There are hundreds of different strategies you could use to create your brand name. Our preferred brainstorming techniques are to:

• List the unique values your business has
• Brainstorm the simple terms associated with your industry
• Research the names of similar businesses internationally
• Expand the list with a thesaurus
• Create a hybrid name by combining two or more words

Our brainstorming and development sessions for clients can result in hundreds of potential brand names, so to identify the most successful idea we measure them with the following criteria.

We believe brand names should be:

• Short and easy
• Memorable
• Likeable
• Unique and own-able, eg. able to be protected through Trademarking
• Protectable and defendable
• Adaptable
• Expresses something (product or emotion)
• Able to emphasise a benefit
• Pronounceable and spell-able, to enable easy URL recognition and recall

When coming up with your own ideas, use this set of criteria to help you identify the best brand name for your business.