What’s in a Name? How Brand Names Impact Success

What’s the first thing people know about a brand? The name. Whether it’s bold, mysterious, or straight to the point, a brand name sets the tone for everything that follows. Crafting the perfect brand name isn’t just about sounding cool—it’s a strategic process, backed by psychology, linguistics, and a deep understanding of the audience. Here’s what goes into naming a brand that sticks.

1. The Power of Sound and Simplicity

A great brand name is easy to say, easy to remember, and, ideally, easy to spell. Studies show that names with clear phonetics are more memorable, which is why brands like Google, Nike, and Uber have such staying power. The trick is balancing simplicity with distinctiveness. While coined words like “Kodak” (designed to be short, unique, and “snappy”) have proven iconic, even real words can succeed if they’re unexpected in the right context—think of Apple in technology or Amazon in e-commerce.

Tip: Short, one or two-syllable names tend to be more memorable. Avoid complex or hard-to-pronounce combinations that may leave your audience scratching their heads.

2. The Psychology of Word Choice

Some letters and sounds evoke specific emotions. Hard consonants like “K” and “B” create a punchy, bold feel—think Kodak, Buzzfeed, or Kleenex. Meanwhile, softer, vowel-heavy names like “Oreo” and “Spotify” feel friendly and approachable. The choice of sound can subtly signal to consumers what they can expect from your brand.

Fact: Linguists call this “sound symbolism,” and it’s powerful. Research even shows that certain sounds are universally associated with specific emotions, making them highly effective for brand recognition.

3. Trends and Timelessness

Naming trends come and go, and right now, there’s a push toward names that feel grounded and human. Many modern startups are opting for real, approachable names (think Casper, Canva, or Oscar), which feel more personal than typical corporate names of the past. But watch out: trend-based names can sometimes date a brand, so balance what’s “now” with an eye toward longevity.

Tip: Go for a name that will grow with your brand. Trends are fun, but timelessness ensures your name ages as gracefully as your brand does.

4. Trademark and Domain Availability

Finally, practicality matters. A fantastic name means nothing if you can’t own it. Check domain availability early and look into trademarks to avoid future hurdles. Securing the name across social handles and online domains is essential to carving out your digital space.

In the end, a name is more than just a label; it’s the start of a story. A strong brand name speaks to who you are, what you stand for, and how you want to be remembered. At Brand Poets, we believe in crafting names that aren’t just memorable—they’re meaningful. Because when the right name clicks, it does more than stand out—it leaves a mark.