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What’s in a Brand Name? Quite a Lot, Actually
The shape of the squares that enhances the connection between structure and success inspired Newman’s naming work for Grid Fitness Hub.
Source: Newman Documentation
Ever wondered why ABC Kecap and ABC Battery can peacefully coexist? Or why Vivo can be both a smartphone brand and a gas station in Indonesia?
At first glance, it sounds impossible. Isn’t a brand name supposed to be unique?
Well… yes and no.
Choosing a brand name isn’t simply about finding something catchy. Behind every successful company name is a long process involving strategy, positioning, language, creativity, and even legal considerations. That’s why brand naming has become one of the most important stages in building a strong brand identity, whether you’re launching a café, a residential township, a hospitality destination, or a retail business.
Before you fall in love with your next business name, here are ten things worth knowing.
The evolution of the Apple logo.
Source: Tailorbrands.com
1. Start with Strategy
Many people begin by listing random words that sound cool. A branding consultant usually starts somewhere else: your business.
- Who are you?
- Who are you talking to?
- What do you want people to remember?
Without a strategy, even the nicest-sounding name is just… a nice-sounding name. After all, there’s a reason Apple is called Apple even though it doesn’t sell apples, while one of Indonesia’s biggest e-commerce platforms is literally named Tokopedia. Different approaches, same goal. Behind both names is a strategy that makes them memorable and meaningful.
2. Know Who You’re Naming It For
A luxury hotel, a tech startup, and a residential cluster shouldn’t sound like they belong to the same family.
Good naming reflects the audience. Think about many hospitality branding projects. Their names often feel elegant and calming. Meanwhile, residential branding tends to balance aspiration with familiarity, while lifestyle brands often sound playful and conversational.
3. Easy to Say, Easier to Remember
If people can’t say your name, spell it, or remember it, they’ll probably struggle to recommend it too. That’s why sometimes the simplest names become the strongest. If your audience keeps asking, “Sorry… how do you pronounce that?”, it might be time to rethink it.
4. A Good Name Tells a Story
The best names don’t always explain themselves. Sometimes they leave just enough room for curiosity.
The reason for a brand name could be inspired by the brand’s philosophy, its target audience, the location, or the long-term vision of the business. Whatever the source, the name should support the bigger picture instead of simply sounding nice.
5. Can’t Have It If Someone Already Owns It
Here’s the, let’s admit it, frustrating part.
You finally find the perfect name. It has a unique angle, a great story, and rolls off the tongue beautifully. Then one quick Google search reminds you that… of course, someone got there first.
That’s why, before a branding agency gets attached to a name, we usually check whether similar names already exist. A preliminary trademark search helps identify obvious conflicts early. Google searches and social media checks are just as important, especially since not every business registers its trademark immediately.
It’s much easier to rename a brand on paper than after the sign has been installed.
6. Think Beyond Today
Maybe today you’re opening a coffee shop. What if five years later you want to become an all-around lifestyle brand that operates internationally?
Your business grows. Your name should be ready to grow with it.
Yamaha Corporation is a brand that produces motorcycles, musical instruments, audio equipment, and electronics.
Source: Stereoindex.com
7. Imagine It Everywhere
The digital realm won’t be the only place your brand will live in. A good name should look just as comfortable on a storefront as it does on a tiny mobile screen.
It also needs to work across:
- Logos
- Packaging
- Websites
- Social media
- Building signage
- Wayfinding systems
- Business cards
8. Don’t Do It Alone
Newman’s naming work for The Sira Lombok’s bar: Glassary.
Source: Newman Documentation
Naming might look easy until you’re staring at a spreadsheet with 300 options that somehow all sound the same. Professionally, it’s one of the most strategic parts of branding. Sometimes we fight for a name. Sometimes we tweak it. Sometimes we invent an entirely new word because nothing else feels quite right.
At Newman, our strategists, designers, and copywriters explore multiple naming directions before recommending one. We look at positioning, audience, pronunciation, distinctiveness, preliminary trademark availability, and how the name will eventually live through brand identity, retail branding, hospitality branding, property brand strategy, and even signage consulting.
At the end of the day, naming is much more than finding a word that sounds good. It’s about creating something people can remember, trust, and build a business around for years to come.
Around here, we have a saying: “a name is a prayer”. So if your brand is built to last, its name should be too.
