7 things your namer will never tell you
(Though there may be signs.)
Naming advice is everywhere—and, frankly, it’s overwhelming. The “rules” pile up: keep it short, own the .COM, make it catchy but unique, memorable but familiar. Everyone has a say, yet most of this advice comes from those who’ve never spent months—even years—in the trenches of brand naming.
As a long-time namer, I’ve seen it all: the good, the bad, and the hilariously strange. I’ve worked on everything from Fortune 500s (think Johnson & Johnson) to ambitious startups to mom-and-pop shops (yes, Botox bars and even soda fountains). I’ve watched some brands cling to “safe” names like life rafts, only to fade into the background, and seen great names sink with before-their-time products.
While I aim to be open with every client, there are still a few truths I sometimes hesitate to share, or share readily. These are 7 things we namers get a laugh from, nod knowingly over, or cringe at their very mention.
Nest is over... I repeat: over.
The request I hear is the same: I want a single, real-English word that is suggestive like…(drum roll not needed)...Nest.
Yes, Nest is brilliant: it’s short, catchy, and metaphorically rich (as is Nike, as is Plaid, as is Chime). But trust me, the Nest era as we knew it is over. There are only so many six-letter words in English that suggest connection, innovation, transformation, or [insert generic motif]. In fact, there are only so many words in English. That doesn’t stop us namers from scouring earth, ocean, and sky for workable options (seeing launches of great names like Swoon, Beep, Feel, Cocoon), though if truth be told: we are way more excited to “brief in” on projects where the client is open to composites, portmanteaus, and even phrases. LesserEvil, Nodle, Bitpanda, Freenome, Drunk Elephant, WhyLabs: they’re equally textured and even have a little bite.
Naming by committee gives us the ick.
Democracies are great for certain things (smile), but naming isn’t one of them. Naming by committee leads to compromised options that lack distinctiveness. When too many opinions enter the mix, names begin to accommodate preferences and people's idiosyncracies vs. being good for the brand and the brand strategy. Naming works best when driven by a tight, clear vision and an even tighter team, so I always recommend picking the best flagbearers for your brand. And, new voices past kickoff? Forget about it.
Portmanteaus are unsung heroes, and we wish you asked us for more of them.
We namers love portmanteaus more than you might expect. Two words that blend into one effortlessly (think: glamping, bromance, shopaholic, vlog, athleisure), they are weirdly perfect. Aside from conveying two ideas in one, they charm people. They stick. Yet, so many clients shy away, worrying they’re too cute–and we get it (Bennifer, anyone?). Still, the best portmanteaus–the Nespressos, Baconators, Loveverys, Frappuccinos, Shopifys of the world do it all. And, the very best namers are great at creating them.
Brand values aren’t your name. Please, let go of 'Candid.'
In the creative world, the first lesson most of us learn is “show, don’t tell.” You know what’s less powerful than a name that demonstrates trust? A name that tells you to trust it. We get a lot of requests for names that overtly shout values–Sincere, Dignity, Honest, or for names that tonally convey trustworthiness, especially in the realms of insurance, finance, and biotech. And while we can certainly create names in the spirit of Accenture, Biogen, or Viatris as a nod to a certain gravitas, we know that brands like Medable, Bluebird Bio, and Homebrew are no less trustworthy.
Naming can happen in a day, but it shouldn't.
Naming–on-demand? It can be done, but the best work needs time to breathe. The first piece of advice I got from my naming mentor was that if you're stuck, leave the office and just…walk. My best ideas often surface in those off-duty moments: on walks, in the shower, even just before sleep—when the brain’s DMN (default mode network) takes over task mode and the mind is free. The bottom line? If you want a name with punch, give the process runway. Let namers’ thoughts wander to make incredible and unexpected leaps — from transformation to alchemy to elixir to…the “next big thing.”
AI won't name your brand, but a namer can.
It's tempting to think ChatGPT is the solve to all your naming woes, but the fact is it's not quite there. If you ask it for "100 names for cardiac health brand leading the way in technology," it will spit out generic and off-key names like: HeartNova, PulseX, CardioCraft, VascuSpark. Still, as a research tool? It’s a goldmine. If you need to get a list of characters for sci-fi novels, it’ll give you plenty. A summary of myths tied to love for a new dating app? Ask no more. But, naming as a creative act? Naming still needs that human touch.
And, finally....
Your name does not MAKE your brand.
Yes, your name is important, but the truth is good brands transcend their name. Who knew yelp–-the sound a dog makes when it's hurt-–would become a top reviewing platform, or that a measure of scale (googol) could turn into a tech giant. A great name can convey 1-2 key messages clearly and create serious memorability, but it’s the name PLUS everything around the name (logomark, visuals, copy)--and the quality of the offering–that keeps people coming back. So choose your name wisely, but build a brand that can actually deliver.
Stevie Belchak is a freelance namer, strategist, and writer living in Georgia. When she's not "wording out" for work, she's writing out of love--publishing poetry and essays in journals, across the web, and through her Substack. Find her on LinkedIn and Instagram.
