Names are the distilled essence of stories.
Salman Rushdie
Naming an organization isn’t just about choosing a word—it’s about crafting an identity. Unlike naming a child or a pet, where personal significance is enough, corporate naming must consider differentiation, trademarkabilityTM, and long-term brand strategy. A strong name conveys meaning, sets expectations, and helps spark engagement with stakeholders. At BCG BrightHouse, we approach naming with a strategic framework that ensures clarity, impact, and ownability.
Starting with Naming Archetypes
Before diving into name generation, we start by defining the naming archetype for a brand. This step helps clarify what the name should signal and what feeling or story it should evoke. Each archetype should be a large enough area to generate a wide variety of unique names, sounds, and metaphors—they unlock new channels of thinking that simple mass generation of name options cannot.
In past projects, we have used a structured approach:
01 | Discovery
Understanding the organization’s strengths, mission, market position, and long-term vision.
02 | Naming Archetypes
Develop several different options for the fundamental brand personality that will inform naming generation.
03 | Naming Strategy
Determining the type of name that best aligns with the archetype and the brand’s objectives.
The Three Naming Approaches
Once we define the brand’s identity, we align on the naming approach that is most relevant for the brand:
01 | Obvious Names: The Appeal and the Challenge
Obvious names are direct, clear, and descriptive. They instantly communicate what the company does—think of names like PayPal or Cash App. This type of name is appealing because it requires no explanation and provides immediate recognition. However, these names are often already trademarked and domains are not available or exeptionally expensive, making them difficult to secure without significant hurdles.
For organizations that desire an obvious name, we often need to explore subtle modifications, compound words, or descriptor-based solutions to ensure availability and uniqueness.
02 | Story Names: The Strategic Sweet Spot
Story names provide a balance between meaning and differentiation. These names connect to the brand’s purpose or a metaphor that reflects its essence. They are often built from real words with established meaning, which allows room for storytelling while being more ownable than generic names. For example, Zelle suggests speed and agility (like gazelle), while Plaid evokes a network of connections.
We lean into story-driven naming when it is important to align with an organization’s heritage and create a distinct, memorable identity. Story names resonate deeply with audiences, provide strong brand continuity, and are often easier to trademark than obvious names.
03 | Novel Names: The Differentiation Play
Novel names are fully unique, invented, or unexpected. These names—like Venmo or Klarna—offer strong ownability but require additional effort to build recognition and meaning. They are often the easiest to trademark due to their originality but may require more investment in brand-building.
For brands willing to build an entirely new asset, novel names can create significant value. The key is ensuring that the name, while new, still feels intuitive and aligns with the brand’s overall narrative.
Legal and Trademark Considerations: Planning from the Start
Naming isn’t just a creative exercise; it’s a legal and logistical marathon. The perfect name might pass the story and strategy tests, but if it doesn’t clear the domain and legal hurdles, it’s back to the drawing board. Understanding trademark constraints, domain availability, and regional considerations is crucial from the start.
A common mistake when naming is approached internally or as a workshopping exercise is falling in love with a name too early, only to find out it’s unavailable. At BCG BrightHouse, we build legal viability into our process from the start. When generating name options, we conduct preliminary trademark and domain screenings to maximize the chances of success.
Rather than finishing a naming project with a single name, we curate a shortlist of strong contenders, ensuring flexibility in case of unforeseen legal challenges arise. This approach allows organizations to complete their naming process efficiently, reducing risks of delays or rebranding needs down the line.
A Name that Stands the Test of Time
Naming is the first word in a brand’s story. That’s why, choosing or changing a brand name is one of the most significant branding levers you can use. It’s a strategic decision that impacts brand perception, findability, market awareness, and how people talk about your organization. By aligning naming choices with archetypes, considering different types of names, and incorporating legal safeguards from the beginning, organizations can arrive at a name rooted in insight, shaped by instinct and full of intention.
At BCG BrightHouse, we guide brands through this journey with confidence, ensuring that every name we craft tells a story, carries weight, and stands the test of time.