The Strategic Way to Name Your Business or Brand Without Getting Stuck
Staring at a blank page, trying to come up with the perfect name for your business? You're not alone.
Many entrepreneurs get stuck at this crucial first step.
But here's the good news — there's a strategic approach to naming your business that can help you stand out. Communicate benefits. And connect with your target audience.
Why traditional business naming strategies often fail
Let's face it — most of us start by trying to use descriptive names for our businesses. We want something that clearly tells people what we do.
The problem? These names are usually already taken or sound too similar to existing companies. I learned this the hard way when naming my marketing practice (the long list of names already taken was comical).
The power of associative business names
After multiple failed attempts with descriptive names, I discovered a more creative approach — associative naming.
An associative name is a creative blend of words that connects to your business's core benefits or attributes.
Think about successful brands like Microsoft, Pinterest, or Snapchat — they're essentially made-up words that carry real meaning.
How to create your own associative business name
Step 1: Brainstorm core business words
Start by listing words that relate to your business:
Core attributes
Key benefits
Relevant nouns and verbs
For example, if you're launching a quick delivery food service, you might write down words like fast, fresh, tasty and convenient.
Step 2: Expand Your Word Options
Pull out your thesaurus and find synonyms for your main words. This gives you more creative material to work with.
“Fast” might lead you to swift, speedy or rapid. Don't filter word out yet — just keep building your word bank.
Step 3: Get creative with word blending
Now take your list of words. And try these proven techniques:
Merge two complete words (like Snapchat)
Use parts of words (like Microsoft - from microcomputer and software)
Overlap word portions (like Pinterest - from pin and interest)
Step 4: Test your business name options
Say them out loud
Check for positive associations
Get feedback from friends, family or potential customers
Practice using the name in business situations
And be sure to do an internet search to make sure no one else is using it
Real-world example: the story behind FiddleSmart
Let me share how I used this process to name my marketing practice. I started with “strategy,” which led me to “smart.” Because having a strategy is smart.
Then I thought about what causes marketing problems. This led me to list out that people often mess with their marketing without having a strategy.
Looking up synonyms for “mess with” led me to “fiddle.”
Blending these words created FiddleSmart — suggesting a strategic way to approach marketing.
The real validation came when someone remembered my business name weeks after meeting me at a networking event.
FAQs about business naming
How do I know if my business name is already taken?
Before finalizing your name, do an internet search. And then check:
Business registries in your area
Domain name availability
Social media handle availability
Trademark databases
What makes a business name memorable?
A memorable business name typically:
Is easy to pronounce
Has positive associations
Connects to your business benefits
Stands out from competitors
Should my business name be descriptive?
While descriptive names can work, they're often already taken. And fairly easy to copy with a slight tweak.
Play around with brainstorming an associative name that captures your business's essence. It’s unique, memorable and hard to copy.
How can I test if my business name will work?
Test your potential name by:
Saying it out loud repeatedly
Using it in mock business situations
Getting feedback from your target audience or trusted colleagues
Checking if it's easy to spell and remember
Remember, creating a memorable business name (or brand name) doesn't have to be overwhelming.
Follow these strategic steps. And you can develop a name that's meaningful, memorable, and uniquely yours.
When you have your shortlist of names, don’t rush. Take time to test them thoroughly — you'll be using this name for years to come.
Need help developing a strategic approach to your marketing? Naming your product, brand or business is just the beginning.
I help entrepreneurs like you cut through the marketing noise. Clarify their messaging and develop focused strategies that feel natural and get results.
Book a free 45-minute strategy session where we can:
Review your current marketing approach
Identify your biggest growth opportunities
Map our your next strategic steps
No pitch, no pressure — just focused time to help you gain clarity.