7 things your namer will never tell you
(Though there may be signs.)
Naming advice is everywhere—and, frankly, it’s overwhelming. The “rules” pile up: keep it short, own the .COM, make it catchy but unique, memorable but familiar. Everyone has a say, yet most of this advice comes from those who’ve never spent months—even years—in the trenches of brand naming.
As a long-time namer, I’ve seen it all: the good, the bad, and the hilariously strange. I’ve worked on everything from Fortune 500s (think Johnson & Johnson) to ambitious startups to mom-and-pop shops (yes, Botox bars and even soda fountains). I’ve watched some brands cling to “safe” names like life rafts, only to fade into the background, and seen great names sink with before-their-time products.
While I aim to be open with every client, there are still a few truths I sometimes hesitate to share, or share readily. These are 7 things we namers get a laugh from, nod knowingly over, or cringe at their very mention.
Nest is over... I repeat: over.
The request I hear is the same: I want a single, real-English word that is suggestive like…(drum roll not needed)...Nest.
Yes, Nest is brilliant: it’s short, catchy, and metaphorically rich (as is Nike, as is Plaid, as is Chime). But trust me, the Nest era as we knew it is over. There are only so many six-letter words in English that suggest connection, innovation, transformation, or [insert generic motif]. In fact, there are only so many words in English. That doesn’t stop us namers from scouring earth, ocean, and sky for workable options (seeing launches of great names like Swoon, Beep, Feel, Cocoon), though if truth be told: we are way more excited to “brief in” on projects where the client is open to composites, portmanteaus, and even phrases. LesserEvil, Nodle, Bitpanda, Freenome, Drunk Elephant, WhyLabs: they’re equally textured and even have a little bite.
Naming by committee gives us the ick.
Democracies are great for certain things (smile), but naming isn’t one of them. Naming by committee leads to compromised options that lack distinctiveness. When too many opinions enter the mix, names begin to accommodate preferences and people's idiosyncracies vs. being good for the brand and the brand strategy. Naming works best when driven by a tight, clear vision and an even tighter team, so I always recommend picking the best flagbearers for your brand. And, new voices past kickoff? Forget about it.
Portmanteaus are unsung heroes, and we wish you asked us for more of them.
We namers love portmanteaus more than you might expect. Two words that blend into one effortlessly (think: glamping, bromance, shopaholic, vlog, athleisure), they are weirdly perfect. Aside from conveying two ideas in one, they charm people. They stick. Yet, so many clients shy away, worrying they’re too cute–and we get it (Bennifer, anyone?). Still, the best portmanteaus–the Nespressos, Baconators, Loveverys, Frappuccinos, Shopifys of the world do it all. And, the very best namers are great at creating them.
Brand values aren’t your name. Please, let go of 'Candid.'
In the creative world, the first lesson most of us learn is “show, don’t tell.” You know what’s less powerful than a name that demonstrates trust? A name that tells you to trust it. We get a lot of requests for names that overtly shout values–Sincere, Dignity, Honest, or for names that tonally convey trustworthiness, especially in the realms of insurance, finance, and biotech. And while we can certainly create names in the spirit of Accenture, Biogen, or Viatris as a nod to a certain gravitas, we know that brands like Medable, Bluebird Bio, and Homebrew are no less trustworthy.
Naming can happen in a day, but it shouldn't.
Naming–on-demand? It can be done, but the best work needs time to breathe. The first piece of advice I got from my naming mentor was that if you're stuck, leave the office and just…walk. My best ideas often surface in those off-duty moments: on walks, in the shower, even just before sleep—when the brain’s DMN (default mode network) takes over task mode and the mind is free. The bottom line? If you want a name with punch, give the process runway. Let namers’ thoughts wander to make incredible and unexpected leaps — from transformation to alchemy to elixir to…the “next big thing.”
AI won't name your brand, but a namer can.
It's tempting to think ChatGPT is the solve to all your naming woes, but the fact is it's not quite there. If you ask it for "100 names for cardiac health brand leading the way in technology," it will spit out generic and off-key names like: HeartNova, PulseX, CardioCraft, VascuSpark. Still, as a research tool? It’s a goldmine. If you need to get a list of characters for sci-fi novels, it’ll give you plenty. A summary of myths tied to love for a new dating app? Ask no more. But, naming as a creative act? Naming still needs that human touch.
And, finally....
Your name does not MAKE your brand.
Yes, your name is important, but the truth is good brands transcend their name. Who knew yelp–-the sound a dog makes when it's hurt-–would become a top reviewing platform, or that a measure of scale (googol) could turn into a tech giant. A great name can convey 1-2 key messages clearly and create serious memorability, but it’s the name PLUS everything around the name (logomark, visuals, copy)--and the quality of the offering–that keeps people coming back. So choose your name wisely, but build a brand that can actually deliver.
Stevie Belchak is a freelance namer, strategist, and writer living in Georgia. When she's not "wording out" for work, she's writing out of love--publishing poetry and essays in journals, across the web, and through her Substack. Find her on LinkedIn and Instagram.