OrbiBrandHow to name a brand: a 7-step method
10/24/2026 · Guides
A good brand name rarely comes from sudden inspiration. It comes from a method: define what the name must carry, produce lots of options, then cut ruthlessly. Here are the 7 steps we recommend, whether you are launching a store, an app or a consultancy.
1. Write a five-sentence brief
Before looking for words, describe what you sell, to whom, what makes you different, the tone you want (serious, warm, bold…) and your target markets. This brief is the yardstick for every idea: a name is not "nice" in itself, it either fits your project or it does not.
2. Pick one or more name styles
Descriptive, evocative, invented, compound, metaphor… Each style has strengths and limits, especially for domain availability. We cover them in our guide to the types of brand names.
3. Generate lots of options
Aim for 50 to 100 ideas before shortlisting. Start from customer benefits, images from your industry, Latin or Greek roots, words from other languages, blends of two words. Do not judge yet: quantity feeds quality.
4. Shortlist with simple criteria
- Easy to say and to spell after hearing it once.
- Short: ideally 6 to 11 letters.
- Distinctive among competitors in your industry.
- No awkward meaning in your customers’ languages.
- Consistent with your brief and able to grow with you.
5. Say it out loud
Test the name over the phone, in a sentence ("I work at…"), with a few people from your audience. If you have to spell it every time, that is a warning sign.
6. Check the domain name
An appealing name whose .com is taken will cost you later. Check real availability with the registries, not just a quick search: we explain how in our guide to domain name availability.
7. Check registered trademarks
The last, essential step: make sure nobody has registered an identical or similar trademark in your industry. Here is how to check if a brand name is trademarked, office by office.
Also read: business name mistakes to avoid.