How you can Select a Model Title for Your Enterprise (In 20 Minutes)


Apple, Uber, Starbucks, and Disney. All are iconic model names that appear excellent in hindsight.

However when the founders got here up with these good model names, was it a stroke of genius? Or is there a course of for choosing memorable, catchy names that stand the take a look at of time?

For Gretta van Riel and different profitable entrepreneurs, selecting a model identify had so much much less to do with luck and much more to do with a course of. After launching 4 multimillion-dollar ecommerce manufacturers, Gretta has developed a step-by-step technique for selecting the proper model identify in your startup—and quick.

How briskly?

Attempt 20 minutes or much less.

Earlier than you get too excited, we now have an vital disclaimer: don’t fear about perfecting your model identify simply but.

Bought that? Alright, let’s go!

Desk of Contents

Methodology For Selecting A Model Title

Gretta’s shaped loads of manufacturers over time, and coached hundreds of aspiring entrepreneurs on the way to discover nice product concepts, get traction on social media, share their messages, and develop repeat prospects.

However surprisingly, one of many largest locations Gretta sees new entrepreneurs getting caught is when developing with a reputation.

“They see the success of manufacturers like Uber, Google, and Apple, and consider {that a} artistic identify will result in nice success,” she says.

“This can be a large mistake. The reality is, a reputation is just one a part of an important enterprise. Nevertheless it’s removed from the largest half. In reality, many iconic model names solely grew to become memorable after folks skilled an unimaginable services or products.”

In different phrases, the model identify was solely nice as a result of the product was nice first.

To not point out the truth that many manufacturers picked a reputation and pivoted. For instance, Google’s first identify was BackRub, Pepsi was Brad’s Drink, and Instagram was Burbn.

Gretta’s recommendation to founders is to not search an ideal model identify from the beginning, however to hunt a “ok” model identify.

“Clearly, don’t simply select the primary random phrase that got here into your head. But in addition bear in mind the explanation you bought into enterprise within the first place. It in all probability wasn’t to spend all day dreaming up the proper identify.”

Under, Gretta outlines a easy course of you should utilize. However the vital disclaimer that she offers each entrepreneur is that you simply don’t should have an ideal identify to begin.

You’ll be able to at all times change it afterward.

What a Model Title Ought to Be

There aren’t any hard-and-fast guidelines for what a model identify can or can’t be.

For instance, some manufacturers like Adidas simply mixed the founder’s nickname with three random letters to create a memorable model identify. Whereas others, like Xerox, come from a shortening of the phrase “xerography”, the technical identify for the dry copying course of that photocopiers use.

However Gretta has developed some primary tips for what an important model identify ought to do.

Simple to Keep in mind

Have you ever ever been listening to your favourite podcast, heard an advert for an attention-grabbing product, after which couldn’t purchase it since you couldn’t bear in mind the URL the host talked about? Now think about how tough it’s to face out if it wasn’t only a non-memorable URL, however it was a difficult-to-remember model identify.

A tricky-to-remember identify does much more harm. It makes it a lot tougher for folks to get to your web site and turn out to be prospects. So, as a substitute of selecting a model identify impressed by the etymology of Greek phrases mixed with the identify of the road you grew up on, select one thing simple to recollect.

Easy, catchy names like Apple, Uber, and Goal are infinitely higher than The Antidisestablishmentarianism Co. or The Pneumonoultramicroscopicsilicovolcanoconiosis Remedy.

(These are actual phrases by the way in which).


What number of Pizza locations do you assume exist on this planet? Most likely hundreds.

Alternatively, there is just one Dominoes. Generic model names can work for hometown native companies, however they’re tough to make into world manufacturers.

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Pique Curiosity

A great identify ought to make folks intrigued about what the model is.

For instance, once you discover out Purple is a mattress firm, you in all probability wish to know why they’ve that identify. The identify pulls you in to study extra concerning the story of the model. And that’s a attribute of many nice manufacturers.

For instance, the identify Gretta selected for her line of teas, Skinny-Me-Tea, pulls you in. You may assume, “How does it make me skinny?” “Does it truly work?” “What’s in it?”

