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1. Why is your brand name important?

How to come up with a brand name: 2024 guide

Updated Jan 15 2024

Designing a brand name that is not only unique but engaging can be a formidable challenge, especially in the vast and highly competitive realm of enterprise ecommerce. This single identifier can spark interest, encapsulate your brand's identity, and significantly impact your business growth. With countless existing brands, distinguishing yours can feel like navigating through a maze.

Enter our 2024 guide: "Elevate Your Enterprise ecommerce: Crafting the Perfect Brand Name." This comprehensive manual distills industry insights and success stories from diverse global corporations, offering practical tips and strategies to streamline your naming process. This strategic guide is designed to transform the typically daunting process of brand name creation into a refreshing and fruitful exercise, ultimately setting your enterprise ecommerce up for long-term growth and success. By following our guide, you will be better equipped to craft a compelling brand name that genuinely resonates with your target audience and endures the ever-changing dynamics of the ecommerce industry.

Main takeaways from this article:

  • The perfect brand name is crucial for any creator, artist, or entrepreneur. It's your business's first point of interaction with potential customers and can influence your brand's growth.

  • Our 2024 guide offers a practical and comprehensive approach to help you create a unique and evocative brand name.

  • The guide highlights the five key elements of a memorable brand name: memorability, relevance, distinctiveness, emotional appeal, and brand equity.

  • It takes you through the step-by-step process of identifying your brand’s core values and provides a detailed approach to help you brainstorm a name that reflects these values.

  • The guide also highlights the importance of understanding your target audience, analyzing your competitors, getting feedback, and testing your potential names.

  • Although brand name generators can be useful, they should be used cautiously and as a starting point rather than the final decision-making tool.

  • Creating a brand name also requires special considerations for specific industries like clothing, photography, and merch.

Why is your brand name important?

Your company's brand name serves as the initial point of contact with customers. It cultivates brand identification and recall while representing your brand's identity. A unique and memorable name can convey your brand's values, evoke feelings, and leave a long-lasting impression on customers. Additionally, a well-chosen brand name can communicate the principles and character of your company. For instance, a company name "eco-conscious" or "sustainable" immediately conveys a dedication to environmental responsibility. This may draw customers who appreciate environmental responsibility and support your company's ideals.

Essential elements of a memorable brand name

02_Essential elements of a memorable brand name

When brainstorming a brand name, it's crucial to consider the following essential elements:

1. Memorable

A brand name should be easy to remember and pronounce. Avoid complex or unusual spellings that may confuse or alienate potential customers.

Creating a memorable brand name is like crafting a work of art. Like a catchy tune that stays in your head, a memorable brand name can stick with customers long after encountering it. Think of iconic brands like Coca-Cola or Apple - their names are simple, yet they leave a lasting impression. To achieve memorability, consider using short, catchy, and easy-to-pronounce words. This will make it easier for customers to recall your brand name and spread the word to others.

2. Relevant

Your brand name should align with your business's products, services, and core values. It should convey a clear message about what your brand stands for.

Relevance is crucial when selecting a brand name. Particularly if you are breaking into new markets, your brand name should capture your company's core and appeal to your target demographic. Spend some time learning about your brand's mission, values, and distinctive selling features. This will assist you in creating a brand name that effectively conveys the essence of your company to your target market. Whether in the tech sector or the fashion industry, having a memorable brand name will help you connect with your target audience.

3. Distinctive

Stand out from the competition by choosing a brand name that is distinct and unique. Avoid generic or common names that can get lost in a sea of similar brands.

In a crowded marketplace, standing out from the competition is crucial. One way to achieve this is by selecting a brand name that is distinctive and unique. Avoid generic names that blend in with the crowd and opt for something that captures attention and sparks curiosity. A distinctive brand name helps you differentiate yourself from competitors and creates a sense of exclusivity and allure. Think outside the box and explore unconventional words, creative combinations, or even invented terms that can give your brand name a one-of-a-kind identity.

4. Emotional appeal

Another aspect to consider is the emotional impact of a brand name. Words have the power to evoke certain emotions and associations. By choosing a brand name that emotionally resonates with your target audience, you can create a deeper connection and foster brand loyalty. For instance, a brand name that conveys a sense of adventure and exploration may appeal to outdoor enthusiasts and adventure seekers.

5. Brand equity

A strong brand name can help establish brand equity. Brand equity refers to the value and reputation that a brand has built over time. A well-known and respected brand name can command higher prices, attract top talent, and open doors to strategic partnerships and collaborations.

