“I’ve named lots of pets and even helped pick the names of my nieces and nephews. I think I can name my business too!” That’s something we hear now and then. And yes, some people are naturally great with names and really enjoy the process. There are even famous cases of entrepreneurs who came up with their own brand names and it worked out beautifully! But it’s important to remember: naming a brand might seem like a fun task but the problem is, without the right care, this important decision can turn into a headache down the road.
“Naming a company or a product isn’t like naming anything else.”
Eli Altman
Naming a brand is different because it involves rules. After all, a business name needs to speak clearly to a specific audience and meet legal criteria to be protected. It’s not uncommon to see someone try mixing their kids’ names or gathering friends for a fun brainstorming session. And those moments can lead to sweet ideas. But when we’re talking about names that will live in the business world, we need to go further. Creating a name for a company is a complex task. So much so that there’s an entire field dedicated to it: Naming a field we’re deeply passionate about. In this article, we’ll show you why naming your business is different from naming a baby or a pet.
1 – Your business name needs to be unique
A beautiful or creative name isn’t always enough. For your business to have the exclusive right to use a name, it needs to be registered officially. In Brazil, for example, that’s done through INPI (Instituto Nacional da Propriedade Industrial), which handles trademark registration in the country. In the United States, the equivalent authority is the USPTO (United States Patent and Trademark Office). The registration process involves several technical factors. One of the main ones is the Nice Classification, a kind of category system used to organize different types of business activities. Both in Brazil and in the US, these authorities check whether a name is too similar to an existing one and even pronunciation can affect the decision.
That’s why, when we create a name for your business, we don’t work alone. We team up with a specialized trademark attorney to make sure the name we create together has everything it needs to be registered safely. When it comes to babies or pets, you don’t have to worry about that. It’s totally normal to come across people (or pets) with the same name, sometimes even the same full name. But in the world of brands, similar names can’t coexist, especially within the same business category.
Want a real-life example? A wonderful business specializing in curated luxury clothing for babies and children came to us after finding out that the name they had originally chosen couldn’t be registered. Why? It was too similar to another name already filed under the same Nice Class. So we had to come up with something new. And what we found captured the emotional value behind their brand. Instead of treating the clothes as just second-hand pieces, we brought forward the idea of continuity. That’s how Herdei o Look (which means “I inherited the look”) was born, a name that moved people and was even shortlisted for the Brasil Design Award in the Naming category.
Herdei o Look was born after the first name attempt couldn’t be registered and it ended up being award-nominated. See the full project.
2 – You might be forced to stop using your business name
Imagine that your business is already up and running, the name is on social media, on packaging, signs, uniforms. Then suddenly, you get a letter saying that the name you picked has already been registered by someone else. You’re forced to take everything down, rethink your entire visual identity, discard materials, a financial and emotional setback. Yes, the registration issue strikes again! Because if you don’t secure the official registration, you might end up receiving a not-so-friendly notice telling you to stop using the name, since it already belongs to someone else. When it comes to babies or pets, it’s a completely different story. You can share the name freely no one’s going to take it away from you later. But with companies, it works differently: whoever registers it first has the right to use it — and to prevent others from using that name.
When we created the name Almadoré for an artisanal chocolate brand, we gave a simple but valuable piece of advice one that applies to your business too: “Hold this name close to your heart, but only share it with the world after it’s officially registered.” That kind of care makes all the difference, because your business name only truly becomes yours after registration. Before that happens, someone else might like the name, get ahead of you, and register it first and, suddenly, the name is no longer yours.
+ Also Read – Branding: What Does It Have to Do with My Small Business?
Almadoré has won national and international awards for its chocolates and also took home a Bronze medal at the Brasil Design Award for its packaging. See the full project.
3 – Your business name needs have a conversation
Your business only makes sense if it’s remembered by someone. And that’s exactly who your name needs to speak to. That means your business name should carry feelings and meaning for the right audience the people you want to attract and keep close. When that happens, a relationship begins: people remember the name, build trust, and over time, may even become loyal customers. But for that to work, you need to know these people well. Because a good name doesn’t just happen, since it has to be understood and remembered by the people who truly matter to your business. The name of a baby or a pet can simply reflect the personal taste or emotions of the person choosing it. But a business name carries a bigger responsibility.
