Our Naming Services
Developing names with method & intuition
Naming is often underestimated. Many assume that good name ideas will come naturally. People assume that good name ideas will come naturally. Brainstorming, searching and collecting words can quickly lead to a long list of options.
Yet one essential element is still missing: the brand name that truly fits.
Discover our naming services to learn how we get there. Our naming approach in detail (see below)
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Name ideas are only the beginning of the naming process
Let’s take a typical mid-sized company. Marketing is tasked with finding a name for a new product. Management assumes that the creative team will handle it without much trouble. So, full of motivation, they launch an internal naming competition or workshop to involve as many colleagues as possible.
The outcome is positive: a wide range of ideas and promising approaches.
Yet the one name everyone is waiting for and truly stands out is still missing.
What many people don’t realize is that even strong name ideas are only the starting point. On the way to a shortlist, or even a final naming decision, there are quite a few hidden pitfalls.
Let’s take a closer look at them.
Naming trap #1: Names too close to the topic
The search for a name usually starts with words.
A typical brainstorming session produces long lists of terms describing the product or project.
Software? Digital. Internet. App.
Cosmetics? Beauty. Style. Perfect.
The problem is that these buzzwords tend to produce names that feel interchangeable and overly familiar. They have been seen and heard many times before.
Strong names rarely come from the obvious. They emerge when you deliberately move away from descriptive terms and later reconnect with the core idea. This requires creative techniques and naming methods, many of which we describe in detail in our naming book (German) and continuously refine in practice.
If you want to develop strong name ideas on your own or with a team, avoid standard brainstorming. Try alternative techniques instead and do not stop at the first ideas. Take one step further away from the product description.
Naming trap #2: All the good names are already taken
It is important to start the creative naming process without too many restrictions. An early focus on availability limits exploration and narrows thinking too soon.
At some point, however, ideas need to be checked. The first step is usually a quick Google search. This is often followed by frustration when it seems that every idea is already in use.
The further your name ideas move away from the obvious topic, the better their chances of surviving this initial check. Then comes the actual name review, including domain availability and trademark searches across all relevant markets and regions. With each step, the shortlist becomes smaller.
A common rule of thumb is this: out of 100 name ideas, only two remain. This is the result of thorough checks that also consider similar trademarks and related classes of goods and services with potential for confusion.
Naming trap #3: Not everyone likes the name
Anyone who has been involved in naming products or brands knows this situation. Even when promising name ideas meet all requirements and are available, the journey is not over.
A final decision still has to be made. Founders overthink, startup teams struggle with different tastes, and in larger organizations the decision process becomes fragile. Strong candidates are weakened or dismissed by spontaneous criticism and too many opinions. Democratic votes often lead to the lowest common denominator.
To avoid this, naming decisions need structure, clear criteria and a defined process. We have outlined strategies that help prevent endless discussions and make naming decisions more robust and focused.
Your ideal name is within reach
You may recognize some of these situations. We certainly don’t want to discourage you from starting your naming process on your own. Quite the opposite. We always appreciate it when companies have already done a lot of groundwork and engaged deeply with naming. That usually means you are on the right track, sometimes even close to the finish line.
When the search starts to stall, a fresh perspective helps. With the experienced eye of a naming agency, we can quickly see where to pick up and how to move from existing ideas to the right name.
What we do want to emphasize is this: the right name is rarely found in a single creative brainstorming session. Brainstorming is a starting point, not the solution. A much stronger approach is to plan the naming process from goal to decision and to be prepared for the typical obstacles along the way.
Naming means developing names with method
Our Namestorm® method was specifically designed for professional naming. It follows a structured, result-oriented process. We can join your naming project at any stage, whether you are just getting started or have been searching for a name for months.
Get in touch early if you are developing a new name, need a coherent naming system for your product portfolio, or are facing a renaming.
At Namestorm, you will work with dedicated naming professionals. We help you find the right name and turn it into a powerful communicative asset for your brand, company or product.