Brand Name Development

Strategic brand name development for businesses, products, and services

The best brand names tell a story that connects to the business behind them. That story matters most at launch, when a name needs context to be understood. Over time, the original meaning becomes less important as the name is shaped by real experiences, customer perceptions, and market performance.

This is why name generators and AI tools alone rarely produce the right result. They can generate options, but they cannot understand strategy, context, or long-term intent. Effective naming requires judgment, not just volume.

My services include creative name development and practical guidance on trademark searches and registration considerations. I use a structured naming process and proven facilitation techniques to help leadership teams align around a final decision, build confidence in the chosen name, and commit to it fully.

The image shows a logo with the word 'alperia' written in blue lowercase letters on a black background.
Text that reads 'envoÿ' with a red accent on the apostrophe.
Netceed logo with a lime green stylized 'N' and the company name in black text.
The logo of IONITY, featuring the word 'IONITY' with a stylized bird or wing design in pink to the right.

While working at the world's leading branding firms, I have had the privilege of providing naming services to many clients, including companies such as American Airlines, American Express, Comcast, GE, Dow, Budweiser, Porsche, PwC Consulting, Qatar Telekom, Nestlé, McKinsey, Hyundai, Deutsche Telekom, Time Warner Cable, and Vodafone.

How to create a new brand name

Flowchart outlining steps for a trademark naming process, including key phases like kick-off, research, screening, presentation, and final selection, with associated time estimates in days.

  • Naming Brief and Naming Strategy

    Creating a robust name brief that outlines all strategic and function naming criteria and defines key name themes. In addition the type of name gets defined.

    Chart comparing brand names with categories of suggestion/abstract and descriptive, including logos for Apple, Bluefly, Xerox, Asics, Ford, ShopRite, Febreze, and IBM.

  • Name Generation

    Based on the defined search field using brainstorming techniques, database search, and AI to develop a long list of names. Filter the long list of names based on strategic criteria

    Orange letter-shaped pasta scattered on a white surface.

  • Trademark Checks

    The new brand name must be available and legally protectable in all relevant trademark classes in all current and future markets. This is the most difficult part of any naming process.

    A screenshot of a webpage titled 'Nice Class Headings' displaying a table with a list of terms categorized by class number, from 1 to 18. The categories include chemicals, paints, cosmetics, industrial oils, pharmaceuticals, metals, machinery, tools, scientific instruments, medical apparatus, lighting, vehicles, firearms, jewelry, musical instruments, paper, and rubber materials.

  • Strategic Evaluation

    Based on the strategic and technical criteria all names are evaluated and non performing names are eliminated. A second round of name generation might become necessary.

    A comparison chart with categories for strategic criteria and technical criteria. It lists three names across the top and evaluates them with blue circles indicating suitability for each criterion. The first section titled 'Strategic criteria' evaluates how well the names tell a story, are unique, modern, and memorable. The second section titled 'Technical criteria' assesses legal availability, domain availability, phonetic pleasingness, linguistic uncriticism, and brand compliance.

  • Linguistic Testing

    Potential brand names are tested for associations and connotations the the relevant languages ad evaluted for ease of prounciation.

    Close-up of a dictionary page with the word 'PRONUNCIATION' as the heading, listing various words and their definitions.

  • Customer Research

    When possible, I recommend conducting customer research for any final names to identify the strongest name and uncover potential negative associations.