Choosing a brand name is one of the most important and underestimated moments in building a business. The name is the first element people hear, read, and associate with your identity. If it is well chosen, it can open doors. If not, it can confuse or even limit the brand's growth.
In this article, we show you step by step how to choose a brand name that works creatively, legally, and for SEO.
What makes a good brand name?
A memorable brand name meets several key criteria:
- It is easy to remember and pronounce
- It reflects the brand’s identity and positioning
- It stands out from the competition
- It is scalable and versatile over time
- It is available as a domain, social handle, and registered trademark
Examples of good names: Zara, Canva, Figma, Uber – all are short, clear, and full of personality.
Types of brand names
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Descriptive names
They directly explain what the business does.
Examples: Booking.com, General Motors -
Invented names
New words, with no prior meaning, but memorable.
Examples: Google, Zalando, Kodak -
Evocative names
They convey a universe of ideas or emotions.
Examples: Lush, Nike -
Acronyms and combinations
Abbreviations or letters with meaning for the founders.
Examples: IKEA (Founder’s initials + place of origin) -
Personal names
They are based on the founder’s name.
Examples: Louis Vuitton, Guban
The naming process in 5 steps
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Define your brand strategy
Before coming up with a name, you need to know:
Who your target audience is
How you want to be perceived (positioning)
What values and style your brand represents -
Creative brainstorming
Look for inspiration in:
Metaphors, symbols, alliterations
Words in other languages
Emotions and sensations linked to your brand
Pro tip: write down all ideas, even those that seem absurd at first.
-
Test the name
Say it out loud
Write it and read it
Ask people from your target audience what it conveys
Is it easy to remember after just one reading? -
Check availability
Make sure:
The .ro or .com domain is available
The name isn’t used on social media (Instagram, TikTok, etc.)
There is no identical registered trademark (OSIM, EUIPO) -
SEO test
Does the name have search potential?
Is it a unique word or does it compete with popular terms?
Can you build content and relevant backlinks around it?
What to avoid when choosing a brand name
Generic and unprotectable names
Wordplay that’s hard to understand in other languages
Terms that are already heavily used in the industry
Choosing a name just “because it sounds cool” without strategic grounding
