Brand Name Testing How To Choose Your Brand Name (2023)

Brand Name Testing How To Choose Your Brand Name (1) By Owen Fay . Posted on February 17, 2022

The brand name of a company plays an important role in defining its image and can create differentiation from competitors. A name that shows positive values and attracts the target audience will set your brand up for success.

The name of your business is important for brand recognition and awareness, it can be the driving factor behind word-of-mouth marketing. It has the power to make or break a company.

By usability testing for your brand name, the best and most appropriate name for a business can be found.

What is Brand Name Testing?

Brand name testing is a process where you present two or more versions of a brand name to real users to gain feedback and insights on the name that fits the best with the business’s goals and values.

If you’re starting a new business, adding a new brand offering to your company, or just introducing a new product you want the name to be recognizable and unique.

Your brand name can have a big impact on your marketing strategy, this means it’s important to choose a name that will connect with your target audience and fit with the brand image.

Here’s where brand name testing comes into play. Introducing your target audience to a few brand name possibilities and asking for feedback on each one is how brand name testing is done. Using qualitative and quantitative data, you can make a rational decision when selecting a brand name that is suitable for your company.

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Why Is Brand Name Testing Important?

Choosing a bad name means you are helping your competitors – Naseem Javed, Autor of How to Name a Business or a New Product

Your brand name tells the story of your company, it represents what you stand for in the market and represents your products or services. A good name expresses your company’s ethics, values, and objectives.

When naming is done correctly, whether, for a company, a brand, a product, or anything else, it creates a positive first impression, gaining the attention and interest of the consumer. When done incorrectly, though, it can cause a lot of recognition problems and issues later down the road.

It’s amazing how many businesses still overlook the naming process even though they know how important it is. Brand name testing is a great tool for choosing the best name for your brand to use on your website, ads, content, and anywhere else the user might see your business.

(Video) Brand Name Testing How To Choose Your Brand Name

What to Consider When Testing a Brand Name

1. Likability & Fit

It’s critical that your company name speaks to your customers and explains what you do. The name isn’t doing its job if you have to constantly remind people of your business. The name must fit your business’s values and be liked by most of the audience.

2. Pronunciation & Sound

Consider whether the brand name is easy to say or if it is easily mispronounced. The way the name sounds and how it is pronounced make a big impact on brand recognition and awareness.

A brand or product name should be simple to read and pronounce, as well as sound good when people say it.

3. Context

Choosing a name for your business is an important decision, it will set the tone for how your business is seen. The brand name should align with the products and services you offer, decide on the brand identity and what you want people to view your brand as.

4. Is The Name Available

Although you might have gone through the entire process of testing brand names you still need to check if the name is available. It’s not as hard as it sounds, you need to do a quick search for the name you landed on and see if it can be registered for a business.

Benefits of Brand Name Testing

1. Data Backed Decisions

You have all of the information you need to unite the business behind a brand name. It is hard to dispute the winning option when you have all of the feedback to support the decision. Testing reveals which brand name is most popular, allowing you to finalize a name and convince your team to roll with it.

2. Understanding the Target Audience

You can divide your audience into demographic groups to understand how they react to each option. You can look into how different groups (age, gender, location, etc.) think about each of the possible brand names by filtering the survey replies.

3. Iterate quickly

By frequently undergoing the brand name testing through agile processes, you can finally get the perfect brand name. Testing and retesting different options of the brand name will help you find the best one.

4. Time And Money Well Spent

Your brand name has such a significant impact on your brand image, the ability to find the best brand name for your business at a low cost and under an hour is always great.

Poll the People lets you do a brand name test in under 60 minutes with a panel of thousands that will give you great feedback on the options you show them.

How to do Brand Name Testing With Poll the People

Now that you know the value of testing brand names you’re ready to start testing yours. If you want to see how the test your brand or other resources head over to our examples page. In this blog we’ll cover Poll the people’s testing process, it follows these four simple steps:

1. Choose The Variations

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The first stage in brand name testing is to create a list of potential choices or identify the name you think is best for your business. There are two options to testing brand names with Poll the People, the first is to run an A/B style test. Here you compare the two brand names to find the one that the target audience thinks is the best fit for your business.

