A unique brand name isn’t just something that sounds “cool”. And it isn’t unique just because you like it. It’s unique because it means something to customers. Because it instantly communicates who you are and helps people remember you.

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The right name makes it easier for customers to recognise, recall, and talk about your brand. It can influence how they feel about you, speed up trust, and even impact whether they work with you or not. In short: it’s one of the most valuable assets your brand can own.

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That’s why choosing the right name isn’t something you want to rush (or leave up to ChatGPT). Instead, you need a process that helps you find a name that feels authentic and distinctive—a name that grows with you. In this article, we’ll break down everything you need to know, along with some simple steps to guide you through the process.

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What Makes a Meaningful Brand Name?

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There’s no single formula for a meaningful name, but the strongest ones tend to share a few key traits. They’re easy to say, easy to remember, and easy to connect with. Ideally, you want something that’s:

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• Meaningful: It captures the essence of your brand and sparks a positive emotional connection.
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• Distinctive: It’s unique and stands out from your competitors.
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• Accessible: It’s simple to pronounce, spell, and search for.
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• Protectable: It’s available to trademark and you can own the domain.
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• Future-proof: It can evolve with your business and stay relevant as you grow.
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• Visual: It can be expressed clearly through design (e.g., logos, icons, colour, and typography).

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Those qualities are a good filter for testing ideas, but the real question is simple: does it resonate with your audience? If the name connects emotionally and sticks in their minds, you’re on the right track.

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What to Know Before You Find Your Brand Name

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Before you dive into naming, it’s important to have a few key elements of your business strategy in place. This means answering a few foundational questions:

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• Who are you for? You need to know who you’re trying to reach and who you want to work with. The more specific you can be, the easier it becomes to choose a name that resonates with them. If you haven’t done this yet, check out our guide to create marketing personas.‍
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• Who are you against? Understanding what makes your brand unique is key. You want to keep these differentiators front of mind as you move through the naming process. If you don’t have a good grasp on what makes you different, follow our guide to do a competitive analysis.

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Once you’ve answered these questions, you’ll be ready to start finding a name that truly fits.

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How to Find the Right Brand Name in 4 Steps

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Naming is equal parts strategy and creativity. It can be exhausting, frustrating—and incredibly rewarding when you finally land on the right fit.

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While there are plenty of AI tools that can generate or filter name ideas, we’re a firm believer they’re best used as a starting point, not a solution. They can help spark ideas, but a strong brand name still needs human insight, intuition, and intent behind it. Some things just can’t be auto-generated.

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So, if you’re ready to find your brand name, here’s the process we use to guide people through it.

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Step 1: Articulate Your Brand DNA

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Before naming anything, you need to understand who you are and what you’re trying to achieve. To do this, you need to articulate your Brand DNA. This includes:

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• Purpose: Why do you exist?‍‍
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• Vision: What future do you want to create? What does the future look like?‍‍
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• Mission: What are you here to do? How do you create that future?‍‍
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• Values: What principles guide your behaviour?

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Together, these elements form a fundamental set of beliefs that shape everything you do (including choosing a name). If you don’t know the answers to these questions, follow our guide to find your Brand DNA.

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Step 2: Brainstorm Ideas

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Now comes the creative part. Gather your key stakeholders and start exploring some possibilities. The best brainstorms have direction, so consider some prompts or themes to focus your thinking. Try exercises like:

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• Listing adjectives that describe your product or service.
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• Writing down what you want customers to feel when they experience your product or service.
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• Free-associating words, images, or metaphors connected to your product or service.
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Another useful way to brainstorm is to explore different naming styles too:

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• Founder names: Built around a real or fictional person, such as Ben & Jerry’s—named after its founders, Ben Cohen and Jerry Greenfield)
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• Descriptive names: Explaining what you do, such as Dropbox—named simply for its function to enable users to drop documents into a virtual box and then access them whenever and wherever.
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• Fabricated names: Completely made up, but memorable, such as Polaroid—named after the invention that allowed its creation: polarizing discs—a polarizer laminated between two sheets of optical glass.
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• Metaphorical names: Using symbols, stories, or imagery, such as Nike—named after the Greek goddess of victory.
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• Acronyms or abbreviations: Short, punchy, and easy to recall, such as IKEA—the name is an acronym standing for Ingvar Kamprad Elmtaryd Agunnaryd—comprised of the founder’s name (Ingvar Kamprad), his childhood farm (Elmtaryd), and hometown (Agunnaryd).
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• Wordplay or hybrids: Combining words or adjusting spelling for originality, such as Groupon—named from the functional portmanteau of group and coupon.

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Aim for 15–20 names before narrowing down. You may even start to see a trend or preference for one naming style over another.

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Pro Tip: If you’re feeling stuck, try Onym for more naming exercises, tools, and resources to help you find a unique and meaningful brand name.

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When we named Staygold, we wanted the name to capture something essential: holding onto what’s real. In branding, that means protecting the ideas and values that make a brand genuine (before trends or expectations shape it into something else). It’s about staying true to your purpose, keeping curiosity at the heart of your work, and noticing the moments that define a brand’s story.

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Step 3: Vet Your Options

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Before you get attached to any name, make sure it’s actually available. There’s no point in moving forward and testing something that’s already taken.

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Once you’ve narrowed your list to a few top contenders (your 15-20 names), you should:

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• Check availability: Use the ASIC Name Availability search to see if the name is available for business name registration.
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• Check for trademarks: Search the Australian Trade Mark database to ensure the name is not already trademarked by another business.
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• Check domains and social media: See if the matching domain name is available through auDa or other registrars (like GoDaddy), and check key social media platforms.

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This exercise will naturally trim your list. Even if a name appears to be available, it can be a good idea to get a legal professional to review it properly too—it can save a lot of headaches later.

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Step 4: Test Your Top Picks

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Once you’ve narrowed your shortlist, it’s time to see how your names land with real people. If you’re renaming an existing brand, start with your current customers (they can tell you what resonates). If it’s a new brand, share your options with people who fit your ideal audience. Ask questions like:

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• Which name feels most relevant to what we do?
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• Which name is easiest to remember and say?
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• Which one makes you feel something or sparks curiosity?

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Even just a handful of thoughtful responses can be enough to see patterns and identify which names really stick. And if you really want that extra insight, testing simple logo concepts or basic visuals alongside your top names can help you see how the name works in context.

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How to Complete Your Brand Once You’re Finished

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Your brand name is the first step in building a strong, memorable brand. Once it’s set, it becomes the foundation for everything that follows (your messaging, visual identity, and overall brand experience). Here’s what comes next:

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• Create your brand strategy. Define your audience, Brand DNA, messaging, and essence. This gives you the clarity and direction you need to build a brand that feels cohesive, intentional, and ready to grow. Follow our complete guide to create a brand strategy and use the free Notion toolkit.
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• Design your visual identity. To truly bring your brand name to life, you need a visual identity that embodies everything you’ve defined so far. Think logo, colour, typography, imagery, and overall style. Find out what it’s like to work with us on your visual identity.
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• Document your guidelines. Brand guidelines keep everything consistent, from logo use and colour rules to messaging and tone of voice. They give you (and anyone you work with) a practical reference to ensure your brand looks and sounds the way it should—every time.

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Remember, a unique and meaningful brand name is just the start. It opens the door, but a clear, well-built brand keeps people coming back. And if you need support at any stage of the journey, don’t hesitate to reach out. If that’s where you’re at, hit us up. We’d love to help your brand grow.

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