The Art and Science of Naming: How to Choose a Name That Sticks
From business brands to app names to baby names — what makes a name memorable and how to evaluate your options.
1. The Five Properties of a Memorable Name
- Easy to spell: If people cannot spell it from hearing it, they cannot find you online.
- Easy to say: Names with unusual consonant clusters create friction. The brain prefers smooth phonetic flow.
- Distinct: Avoid names that blend into category noise (Fresh Foods, Smart Solutions).
- Short: Under 3 syllables is ideal. Under 10 characters for digital contexts.
- Evocative: Great names suggest feeling, aspiration, or category — even invented words like Kodak do this through sound.
2. Naming Strategies
- Descriptive: States what you do (PayPal, Salesforce). Easy to understand but harder to trademark.
- Invented/Coined: Made-up words (Google, Kodak). Highly trademarkable but require brand-building to create meaning.
- Metaphorical: Suggests the benefit poetically (Apple, Amazon). Evocative and distinct.
- Founder/Person: Built on a person name (Ford, Disney). Great for trust but not scalable beyond the person.
- Acronym: IBM, BMW. Works only after the full name is established — avoid starting with acronyms.