Starting a new project? Download our free workbook to build your brand with confidence.
The email you entered is invalid.
Thank you for subscribing.
By entering your email, you indicate that you have read and understood our Privacy Policy and agree to receive marketing from Squarespace.
As the first point of contact between you and your audience, a well-thought-out brand name can have a significant impact on the success of your business. The process can also be fun and rewarding, and it will help you see your business or product from the eyes of a customer.
Qualities of a good brand name
A brand name isn’t merely a label, it’s a powerful tool that shapes perceptions and leaves a lasting impression. To ensure your brand name stands the test of time, it should possess certain key qualities. A great brand name is:
Memorable and easy to spell: Opt for a name that’s catchy, easy to recall, and eliminates confusion. Simple spelling ensures that potential customers can find and remember your brand.
Reflective of your values and brand personality: Your brand name should mirror the core values and personality of your business. Whether it's conveying a sense of innovation, trustworthiness, or creativity, a well-chosen name is a succinct representation of what your brand stands for.
Unique and distinguishable: Uniqueness is a non-negotiable quality for a brand name. In a competitive landscape, a name that stands out ensures that you don't get lost in the noise.
Get tips for designing your brand
Where to look for inspiration
Naming a brand is part art and part science. Take some time to do your research. Here are some methods to kickstart your brainstorming for a compelling name.
Analyze successful brand names in your industry
What are your competitors doing? How does their branding affect their reputation and success? Understanding the landscape of successful brand names within your industry can provide valuable insight. This kind of research can spark ideas and reveal messaging nuances that might appeal to your specific audience.
Leverage customer feedback and insights
Your audience is a valuable resource. Tap into customer feedback and insights to understand their language, style, preferences, and perceptions.
Conduct surveys, interviews, or social media polls to gather input that can guide your brand name creation process. Involving your audience in the process can also strengthen your relationship with them.
Explore unconventional sources for unique ideas
While traditional methods of brainstorming involve industry analysis and competitor research, some of the most innovative and memorable brand names can come from unconventional sources. Look beyond the typical sources for inspiration—explore art, literature, nature, pop culture, or your personal experiences to help you come up with a name.
Use a business name generator
A business name generator tool is a great way to brainstorm ideas quickly. With Squarespace’s Business Name Generator, you can describe your business idea with a short prompt and start generating AI-powered names in seconds. You’ll get options based on brand personality, then go straight to Squarespace Domains and check availability for your name.
Create a brand name in 7 steps
Crafting the perfect brand name is a strategic and creative process. Follow this step-by-step guide to embark on your brand-naming journey.
1. Define your brand identity and values
Clarify the fundamental aspects of your brand, including its vision, mission, values, and personality traits. This foundation will guide the creation of a name that works for your brand. Think of your brand as a person—what are their demographics, what are they passionate about, and how do they talk?
2. Identify your target audience
Understanding your audience is pivotal. Get specific when choosing your audience. A brand that tries to appeal to everyone can end up with an overly generic message.
Identify how your target demographic communicates and how you want to make them feel. A brand name that resonates with its target market will establish an immediate connection.
Learn how to find your target audience
3. Brainstorm a list of relevant keywords and concepts
Get a group together and engage in a creative brainstorming session. Write down keywords, metaphors, and concepts associated with your brand, industry, and values. Try free association, make a list of adjectives that describe your product, or a list of emotions to describe how you want your customers to feel.
The results will form the raw material for your brand name creation. It may also be useful to try a brand name generator or ask your favorite AI chatbot for assistance to help kickstart the process.
4. Combine and play with words to create variations
Play with linguistic elements to create variations of potential brand names. It’s all about exploration and creativity.
Experiment with combinations of words, sounds, and concepts. Spanx and Instagram are two examples of business names that come from made-up words or created from a combination of words that sound interesting.
5. Test the shortlisted names for availability and uniqueness
Before getting too attached to a name, make sure it’s available for use. Check for trademarks, domain availability, and any legal considerations. Look up your brand name in the United States Patent and Trademark Office’s database. This will help you avoid potential conflicts or confusion down the line.
Your variation brainstorming can be helpful here if you find some of your initial choices aren’t available.
6. Gather feedback from potential customers or focus groups
Consider testing the shortlisted names with your target audience. Gather feedback on their perceptions, associations, and overall impressions. This external input can give you an unbiased perspective on the effectiveness of each name.
If you haven’t launched yet, consider gathering friends or family who fit your target demographic and polling them anonymously.
7. Narrow down to a final choice
Make sure your selected name aligns with your brand identity and meets the criteria for a great brand name: unique, memorable, and representative of your brand.
Why a good brand name matters
A carefully crafted brand name sets the tone for how customers think about and interact with your brand. It should feel like it encapsulates the essence of your business and strikes a chord with your audience. A good brand name immediately does a few things.
Builds credibility and trust: A strong and appropriate brand name is one component of a trustworthy brand. Customers are more likely to trust and engage with a brand that signals legitimacy and experience through a combination of its name, identity, values, and purpose. That becomes a pledge of quality and credibility and forms the basis for lasting customer relationships.
Differentiates you from your competitors: A unique and memorable brand name ensures that customers can easily identify and choose you over others. A well-chosen name also hints at the values or style that differentiates you from your peers.
Creates a meaningful connection with your audience: The name should connect with your target demographic, speaking their language and appealing to their preferences. The goal is to start a relationship that fosters loyalty and advocacy.
How does the right name tie into your online presence?
Your brand name doesn’t exist in a vacuum. Creating a good experience for your audience means keeping your name consistent with your digital presence.
Consistency is key to your brand strategy. Ensure that your brand name aligns with your logo, color palette, and overall design language. This supports brand recognition and builds a strong visual identity.
Check for a matching domain name for your brand. A domain that mirrors your brand name makes it easier for customers to find you online. If the right URL isn’t available, consider a logical variation of your original name, like an acronym, or a different TLD, like “.shop” or “.net” instead of “.com”.
Confirm the availability of your brand name on social media. Social media plays a pivotal role in brand promotion and marketing. Consistent usernames across platforms enhance brand recognition and make it easier for customers to find and engage with your company.
Brand name tips for Squarespace customers
What are the rules of thumb for naming different types of businesses? Squarespace users have all kinds of businesses and side projects, but here are a few common categories and some tips to get you started.
Content creators: Content creators do well with names that emphasize story or narrative, to show expertise and highlight a valuable part of your offering. Incorporate your unique style or approach into the name—including your name, if it makes sense. A good creator brand often feels individual and personal.
Service-based businesses: Businesses like coaching or photography services require experience and trust. Opt for a name that exudes professionalism and expertise, but be sure to balance that with warmth and approachability.
Ecommerce brands: For ecommerce brands, the name should align with the aesthetics of your brand and products. Future-proof your business name by choosing something that leaves room for potential expansion into other product lines or types of work.
Remember that the right brand name is not just a name, it is the beginning of a memorable story waiting to be told. So brainstorm some names, embrace the process, and watch as your brand name becomes a powerful asset in your business journey.
Ready to launch your brand?