How to Craft a Resonant Brand Name

Your brand’s name is more than just a label; it’s the heartbeat of your business identity. A brand name, in simple words, is the first impression your audience has of your products or services. It’s the name by which you’ll be recognised, remembered, and distinguished from the competition. A good name is a fundamental element of your branding strategy, and it can have a profound impact on your success. In this comprehensive guide, we will explore what makes a name exceptional and take you through the process of creating a unique and resonant brand name for your business.

What Constitutes an Exceptional Brand Name?

How to create a brand name? Here are five key criteria to be considered-

Must be Meaningful

A great brand name should encapsulate the essence of your business. It should convey a message, an idea, or a connection to what your brand stands for. This meaning should be easily understood and resonate with your target audience. It’s the foundation upon which your brand’s identity is built.


In a crowded marketplace, a distinctive brand name is essential. Avoid generic terms or cliches that blend into the background. From all the different types of brand names, a unique name that can stand out will make your brand memorable and recognisable.

Readily Accessible

Simplicity matters. Your brand name should be easy to spell and pronounce. Complex or foreign-sounding names can be a barrier to recognition, and they may be forgotten or misremembered.


To protect your brand identity, ensure your name is legally defensible. Registering your brand name as a trademark can protect it from being used by others. It’s a crucial step to avoid infringement issues down the road.

Ensure Long-term Viability

Consider the future when selecting your brand name. Will it still be relevant and effective as your business evolves and expands into new markets or product lines? A name with long-term viability can save you from rebranding efforts in the future.

How to craft a resonant Brand Name?

Creating a unique and resonant brand name requires a thoughtful process. How to come up with a business name that does both – describes your business & is also memorable. Let’s walk through the steps:

Identify the Essence of Your Brand

Begin by understanding your brand’s core values, mission, and the emotions you want to evoke in your customers. Your brand name should encapsulate these elements, setting the stage for a strong and meaningful identity.


Gather a team or brainstorm on your own to generate a list of potential names. Be creative and open to diverse ideas. Think about what makes your brand different and why people should remember it.

Invent a Name that Resonates with You

Your brand name should reflect your passion and beliefs. If it resonates with you, it’s more likely to resonate with your customers. Authenticity is a key factor in building trust with your audience.

Compile a List

Create a list of potential names based on your brainstorming sessions. As you evaluate these names, consider how well they meet the meaningful, distinctive, accessible, and protectable criteria.

Come Up with a Memorable Brand Name

Select a name that is easy to remember and recall. A memorable brand name will ensure your business stays in the minds of your customers. Test the name with friends and colleagues to gauge its memorability.

Choose a Unique Brand Name

Make sure your chosen name is distinctive and not already in use by other businesses. Conduct thorough research to avoid potential trademark issues. If necessary, consult with legal professionals to ensure your name is legally available for your brand.

Establishing brand names is a creative and strategic process that plays a crucial role in defining a brand identity and resonating with its target audience. Litmus branding, while crafting exceptional business names makes sure to capture the essence of the businesses they represent. Let us take a closer look at a few of the business names created by Litmus, their establishment stories, and the rationale behind each one.


Bondzil is a silicone sealant manufacturing company, and its name is a fusion of two elements: “Bond” and “Zil.” The use of the word “Bond” signifies the product’s ability to bond different surfaces. The suffix “Zil” has been added to give the word a unique and memorable phonetic quality, reminiscent of a chemical compound. This not only makes the name distinctive but also versatile and acceptable across various languages globally. While establishing the name ‘Bondzil’, we made sure to encapsulate the core characteristics of the product.


Cazano, a showroom specialising in tiles and bath-ware, has a name that exudes a sense of luxury and value. Derived from the word “Khazano,” which means “treasure,” the name Cazano implies that their collection is similar to a treasure trove of high-quality products. It effectively communicates the brand’s promise of offering valuable and high-quality items. This is a testament to the power of a brand name in setting the tone and expectations for a brand’s products or services.


Tahukaari is an ethnic wear store with a name that tells a story. “Tahuko,” which refers to the calling of a peacock, was combined with the suffix “Kari” from “Kalakari,” a term used to describe the skills of traditional design industry workers. This fusion creates a brand name that conveys the idea of “Designs that create a buzz.” It not only highlights the artistic aspect of the products but also provides a cultural and emotional connection, making it more appealing to its target audience.


Maxagrow, an agriculture textiles manufacturer, was given a brand name that is a blend of three words: “Max,” “Agro,” and “Grow.” “Max” represents the highest level of possibilities and quality, while “Agro” and “Grow” emphasise the brand’s commitment to facilitating growth in the agriculture sector. The name has a contemporary feel while also respecting the brand’s legacy. Maxagrow not only communicates what the brand does but also reflects its ambition to maximise agricultural potential.

Winding Up

Creating a resonant brand name is a critical step in establishing your brand identity and building a strong presence in the market. Each name is not just a but a gateway to the brand’s identity, values, and mission. Your business name should communicate your brand’s core values, mission, and personality. It should be distinctive, readily accessible, legally protected, and designed for long-term viability. By following the steps outlined in this guide, you can craft a business name that not only resonates with you but also with your target audience, setting the stage for your brand’s success and growth in the future. You can connect with a brand naming agency who can help to understand the concept behind your brand and get a name that truly resonate your, your values and your brand.

Hiren Panchal: Director Ahmedabad, India Hiren Panchal co-founded Litmus with Kapil. Hiren owns an exhaustive character and sharpens his views with an analytical mindfulness. He observes every creative with a conscious magnifier. Just as his doer attitude wins over his believer attitude, his thought leadership aims at creating leaders and not followers on his team. His creative insights have created brands worldwide and he has been commanding in the industry for +20 years. Come to the point, he’s already there.
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