That is the type of intrigue you need your model identify to set off.

Make Sense

While you select a reputation in your model, it ought to relate again to what your core enterprise does.

You wish to select a model identify that relates not directly again to your core enterprise. It doesn’t should be a direct, word-for-word match, like Water Bottles For Sale. You may be artistic.

For instance, Nike selected its identify for the connection to the Greek goddess of victory. Nevertheless it ought to relate, not less than not directly, to what your model will finally do. In any other case, it dangers complicated folks and shedding prospects.


It is best to at all times select a model identify that may flex and alter along with your enterprise wants over time. The very last thing you need is to decide on a model identify that bins you in without end.

In case you are launching a Keto complement firm, you won’t wish to name it KetoProtein. If the Keto pattern goes away, that identify doesn’t provide you with a lot wiggle room to vary and develop. However one thing extra malleable like FatForFuel may shift for altering tastes within the market. You could possibly hold the prefix “___For” or the suffix “Gasoline” because the core of your model identify.

A Model Title Ought to NOT

Conversely, there are some issues Gretta says that your model identify mustn’t do.

Inform the entire story

Your model identify alone can not do all of your advertising and marketing. So you must by no means put the onus of telling your complete story about your organization on the identify. Contemplate Gretta’s The fifth Watches.

“The fifth” portion of the identify communicates so much concerning the model, when you’re acquainted with it. It tells you once they have gross sales (the fifth of the month) and the way lengthy these gross sales final (5 days). It additionally communicates an air of excessive style, drawing on parts of New York’s style district on fifth Avenue. However whereas all these issues are ultimately communicated by way of the identify, discover that the identify doesn’t attempt to let you know all that directly.

It’s not referred to as The 5-Day Excessive-Finish Watch Vendor on The fifth of The Month. It’s simply The fifth Watches. You study the entire story later, however the identify simply captures the essence of the model.

Be Too Literal

Model names ought to by no means be so literal that they turn out to be generic.

The model Planter’s Peanuts wouldn’t simply wish to name itself The Peanut Snack Firm. It’s so literal that prospects won’t ever bear in mind it. And even when they do, there’s no means for them to distinguish yours from Joe Schmoe’s down the highway.

Field You In

Names that field you into one particular area of interest, class, or kind of product are like placing your small business in a straightjacket. It doesn’t matter what you do to pivot, you’ll stay caught. It will be very laborious for a corporation named Shifting Provides Co. to pivot into having precise movers choose up and haul stuff.

Though they’re associated providers, folks would by no means assume that the transferring provide firm would be capable of do the precise transferring.

Steal The Present

Whereas a model identify that’s boring may be dangerous for enterprise, a flashy identify may be even worse. Your model identify ought to by no means distract from the core perform or product that your small business supplies.

Sluggish Issues Down

Selecting a model identify is difficult.

Nevertheless it’s not one thing to agonize over for weeks and weeks. And whilst you by no means wish to should change it, errors may be corrected. If there’s an ideal area you need that doesn’t expire for an additional yr, don’t wait.

Use this put up and your artistic muscular tissues to provide you with different potential names. Simply don’t get caught in your identify as a result of many nice names got here from selections that the founder made on a whim.

With these components in thoughts, listed below are the several types of model names you may select for your startup. All these can work, however use Gretta’s recommendations on which is most relevant to your small business.

What a Great Brand Name Should and Should NOT Do

4 Sorts of Model Names To Select From

Right here’s a breakdown of these 4 varieties of model names and who ought to think about using them for his or her enterprise.

1. The Generic Model Title

“Consider manufacturers like or These are generic names,” Gretta says.

Names like these may be powerful to safe for a lot of causes. The most important being that generic domains like have large asking costs, in extra of seven-figures.

But in addition as a result of this class of the identify virtually by no means meets the above standards for what a very good model identify ought to do.

For instance, “Smartphone” is perhaps a strong generic identify in your telephone product. Nevertheless it doesn’t pique curiosity. It’s too literal and fully bins you into one class.

“Except you already personal the area, I might keep away from one of these identify in your startup.”

