5 and a Half Steps to Creating a New Brand Name

Melanie Jayjack • February 29, 2024

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Launching a new company or product is an exciting venture, and one of the critical initial steps is choosing the perfect brand name and new logo. There's not much you can accomplish without making that decision first. But, it can seem like such an overwhelming hurdle right out of the gate that may be preventing you from ever getting the ball rolling.

Here are some tips on how to take coming up with a new brand name one step at a time.



1. Define Your Brand Identity


Before brainstorming names, have a crystal-clear understanding of your brand identity. What are your company's values, mission, and vision? What is your target audience's age demographic, income, and ethnic background? Understanding these aspects will guide you in selecting a name that resonates with your brand's essence and appeals to your audience.

2. Consider Longevity & Scalability


Choose a name that stands the test of time. While trends might be tempting, they can quickly become outdated. Ensure the name is flexible enough to accommodate growth and potential diversification in your business without feeling limiting.


While your business might start with a specific product or service, avoid choosing a name that pigeonholes you into one category. Think broadly about future expansions or shifts in focus. Creating a new brand name that's too specific might limit your business's growth potential and innovations in the future.

3. Check Availability


Once you've brainstormed potential names, ensure they're available for use. Conduct thorough searches to check for existing trademarks and patents to avoid any infringement issues. Also check that the name isn't already in use by another company within your industry or related fields. Even if it's not the same industry, other local companies that have similar names can cause confusion in both your consumer and search engines. A "Premiere Pavement" in Portland, OR may conflict with "Portland's Premier Photo," especially if the clients casually refer to each business as "Premiere in Portland."

3.5 Check Availability — URLs


Specifically finding a good domain name that coincides with your company or product can be one of the more difficult qualifications. A lot of the best domains are already taken or being held hostage for high price tags. This is where getting creative helps by abbreviating certain words to keep the address short or adding the initials of the state you're operating in at the end.

There are a lot of alternate domain listings that are not .com that may be available for your preferred domain name as well. Check for options like:

  • .club
  • .biz
  • .pro
  • .co
  • .store or .shop
  • .us
  • .tech
  • .online
  • .art
  • .work


A person is typing on a laptop with a search bar visible

4. Test for Pronunciation and Spelling


Before finalizing, test the chosen names for pronunciation and spelling with friends and family who were not part of the brainstorming process. Ensure it's easy to say and spell, reducing the chances of confusion when people try to find or refer to your company.

5. Stay True to Your Gut Feeling


While data, research, and feedback are crucial, sometimes your intuition knows best. Trust your gut feeling. If a name resonates with you and aligns with your vision, it might be the right choice. Truly what will drive traffic to your business is the marketing campaign that follows, because even the best name will not do you any good if you don't shout it from the tree tops. The name you ulitmately select will need to be something you are comfortable hearing on a daily basis, so make sure you like it.


Choosing a company name or creating a new product name is a balance between creativity, relevance, and practicality. By focusing on your brand's essence, scalability, simplicity, and cultural relevance while conducting thorough checks, you'll be on your way to selecting a name that sets the stage for a successful brand identity. It's the seed to planting a successful business, but try not to over think it!


Graphic Haven can help make the name selection process seem less intimidating. We have gone through this exercise many times and will not stop until we find the perfect fit!

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