Brand Naming Methodology

The principles we optimise for

• Memorability — does the name stick after one exposure?
• Clarity — can it be understood in context without explanation?
• Pronunciation — can a stranger say it back to you correctly?
• Relevance — does it suit the category, audience, and use case?
• Distinctiveness — does it stand apart from incumbents in the space?
• Audience appeal — does it resonate with the people who will actually use the product?
• Scalability — will it still fit five years from now, across new lines of business?

Educational, not prescriptive

These principles are deliberately framed as evaluation lenses rather than rigid rules. Great names sometimes break a principle on purpose. The methodology gives you a structured way to make — and defend — that choice.

Where the methodology shows up

You will see these principles reflected in generator filters, category pages, naming guides, and the worked examples we publish. They are also the lens our editorial team applies when reviewing content.