2. The Descriptive Model Title

That is the place the identify makes an attempt to explain what the model/merchandise can do for the end-users. For instance, Gretta selected the identify SkinnyMe Tea for her line of weight reduction/detox teas. This identify tells you the core promise of the product proper within the identify. You understand what you’re getting simply by studying the identify and that’s highly effective.

Different names that may fall within the descriptive class embody Burger King, Pizza Hut, Web Explorer, Gmail, and extra. Every of those names alludes to or describes what the underlying enterprise does. This could make an important class of identify for your small business.

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3. The Suggestive/Affiliate Model Title

That is the place the model doesn’t precisely let you know what the corporate does however implies what it does by way of phrases that convey sturdy imagery and feelings.

For instance, take Greyhound. The enterprise doesn’t promote greyhound canines, however they do assist you get from one place to a different shortly by way of a enterprise. So, in a way, they’re associating the velocity and high quality of the canine with their touring model.

One other instance is Subway. It’s not a transit firm. However they do focus on promoting submarine sandwiches, or subs.

One of many large advantages of this type of identify is that the one restraint you might have is your creativity. So it may be nice for any founder that desires a reputation that’s distinct, rooted in historical past, or a enjoyable play on phrases.

4. The Coined, Random, or Summary Model Title

That is the class of brand name identify that requires probably the most creativity and may take some time to nail down. However most of the most iconic manufacturers of our time got here from seemingly made-up phrases.

“Whereas these names are a clean slate, they’re tougher to construct model recognition round and I personally wouldn’t use them in lots of circumstances,” Gretta warns.

The explanation these names don’t at all times work is as a result of there’s nothing for folks to attach it to initially. In case you’re launching a very new product in a very new class, you have to be cautious about utilizing one of these identify.

How you can Select Your Model Title in 3 Steps

Now that you realize the completely different classes of brand name names and what makes an important one, it’s time to decide on yours utilizing Gretta’s Namestorming exercise.

To get began, merely set a timer for 20 minutes and observe these steps:

  1. Brainstorm 15 phrases that come to thoughts once you’re considering of your small business. Something that involves thoughts is truthful recreation.
  2. Escape the thesaurus and search for synonyms of these phrases. Dig deep to search out some phrases which can be distinctive, uncommon, or out-of-the-ordinary that you simply won’t have considered.
  3. Slim down your record to simply 3-5 names. Choose your finest ones to see in the event that they’re obtainable. Slicing them may really feel like pulling tooth however simply go along with your intestine on the most effective ones you wrote down.

As soon as you choose your 3-5 finest, lookup these names to search out out in case you’re within the clear to launch your model. Sadly, your first selection is perhaps taken.

Learn extra: Small Enterprise Advertising and marketing Information: From Scratch to Success

Model Title FAQs

How a lot time ought to I spend on my model identify?

This query may be tough. You do not wish to rush the model naming course of, so that you’re caught with one thing you do not like. However when you’ve got a problem-solving product concept that you realize will promote, naming your model should not stand in your means. As an alternative, you must ask your self: how vital is my enterprise’s identify? If it is not a precedence, do not spend an excessive amount of time on it.

Will an important model identify assist my enterprise?

A model identify is not a necessary a part of your small business. Product market match, buyer acquisition, and your small business mannequin will make the distinction, not what identify you file your small business beneath. However a model identify that does not suit your mission or is simply too sophisticated may end up in your small business stumbling out of the gate. The excellent news is that even probably the most profitable founders have modified their enterprise’s model identify. It is commonplace when a enterprise grows or adjustments its objective.

How have you learnt you have picked the appropriate model identify?

You may know when you realize. Is that too easy of a solution? Belief your intestine and vet the identify with your loved ones and buddies. In case you have a founding crew or board, guarantee everyone seems to be dedicated to the identify. Or, if you have already got a longtime viewers, take a look at a couple of completely different names out and see what they assume.

Have a Title? Now Construct a Model

Identical to each particular person has a persona, each enterprise has a model. Your model identify is just the start of constructing a model. Get all entry to our full branding and enterprise frameworks with foundr+. Discover ways to create a model id that’s greater than a cute brand however a basis to develop your small business.

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