OrbiBrandInvented, descriptive or evocative: which type of brand name to choose?
10/24/2026 · Guides
Not all brand names play in the same league. Understanding the main types helps you pick a direction and anticipate a very practical problem: domain name availability.
Descriptive
It says what you do ("Express Plumbing"). Clear from day one, but not very distinctive, hard to protect as a trademark and almost always taken as a .com.
Evocative
It suggests a benefit or an image without describing it. Often the best balance between clarity and character, as long as the idea is right for your audience.
Invented
A word that did not exist, built from sounds or roots. Highly distinctive, easy to protect and often free as a .com; it does take a little more effort to make it known.
Compound
A blend of two words or word parts. It keeps some meaning while becoming unique, which makes it a favourite style for online brands.
Acronyms and metaphors
Acronyms are short but rarely memorable for a young brand. Metaphors (an animal, a place, a myth) tell a story, but the most obvious ones are already widely used.
Which one should you choose?
If you want a free .com and a protectable trademark, favour invented, compound or evocative styles. Keep descriptive names for a local market where instant clarity matters most. To put it into practice, follow our method to name a brand.
Launching a store? Also read online store name ideas.