The secret to choosing a brand name that gets remembered

So you’ve been wondering what to call your business, or you’re looking to give a new service a name that’ll prick the ears of your dream client…

Only problem is you’ve no idea where to start. I’ve got you. Take it from this brand writer: there are a few things you need to consider with brand naming, but there’s one major thing you can’t get from a brand name generator…

Choosing a brand name for your business has to be one of the toughest things to do on your own. So, I get the temptation to try a brand name generator. But… after ten years of brand writing for the UK’s household names and small business owners, here is where I’d start if you asked me to help you name your brand.

Do I need a brand name if it’s just me?

Like with most things - although, often we’re made to feel otherwise - it really is up to you. You can just use your name, or simply label your services like ‘content writing’. Simple. But it does come with something I’d like to raise.

Other than the obvious, like wanting to be recognisable, a brand name helps you stand out.

For the same reason is why I might suggest going against using your name. When it comes to building a personal brand, we want to be successful, right? That goes without saying. Sometimes, along the way, we might decide that we no longer want to continue down this road, or we want to do something else.

Tying your name to your business makes it harder to sell on, and it also makes it harder to detach yourself from your business brain to your at-home watching Ted Lasso for the fifth time brain.

Technicalities of choosing a brand name

OK, sooo before we get our creative noggin on. There are a couple of things to consider both before and while you’re coming up with the perfect brand name for your business.

Does someone already own it?

Save yourself the disappointment. Imagine finally landing on your brand name, dropping it all over your socials and website only to find a couple of months later that it already exists… grr.

And it’s not just that the name isn’t available; if you decide to go ahead knowing someone else owns the name, you might have some not-so-nice messages waiting in your inbox.

Check if your name is available in the government’s trademark name checker. Or do a simple search on Google. Can’t see it? You could be onto a winner.

The future of your brand

As I said before, if you’re wanting to scale, phasing your name and face away from the brand might be something you want to consider. It would be difficult for someone buying your business to take on your brand name without having to do an entire rebrand.

Sometimes, it’s nice to keep some things for yourself. Names are deeply personal. But don’t take this as you can’t use your brand name. It’s just something to think about.

You’re probs wondering how I picked my brand name

Me being a brand voice strategist and creative writer might make you think that choosing my brand name was easy peasy, squeeze the lemon.

Far from it, mon ami.

Things were going south while I was Head of Content at a gaming company, and I always knew I wanted to go freelance at some point. So, I enrolled in the lovely Stephanie’s copywriter business course (best investment ever! Annnd got to go through all of this with the one and only Dr Shelly Lorts).

I remember when it got to the module about brand naming. I was mortified. Could I think of a single thing? No, no, I could not.

Every play on words for, well, words, was taken. So, after a few days of pulling my hair out, Stephanie asked how I was getting on. Crickets.

“Think of something that brings you joy.”

Brand names to me always had to relate directly to the job or services. But… that’s very corporate. Very beige.

Newly inspired, out with the dog, I wracked my brains. What do I like? Ghost stories, maybe a play there? Nah, not quite right. Something to do with animals… hmm. What about family? Family and storytelling are a HUGE part of my life and my personality… OK, now we’re getting somewhere.

Then it hit me square in the nose. Just Custard.

What made you pick Just Custard Copy, Hols?

Well… when I was a kid, a long old time ago, pretty much every Sunday we’d have a roast with all the family. Grandparents, aunts, uncles, cousins. Taking turns to host. I loved it. Sadly, it’s not so frequent now. But when we do have a get-together, as well as a slap-up roast, you can guarantee there’ll be an array of homemade puddings. Crumbles, pies, rice pudding, you name it, we had it.

As we went around the table, it would come to my brother, ' What do you fancy, Tom?”

“Just custard.”

“No crumble? Even a little bit?”

“Nope, just custard.”

These two words have become his trademark. And in the rare times we do get together, when it’s Tom’s turn for pudding, you can guarantee a small chorus of ‘just custard’, mimicked in Tom’s prepubescent tone.

And you know what? My brand name makes me smile; no, it makes me proud, every time I see it.

Where I’d start if you hired me to develop your brand name

Before you panic and reach for the brand name generator. I want you to take 5 mins. And let go of getting it perfect. And I’ll tell you for why.

You can’t start at the end. For a brand name or a package name to really connect, it needs to make sense not just for your offer but for you. Now, my apporach it a little different from others; it’s less… formulaic. A little more go with the flow if you will. But let me tell you, it works.

If we were to work on a naming session together, here’s where I’d start.

Get to know you

Just a conversation, really. I’d get to know all about you. Your personality, the little quirks that make you uniquely you. Noting down key moments in those memory-lane energised words that tickle the emotional parts of your brain.

You have to love what you pick.

Pick a theme or motif

Sooo, this is my secret, not so secret method for linking your verbal identity to your visual identity. A super easy way to keep your content on track (content pillar, never heard of her).

Pick two or three themes/ motifs that you love. Things that really make you smile. If you look at Just Custard, you can clearly see mine are:

Countryside living 

Life with a dog

Cottage dweller

Then under those two or three headings, list words or phrases that naturally come to mind.

Brand name example

Let’s take my ‘Perfectly Brewed Brand Voice Blend’

The perfect brew is something (especially in the UK) that is unique to everyone: too strong, more milk, it’s personable but something that connects people. Then I’ve made sure to add a keyword in there ‘brand voice ’.

‘Blend’ brings everything together, like the flavours of a tea, but in this package it’s the blend of brand voice, messaging frameworks, and content strategy.

New business owner just starting out? Want to have a go at this while building your brand voice foundations? I crafted The Word Larder just for you.

Have a play

It’s so much easier to edit than it is to write. We know how paralysing it can be to stare at a blank page. Splurge ideas, memories, stories, and look back at the notes from getting to know yourself again. Start playing with idioms or pulling out phrases and see what sticks

This takes time. But aren’t tasks that take the time the most rewarding?

Want to delve more into brand voice with this brand brewer? Get in touch.