How to Find the Best Company Naming Service to Brand Your Business - Tungsten Branding Firm (2023)

5 Best Practices When Choosing a Business Naming Agency

Whether you are a consulting company, business service provider or entrepreneur, finding a new business name can be a daunting task. Fortunately, company naming services exist to help run the gauntlet of business name development, tagline creation, trademark and domain name acquisition.

To find the best company naming service, keep this list in mind…

1. Choose a business naming firm that best matches your project needs

Company naming services run the spectrum from business name generators, to full-service naming and branding agencies. For a few hundred dollars, you have “namers” generate a punch list of dozens or even hundreds of candidates for you to choose from. These can be assorted freelancers or crowd sourcing sites such as or to name a couple. Keep in mind, these are often unvetted names in terms of trademark screening and domain availability, and this approach works best if you just need a naming service to brainstorm a quantity of company names for you and your team to mull over.

Full-service naming firms will first help you establish your brand criteria, brand story, and overall brand message, and then find available company names, matching and supportive tag lines, and available .com domains to complete the picture. Think of name generators, freelancers and the crowd sourcing sites as a DIY service that you will need to supervise, and full time naming companies as contractors that will custom build your brand identity to your specifications.

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2. Check out their own name, client showcase and references

Company naming is now a separate sub specialty as the demand for unique business names, matching domain names and trademark availability has skyrocketed. While there are hundreds, if not thousands of marketing and branding agencies, legitimate business naming firms focus entirely on the art/science of creating best in class brand names. They will help guide you through the company naming process based on experience (vs. popping out a list of random or free association names for you to pick from.)

Start by asking about their own company name. Is it compelling? Does it tell a story or position the firm in the industy? Does it invite further conversation? Does it allow for a marketing lexicon to further support the brand? Do they have a logo and tag line that matches and supports the name? Do they own the matching .com? In other words, are they leading by example?

Ask about similar naming projects in your industry and look for successful case studies and client testimonials. By choosing the best company naming service for your project, you greatly reduce the chance of needing a future company rebrand due to a lack of foresight into your present and future business plans. These firms know best branding practices from dealing with naming and branding challenges on a daily basis, and will create clear, compelling and consistent brand identities.

“By choosing the right naming service, you greatly reduce the chance of needing a future rebrand due to a lack of foresight into your present and future business plans.”

3. Establish a sufficient budget to get the job done

Naming a company can seem like an arbitrary business service, one open to negotiation. But like anything in business, you typically get what you pay for. Think of company naming like you would wedding photography. You can pay someone to shoot hundreds of photos with their iPhone and forward them to you. Or you can hire someone with a trained eye, the right equipment, and the best editing process to provide you with a list of winners.

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Having expert help can make all the difference between a company name that simply serves as an identifier and one that tells a compelling story — one that underscores your unique talents and abilities.

With domain names selling in the tens of thousands, it’s not unreasonable to spend $10,000 to $20,000 to properly name and brand a new startup business. That would include the company name, tagline creation, brand story, trademark screening and domain name. The price range of a company naming service goes up based on the number of decision makers, the size and scale of the project, the timeline involved and the amount of vetting, testing and research. But this range represents a good figure for a consultant or solopreneur just getting into business. Comprehensive company naming services can reach into six figures for large corporations.

4. Choose a naming firm that provides you with the best brand strategy and naming criteria

In a rush to get to market, the company name can be treated as an afterthought. Without strategizing, the naming exercise devolves into creative dart tossing and looking for a “cool” company name. Business naming should not be a random exercise. For the best results, make a list of everything you want the company name to convey, the key benefits and/or differentiators that make your company unique and special. Then prioritize that list to the top three attributes. A good company naming service should be able to help you identify these key ingredients and distill them down for you.

With this list as your guide, you can collaborate to find company names that best reflect and highlight your core strengths. This will keep your naming project focused and on track. The question should always be “Does this name meet our naming criteria?”For example, does it convey the notion of rapid innovation? Or proven leadership? Or actionable insight? Narrow in on the names that jump-start the conversation around the things you do best.

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“A good company naming service should be able to help you identify these key ingredients and distill them down for you.”

5. Let the company naming service do their job

If you have done your research and hired a professional naming agency, then be sure to follow their process and listen to the reason and logic behind the names. Rarely do great brand names “jump out” from the pack. Instead, they tend to build over time the more thought you give them, and you begin to see how the name could provide cohesiveness and continuity to your company. Some of the best names get overlooked in the first round or two of names, only to come back to the surface again and again. Ask, does this name meet our overall goal of (insert your branding criteria)? Cute and overly clever names can quickly become trite and tiresome, so look for names that tick all your boxes and allow for you to build a brand story and platform that will expand to suit your needs as the company grows.

