The Story Behind The Brand Name

Shakespeare famously said before, “Do not judge a book by its cover.” Or in this context, we shouldn’t judge an establishment by its name. Unfortunately, this doesn’t hold much water when you’re running a business. In business, your name matters—a lot.

You see, a business name is more than just that. It signifies something more powerful. It represents what your business is all about, what it stands for. In the same vein, a name can have an instant effect on how your customers perceive you because every word, every sound, and every letter impacts the way we think and feel.

Coming up with the appropriate brand name is one of the most crucial things you have to think about when engaged in business. It can mean all the difference between a brand that instantly hits off or falls completely flat.

Yet, when you’re just starting, choosing a name is probably the second-to-the-last thing on your mind. Of course, there are lots of other things that come first, right? You still have to polish (or revise) your business plan, create your products, and research your audience. However, trust us when we say that creating a company name is useful. It could either make or break your brand.

Think of this process as similar to laying the foundations of a building. Discovering how to create a brand name can help you set the foundation for your company.

How to come up with a name that matters

The key to creating a brand name that sticks in the minds of your customers or is simply “catchy” and helps towards establishing brand recognition and awareness are the following:

It must be evocative

Simply describing your product or service could make your name too generic. Everyone else is doing that. Instead, try to come up with something that has a story behind it. Of course, the story has to be related to your business.

Stories have a powerful effect on our brain. When you’re given a really interesting story, your palms start to sweat, you’ll blink faster, and your heart might flutter or skip. Your facial expressions shift, and the muscles above your eyebrows will react to the words — another sign that you’re engaged.

Now, imagine feeling this when thinking about a brand. Take Apple, for example. Apple is a fruit, but it has come to be associated with cutting-edge technology, quality, and user-friendly designs over the years.

Make it Timeless

A name should be neutral enough to transcend time. Your name shouldn’t be something that restricts your brand.

It has to be timeless and one of the most effective ways to make sure that your name is “timeless” is to ensure that you create something that resonates with the emotions of your target audience, rather than limiting yourself to a basic descriptive term.

For instance, Nintendo didn’t just call themselves “The Gameboy Company.” Nintendo went with an evocative name with room for growth.

Consider the “looks” of the brand

Imagery is by far one of the most powerful poetic devices to use when creating a brand name with meaning. You leave a lasting impact if your brand can produce an image in your customer’s minds.

Some of the best phrases in literature earned their popularity because they evoke images in the reader’s mind. Think about how you can use the imagery in your name to convey an idea of your brand. GoPro, for example, leaves a lasting image of adventure and freedom on its customer’s minds.


Coming up with a brand name may be a daunting task, but that’s what the team is for. One way to make the process a bit easier is to think about what your company is all about and then come up with a brand that resonates with that. Everything else will eventually fall into place.

Protip from Come up with a name that you can easily trademark and find a domain for. After all, our goal here is to increase brand awareness and recognition. Making it easily recognizable online is one essential step.

Enter Our Naming Contest

Participate in MarketAtomy’s “What’s In A Name” Contest. Submit the name of your business and a short introduction, video or written, 
describing the story behind the name. The winning submission will be selected on May 10th, 2022. The winning submission will receive $100 
and be featured on an Episode of the Charged-Up Studio Podcast. All 
submissions must be received by 12 AM EST May 5th (Cinco de Mayo) to qualify. Submissions should be sent to

Danna Olivo is a Growth Strategist, Author, and Public Speaker. As CEO of MarketAtomy LLC, her passion is working with first-stage business owners to ensure that they are prepared and equipped to launch and grow a successful small business. She understands the intricacies involved early on in business formation and as such the challenges that come with it. A graduate of the University of Central Florida’s College of Business, Danna brings more than 40 years of experience strategically working with small and medium businesses, helping them reach their growth goals.

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