Ever heard of “Backrub”, the search engine? That was Larry Page and Sergey Brin first choice for their Internet project. They had a change of heart and went with “Google”—a name that’s shorter, meaningful, and unforgettable.
That decision didn’t just help with branding; it set the tone for one of the most iconic tech companies in history.
Your brand name is much more than an identifier. It’s the first impression, the emotional hook, the identity customers carry in their minds long term. It can signal professionalism or playfulness, sophistication or simplicity. And it can absolutely impact whether people choose you—or scroll on by.
Within seconds, people form lasting impressions of your brand, and your name sparks those impressions. Pick the right one, and it sticks. Choose poorly, and it could drag everything else down.
First Impressions Are Fast—and Sticky
Brand names paint mental pictures in an instant. Think of “Warby Parker.” It’s a mouthful compared to “Budget Glasses,” yet it feels premium and poetic.
That’s no accident—the name draws from characters in Jack Kerouac’s writings, which subtly signals creativity and depth.
Now look at “Casper,” the mattress company. Before they arrived, the space was filled with bland, descriptive names. Casper flipped the script with a name that felt warm, human, and easy to relate to. You don’t just buy a mattress from them; you buy into the feeling of sleep as something comforting and friendly. That’s powerful branding with just a name.
The Emotional Shortcut
Great names act like emotional shorthands. They stir something inside people the moment they hear them. “Nike”, named after the Greek goddess of victory, does more than suggest sports gear—it whispers strength and success.
“Etsy”, on the other hand, sounds playful and personal. It evokes the handmade, the one-of-a-kind, the lovingly created. “Innocent Drinks” takes it even further. That name practically guarantees purity, simplicity, and goodness with every sip. You can almost picture the halo.
Names that tap into emotion don’t just describe—they connect.
Standing Out in a Sea of Sameness
In crowded markets, being different is survival. Take “Slack” and “Microsoft Teams”. Both serve the same purpose, but the names couldn’t be more different. “Slack” feels fun and easy. It suggests a relaxed way to get things done. “Microsoft Teams”? It’s accurate, sure—but it feels corporate.
What We Can Learn:
A unique name:
- Cuts through the noise.
- Makes your brand easier to remember.
- Signals you’re offering something fresh.
Descriptive names aren’t bad, but they often feel generic. An invented or unusual name will give you space to build meaning over time.
Names That People Share
When names are easy to say and remember, they get repeated. That’s the heart of word-of-mouth marketing. “Zoom” nailed this. The name sounds fast. It’s fun to say. And it instantly clicks with what the product does.
Studies back this up. Research from Nielsen shows that names which are simple and catchy spread up to three times faster than complex ones. That makes choosing the right name one of the most cost-effective marketing moves you can make. The investment you make at this stage, pays off.
Creativity Meets Searchability
You want a name that’s creative, but also findable. “FreshBooks” makes it easy—you know right away it has something to do with bookkeeping. On the flip side, “Zillow” went with a made-up name. But that uniqueness makes it stand out online, where nobody else is competing for the same word.
To nail this balance:
- Check for available domains early.
- Use tools like Google Trends or SEMrush to explore keyword relevance.
- Blend distinctiveness with hints at your service or vibe.
Legal Hurdles and Practical Tips
But before falling in love with a name, check if someone else already has. Trademarks, domains, and international rights can all trip you up.
One startup, “Bodega”, learned this the hard way. The name sparked backlash and legal trouble, eventually forcing a switch to “Stockwell.” A name change like that costs money, time, and customer trust.
Avoid the Pitfalls:
- Run a basic trademark search.
- Look into domain and social handle availability.
- Make sure it works internationally and doesn’t translate poorly.
Names That Grow With You
The right name becomes more valuable over time. “Google” is a perfect example. It started with a strong, quirky identity and grew into a global symbol. That name helped shape its story—and its success.
“Coca-Cola”, “Apple”, and “Amazon”? Their names have become shorthand for entire categories. That kind of brand equity only comes when a name is built to last. A name isn’t just what you’re called—it’s what people trust.
A Good Name is an Asset
A good name carries more weight than most often branding expert will ever admit. It defines first impressions, stirs emotions, sets you apart, fuels marketing, it is brandable to the core, and builds long-term equity.
It’s not just about sounding good—it’s about telling a story with one word.
So, take a closer look at your current name. Ask yourself what it really says. Does it reflect your values, resonate with your audience, and hint at what makes you different? If you’re naming something new, slow down and be intentional. This isn’t just branding—it’s the foundation of your future.
Your brand name isn’t an afterthought. It’s your opening move.