On the surface, creating brand names sounds like a lot of fun (and it is!). But once a brand naming project begins, it can often feel intimidating if you don’t know the most common techniques used in creative naming. The most common question we hear is: Where do I get ideas for creating great names?
Unlike descriptive names, brand names have some heavy lifting to do. They often need to reflect a brand strategy, resonate with a target audience , and be distinct from the competition. The brand naming process is different for everyone, and creativity ultimately links to our nervous system and the emotions produced there that create connections to each other and the world around us. However, there are a few creative techniques to get your brain unstuck.
Start with the creative brief
Before you begin naming, ground yourself in the naming creative brief. Write down the first words or images that come to mind when you look over what the creative guidelines are trying to evoke. Do you see construction, a forest, a sea of stars, a busy airport? The words or images don’t need to make sense; they just need to give you a starting point, a springboard into promising territories. Then, take each one of those starting points and start writing down names that call to you.
Stream your consciousness
Sometimes, the most promising names are the ones that occur to you when you’re not trying so hard. Set aside some time at the beginning of your naming process to allow your mind to flit from idea to idea. Perhaps the idea of a junction will pull you into a trainyard, which will remind you of a hub or a spoke that creates a starburst pattern that radiates from an epicenter. Follow your ideas as they take you down creative or metaphorical pathways.
Heighten your senses
Naming stimulus doesn’t always come from words; it comes from images and music. Call up a series of images on a stock image website, like Unsplash, and write down names inspired by it. Poke around a Spotify playlist and pull forward evocative lyrics or song titles, metaphors or phrases that strike you. And try exploring music you wouldn’t normally listen to.
Immerse yourself in the world
Sometimes, the best naming ideas come from stepping outside your usual environment. Whether it’s immersing yourself in the customer’s world or exploring nature, a new neighborhood, or even a bustling city, fresh sensory inputs can unlock creativity. Take a walk, visit a place that aligns with the brand’s essence, or observe how people interact with products in the real world. The sounds, sights, textures, and experiences you encounter can spark new associations, metaphors, and ideas, giving your naming process an extra layer of authenticity and inspiration.
Play with naming
Legos
In a previous article we’ve explained the parts and pieces of words that have Latinate or Greek roots. Play around with these roots, prefixes and suffixes, pushing them together and pulling them apart to create names that don’t exist in the English language, but should. For example, if you’re naming something around sleep, the Latin root somni- could yield some interesting starts; Somnulus, Asomni, etc.
Build and break
Sometimes, traditional English words might have meanings that we like, but aren’t really a name. Job, for example, is a very good word for a thing you do for money, but not an ideal name; it’s short and flat and schwa-y. So take out some tools, break it apart, and start adding syllables or alternative spelling to see if it can become something different. Using the tools we learned from creative naming, Jobly makes it into an adverb, a solid start, Whatajob gives it some levity, Jobulous turns it into a celebration, Jobjoy makes it aspirational (but might be hard to say). Push and pull your words apart and see what you can find.
Discover your personal approach to naming
The creative naming process is personal and what works for one person may not work for another. There is no single formula for generating the perfect brand name, which is why experimenting with different techniques can help. Whether you’re drawing inspiration from a creative brief, exploring sensory experiences, letting your mind wander, or playing with language, each method opens up new pathways. The key is to find what inspires and fuels your creativity. By trying multiple approaches, you’ll broaden your creative output and increase the chances of discovering a name that is both memorable, distinct, and strategically aligned with the brand’s goals. Ultimately, the most effective naming process is the one that sparks your imagination and leads you to a name that stands out.
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