How to Choose a Brand Name That Sticks

What a brand name has to do

A brand name is not a description — it is a handle people grab to remember you. The best ones are distinctive enough to own, simple enough to spell, and flexible enough to grow. Hold every candidate up to those three jobs.

The 6-point scoring checklist

Give each shortlisted name a score from 1 to 5 on each point, then add them up. The highest total is rarely a surprise, but the exercise saves you from picking with your gut alone.

• Memorable — can someone recall it an hour later?
• Pronounceable — does everyone say it the same way?
• Spellable — can people type it correctly after hearing it?
• Distinctive — does it stand apart from competitors?
• Available — is the .com (or a strong alternative) and trademark open?
• Flexible — will it still fit if you expand your products?

Descriptive vs. abstract names

Descriptive names (“FastDelivery”) are easy to understand but hard to own and easy to copy. Abstract or invented names (“brandable” words) take a little marketing to explain, but they are far easier to trademark and they age better. Most strong modern brands sit slightly toward the abstract end.

Say it, don’t just see it

Names live out loud — in podcasts, phone calls and word of mouth. Read your finalists aloud, leave them as a voicemail to yourself, and listen back. Any awkwardness you hear is awkwardness your customers will feel too.

Protect your choice

Once you have a winner, lock it down: register the domain, grab the social handles, and file or at least search the trademark before you invest in a logo and packaging. For more, see our guide on creating a memorable brand name, or jump straight into the brand name generator.