Introduction
A brand’s name is often the first impression a customer has, and first impressions matter. Yet, naming is frequently treated as a purely creative exercise rather than a strategic one. Chris Laws, a seasoned brand strategist, emphasizes that strategy must come before creativity when creating brand names that resonate, endure, and build value.
A great name doesn’t just sound good—it communicates purpose, aligns with audience expectations, and supports the brand’s long-term goals.
Step 1: Define the Brand Strategy
Before brainstorming names, it’s critical to understand the brand’s values, role, and benefits. According to Chris Laws, this strategic foundation ensures the name reflects what the brand stands for and how it serves its audience.
Key Questions to Ask:
- What are the core values of the brand?
- How does the brand impact the customer’s life?
- What emotions or experiences should the brand evoke?
The answers create naming “territories” or conceptual areas to explore, guiding creativity in a focused and meaningful way.
Step 2: Explore Naming Categories
Once the strategy is clear, the next step is understanding different types of brand names. Chris Laws identifies several categories:
- Descriptive Names – Clearly state what the brand does (e.g., Toys R Us). Easy to understand but harder to register and protect digitally.
- Evocative Names – Borrow qualities from familiar ideas to convey meaning (e.g., Nudie Juice). Often the sweet spot between memorability and brand storytelling.
- Abstract Names – Invented or combined words (e.g., Google, Airbnb). Require investment to attach meaning but are highly ownable.
- Heritage Names – Leverage history or legacy, often falling under abstract naming in practice.
Choosing the right category ensures the name aligns with the brand’s positioning and long-term strategy.
Step 3: Brainstorm and Refine
Naming is as much an art as a science. Chris Laws likens the process to “finding your lost keys”—sometimes the perfect name comes instantly, sometimes it takes days of reflection.
Tips for Effective Name Exploration:
- Let the brief ruminate in your mind and allow ideas to emerge naturally.
- Use brainstorming sessions, research, and creative tools like AI-assisted suggestions.
- Evaluate potential names against strategic criteria: memorability, relevance, originality, and flexibility.
Step 4: Test and Validate
A name should resonate with both internal stakeholders and the target audience. Chris Laws recommends:
- Testing pronunciation and comprehension.
- Checking domain and trademark availability.
- Ensuring the name is culturally appropriate for intended markets.
Validation helps avoid costly mistakes and ensures the name supports the brand’s long-term success.
Conclusion
Creating a great brand name is a strategic process, not just a creative exercise. Chris Laws demonstrates that when strategy drives creativity, names become powerful tools for differentiation, connection, and lasting impact.
A well-chosen name can elevate a brand, communicate its essence instantly, and lay the foundation for a meaningful relationship with its audience.