Art of brand naming: Identify your brand’s core values

03_Art of brand naming Identify your brand’s core values

This is crucial in creating a strong and meaningful brand name that resonates with your target audience. By understanding what sets your brand apart and the qualities you want to convey, you can ensure that your brand name reflects the essence of your business.

Here's a step-by-step approach you can follow.

Step 1: Define your brand’s mission and core values

Start by asking yourself a series of reflective questions. What is the mission of your brand? What are the key messages you want to communicate to your customers? What are the unique selling points that differentiate your brand from competitors? By delving into these questions, you can uncover the core values that define your brand essence and identity.

Step 2: Brainstorm words and phrases

Once you clearly understand your brand's core values, it's time to embark on the exciting journey of brainstorming. Grab a pen and paper, gather your team, and let the creative juices flow. Start by jotting down words and phrases that capture the essence of your brand. Consider the emotions you want to evoke and the associations you want consumers to make when they hear your brand name.

Step 3: Incorporate your brand’s personality

Consider your brand's individuality. Is it bold and daring, or is it refined and elegant? Does it give off vigor and enthusiasm or serenity and tranquility? These qualities might work as the basis for a great brand name. When brainstorming, you may use terms like "venture," "explore," or "discover" if, for instance, your brand is all about discovery and adventure.

Step 4: Take a visual approach

Think about the visual imagery associated with your brand. Are any symbols, colors, or patterns representing your brand's values? Incorporating these visual elements into your brand name can create a strong and memorable identity. For instance, if your brand is focused on sustainability, you could explore names that evoke images of nature, such as "Greenleaf," "Earthwise," or "Eco-solutions."

Step 5: Refine your list of ideas

Once you have a comprehensive list of potential brand names, it's time to evaluate and refine them. Consider factors such as availability of domain names, trademark conflicts, and cultural sensitivities. Conduct thorough research to ensure your new brand name aligns with your brand's values and resonates positively with your target audience.

Remember, brainstorming is about generating as many brand name ideas as possible without judgment. Encourage creativity and open-mindedness within your team. Sometimes the most unexpected and unconventional ideas can lead to the perfect brand name.

A look at your competitors: Learning and differentiating

04_A look at your competitors Learning and differentiating

Competitor research is an important step in the brand naming process. Analyze your competitors' brand names to gain insights into industry trends and identify opportunities for differentiation. This analysis allows you to understand the current landscape of your industry and identify areas where your brand can shine.

Conducting research

It's crucial to go beyond the company name while researching competitors. Examine their brand messaging, visual identity, and client perception. This in-depth analysis will provide you with a holistic picture of the brand positioning of your competitors and assist you in identifying market gaps.

Identifying gaps in the market

Look for areas where your competitors are not meeting the target audience's needs or where they have overlooked certain customer segments. These gaps represent opportunities for your brand to step in and offer something unique.


When developing your brand name, it's essential to consider how it aligns with your distinctive positioning. Your brand name should reflect the unique value proposition you bring to the market. It should communicate what sets you apart from your competitors and resonate with your target audience.

Remember, differentiation goes beyond just the name. It extends to every aspect of your brand, from your logo and visual identity to your product offerings and customer experience. Consistency in delivering a unique and compelling brand experience will set you apart and give you a competitive edge.

Consider your target customer: Creating a relatable brand name

05_Consider your target customer Creating a relatable brand name

Understanding your target audience is essential when crafting a brand name. Reflect on their demographics, interests, and values. Your brand name should resonate with your target customer and create an emotional connection.

Look into the demographics

When considering your target customer, it's important to delve deeper into their demographics. Are they predominantly male or female? What age range do they fall into? Understanding these details will help you create a brand name that speaks directly to their needs and desires.

Identify their core values

What are the core values of your target audience? Are they environmentally conscious? Do they prioritize social responsibility? Incorporating these values into your brand name will make it relatable and establish a strong connection with your ideal customers. Conducting surveys can provide valuable insights into what resonates with your target customers. This information will help you shape your brand name to speak directly to their desires and aspirations.

Market research

Market research can also uncover hidden opportunities and niches within your target audience. By understanding their preferences and perceptions, you can identify gaps in the market and position your brand name accordingly. This will give you a competitive edge and ensure that your brand stands out from the crowd.

Use of brand name generators: Pros and cons

Brand name generators can be a useful tool in brand naming, providing you with various creative suggestions. However, it's essential to approach them with caution and consider the pros and cons of using them.

  • Brand name generators can be valuable in brainstorming sessions, helping you explore different possibilities and uncover unique ideas you may not have thought of.