(Video) How to Choose a Great Business Name | Creating an Amazing Brand

The second option is to get your name validated with high-quality feedback from your audience. The open-ended testing template allows you to gather feedback on a single brand name to validate it before going live with free-form responses from the panel.

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2. Ask The Right Questions

Depending on your test objectives, the questions you ask in the brand name test can be as generic or as detailed as you want. You might ask about appeal and uniqueness in particular if you want to know if a certain name will capture people’s attention or not.

A few things you should consider in your brand name test:

  • Is the brand name unique enough to stand out among competitors, or is it easily confused with other brands?
  • Will people be able to easily pronounce the name or do they frequently mispronounce it?
  • Is your target audience attracted to the brand name?
  • Does the brand name entice customers to buy the company’s goods or services?

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3. Gain a Statistically Significant Number of Respondents

Statistical significance lets you know if the results are accurate and supported or if it is simply by chance.

When testing a brand name, you need to ask enough users what name they prefer or for their feedback on your name to understand if it will work for the target audience. Typically, about 100 users can give you statistical significance, Poll the People gives you access to hundreds of dedicated users that answer your questions in about an hour.

The only way to know if a potential brand name is truly liked is to have your target audience vote on it.

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4. Analyze The Results and Select a Brand Name

The final stage is to evaluate each brand name by analyzing the feedback received. This might just be the most important part of brand name testing, it’s where you make your final decision based on all of the feedback you got.

If your survey contained open-ended questions, make sure to look at the answers to those as well. Poll the People gives you an easy-to-understand results dashboard to help understand the winning name and use the feedback to choose your perfect brand name.

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Why Choose Poll the People For Brand Name Testing

Here are a few reasons why you should do your Brand Name Testing with Poll The People.

(Video) How a Successful Brand Name Passes the Test

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1. Easy to Use Templates

Poll the People offers many templates, which have been approved by experts and might help you in identifying the layout of the test and questions you want to ask. They are simple but extremely effective in helping you run a brand name test fast and at a low cost.

2. A Dedicated Panel of Users

We have specialized panels of genuine market users who participate in surveys and provide real feedback over time. Poll the People utilizes thousands of people that are not behind a paywall and are dedicated to giving you real feedback. Unlike many other concept testing platforms, these users are required to provide high-quality feedback and follow test instructions. The platform gives you exactly the number of responses you ask for and will automatically eliminate “poor” responses without reducing the number of responses you get.

3. Fast Run Times

Poll the People concept tests, including brand name tests complete much faster than traditional research platforms. The test can be created, run, and analyzed in less than an hour. All you have to do is set up the test, launch with your desired number of users, then you can get a cup of coffee, complete other tasks, or go about your day and in no time you will have the actionable feedback you need to make a decision.

4. Easy-to-Digest Results

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Your responses will begin to pour in within minutes, rather than days, as with traditional name testing. Our simple and easy-to-digest reports will assist you in analyzing the data. You will receive a pie and bar chart that let you easily understand the winner and can filter explanations to dive deeper into the results.

Best Practices in Brand Name Testing

You may increase the quality of your input and analysis by following best practices for brand name testing. As you test your brand name, keep the following four points in mind:

1. Ask the Same Question About Each Version

Only by asking the same question for each brand name, you compare your options honestly and accurately. With their simple testing layout, Poll The Peoplemakes this effortless and straightforward.

2. Make Sure the Audience is Statistically Significant

Make sure you’re getting enough responses to be confident in the results, with access to thousands of respondents just choose the number that works best for your business.

3. Keep it Short and To The Point

In your brand name test keep the questions simple and to the point, don’t ask the audience anything too in-depth. You only want to understand what name works best for your brand.

Types of Brand Names

How do you come up with a brand name? Most brand names fall into five different categories. Understanding these brand naming methods can help you find the best name for your business.

