How to name a brand: naming from scratch
A name that's easy to say, impossible to confuse and not embarrassing to blow up to the size of a shop sign.
The name is the only part of a brand you'll have to say out loud, type into a search bar and spell out to a courier. A good name doesn't have to be brilliant — it has to not get in the way.
Practical filters
The name should sound and read well in two languages if you plan to go beyond one country. It shouldn't need explaining when spoken — if you have to spell it letter by letter on a phone call, that already costs you memorability. And of course, check that the domain and social handles are available before you fall in love with a name that turns out to be taken.
Abstract name vs descriptive name
Descriptive names (“Running Moose”) quickly explain what you do, but scale poorly if the business grows beyond its original category. Abstract names (like ACTV or RYVOK) need more investment in explanation at launch, but they become a clean vessel for whatever meaning you put into them — and grow with the brand instead of limiting it.
A name isn't something you have to love after one evening of brainstorming. It's something you shouldn't get tired of in ten years.
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