“The name needs to be short”. “It shouldn’t be hard to pronounce”. “It must have at most two words”. If you’ve ever searched for tips on naming your company, you’ve probably come across statements like these. Clear-cut rules, but do they work for everyone? The truth is, names aren’t born from formulas. They’re born from stories. And every company has its own, full of details, encounters, affections, and meanings that can’t fit into a ready-made recipe.
“Audiences will better remember a name if they understand its rationale.”
Lori Kapner
The name isn’t a technical detail: it’s strategic, symbolic, emotional. Often, it’s the first thing someone knows about your business. And you certainly want that first contact to be memorable. The good news is that there are thoughtful paths to finding the perfect name, and we’ll talk about them in this article.
1 – The Book Title
Imagine your company’s name as the title of a book. It’s much easier to come up with a good title when we already know the whole story. And with companies, it’s the same. Before trying to find “the perfect name,” it’s essential to look closely at that story. What were the first chapters of your company? What products or services does it offer? Who are the people it delights? What do they say after experiencing what you deliver? What differentiators make your business unique? All of this matters, a lot. Writing this journey helps uncover keywords and ideas that are closely tied to the name you’re seeking.
In our Beloved Brand project for Plumita, a child and adolescent psychology clinic, the name needed to convey warmth, lightness, and care for each child’s individuality. The choice came from the word “pluma” (feather), which evokes softness and lightness, and gained a loving and affectionate ending in the diminutive: Plumita. An invented name, with a sweet and memorable sound, that resonates with the audience and carries the metaphor of flight, because, with emotional support, each child can spread their wings and fly in their own way.
The name Plumita is light, made to embrace each child’s unique way. See the full project.
2 – A Name and a Short Explanation
Sometimes, a very common doubt arises when choosing a more creative name: “What if people don’t understand it?” This insecurity makes sense because everyone wants the company name to be remembered and understood. But there’s a very effective (and affectionate) way to solve this: the tagline. The tagline is that short phrase that appears next to the name and helps explain what the company does. It’s like a friendly whisper in the ear of someone seeing the name for the first time, clearly saying: “this company does this”. This resource brings freedom to be bold in choosing the name because, even if it’s more abstract or symbolic, the tagline will be there, as a point of support, offering context and understanding.
An example is the name Catapulle, which we created for a marketing course company. The word is a playful take on “catapult”, but with a soft and friendly ending, “pulle”, that also sounds like the word “jump” in Portuguese. The word evokes movement, a leap, growth. And the tagline accompanying the name is simple and direct: “marketing for growth”. This way, the name gains strength and meaning. Anyone reading it quickly understands the purpose of the business. This type of combination, creative name with a short explanation, helps a lot when choosing, as it brings together originality with clarity. And that balance is a delight to achieve.
+ Also read – Is It the right Time to Invest in My Brand Design?
Catapulle is a name full of movement, accompanied by the tagline “marketing for growth”. See the full project.
3 – Too Similar
When choosing a name for your business, a fundamental step that can even be fun is research. Browsing through social media, exploring search engines, and observing how other businesses in the same industry name themselves helps you understand the landscape where your brand will fit. This investigation reveals something important: many businesses end up choosing names that, although different on paper, sound very similar. This happens because people tend to follow paths they already know, repeating popular formulas without realizing it. But a truly beloved brand asks for something more: it asks for uniqueness, authenticity, and its own shine. And this is one of the most beautiful moments of a naming project, when we manage to create a name that truly stands out, with meaning, with soul.
That’s what happened with the luxury second-hand store that operated for a while under the name “Espichei”. The name referred to the rapid growth of children, an idea that many second-hand kids’ stores already explore. But the business dreamed of something more unique and sought us out to find this new path. We then created the name Herdei o Look (I Inherited the Look), which adds another layer of affection: it communicates that the clothes, in addition to being beautiful, have emotional value, as if they were small heirlooms passed between generations. Seeing this concept born, take shape, and move those who receive it is one of the most rewarding parts of a project like this. Because when the name hits the right tone, it becomes a mirror of the brand’s heart.
Herdei o Look is a name with affection and history and was featured in the 2022 Brasil Design Award shortlist, in the Naming category. See the full project.
