An Introduction to Naming

Brand naming is undoubtedly one of the hardest aspects of brand creation.

Brand naming is a highly emotional exercise for business owners and managers, as it should be. Naming communicates the character of a business, product or service. Over time, names come to mean more than just a signifier for a business.

They build trust, advocacy, authority and market share. They take on significant meaning. And through naming, audiences reflect back their perceptions and attitudes of the brand. Names can become verbs, used in both positive and not-so positive ways.

The flip side of emotional connection is a rational, legal process of trademark application with the high thresholds to registration that it can bring. Both require nuanced consideration, stakeholder engagement and above all, patience.

In this Introduction to Naming, we explore:

  • some of the key elements to consider when naming an organisation
  • how a name builds value over time
  • contemporary trends in brand naming
  • types of names available, and
  • the challenge of trademarking and registration.

Now owned by 

Privacy  |  Terms  | © Fuller 2023. All Rights Reserved.

BrandMatters acknowledges the Gadigal people of the Eora Nation, the traditional custodians of this land and we pay our respects to Elders past, present and emerging.