Finding the right name for my brand

JDC Naming Process Guide

Finding the right name for my brand

How to use this 'Finding the right name for my brand' guide

This document is here to help you generate ideas, find your direction, and ultimately land on a name that fits your business. It’s designed to support you whether you’re starting fresh or refining a shortlist. Use it on your own or bring it along to our next session so we can work through it together.

Stage 1: Ground your brand

Start by answering these questions. They’ll form the foundation for your name.

1. What do you do (in one sentence)?

2. Who is your audience?

3. What are your top 3 brand values?

4. What should the name feel like (e.g. warm, bold, calm, fun)?

5. What words, ideas or imagery are you drawn to?

6. Are there any words you don’t want in your brand name?

7. Any brands or names you admire? Why?

Stage 2: Explore different naming routes

Use the examples below to explore different directions. Pick the ones that appeal to you, and note down why.

Naming route examples:

1. Descriptive: Clear and functional (e.g. Devon Studio Hire)

2. Invented: Made-up or fused words (e.g. Brndly, Grostruct)

3. Evocative: Suggestive or metaphorical (e.g. Kindling, Northstar)

4. Lexical: Based on soundplay, rhyming or puns (e.g. ThinkSync)

5. Acronymic: Based on initials or short forms (e.g. CWD)

6. Foundational: Based on founder’s name, place, or history

   
   

Reflection prompts:

• Which styles feel most like you?

• Which ones might best speak to your audience?

• Are you leaning toward clarity, emotion, creativity or familiarity?

Write down any additional directions or ideas and describe any styles not listed above that interest you too!

Stage 3: Wordbank activity

List as many words as you can under the themes below. Don’t filter (!!) just write anything that comes to mind.

Your values:

What you offer:

Feelings or tone:

Visual or nature themes:

Words in your industry:

Personal connections or location:

Now start combining words or breaking them apart. Can you fuse any? Twist a spelling? Turn one into a name?

Stage 4: Shortlist and screen

Write your top 5–10 ideas below. Next to each, write a few words about why you like it.

1. 
   
2. 
   
3. 
   
4. 
   
5. 
   

Next steps:

• Can you say it easily out loud?

• Can others spell it if they hear it?

• Check domain availability (e.g. .co.uk or .com) Do a quick test at GoDaddy.

• Check social handle availability

• Search for any existing companies or trademarks

Final check-in

Once you’ve narrowed it down to 2 or 3 final names:

• Say it aloud a few times.

• Picture it on your website or a product.

• Imagine someone asking, “What’s your business called?” – how does it feel to answer?

• Ask one or two people who fit your audience.

• Sleep on it for a couple of days.

Optional: Tagline ideas

If your name is more abstract, a tagline can help explain or enhance it. Try finishing one of these:

• Helping you...

• Designed for...

• A place for...

• Built around...

• Where [value] meets [value]

Need help? We can go through this together on a call. JDC offers tailored naming sessions as part of our Brand Identity work. Just drop us a line when you're ready.

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