  • One of the key benefits of employing brand name generators is their capacity to produce many prospective brand names quickly. This can be quite beneficial if you're on a strict deadline or need a name right away. You can have a list of possibilities to think about with only a few clicks, saving you a lot of time and work.

  • Brand name generators can inspire and spark creativity. They can help you think outside the box and develop innovative and memorable names that capture the essence of your brand. You can uncover unexpected gems that resonate with your target audience by exploring different combinations of words, sounds, and meanings.

  • One of the primary concerns is that the generated names might not be relevant to your company or sector. Although they may provide a wide range of choices, some might not be consistent with your business's goals, values, or target audience. It's critical to thoroughly assess each idea and consider how well it conveys your company identity.

  • Sometimes, brand name generators produce generic or generic-sounding names. These names might not be unusual and original enough to distinguish your brand from rivals. Ensure that your brand name stands out while being approachable to your customers by striking a balance between inventiveness and practicality.

  • Another potential risk of relying solely on brand name generators is the possibility of trademark infringement. While the generated names may seem original, they may unknowingly infringe on existing trademarks or copyrights. It's crucial to conduct thorough research and vetting to ensure that the names you choose are legally available and won't lead to any legal issues down the line.

Seeking feedback and testing: Refine your brand name

Once you have a list of potential brand names, seeking feedback becomes crucial in refining your brand identity. While you may have come up with some great ideas, gathering insights from various perspectives is important to ensure you choose a name that resonates with your target audience.

Colleagues, friends, and potential customers can provide valuable feedback to help you make an informed decision. By sharing your list of potential brand names with them, you can gain insights into their thoughts, feelings, and associations with each name. This feedback can be invaluable in guiding you toward a name that captures the essence of your brand and connects with your desired audience.

Special considerations for specific industries: Clothing, photography, and merch

While brand naming principles apply to all industries, certain industries may have unique considerations. Let's take a quick look at special considerations for the clothing, photography, and merch industries.


In the clothing industry, choosing a brand name that resonates with your target audience's fashion preferences and style is crucial. Consider the emotions you want to evoke and the brand image you want to convey through your name and products. Whether you opt for a descriptive or suggestive name, ensure it aligns with your clothing brand's overall identity.


Photography is a creative field; your brand name should reflect that creativity. Consider incorporating words or phrases that evoke visuals or emotions associated with photography. Additionally, ensure your name is easy to spell and pronounce to facilitate word-of-mouth recommendations.


In the merch industry, a brand name should reflect the personality and values of your brand while resonating with your target audience. Opt for a name that captures the essence of your merchandise offerings and can be easily associated with your brand's visual identity. A catchy and memorable name can entice customers to engage with your products, like wall art, phone cases, mugs, etc., and become loyal supporters.

Your brand name at the start of your business journey

Your brand name's potential reach is as significant as its message in today's global market. This is where Gelato can provide substantial support. As the world’s largest platform for local print on demand and production of on-demand products, Gelato empowers entrepreneurs, creators, and global brands to sell their products globally and produce them locally in 34 countries. Our platform can open your brand up to an incredible 5 billion potential consumers practically overnight.

Whether you choose to use Gelato for free or opt for our enhanced Gelato+ or Gelato+ Gold subscriptions, we are committed to supporting your brand's growth journey. With our subscriptions, you can access various benefits such as discounts, advanced personalization tools, premium fonts, and exclusive early access to newly launched products.

So why wait? Start your journey with Gelato today, and let us help you create, grow, and thrive. Sign up for Gelato now and be part of a global community of successful enterprises.

Brand name FAQs

What makes a brand name catchy?

A catchy brand name is memorable, easy to pronounce, and embodies the essence of the product or service. It balances creativity and clarity, often evoking emotion or intrigue. Unique spelling or a clever play on words can also contribute to its catchiness while keeping it relevant to the brand's representation.

Should I put my name in my brand?

Including your name in your brand is a personal choice and depends on what you want the brand to convey. If your reputation or image closely aligns with the brand's identity and values, your name could strengthen the brand. However, if you plan on selling the business or want the brand to exist independently of you, it may be better to avoid using your name.

Should a logo have a brand name?

A logo can either include or exclude the brand name. Including the brand name in the logo can help build brand recognition, particularly for new businesses. However, as your brand grows, a symbol or image might be sufficient to identify your business.

Do you put quotes around brand names?

Quotes are not typically used around brand names unless directly quoting someone or emphasizing a brand's tagline. However, respecting brand guidelines when using other companies' names is important. Brand names should be spelled and capitalized as the company prefers.


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