The Brand Naming ProcesS

How to Choose a Name That Speaks for Your Brand

Your business name can make a BIG difference – positively or negatively – to your brand’s success. It’s the foundation of your identity and can influence how people perceive your business before they ever meet you. The right name sets the tone, shapes your market position, and determines how easily customers remember and trust you. In short, starting off with a strong, strategic name is the first step towards making your marketing work.

 

 

   Step 1: Brainstorm the Building Blocks

Who is your target market? What would attract them? A common trend i see is many start-ups make is blending personal names, like “Jotom” or “Bevmax.” While those might hold sentimental value to you, does it communicate and connect with your audience? Choosing names that require extra explanations can bring in complexity to your marketing. 

Explore what naming trends there is in your industry (see list below). Do you want to stand out or be the same?

Now mindmap words that help to describe your business. Think about your services, tools of your trade, the location, unique selling points/differentiators, the values, the brand personality, personal connection, the feelings and emotions attached to you and the outcomes.

Now brainstorm start exploring combinations of these, let everything flow as there is no wrong answer at this stage. What seems silly can turn out to be gold. Don’t just focus on what the name means to you — think about how your potential clients will see it.

 

 

   Step 2: Understand the Types of Business Names

There’s no one-size-fits-all formula. The right type of name depends on your goals, audience, and industry. Below are a few examples:
 

• Random – “Blue Birdy Solutions”
  A personal or creative choice that doesn’t necessarily reflect what the business does.
• Trendy/Quirky – “Crunch” or “Counting Sheep”
  Short and memorable, but can lack clarity if unrelated to your service.
• Descriptive – “Accurate Bookkeeping”
  Uses straightforward language that tells customers exactly what you do.
• Location-Based – “Byron Bay Bookkeepers”
  Builds instant credibility and can boost local search results.
• Authoritative – “Bookkeepers Australia”
  Suggests expertise, longevity, and trustworthiness.
   

Each style has its strengths. The key is to match the tone of your business and the expectations of your target audience.

 

 

 

   Step 3: Consider Perceptions of Value

Words carry emotional and monetary weight. They influence how people perceive your service quality and price point. For example:
 

• Cutprice – budget-friendly but potentially low quality
• Executive – high-end, professional, and corporate
• Complete – dependable and comprehensive, but neutral in price perception
   

Your name should attract the right kind of client, not just anyone. Think about your target market’s spending habits and the image you want to project.

 

 

   Step 4: Avoid Common Pitfalls

When it comes to naming, there are plenty of traps to avoid. A few of the biggest ones include:
 

• Unfocused or irrelevant names – e.g. a bookkeeper called ACME Global Products
• Overly long names – Quintessential Management Consulting and Accounting Services Australia doesn’t roll off the tongue
• Obscure or hard-to-pronounce names – e.g. Proacctim
• Odd spellings – if it’s hard to spell or say, it’s hard to find
• Unavailable domains – always check if your web address is available
• Unregistered names – confirm availability through ASIC’s business name register
   

Also, remember that iconic brands like Nike or Google spent billions educating audiences about what their obscure names mean. Most businesses don’t have that luxury — so make clarity your friend.

 

 

   Step 5: Refine, Research and Register 

Once you’ve brainstormed your ideas, it’s time to refine your list and make the final choice. Create a shortlist of names that look, sound, and feel right — ones that align with your brand personality and are easy to say, spell, and remember. A good name should be unique, meaningful, and memorable, leaving a lasting impression for the right reasons.

Next, do a quick reality check online. Google each name to see what appears — are there competitors using similar names, or brands with meanings that could confuse or conflict with yours? A name that looks great on paper may carry unexpected baggage once it’s out in the real world.

Finally, confirm that your chosen name is available and secure:
 

• ASIC Register: Check that your name isn’t already in use or too similar to an existing business (asic.gov.au).
• Domain Names: Search on ventraip.com.au to see what website domains are available and who else might appear beside you online.
• Social Media Handles & Hashtags: Ensure consistent handles can be claimed across all the major platforms. (It is also a good idea to check the hashtags)
• Trademarks: Consider protecting your name through IP Australia to secure your long-term brand identity.
   

This step is where creativity meets strategy — ensuring your chosen name not only fits your brand but is also legally available, practical to use, and ready to grow with you.

 

 

   Step 6: Add a Positioning Statement

With your new business name and positioning statement ready, it’s time to develop your visual identity — your logo, colours, typography, and branding assets that make it recognisable and professional.

This is where the creative team at Graphic Design Australia can help bring your new brand to life with a logo and visual identity that truly represent your name’s meaning and message.

 

Need help choosing your perfect business name?

We’ve helped many businesses find names that connect emotionally, communicate value, and stand out in their market.
If you’d like guidance, a brainstorming session, or full brand development support, get in touch — we’d love to help you create a name that works as hard as you do.