How to choose a brand name: name, domain and logo checklist

Your brand name is your startup's first impression and one of its longest-lived assets. Looking good is not enough; it must be pronounceable, memorable, searchable, have an available domain and social handle and be legally protectable. A badly chosen name creates real cost if you have to change it later. In this guide we cover naming methods, evaluation criteria, domain and trademark steps and logo basics.

Traits of a good brand name

1. Short and memorable: Ideally 1–3 syllables or an easy-to-read word.
2. Easy to pronounce and spell: Someone who hears it should know how to write it.
3. Meaningful or evocative: Evoking the product, value or feeling is an advantage.
4. Distinct: Not confusable with competitors.
5. Scalable: It must not limit you when the product range widens ("Ankara Florist" becomes a problem when you open in another city).
6. Trouble-free in the target market: It must not carry a negative meaning in other languages.
7. Available: Suitable for domain, social handle and trademark registration.

Types of brand names

• Descriptive: Says what you do; high clarity but hard to differentiate and register.
• Evocative: Suggests an idea; a balance.
• Coined (invented): A new word; easy to register and distinct, takes time to gain meaning.
• Compound: A combination of two words.
• Abbreviation: Short but can be meaningless and hard to remember.
• Founder or personal name: Creates a personal bond; scale and transferability may be limited.

The naming process

1. Write your brand positioning: What do you promise whom? What feeling do you want to evoke? See the brand identity guide.
2. Generate many candidates: At least 30–50; brainstorm, play with meaning and sound, words in other languages. AI can help generate ideas; see prompt engineering.
3. Filter: Keep 5–10 by brevity, pronunciation, meaning and similarity to rivals.
4. Check availability: Domain, social media, trademark database and search results.
5. Test: Tell 10–20 people the name and ask them to write it, recall it and say what it evokes.
6. Decide and register.

For extra tips, see how to choose a startup name.

Choosing a domain name

• If possible get a short domain exactly matching the brand name.
• Prefer the extension suited to the target market (country or generic).
• Avoid hyphens, numbers and complicated spellings.
• Protect close variants against typos and other extensions if needed.
• Register the domain in the company's name and track renewal dates.

For the effect of naming on SEO and content, see our SEO guide.

Social media handles

Having the same or very close handles on all main platforms gives consistency. Check availability before finalising the name; see social media strategy.

Trademark registration

Check your chosen name at the relevant trademark office with a similar-mark search and file for registration in your product/service classes. Registration gives legal protection against others using your name. For process and classes see our trademark guide and for the wider frame the IP guide.

Logo basics

• Simplicity: Must be legible small (app icon, favicon).
• Flexibility: Must work in one colour and on light and dark backgrounds.
• Scalability: Prepared in vector format.
• Fit: Consistent with audience and sector.
• Originality: Avoid ready templates or resembling others' logos; it causes copyright and registration problems.

Colour, typeface and tone together form an identity; a short brand guide keeps consistency. See how to build a brand identity.

Checklist

• Name short, easy to pronounce and spell
• Meaning and connotation positive
• No issues in target languages
• Domain available
• Social handles available
• Trademark search clean
• Tested with 10+ people
• Logo simple and versatile

Common mistakes

• Investing in logo and materials without a trademark check
• Choosing a name too generic and indistinct
• A name that is hard to spell or often misread
• Following a trend and choosing a short-lived name
• Registering the domain with a personal account and not transferring it to the company
• A name very similar to a rival's: Legal risk and confusion.

FAQ

Can I change the brand name later? Yes, but it is costly and risks losing customers; choose carefully up front.

Which comes first, domain or brand name? Think about both together; if neither is available consider changing the name.

Is trademark registration mandatory? Not mandatory but it markedly increases legal protection; recommended if you plan to grow.

Conclusion

A good brand name is short, distinct, scalable and legally safe. Generate many candidates, check availability and registration status early and test with real people. For incorporation, see also the limited company set-up steps guide.