Brand naming: It’s a love story

Before the swipes and the sitdowns, many of us enter the dating world with a list — the non-negotiables, the hopes, the nice-to-haves to point you toward the right match. Family-oriented. Adventurous. Strong and steady. Then you date. Boxes get ticked… or not. You pay the bill, take a breath, and walk away with some semblance of yes, I’ll see them again or no, maybe not.

Naming works much the same way. We start with our list of table stakes, our expectations, our lofty hopes and dreams. Sometimes we slide in with stars in our eyes, hopeful we’ll finally find The One — a name that makes us feel like a real brand. Other times we tiptoe in with nothing but a vague sense of where we want to go.

““What’s in a name?
That which we call a rose
by any other name would smell as sweet.””

— Shakespeare

Your name is the first word in your story, the first impression you make, and the first step in building a brand. That brings the pressure. But as with dating, a name isn’t the entire relationship — it’s just the beginning. Marketing, design, product, even leadership and budget all come together to give it meaning and create your total brand experience.

Meet your brand naming matchmaker

During a TinyWins naming workshop, our job is to listen closely, understand the emotional and strategic criteria you’re carrying, and go out into the world to find the names that align. Some won’t look the way you imagined. Some won’t be what your mom had in mind. Some won’t get immediate consensus. Like any good match, the right name often proves itself with time — settling in, making sense, and feeling more like yours as the days go by.

Basic criteria for brand names

Behind every good match is a set of fundamentals, the essentials that make a name stand the test of time. We believe strong brand names must be:

• Engaging, memorable, distinctive
• Appropriate for what you do
• Flexible and enduring
• Culturally sensitive
• Available and protectable

Above all, your name should fit your strategy, build alignment, and remain timeless as your brand grows into the future.

Naming strategy at TinyWins branding agency

Every naming project starts with a discovery and immersion date, a collaborative workshop that helps us understand your desires and what you’re looking for in a name. From there we brainstorm, search, screen, search, and brainstorm some more before bringing options to the table. Our process is rigorous, leveraging a series of filters to ensure every finalist is strong, distinct, and protectable. 

We know how important it is to vet someone before things get serious, so we run viability checks for all our picks — from early legal and URL direction, to basic search clarity and any language red flags — to make sure the name is ready for happily ever after in the real world.

Ready to meet your naming match? Get in touch

Meet other brands we’ve helped find the right fit for: Supergut, AMESA, and Dorne.