Choosing the right name for your business is one of the most important branding decisions you'll ever make. Your brand name is more than just a label - it’s your first impression, your identity, and a key factor in how customers perceive you. It should be distinctive, memorable, and aligned with your values, helping you stand out in a competitive market. But what actually makes a great brand name? Let’s break it down.

1. It’s Simple and Memorable

A great brand name should be easy to remember, pronounce, and spell. If people can’t recall it or struggle to say it out loud, it won’t stick. Think of brands like Nike, Apple, or Uber - short, simple, and instantly recognisable. Try the 'radio test' - if you heard your brand's name on the radio or in a podcast, would you know how to spell it?

✅ Tip: Avoid overly complex or lengthy names. Keep it to one or two words if possible.

2. It Reflects Your Brand Identity

Your name should align with your brand’s mission, values, and personality. Does it convey luxury, innovation, sustainability, or fun? For example, Tesla evokes futuristic innovation, while Lush suggests fresh, natural beauty products.

✅ Tip: Write down three words that describe your brand’s personality and make sure your name reflects them.

3. It’s Unique and Ownable

A strong brand name should stand out from competitors and avoid confusion with existing brands. It should also be legally available as a domain name and trademark.

✅ Tip: Do a quick domain and trademark search before you get too attached to a name.

4. It’s Scalable and Timeless

Think long-term. Your brand name should grow with your business and not limit you to a specific product or service. For example, Amazon started as an online bookstore but the name allowed them to expand into almost anything.

✅ Tip: Avoid overly niche names that might restrict future growth (e.g., “Best Cupcakes Dubai” might not work if you expand to other desserts or locations).

5. It Creates an Emotional Connection

The best brand names spark emotion and curiosity, creating an instant connection with customers. They should inspire feelings of trust, excitement, or nostalgia, making the brand more memorable and engaging.

✅ Tip: Say your potential brand name out loud and ask yourself: Does it feel right? Does it spark emotion?

Your brand name is the foundation of your identity. It should be simple, meaningful, unique, and scalable. Take your time, test different options, and ensure it represents your brand’s personality.

Need help finding the perfect brand name? At Formulate Creative, we specialise in crafting names that capture the heart of your business. Get in touch - we’d love to help bring your brand to life.