How finding the Right Name for your Brand

Introduction

A brand name is not something you “like”.

It’s not something that “sounds cool”.

A name is a strategic decision.

It has meaning, positioning, legal impact, and long-term consequences.

Your name must match:

• The type of brand you decided to build
• Your concept
• Your universe
• And what you want this brand to become in the future

This article helps you understand how to choose a name properly, before falling in love with one too quickly.

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Your name depends on the type of brand you are creating

You cannot name a freelance activity the same way you name:

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• A fashion house
• A creative studio
• A product brand
• A mission-driven brand
• A white label structure

The naming logic changes depending on what the brand is meant to do.

→ See: Types of brands and their objectives

Your name must reflect the nature of the structure you are building.

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Meaning first, sound second

A good name:

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• Has meaning (even hidden)
• Is aligned with your concept
• Fits your creative universe
• Can grow with your brand over time

A name that only “sounds nice” often becomes limiting later.

Ask yourself:

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• Does this name still make sense in 10 years?
• Can this name live beyond one product, one style, one trend?

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Different naming approaches

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There are several ways to create a brand name:

• Descriptive name
• Conceptual name
• Invented word
• Personal name
• Symbolic name
• Acronym
• Geographic reference
• Narrative reference

→ See: Case studies of brand naming strategies

Understanding these approaches helps you choose the right direction instead of guessing.

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Before you get attached: check availability

This is where most people make mistakes.

They fall in love with a name… that is already taken.

Before validating any name, you must check:

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Online presence :

• Domain name availability (.com, .studio, .design, etc.)
• Social media handles
• Search engine results

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Legal databases (trademarks) :

You must verify if the name is already registered as a trademark.

Main databases to check:

• INPI (France)
• EUIPO / TMview (Europe)
• WIPO (International)

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These databases allow you to see:

• If the name already exists
• In which category (Nice Classification)
• For which type of activity

→ See: How to search in trademark databases

→ See: Branding — Legal & Jurisdiction basics

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Understanding classifications (Nice Classification)

A name might be available in one category but not in another.

For example:

• Available for clothing
• Already taken for cosmetics
• Already taken for design services

You must understand what you are legally allowed to do with that name depending on your activity.

→ See: Introduction to Nice Classification

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What you are not allowed to do

There are rules when choosing a name:

You cannot:

• Use a name too similar to an existing brand
• Use protected terms
• Use misleading words
• Copy a known brand structure
• Use certain words depending on your field

This also applies to:

• Sub-names
• Collections
• Product names under your brand

→ See: Branding — Legal & Jurisdiction

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Think long term

Your name should allow:

• Extensions
• Collections
• Sub-brands
• Collaborations
• International growth

A good name is flexible.

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Conclusion - Don’t rush the name

Choosing a name is not a creative rush.

It’s a strategic, legal, and conceptual decision.

Take your time.

Test it.

Check it.

Project it into the future.

Your name is the first brick of your brand’s existence.

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Note

This article is an introduction to the naming process.

Each part (naming strategies, legal checks, databases, classifications) will be explored in depth in dedicated modules and detailed articles later on.

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