Finding the best company naming service is akin to finding a great business partner. They can help you identify your cores strengths and brand message, and then craft a business name that highlights your unique story. In the end, your efforts will pay off in brand recognition, brand equity, and brand loyalty. Instead of a simple naming service, the right naming firm can become a trusted resource and advisor as you continue to develop your overall brand architecture and strategy. And when it comes to branding, that’s the name of the game.

About the author: With over twenty-five years of company naming and branding expertise, Tungsten founder Phil Davis is a marketing and advertising veteran, having personallynamed over 250 companies, products and servicesworldwide. As asought afterbranding expert, Phil has been quoted in The Wall Street Journal,, Businessweek, Entrepreneur, and Newsday.

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How do companies come up with brand names? ›

Your brand name should be: Evocative: It should elicit a positive emotional response and invite potential customers to learn more about your product or service. Catchy: It should roll off the tongue and can include, for example, an alliteration or a play-on-words to aid its appeal.

What should companies consider when choosing a name for a product? ›

All photos courtesy of individual Forbes Agency Council members.
  • Identify Your Brand Identity, Then Pick A Name. ...
  • Create Something Short And Unique. ...
  • Keep It Simple. ...
  • Check For Trademark Issues. ...
  • Make It Easy To Read And Say. ...
  • Consider Longevity And Mission. ...
  • Avoid SEO Issues. ...
  • Consider A Non-Dictionary Word.
19 May 2017

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 I make sure my brand name isn't taken? ›

Trademark. A trademark can protect the name of your business, goods, and services at a national level. Trademarks prevent others in the same (or similar) industry in the United States from using your trademarked names.

What are the 7 steps to create a strong brand? ›

Building a new brand essentially boils down to seven steps:
  1. Research your target audience and your competitors.
  2. Pick your focus and personality.
  3. Choose your business name.
  4. Write your slogan.
  5. Choose the look of your brand (colors and font).
  6. Design your brand logo.
  7. Apply your branding across your business.
29 Oct 2022

What is a weak brand name? ›

Weak brands usually have a low profile, are insecure, and unclear in their communication. At their brand touchpoints they do not deliver a clear brand promise. The result: Neither employees nor customers know what the brand stands for, so they don't find it attractive.

What are the 5 key features of a brand? ›

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

What 3 factors should be considered when creating a brand name? ›

The process of developing a powerful brand name is grounded on 3 factors: your differentiation, your selection criteria, and the emotional needs of your audience.

What are four 4 essentials of good brand name? ›

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 are the 5 tips in choosing business name? ›

  • Follow Your State's Naming Guidelines.
  • Don't Pick a Name That's Too Similar to a Competitor's Name.
  • Choose a Name That People Can Spell and Pronounce.
  • Make Your Name Web-Friendly.
  • Be Memorable But Not Too Unique.
  • Pick a Name that's Consistent With Your Brand.
  • Don't Limit Yourself.

What are 2 considerations when evaluating options for a brand name? ›

  • A good brand name should be easy. The brand should be easy to pronounce, easy to understand, and easy to spell. ...
  • Your brand name should appeal to your core customer. ...
  • A good name also should position your brand. ...
  • Criteria No. ...
  • And fifth, adapt.
8 Oct 2019

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 3 characteristics of a successful brand? ›

Let's explore the common characteristics of successful brands, so you can build your brand accordingly.
  • Audience Knowledge. ...
  • Uniqueness. ...
  • Passion. ...
  • Consistency. ...
  • Competitiveness. ...
  • Exposure. ...
  • Leadership.
17 Jul 2014

What are the 3 types of brands? ›

The Three Types of Branding
  • A corporation or company brand.
  • A product brand.
  • A personal brand.

Can 2 brands have the same name? ›

Can Two Companies Have the Same Name? Yes, however, certain requirements must be met in order for it to not constitutes trademark infringement and to determine which party is the rightful owner of the name. These requirements include: Are the businesses in the same industry or geographic location?

How do I protect my brand name and logo? ›

The most common way to legally protect your brand is to register a trademark or copyright, or both, to put the entire world on notice of your claim to the exclusive rights in the registered mark or work.

How do I check if a brand name is available? ›

Steps to Check for a Trademark

Log in to the official website of trademark registration in India: Click on the trademarks tab and then click on public search. There are 3 search criteria available – Wordmark, Vienna code, and Phonetic.

What are catchy brand names? ›

Catchy business name ideas
  • Groupon.
  • Influitive.
  • Spinfluence.
  • Intellivision.
  • Perficient (proficient, perfect, efficient)
  • Omnilert.
  • Technologent.
  • Securiteam.
8 Nov 2021

What is the No 1 brand name? ›

The Leaderboard
RankBrandBrand Value % change from 2020
6 more rows
6 Oct 2021

What is the most used brand name? ›

Business news: In pictures
66 more rows
5 Oct 2016

How do I professionally brand myself? ›

Five Tips to Branding Yourself
  1. #1: Define your brand and become an expert. ...
  2. #2: Establish a presence. ...
  3. #3: Generate brand awareness through networking. ...
  4. #4: Remember the 3 Cs of branding. ...
  5. #5: Get feedback from those who know you best—at work, at home, anywhere.