1. Named After the Founder

Many businesses bear the names of their founders. The advantages of using your own name are that you don’t have to waste time thinking of a name, you’ll most likely be getting a URL easily, and it can be simple and easy to remember.

2. Descriptive Names

Descriptive names operate by describing the company’s services in detail. The concept of the business is represented through these names. They convey the brand’s message in a straightforward and concise manner.

3. Made-Up Names

Made-up names are appealing and may be easier to copyright. Because it’s so difficult to come up with fresh names, some businesses invent them by modifying, adding, or removing letters, or by combining two or more words.

(Video) Testing Brand Names

4. Metaphors

Metaphor names are fun to imagine and may frequently tell a fantastic narrative. They work by reflecting the brand’s imagery and meaning back to it.

5. Acronyms

Acronyms are simply the abbreviated form of a descriptive name. Some abbreviations are more strategic than others. These are names that are tough to remember as well as copyright.


When evaluating names, it’s important to get real results to find the best option for your business. To do so successfully, it is not enough to conduct a “beauty contest” style test and select a winner by polling consumers. You must understand what the name means to them, and the advantages and disadvantages.

Poll the People is a user-friendly platform that allows you to quickly test brand names. The platform provides accurate responses in minutes instead of days, and at a lower cost than most platforms. Poll the People also has a number of other tests for your company’s success.

Sign up for Poll the People to get started with optimizing every aspect of your business!

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Owen Fay

Owen is a digital marketer at Poll the People an emerging user research and usability testing platform. Owen focuses on content creation and moving Poll the People forward through all digital marketing mediums. He is a graduate from Bryant University with a concentration in marketing, living in Boston.

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It is considered successful when people are able to recognize a brand through visual or auditory cues such as logos, slogans, packaging, colors, or jingles rather than being explicitly exposed to a company's name. Companies often conduct market research to determine the success of their brand recognition strategies.

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Features of a Good Brand Name
  • It should be unique/distinctive (for instance- Kodak, Mustang)
  • It should be extendable.
  • It should be easy to pronounce, identified and memorized. ...
  • It should give an idea about product's qualities and benefits (For instance- Swift, Quickfix, Lipguard.)

What is the No 1 brand name? ›

The Leaderboard
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6 Oct 2021

What are the six qualities of brand names? ›

The 10 essential qualities of great brand names
  • Engaging & memorable. ...
  • Distinctive, provocative, buzz-inspiring. ...
  • Appropriate for your brand. ...
  • Flexible and enduring. ...
  • Culturally sensitive. ...
  • Available and protectable. ...
  • Concise. ...
  • Easy to spell and pronounce.

How do you brainstorm a brand name? ›

How Do You Brainstorm a Business Name?
  1. Start defining your brand identity. ...
  2. Use a business name generator. ...
  3. Choose a business name that matches your target audience. ...
  4. Pick a provisional winner and ask for feedback. ...
  5. Check availability of your name. ...
  6. Register the name.
3 Jan 2022

What are the 4 types of brand? ›

What Are 4 Types of Brands? There are numerous types of brands, but the four most common ones include corporate brands, personal brands, product brands, and service brands.

What are the 7 brand elements? ›

These seven elements of a strong brand will help you cultivate a strong, positive brand image to tell the world the right story.
  • Purpose-driven. ...
  • Unique. ...
  • Knows its target market. ...
  • Stays on-brand at all times. ...
  • Authentic. ...
  • Thick-skinned.
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A logo, packaging, typography, and personality all represent a brand, along with customer service, price, product quality, and corporate responsibility, but a brand is a bit more intangible.

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What are the five brand pillars? The main brand pillars are purpose, perception, identity, values, and brand experience.

What are the 4 C's of branding? ›

The 4Cs (Clarity, Credibility, Consistency, Competitiveness) is most often used in marketing communications and was created by David Jobber and John Fahy in their book 'Foundations of Marketing' (2009).

What are the key decisions in selecting brand name? ›

Ideally, you want something that's: Meaningful: It communicates your brand essence, conjures an image, and cultivates a positive emotional connection. Distinctive: It is unique, memorable, and stands out from your competitors. Accessible: People can easily interpret it, say it, spell it, or Google it.