4 – Many Possibilities
Choosing a name is a process full of discoveries, but it also requires some practical considerations. After all, it’s not enough to find a name that’s beautiful, creative, and full of meaning. It’s important that the name can actually be used officially by your business. In Brazil, name registration happens at INPI, the National Institute of Industrial Property. It’s there that we find out if someone else is already using the name you’ve chosen. The process can be quite technical, with terms like “Boolean search” and “fuzzy”, which are not always easy to understand. That’s why it’s worth getting help from a specialized lawyer to ensure everything is in order. In our naming projects, we always assess the registrability of names before sending them out. And for this reason, we never create just one option; we create multiple possibilities, with care and strategy, so that the decision can be made with confidence and peace of mind.
In the project for Förena, for example, we were overjoyed to find a name with a delicate sound and a deep meaning. “Förena” is a Swedish word meaning ‘to unite’ or ‘to combine’. It reflects the brand’s proposal to care for the skin with a few products but many functions, blending technology and practicality. Only after confirming that the name was available for use did it become the official name of the brand. And if it hadn’t been available? No problem. There were other ideas ready, all prepared with the same care and analysis. Having options makes the whole process lighter and brings us closer to the ideal choice.
+ Also read – Cents or Millions? How Much Should I Expect to Pay for a Brand Design?
Förena is a Swedish word and carries beautiful meanings: unite, combine, bring together. Perfectly aligned with the brand’s purpose. See the full project.
5 – You Need to Test the Name
Choosing a name involves emotion, intuition, and strategy. But, in addition to that, it’s important to put the name into motion. In other words: you need to test it. Before making your final decision, it’s worth imagining what it would be like to live with this name in the day-to-day operations of the company. How does it sound over the phone? How does it look in an introductory email or on a business card? Does it reflect the essence of your brand? Does it connect with the audience you want to reach? This testing phase can be invaluable. Ask your team, trusted clients, or business partners for feedback. See how each name is received, whether it’s easy to understand, spell, and pronounce. Ask: What does this name communicate to you? Which one was easier to remember? These tests, done with care and listening, help you notice nuances that might not be obvious just by looking at the names on the screen. More importantly, they make the decision-making process more collective, more in tune with reality, and more connected to the people who truly matter: the ones your brand wants to enchant.
That’s exactly what happened in the Opulim project, a company that creates creative children’s parties full of affection and offering a unique proposal in the market. When we sent the first version of the brand, the client had some doubts. She told us that “it took a while to decide” and that she needed to talk to others before moving forward. She consulted people close to her and realized something important: they all shared the same perception and opinion as she did. The external validation strengthened her intuition, and then she wrote to us: “Opulim is unique!” In this case, seeking other opinions helped bring clarity and confidence to a decision that was more aligned with the heart of the company.
+ Also Read – Use Your Own Name for Your Business or Create a New One?
Opulim’s brand grew stronger through careful listening, validating the company’s heart. See the full project.
Conclusion: How to Choose the Ideal Name?
Creating a company name is a journey that involves strategy, sensitivity, and a lot of listening. There’s no magic formula, what exists is a process of discovery. It all starts with clarity about the company’s story, like writing a book before thinking about the title. Then, it’s time to think of names that open up possibilities, always with the support of a tagline to explain what the brand does with lightness. It’s also important to ensure the name is unique, stands out in the market, and can be safely registered. Finally, nothing replaces testing it with real people, listening, observing, and feeling how the name resonates is essential for making a confident and affectionate choice.
A good name doesn’t happen by chance. It’s the result of a keen eye, deep listening, and a true desire to represent the essence of the brand. If you’re feeling that choosing your company’s name is harder than you imagined, take a deep breath. You’re not alone. Finding a name that represents everything your brand is can indeed be a challenge. But the good news is that there are professionals who love doing this and are here to help, like us. We work on Naming projects and would love to help you with this choice, with listening, sensitivity, and a lot of attention to detail.
+ Also Read – Brasil Design Award: Naming and Branding Projects on the Shortlist
And you? Have you already created your company name? Did you have doubts along the way, struggle between options, or get stuck when it was time to decide? That’s more common than it seems, and we love helping businesses come up with beloved names. Does your business need one? Let’s create it together, request a proposal!