Insights from 30,000+ Naming and Branding Projects

Why a Great Brand Name is One of the Most Valuable Tools for your Business


Just how crucial is a good brand name for your business success? Isn’t a solid business idea enough to be successful? Unfortunately, a good idea is no longer enough in this modern age. We live in a fast-paced world where instant appeal reigns supreme. If something doesn’t impact your audience right away, then they will swipe away and keep scrolling. This means that there’s immense pressure to capture your audience’s attention right away with a captivating, unique brand name. A solid business name can serve as a great foundation for connection.

For example, what if Harper Lee named To Kill A Mockingbird another, something less iconic like Growing Up and Discovering Racism. Even the original title, Atticus, is not as appealing. Even though the novel would still contain the same story and lasting messages, it probably would not have had such a huge impact on audiences everywhere. The book would have been less impactful because fewer people would have picked it up in the first place due to the poor title. Without an appealing name, the book may not have gained enough traction that made it a key part of the core curriculum of hundreds of schools across the U.S.

A good brand name is a lot like glue: it sticks, unifies, and lasts. Utilize your brand name as you would use any other business tool because so much of your business value hinges on the name.

Anchor your identity

Have you ever thought about how different your life would be different if your parents had named you Jake instead of Bryan? Would people have a different first impression when they meet you? Would your personality be different? Business names aren’t that different.

The brand name is going to be one of the first things a potential customer will learn about your business. A good brand name should encompass all of the aspects about your brand in just a few letters. The name will provide your business with a core personality, and it should sum up your brand’s values and while setting the tone for brand culture. Essentially, a brand name is a foundational aspect of your brand’s personality so it’s important you choose a good one.

Draw in the target audience

Great business names draw in your audience by creating common ground or appealing to their emotions. Names should offer a point of connection between yourself and the customer. If a name does not do that then they run the risk of not capturing an audience.  

For example, let’s look at the clothing brand names J. Crew and PacSun. J. Crew is a timeless name that is obviously targeting business professionals who need workwear and conservative casual clothes. PacSun, however, is targeting a young and easy-going demographic. Pac Sun targets their audience by utilizing California lifestyle references that their audience can relate to. If the names for the two clothing companies were reversed, then their audiences would get confused, and the poor name would likely drive away their target customers.

Set yourself apart from the competition

Competition in most markets is extremely high right now. If people see a long list of brand names, they will naturally gravitate towards the most exciting and attractive names.

Trying to brainstorm an evocative name? The tech giant, Apple, for example, uses a common organic object and applies it to cutting-edge personal devices. The word “apple” has a strong positive association for most customers because it is a tangible, everyday item. In a list of technology companies like Best Computers, Cutting Edge Technology, and Screens and Consoles, Apple jumps out and sparks interest because of its uniqueness and accessibility.  

You can check out a list of great brand name ideas to get a solid idea of what kind of names stand out in the market.

Create an enduring presence

Forgettable names will be easily forgotten by your customers.

Memorable names like Gap are long-lasting because they’re easy to remember and share with friends. Gap is an iconic brand that appeals to a large consumer base today because the name isn’t dated.

Another example of an enduring name is Tesla because it shares the last name of the famous engineer and physicist, Nikola Tesla. Nikola Tesla’s eminence in the scientific world is a strong foundation for a forward-thinking company like Tesla.

Both Gap and Tesla are short names that are easy to say, and they refer back to figures many people have basic knowledge of. Difficult names drive people away. If they can’t say the name, they are less likely to share it, making your brand’s presence weak and possibly even short-lived.

Creating a solid business plan is only the beginning of building a successful business. Without a strong name to support your business, it may not perform to its potential.

A simple company name generator is not enough to boost your business success. Get custom ideas through a brand name contest or brainstorm your ideas.

A good brand name will bolster your business by giving your audience a point of connection and helping the brand stand out from the crowd. Make sure that you dedicate time and thought into your business name because it is the foundation of your brand.  

About the author

Meghan O'Toole
Insights from 30,000+ Naming and Branding Projects

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