The five traits every great brand name shares

There are five key things that every brilliant brand name brings to the table – and oh look, we’ve put them together for you. Aren’t we nice?

1. It means something

A great name doesn’t just sound good — it signals story, ambition, or attitude. If your name can’t carry meaning, it’s just noise. It might point to what you do, how you do it differently, or the shift you want to create in your market – but either way, it’s a signal. And a shortcut.

2. It carves out space

Your name shouldn’t sound like your competitors. If it could sit on anyone’s website, it’s not working hard enough. Great names carve out a distinct space, creating instant recognition. It’s the difference between owning the conversation and just being another player in the game.

3. It’s built to scale

You’re naming the company you’re becoming, not just the product you’re selling today. Great names leave room for growth. The market moves and business models evolve, so a name that boxes you in today will strangle your growth tomorrow.

4. You can own it

Ownable in court and ownable in culture – if it’s not legally clear, or globally usable, it’s not yours. If you’re forced to fight for your name later, you’re fighting a battle you should’ve avoided from the start.

5. People remember it

Great names stick. They’re simple, sayable, and worth repeating. If people forget it, you’ve already lost. And that’s not just with customers, either. It’s with partners, investors, and talent. If your name doesn’t carry, neither will your brand.

The bottom line

A name that nails all five of these top traits makes every other part of your brand work harder. Miss one of these and you’re fighting uphill from the beginning. Naming is leverage, so make sure yours is working for you – not against you.

And, if you need a little bit of help with that, then chat to us and we’ll help you come up with a name for your brand or product that nails it from the start.