How do I build myself as a brand? ›

5 Ways to build yourself as a brand
  1. Identify what you want your customer's emotional reaction to be. ...
  2. Dress and play your part. ...
  3. Develop, nurture and build a network around people that you can make an impact on. ...
  4. Choose the right social extensions to build your brand awareness. ...
  5. Be consistent, authentic and transparent.

What are the 8 elements of a brand? ›

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

What is in a full branding package? ›

A branding package is all the separate branded resources a company uses to help create a unified experience for their customer. This can include anything from print to online and physical assets, such as a logo, brand colors, and even the font you use on your website.

What are the three 3 objectives of branding? ›

The top three goals of brand strategy should be: Increasing customer loyalty, Differentiating the product from the competition, and. Establishing market leadership.

What makes a name sound powerful? ›

It should stand out from competitors' names, as well as from other words in a sentence. This is sometimes called “speech-stream visibility”, the quality that lets the eye or the ear pick out the name as a proper (or capitalized) word instead of a common word.

What makes a brand name stand out? ›

Value. Brands can also stand out by offering more value than their competitors; that can be done in a number of different ways. First, you could simply offer better products and services; if you offer a similarly valuable product for half the price, it will be only a matter of time before people start flocking to you.

What are the 5 C's of personal branding? ›

They are the five Cs: Competence, Connection, Courage, Character, and Credibility. “No matter how strong our brand is, if we don't pay attention to these five Cs on a regular basis, our entire brand could crumble,” Couladis explains.

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.
2 May 2018

What makes a name catchy? ›

While other monikers can have depth and meaning, “catchy” names are designed to stay firmly within the mind of your target customer, no matter how many opposing titles they might see. These are the titles that are inherently memorable. Some of the best names even become synonymous with the thing they represent.

What is the first step in developing a brand name? ›

The first phase is getting your brand strategy right and aligned with your business objectives. Second is developing all the tools you will need to communicate the brand, such as your logo, tagline and website. Finally, there is the phase of strengthening your newly developed or updated brand.

How do I choose a classy business name? ›

Catchy classy store names are original, fresh, and memorable.
As you brainstorm a name, consider employing these methods to inject a little fun into it:
  1. Alliterate (e.g. Bold Boulevard)
  2. Use acronyms (e.g. HJK - Hilary Jones & Kalman)
  3. Rhyme (e.g. Grace & Lace)
  4. Abbreviate (e.g. The Uptown Co.)

How do you name a brand in 10 steps? ›

How to Name a Brand in 10 Steps
  1. Develop Your Brand Strategy. ...
  2. Research the Market, Competitors, and Consumers. ...
  3. Identify the Message Your Brand Should Communicate. ...
  4. Brainstorm without Judging. ...
  5. Create a Short List. ...
  6. Trademark and Domain Name Availability Search. ...
  7. Create a Shorter Short List. ...
  8. Develop Brand Marketing Mock-ups.
26 Sept 2011

How do I find my brand identity? ›

Steps to define your brand identity
  1. Establish a brand strategy and goals. ...
  2. Know your values and mission. ...
  3. Assess your current brand identity. ...
  4. Understand your audience. ...
  5. Know your competition. ...
  6. Outline your identity. ...
  7. Define your voice. ...
  8. Consider the visual elements.

Why is brand name effective? ›

Branding is important because not only is it what makes a memorable impression on consumers but it allows your customers and clients to know what to expect from your company. It is a way of distinguishing yourself from the competitors and clarifying what it is you offer that makes you the better choice.

What is the effectiveness of branding? ›

Effective branding is one of the cornerstones of any viable marketing strategy, and if you have an interest in growing your business, it is one of the most important parts of your business plan. Effective branding creates an enduring perception in the minds of your customers and distinguishes you from your competitors.

What are 3 branding strategies? ›

The three brand strategies commonly used amongst large firms for deciding which products will contribute to which brand names are Multi-product Branding, Multi-branding, and Private Branding.

What are two criteria often used in naming successful brands? ›

A successful brand naming process must meet five criteria: be unique to the company and/or product; convey clear benefits to critical audiences; be motivational to employees and stakeholders; be sustainable over time; and be extendible to all aspects of company communications.

What are the 4 elements of a strong brand? ›

A strong brand requires a strong brand identity, brand image, brand culture, and brand personality. Implementing a successful brand strategy that develops all four of these components increases brand trust, loyalty, and awareness.

What are the 7 branding strategies? ›

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


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