Process of Creating a Brand Name


Branding is one of the most important things to do when launching a new business or product. A brand name can help your company stand out in the marketplace, give people an idea of what you do and make it easier for them to find you. If you have trouble thinking of a name that works well for your brand, there are some steps you can take to get started.


The first step in the naming process is to research the market. You need to understand what your potential customers are looking for by looking at what other people have done, as well as what’s being sold right now. Is there a gap in the market? Do they want something new? What are the trends that are already out there? This will give you a better idea of how to position yourself and where you want to go with your brand name.

Once you have an idea about who your target audience is, it’s time to get down into their psyche and find out what words they associate with their everyday lives or aspirations. Who do they see themselves as? What do they think about themselves or others who are like them? Do some research here.

Once these steps have been taken care of and everything has been researched thoroughly enough so that no more questions remain unanswered then it’s time to move onto choosing what name fits best with this company/product/service:


Brainstorming is a creative process where you produce a large number of ideas, often in an informal group setting. It’s helpful to think about brainstorming as “a group activity” because it frees you from the idea that great advertising only comes from one person’s head. In fact, all good ideas come from collaboration and teamwork, so don’t be afraid to get everyone on board.

If your team decides to do their brainstorming individually or in groups of two or three people, be sure they’re working with pens and paper instead of computers (this is important for later). These tools help them put themselves in an open frame of mind and free their creativity.

Compiling and Testing

When you’re compiling words, you can use a thesaurus to find synonyms and antonyms. For example, if you are brainstorming for a company that makes kitchen cabinets, then you might want to find words like “design” and “drawer.”

A dictionary is great for finding similar words. For example, if your business makes soap and shampoo bottles, then you might want to find words like “bottle” or “container.”

Another way of finding similar words is by using a thesaurus. A good rule of thumb is that if one word describes another word perfectly, then they are probably synonyms (and therefore interchangeable).

Narrowing Down

Now that we’ve defined the core aspects of our brand and identified the elements that will bring it to life, we need to consider how we will want to communicate with our audience. The first step is deciding what type of tone should be used when talking about the brand. This can be influenced by considering what other companies are doing in regard to their messaging and marketing. You can do this in a number of ways:

  • A fun, lighthearted tone could emphasize how your product is helpful or easy to use for its intended audience (the customer). For example: “My toothbrush makes brushing my teeth fun.”
  • A more serious tone could emphasize an important element of your business such as quality or reliability.


The process of creating a brand name is not always easy, but it is something that can be done with time and effort. You will need to do research first and foremost, so as to get an idea of what other names are already out there in the world. Once you have this information, it will help narrow down your choices for something new or unique that no one else has thought about before.

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