How to name your brand, business, or Next Big Thing

When I first started Relatable Content, naming brands and businesses was kind of on our secret menu. People asked if we did it, and I was like… sure! Words-first branding was always our thing, and what is a name if not 1-3ish words?!

We did it, and were really good at it. We did it again, and — same. Over the years, we’ve done it for decades-old businesses poised for national expansion, and one-woman artisans turning their craft into a brand. We learned that the secrets to naming a brand, business, product, or anything aren’t really secrets but some mix of goals, strategy, and creativity, stirred up in a bubbling cauldron of who you are, what you do, and why. 

Now, we help clients name their next-big-things before they launch, crown monikers on fan-fave products, and even rename businesses after a lawyer told them to. All made a lot less scary with our help. Naming your brand will feel like the most important part of the business building process, and it both is and isn’t! As branding and words people, it’s our job to help you find the right one that both pushes your brand forward and fits into your bigger brand identity. Here’s a look at how we do it at Relatable Content:

The golden rules (or goals) of naming your business

“Rules” for naming your business, brand, or rescue mutt, should really be curated for you, your industry, and what exactly you’re building, so I suggest setting brand naming goals instead. 

At Relatable Content, our goal is that your name…

• Inspires you: Running a business is hard, and whether yours is just you or an international operation, your name can be something that motivates all involved — enough so that you *want* your own merch. 

• Entices others: Those you’re trying to reach are pretty important, too. Understanding your audience, what will draw them in — and get them to want your merch! — is all essential to consider.

• Is totally unique to you: Interpret this figuratively or even literally (as in, legally — we know and named a small business law firm if you need advice ;). While it can be universally celebrated, it should be especially special.

• Is creative and interesting: Although there are no bad ideas in a brainstorm, boring business names make me sad. Avant-garde doesn’t work for all, of course, but when you have more creative reign, take it. 

• Captures your what and why: Yes, in 1-3ish words, you’re hoping to capture both the high-level purpose and tactical mechanics of your top offering. While sprinkling in a little storytelling.

Easy, right? 

These goals are meant to work together and check your gut on the path to picking a name that strikes the perfect balance of wants and needs, creative and strategic thinking. Don’t get overwhelmed. We have a creative process that works, whether you’re a healthcare company or a natural wine bar.

Our process to name brands, businesses, just about anything

My Sun in Aquarius may not believe in rules for naming, but my Virgo Rising trusts having a process to follow to find The One. Since we work with clients of all different sizes and industries, our own creative process has to stretch to fit them all. Without breaking us.

Start with self-discovery: From personas to purpose, we kick off by asking our clients essential, often existential, questions to better understand their business and brand. Find a blank page of your journal. Hold up that mirror. Go deep.

Write your own rules: Take the naming goals above, and add in your own do’s/don’ts, likes/dislikes, and even, sure, rules for what you have to include or want to avoid in naming. Use these to check yourself as you go through each step.

Do a deep creep: Part audit, part vision board, we dig into your world and what you’re building within it with the appetite of a true crime podcaster. Our red-stringed bulletin board is split into four:

• We start big picture, finding naming inspiration with dream businesses and brands outside your space. 

• We stay big, but add in the filter of your space with a naming exploration of big brands and businesses inside of it.

• Then, we focus on business types, industries, and verticals you fit into, finding inspiration in each and noting overall patterns.

• We end “small,” with a closer look at the names and patterns of actual or potential competitors.

Find your rabbit holes: Often people come to me with a short list of names they’ve arrived at that feel to them like dead ends. To me, they’re not dead ends, nor ends at all. They’re the beginnings of ideas, or “rabbit holes” to follow where more ideas wait at each twist and turn.

Before you brainstorm and wayyyy before you pick a name, you need many rabbit holes. If you have a list of names, try turning them into rabbit holes. Ask yourself: What are 10 different versions of this one idea? What about this name do I like (ex: it’s the name of a place I traveled to)? Use your answers to inspire brainstorms (so, what did you see/eat/do in this place? What is its history? What did you feel traveling there? What are other places you’ve traveled to and loved, and what did you see/eat/do there?) What categories would you put these names into (ex: nature, color, the neighborhood where my business will be, ‘90s teen heartthrobs)? Then use those answers to set new brainstorms. 

Have lots of rabbit holes? Now, brainstorm. Follow those rabbits! We do two rounds of our brand naming brainstorm, starting with a review of all the info above, a conversation with the business owner, and a set of rabbit holes to inspire us. Our team brainstorms solo, then comes together to share faves. We get feedback on them to set the next round with refreshed naming rabbit holes. We brainstorm again and, then…

it’s time to choose your brand name!

You’ve done the discovery of self and industry. You’ve mined every idea possible and done the brainstorm(s). You’ve graded your faves with a rubric of your rules, those of your legal consul, and your heart. And, if you’ve done all of the above, you’re either totally sure or torn between a couple great options.

If you need more help naming your brand, business, product, or pet, there are lots of ways we can work together:

Have budget? You go, gurl. Book our team to name you in as little as a week.

Have loads of your own ideas? Work with me to guide you through our process.

Want to DIY? Take our course — coming soon, sign up to be one of the first to try it!