Naming Considerations

Your brand name is often the first impression customers have of your business. It's more than just a label - it's the foundation of your identity, the anchor of your marketing, and ideally, something that sticks in people's minds long after they've encountered it. Choosing a brand name should be a personal experience that resonates with you and reflects what your business does, but there are also several practical considerations worth keeping in mind.

Pronunciation: Keep It Simple

Easy to say? Easy for everyone to say?

One of the most overlooked aspects of brand naming is pronunciation. If customers can't say your name, they won't recommend you to others. Word-of-mouth marketing completely breaks down when people are embarrassed to attempt saying your business name out loud.

Test your potential name with people from different backgrounds and age groups. Does everyone pronounce it the same way? Or does it cause confusion?

Consider these questions:

Can someone spell your name after hearing it once?
Would it work clearly over the phone?
Could a child pronounce it?
Does it translate clearly across different accents and dialects?

The simpler and more intuitive, the better. Complicated spellings or silent letters might seem creative, but they create friction between you and potential customers.

Hidden Meanings: Do Your Homework

Culture, split words, multiple meanings.

Your brand name might sound perfect in English, but what about in other languages? Even if you're only selling locally now, thinking globally is smart - especially in ecommerce where international expansion could be just a few clicks away.

The business world is full of cautionary tales. Chevrolet's "Nova" famously struggled in Spanish-speaking markets because "no va" means "doesn't go" - not ideal for a car. The Mitsubishi Pajero had to be renamed in Spanish-speaking countries because "pajero" is vulgar slang.

But it's not just about foreign languages. Consider how your name might be split or combined:

Split words: "Experts Exchange" found themselves in a different market before they added a hyphen (expertsexchange.com)
Unintended combinations: "Speed of Art" became problematic as "speedofart.com"
Double meanings: Does your name have any slang meanings you're unaware of?
Cultural sensitivity: Research whether your name might be offensive or insensitive in any culture

Run your potential names through Google Translate in major languages. Search for slang meanings on Urban Dictionary. Ask friends from different cultural backgrounds for their honest reactions. A little research now can save you from an expensive rebrand later.

Mouthfeel: The Emotional Resonance

Does it feel like the product or market you're selling to?

Mouthfeel isn't just for wine tasting. The phonetic quality of your name creates an impression before customers even know what you sell.

Consider the actual sounds:

Hard consonants (K, T, P, D, G) sound strong, direct, and technical: Kodak, Tesla, PayPal
Soft consonants (S, F, V, M, N) feel smooth, gentle, and approachable: Salesforce, Venmo, Mailchimp
Vowel sounds matter, too-long vowels feel luxurious, short ones feel quick and efficient

Think about your market and product. If you're selling rugged outdoor gear, a name with hard consonants and short syllables (like "Trek" or "Yeti") feels appropriate. If you're offering spa services or baby products, softer sounds create the right emotional connection (like "Dove" or "Pampers").

The rhythm matters too. Single-syllable names feel punchy and memorable (Stripe, Square, Slack). Multi-syllable names can feel more sophisticated or descriptive (Shopify, Mailchimp, Warby Parker). What fits your brand personality?

Say your potential names out loud—repeatedly. Which ones make you smile? Which ones feel like they belong to the type of business you're building? Trust your gut here; if it doesn't feel right to you, it probably won't feel right to your customers either.

Thinking Ahead: The Practical Test

Will it work as a domain? Will the length work for real-world applications?

A brilliant name means nothing if you can't actually use it across all the platforms and materials your business needs.

Domain availability is crucial for ecommerce. Your ideal scenario is securing the .com version of your exact business name. If that's not available, you have options—add a word like "shop" or "co," use a different extension, or modify the name slightly—but these workarounds always introduce friction.

Check these practical considerations:

Domain availability: Is the .com available? What about .co, .shop, or your country's extension?
Social media handles: Are the handles available on Instagram, Facebook, X (Twitter), TikTok, and other platforms you'll use?
Trademark status: Is someone else already using this name in your industry?

Length matters more than you might think:

Will it fit on a business card without shrinking to illegibility?
Can you fit it comfortably on product packaging or labels?
Does it work in an email address without being unwieldy? (hello@yourreallyreallylongbusinessname.com gets old fast)
Will it display fully on mobile screens in app stores or directories?
Can customers easily type it on a smartphone keyboard?

Aim for something that works everywhere—from a social media bio to a shipping label to a storefront sign. Between 5-15 characters tends to be the sweet spot: memorable without being a mouthful.

Bringing It All Together

Choosing a brand name is both an art and a science. The best names are:

Memorable: Easy to recall and recognize
Meaningful: Connected to what you do or how you make people feel
Ownable: Available legally and practically across all platforms
Timeless: Won't feel dated in five years
Flexible: Can grow with your business

Don't rush this decision. Create a shortlist of 10-20 options, then run each through all the criteria above. Share your favorites with trusted friends, potential customers, and mentors. Sleep on it. Live with the names for a few days and see which ones still excite you.

Remember: your brand name isn't everything. Businesses with imperfect names succeed every day through great products, excellent service, and smart marketing. But starting with a strong, well-considered name gives you a valuable head start.

The right name is out there. Take the time to find it and your future self will thank you.