What is the powerful brand name? ›

Top 100 Most Powerful Brands of 2020
CompanyRank Change2019 Rank
Apple Inc.12
Coca-Cola Company-11
The Walt Disney Company3
PepsiCo Inc.4
96 more rows

What are unique brand names? ›

Unique business name ideas
  • Arctic Wolf Neworks, Inc (cyber security)
  • The Zebra (car insurance comparison website)
  • Purple Mango (this is the name for a cafe, a skincare and laser office, and a media company)
  • Blue Kite Web Solutions LLC.
  • The Maroon Door (restaurant)
  • Unchained Carrot (marketing)
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What are the top 3 brands in the world? ›

Kantar BrandZ Top 10 Most Valuable Global Brands 2022
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What are the 3 C's of branding? ›

Raise your voice and clearly articulate your brand message and values by following the 3 c's model to brand messaging: consistency, clarity and character.

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Here are seven types of branding strategies that have the potential to build brand equity for your business.
  • Personal Branding. ...
  • Product Branding. ...
  • Corporate Branding. ...
  • Service Branding. ...
  • Co-Branding. ...
  • Online Branding. ...
  • No-Brand Branding. ...
  • Define Your Brand Identity.
29 Jun 2022

What are the seven 7 components of branding strategy? ›

Elements of a Brand Strategy
  • Purpose.
  • Consistency.
  • Emotion.
  • Flexibility.
  • Employee Involvement.
  • Loyalty.
  • Competitive Awareness.
8 Apr 2022

What are the 12 brand archetypes? ›

There are twelve brand archetypes: The Innocent, Everyman, Hero, Outlaw, Explorer, Creator, Ruler, Magician, Lover, Caregiver, Jester, and Sage.

What are the 8 elements of a brand? ›

The elements of brand identity:
  • Name.
  • Logo.
  • Color.
  • Slogan.
  • Image.
  • Shape.
  • Graphics.
  • Typography.
6 May 2019

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How To Build A 7-Figure Fashion Brand
  1. Repeat Customers. Most people have heard the saying that it is cheaper to keep a customer than it is to gain a new one, and it's true! ...
  2. Additional Revenue Streams. ...
  3. Product Category Expansion. ...
  4. Going Global. ...
  5. Varying Social Media Visibility (across various channels)
5 Aug 2021

What are the 5 key features of a brand? ›

Five Key Brand Elements:
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  • Brand Promise. ...
  • Brand Personality. ...
  • Brand Story. ...
  • Brand Associations.

What are the 4 pillars of a personal brand? ›

Let's start by breaking personal branding down into four main categories: Identity, Social, Online, and Career.

What are the 6 key elements of a brand? ›

The Six Elements of a Brand
  • Brand voice.
  • Brand identity.
  • Brand promise.
  • Brand values.
  • Brand targeting.
  • Brand positioning.
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How do I create my own personal brand? ›

The critical elements of an effective personal brand
  1. Authenticity. You can't fake your brand. ...
  2. Values. Your brand values are your characteristics and traits people associate with you. ...
  3. Integrity. Building a personal brand isn't just about obtaining success. ...
  4. Charisma. ...
  5. Trustworthiness.
9 Aug 2022

How do I scale my personal brand? ›

Building your personal brand helps you to simultaneously scale your business and validate your customer's decision to engage.
  1. Create strategic partnerships. ...
  2. Get social. ...
  3. Talk about your why. ...
  4. Build your authority through social proof. ...
  5. Be approachable, accessible, and responsive.
4 Jun 2021

How do you make a killer brand? ›

Seven Ways to Create a Killer Brand Strategy
  1. Purpose. Don't think about what you sell or how you sell your product or service, it's much more than that. ...
  2. Consistency. ...
  3. Emotion. ...
  4. Employee Involvement. ...
  5. Adaptability. ...
  6. Loyalty. ...
  7. Competitive Awareness.


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