How to find a brand name: method, ideas and checks

The criteria for a good brand name

• Short: one to two words, ideally under twelve letters.
• Pronounceable: you can say it and be understood on the phone, without spelling it out.
• Memorable: an image or a sound that stays.
• Distinctive: different from your competitors’ names.
• Available: domain name, social networks and trademark.
• Flexible: it does not lock you into a single product.

Where to look for inspiration

The most effective names often come from a vocabulary field that you twist. A few leads that give short, pronounceable results:

Check availability before getting attached

1. Domain name: is the .com (or your local extension) free, or an acceptable variant?
2. Social networks: is the same handle available everywhere you will be present?
3. Existing trademarks: search the name in the INPI database, then the EUIPO if you target Europe.
4. Meaning in other languages: a charming word in one language can be awkward in another.
5. The ear test: say it on the phone to someone. Do they get the spelling wrong?

Mistakes to avoid

• A name that is too descriptive (London Plumbing Express): hard to protect and to evolve.
• An invented spelling that forces you to spell it out.
• A name too close to a leader: confusion and risk of challenge.
• Getting attached to it before checking the domain and the trademark.

Frequently asked questions

Does the name have to describe the business?

Not necessarily. An evocative or invented name is often easier to protect and to evolve than a purely descriptive one. The tagline can say what the business does.

How do I check that a name is free?

Search the name in trademark databases (INPI, EUIPO), in search engines, as a domain name and on social networks.

Can I use a common name, like Saffron or Iris?

Yes, if the trademark is not already registered for similar goods or services. Common names are frequent but can be heavily contested in some industries: check.