Choosing a name for your brand isn’t just a box to check before you get a logo and a website. It’s the foundation that everything else is built on. It’s your first impression, your handshake, your north star. It’s the thing people will say out loud, Google late at night, and (hopefully) recommend to their friends.
When it’s done well, it feels effortless. But when it’s not? You get confusion, disconnection—and in some cases, headlines. (Looking at you, X, formerly known as Twitter.) A name change without a clear strategy can cause whiplash for your audience – and leave your brand identity feeling fuzzy at best.
No pressure, right?
We’ve helped plenty of businesses and organizations take on the name game — from startups finding their footing to legacy organizations ready for a fresh chapter. One thing we know for sure: whether you’re starting from scratch or rebranding after 50 years, picking the right name is serious business.
Here’s why your name matters more than you might think — and a few lessons we’ve learned along the way:
1. Your name sets the tone for everything that follows.
Before a customer ever reads your mission statement, checks out your products, or scrolls your social feed, they hear your name. A great name hints at your brand’s story without telling the whole thing. It builds a feeling. It sparks curiosity. It says, “Hey, we get it — and we’re worth your time.”
2. Clarity wins every time.
If people have to say, “Wait, what?” after hearing your name, it’s not doing its job. (Hi, brands who remove all the vowels for ✨aesthetic✨ reasons.)
Clear, memorable names always have an edge. And no, that doesn’t mean boring — it means you’re making it easy for people to understand you, remember you, and talk about you without Googling how to spell it first.
3. It’s emotional — and that’s a good thing.
Picking a name isn’t just a strategic choice. It’s a personal one. It has to feel right. When we worked with WRC (formerly the Women’s Resource Center), we weren’t just refreshing their logo and website. We were helping them step into a new era with a name that felt more inclusive, more powerful, and more representative of who they are today. It was about honoring their history and embracing their future — and that’s a big responsibility we didn’t take lightly.
4. Growth means knowing when it’s time for change.
Sometimes, the name you started with isn’t the name that’s going to take you where you want to go.
And that’s OK.
Rebrands can be emotional (especially after 50 years!), but when done thoughtfully, they’re a sign of growth, evolution, and a deeper understanding of your mission. It’s not about abandoning your roots, it’s about realigning with where you’re headed.
And if you’re worried people won’t “get it” right away, take a breath. That’s what branding is for. Your name doesn’t have to explain everything you do. Your brand teaches people what to associate it with – over time, with consistency and clarity. A strong name opens the door. Great branding keeps people walking through it.
So… how do you pick the right name?
There’s no magic formula (sorry). But there is a process: Research. Brainstorm. Gut-check. Stress-test. Sleep on it. Stress-test again. And if you’re lucky? Find a creative partner who gets you.
Hi. That’s us.
At the end of the day, your name is one of the biggest storytelling tools you’ll ever have. Choose one that makes you proud — and watch everything else fall into place.
Want help naming (or renaming) your next big thing? Let’s chat. We love playing the name game.
