Naming a company: Strategic tips to getting it right
Your company name is doing more work than you think
A name isn’t just a label. It’s a handshake, a first impression, and the foundation of your brand story. Great names cut through noise, spark curiosity and build trust before a client even clicks.
But company naming is hard. The best names feel obvious once you hear them – but getting there takes a mix of creativity, strategy and structure.
At Halo, we help companies find names that do more than tick a box. Our naming process is structured, collaborative and strategic – designed to take you from blank page to confident decision with clarity and momentum.
Whether your company naming is part of a fresh new identity or rebranding, here’s what it takes to find a name that works – and lasts.
What’s in a name?
1. What makes a great company name?
There’s no one-size-fits-all formula, but strong company names tend to share a few traits:
- Memorable – easy to say, spell and recall
- Distinctive – stands apart in your market
- Meaningful – reflects your purpose or personality
- Flexible – fits across products, channels and time
- Available – domain-ready and trademark-clear
Some names are clever. Some are descriptive. The best ones feel like they belong.
2. The company naming process: Strategy before creativity
A strong name doesn’t start with wordplay – it starts with a plan. Here’s how we approach it:
a. Define the brief
What should the name say or signal? Who are you trying to reach? What do you not want it to sound like? This becomes your filter.
b. Understand the brand
Your name should align with your brand positioning, tone of voice and ambition. A name for a fintech startup will look very different from a law firm or engineering consultancy.
c. Run a naming workshop
Bringing the right people into a structured session helps spark ideas, define themes and gather buy-in early. It turns abstract thinking into clear criteria. Be careful on who you choose to bring in. They need to be key decision makers – but also to have a critical ear. Company naming is not personal, and you need people who can focus and not get distracted by personal preference.
d. Explore naming routes
We look at different angles:
- Functional vs emotional
- Invented vs real words
- Single words vs compound names
- Literal vs metaphorical
e. Shortlist and stress test
We vet names for pronunciation, international meaning, domain availability and legal conflicts. We also check how they sit in your brand architecture.
3. Naming pitfalls to avoid
Even smart teams can fall into common traps:
- Overcomplicating it – long or awkward names lose impact
- Being too generic – if it sounds like everyone else, it won’t stand out
- Forgetting the future – a name that fits now but blocks future growth
- Skimping on checks – legal, linguistic or cultural missteps are costly
- Naming by committee – consensus rarely leads to bold ideas
A good name can be liked. A great name can be defended.
Examples of types of company names
There are many naming styles – each with pros and cons. Here are a few:
| Name Type | Example | Notes |
|---|---|---|
| Descriptive | General Motors | Clear but often hard to own |
| Invented | Google, Xerox | Unique and trademarkable, but may need more brand-building |
| Evocative | Red Bull, Amazon | Emotional and memorable |
| Compound | Facebook, YouTube, Halo | Blends two words for context (hey, it worked for us!) |
| Acronym | IBM, HSBC | Works for legacy brands, harder for new ones |
| Founder-based | Dyson, Bloomberg | Personal, but limits future brand separation |
4. What about domains and trademarks?
Finding a name is one thing – securing it is another. Here’s what to check:
- Is the .com domain available, or can you adapt it?
- Can you register the trademark in your market(s)?
- Does it have any negative meanings in other languages?
- Is the name used by another brand on social media?
- Can you find the right social media handles if it’s important to your business?
At Halo, we build domain and social checks into our naming process, so you don’t fall in love with a name you can’t keep.
5. Aligning naming with brand architecture
For multi-brand businesses, company naming gets more complex. We help define rules and logic for how products, services and sub-brands are named – and how they relate to each other. This brings consistency, especially for global or growing organisations. You need to plan for future growth too, you could be naming a startup, but if it’s going to be part of a bigger plan, then this needs to be a key consideration.
Final word: Great names come from clarity, not chaos
Company naming isn’t guesswork – it’s brand work. And when done right, it creates lasting value.
Whether you’re launching something new or reshaping your brand, we guide you through a structured, creative and strategic naming process – from blank page to final decision.
Frequently asked questions about company naming
What are the key qualities of a strong company name?
A good company name is memorable, distinctive, relevant to your audience, and flexible enough to grow with your business. It should be easy to say, legally available, and aligned with your brand positioning.
How do you run a company naming workshop?
We guide stakeholders through structured exercises to explore ideas, align on direction, and define naming criteria.
Should my company name match my domain?
Ideally, yes – but creative solutions like modifiers or new domain extensions can help when the exact match isn’t available.
How long does the naming process take?
Our naming process typically takes 3–6 weeks, depending on complexity, stakeholder availability, and the number of naming routes explored. We build in time for workshops, creative development and shortlisting. Legal checks will take longer, depending on the complexities.
Can you help with brand architecture as well?
Absolutely. We ensure your new name fits into a wider brand system – especially if you have multiple products, services or sub-brands. Consistency across your brand architecture is key for long-term clarity.
Want help naming your next venture? Why work with Halo?
Our extensive experience with global corporates, challenger brands and ambitious start-ups positions us to know how your brand name will live in the world. This means we find names that unlock growth and build recognition. Our process brings together:
- Company naming workshops that uncover what your brand really needs
- Creative strategy that aligns name with brand ambition
- Practical delivery – including legal and domain checks, tone of voice fit and brand system integration
You don’t just get a list of name options. You get a naming partner who helps you make the right decision – with confidence and clarity. If you’re ready to stop circling ideas and start moving forward, talk to us about our company naming services. We’ll help you create a name that’s clear, compelling and future-ready.
