descriptive and evocative, or not. Each option has strengths and weaknesses. Choosing the right name for your company, product or service can be the difference between a strong connection with consumers or a slow fade into obscurity.

In this post, I’ll delve into each type of name and unpack considerations for selecting a memorable and effective brand name, a name that stands out from the competition.

• Brands using actual words: Think about brands like Apple, Sprint, Target and Twitter. Their names are common words used in everyday conversation and writing. They weren’t created specifically for a particular brand or product. The advantages of these kinds of names are straightforward—they’re easy to remember, easy to pronounce and have positive connotations. The downside, though, is that they can be overly generic and may be hard to trademark.
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• Brands with made-up words: Consider Kodak or Google. Made-up brand names often create a unique and memorable brand identity. They are also more easily trademarked. However, made-up words can be challenging to remember and pronounce, have negative connotations and lack meaning. According to Britannica, Google comes from the word googol, a mathematical term for the number represented by one followed by 100 zeros. The founders selected it because it was short, memorable, and easy to spell. It was a perfect reflection of the company’s mission to organize vast information on the internet.
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• Descriptive brand names: These are names that describe what a product or service does. Brands like Best Buy, EasyJet, Softsoap, QuickBooks and Whole Foods fall into this category. Often the people who select these names want to immediately convey what the brand stands for and directly describe the product or service. However, this type of naming convention may be too generic, making it difficult for the brand to stand out from its competitors. A descriptive name may also make expanding into new markets or offerings challenging.
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• Evocative brand names: Evocative names create a feeling, mood or image in the consumer’s mind. They’re often abstract, poetic or imaginative. They aim to evoke a specific emotional response in the consumer, such as happiness, excitement or sophistication. For instance, Amazon and Apple evoke different emotions and images. The name Amazon is often associated with the world’s largest and most powerful river, suggesting vastness, energy and limitless potential for growth and expansion. It also creates a sense of adventure and exoticism, harkening back to the ancient Amazon warriors and their association with strength, bravery and fierce independence.
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• Apple may evoke feelings of simplicity, warmth and wholesomeness. It may create a sense of playfulness and innocence, a connection to the natural world.
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• There are potential drawbacks. The name might confuse consumers about the product or service. Additionally, an evocative name can be difficult to trademark, as it may be challenging to prove that it has a distinct and unique meaning.
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• Acronyms: These are names formed from the first letters of a series of words, such as NASA, OPEC or HNTB. They can be easy to remember, catchy and convey a professional or technical image. The downside is they can be challenging to pronounce and may not have any inherent meaning.
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• Hybrid names: These combine elements of different names to create a unique and memorable brand identity. Consider Netflix (a combination of “internet” and “flicks”), Instagram (a combination of “instant camera” and “telegram”) and Microsoft (a combination of “microcomputer” and “software”). Hybrid names must create a memorable and distinctive brand identity that clearly communicates what the brand offers. (These are a personal favorite.)
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• Location-based names: These names create a connection to a specific place or region. They can evoke positive associations, such as Beverly Hills Polo Club, a fashion brand that specializes in clothing, accessories, and fragrances, or The Texas Roadhouse, a chain of casual dining restaurants that serves steaks, ribs, chicken and burgers. Like the descriptive name, a location-based name can limit your brand’s growth if it doesn’t appeal outside of the region or convey a clear sense of what the brand offers.
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• Person names: These are based on a figure, such as Ford or Johnson & Johnson. The names often convey a personal or human touch and can be easily remembered. The challenge, though is person names may not have any inherent connection to the product or service, can be difficult to trademark and may limit the brand’s growth or scope.

I hope this is helpful the next time you’re naming something, whether it’s a new product, company or even a beloved pet. If you have a favorite brand name, I’d love to hear what it is and why you like it!