Dental clinics, for example, often have very similar names many centered around the word “tooth” and end up blending together. But the partners behind Premura wanted something different. Together, we created the name and visual identity of the brand to express their genuine care for every single person who walks through the door. That same care is reflected in the clinic’s approach: offering treatments with a clear beginning, middle, and end something rare in a field where people often feel stuck in never-ending appointments. The word Premura, in Italian, means attention, kindness, consideration, and also quickness. Everything the clinic believes in and delivers.
+ Also Read – Use Your Own Name for Your Business or Create a New One?
A name that talks about of attention, kindness, and reliability: Premura, the dental clinic where treatments have a clear beginning, middle, and end. See the full project.
4 – Your business name is the translation of a strategy
A well-chosen name carries notable characteristics of your business. In our Naming projects, we want to understand everything that is important in your company. That includes getting to know your products or services, the goals that drive you, the benefits that you deliver, what makes all of that different from other businesses and so on. One or more of these elements will inspire the feelings present in the name. That’s why Naming is part of Branding. Your business name is a thoughtful translation of an entire plan, not just a pretty or clever choice. With a baby or a pet, naming doesn’t need to represent a strategy. It just needs to spark a good feeling in the person choosing it.
This vision guided us in creating the name Bendita Chama (which translates to “Blessed Flame”). The business made artisanal burgers grilled over open flame, but their old name wasn’t helping, it was forgettable and didn’t reflect the brand’s spirit. When they came to us, they were going through a turning point: in addition to catering private events, they were about to launch their first food truck. Bendita Chama was born as a kind of gratitude for the flame that gives every creative recipe its smoky flavor. It sounds almost like a prayer, one that celebrates fire and the flavour it brings. A name made to stir emotions and appetites.
+ Also Read – Brand Strategy: What It Is and Why Your Business Needs One
Bendita Chama is a name that brings the brand’s essence to life: flame-grilled burgers. See the full project.
5 – Your business name needs a method, not just inspiration
At first glance, naming your business might seem like a purely creative exercise. But it’s not quite like that. Unlike naming a baby or a pet, where the choice can come from an emotional memory or a heartfelt tribute, naming a business involves other layers. And that requires method. A strong name needs to connect with the right people, reflect the business, align with your growth plans, and still be viable from a legal perspective. And when so many variables are involved, you can’t rely on inspiration alone.
That’s why it’s so important to follow a structured methodology, one that organizes the process and brings clarity to each decision. With us, it all starts with a deep dive into your brand strategy. From there, we open creative paths: we explore thousands of possibilities, searching for sounds, meanings, and emotions that resonate with the people your brand wants to reach. Then, each name idea is filtered through technical and legal checks, in collaboration with an intellectual property law firm. Many names that seem perfect at first glance need to be set aside at this stage. That’s exactly what the method is for: to generate many options and help you find the right name.
+ Also Read – Naming: How to Pick the Ideal Name for Your Company
Conclusion
Naming a business is very different from naming a child or a pet. It involves rules and a strategically vision. Your brand name needs to be unique and registrable, yes, but it also needs to spark emotion and be understood by the right people. So, it needs to be born out of method. If you choose to take this journey on your own, our advice is: be aware of how complex this task can be. Research the trademark classification classes that apply to your business, search the official registry or trademark office in your country to check if the name (or something similar) is already taken, and if possible, work with professionals who understand the process. That kind of care is what ensures your brand can use its name with confidence. Creating a name that’s unique, legally available, aligned with your strategy, and that truly speaks to the people you want to reach takes work. But when all of that comes together, what’s born is a Beloved Brand Name!
+ Also Read – Brasil Design Award: Naming and Branding Projects on the Shortlist
And you? Have you gone through this yet? Did you create your business name yourself or work with someone? Did you register it officially? Share your story with us in the comments, we’d love to hear about your experience. We create brand names, ask for a proposal and let’s create it together!