Brand Naming Demystified: How to Create a Name That Travels
If you are launching a new brand or refreshing an existing one, the name is one of the first things people notice and one of the hardest things to get right.
A good name sets the tone for your brand, builds intrigue, and gives you room to grow. A weak one can quietly hold you back before you even begin.
Whether you are building in the UK, Dubai, or planning to expand internationally, here is how to approach brand naming with the right balance of strategy, creativity, and commercial thinking.
How the brand naming process works
Creating a strong name is part art, part logic. A considered naming process usually follows a clear structure.
1. Define your brief
Start with the fundamentals. Who is the brand for? What do you want it to stand for? What problem is it solving?
Clarify the tone you want to convey and the commercial goals behind the name. Think about pronunciation, spelling, memorability, and whether the name needs to work across multiple languages or markets.
If the brand has international ambitions, it is important to factor in cultural and linguistic checks early on, particularly if Arabic transliteration may be required.
2. Explore naming directions
Good naming is not about finding one clever idea and forcing it to work. It is about exploring multiple strategic directions and comparing them side by side.
These might include descriptive, evocative, metaphorical, hybrid, place-inspired, or invented routes. Many founders gravitate towards names that sound nice but lack meaning or stretch. The aim is to find something distinctive that still feels rooted in the brand.
Names like Mixala or Sipside work because they are short, easy to say, and open up a wider brand story.
3. Test the name in context
A name needs to work beyond a spreadsheet.
Test it in real situations. Put it into headlines, menus, packaging, social captions, or campaign ideas. If the name naturally generates language and ideas, it is doing its job.
For example, Sipside suggests sipping, seaside moments, and social rituals. That elasticity gives you tone, story, and even visual direction as the brand grows.
4. Check availability
Begin with quick checks. Look at domain availability, social handles, and any obvious trademark conflicts within your category.
If a name shows promise, bring in an IP lawyer to run formal trademark searches in your key territories. Early screening saves time, money, and disappointment later on.
5. Make the decision and protect it
Choose the strongest option, secure domains and social handles, and begin the trademark process.
You may need to refine spelling or spacing to improve clarity or ownability. It also helps to document the rationale behind the name, especially when sharing it with investors, partners, or internal teams as the business grows.
What makes a great brand name?
Strong brand names tend to be:
Distinctive within their category
Easy to say, spell, and remember
Flexible enough to support future products or locations
Culturally appropriate across target markets
Legally viable with a clear path to trademarking
Aligned with the brand’s positioning and audience mindset
A simple test is to say the name out loud and ask someone outside your industry to spell it back. If they hesitate or ask you to repeat it, the name may be working too hard.
Naming for international brands
If your brand is intended to operate across multiple regions, particularly the UK and UAE, a few additional considerations matter.
Phonetics are critical. Aim for clean, simple syllables that work across English accents and Arabic speakers.
Meaning matters too. Always check for unintended or negative meanings in other languages, and be mindful of cultural and religious sensitivities.
Trademark approaches differ by region, so legal guidance early on is worth the investment.
If your brand will appear in both English and Arabic, consider how the name will transliterate and whether a bilingual wordmark is required. Getting this right early avoids friction later.
Can you trademark your brand name?
Yes, provided the name is distinctive and not already in use within your class.
Invented or hybrid names often perform better here than purely descriptive ones, which can be difficult to protect.
A sensible trademark path looks like this:
Run initial knockout searches in your target classes and markets
Engage an IP lawyer for full clearance searches
File early in your primary market, then extend protection as you scale
Early checks are helpful, but only formal searches and filings offer real certainty.
What does brand naming cost?
Costs vary depending on scope, speed, and who you work with.
A focused naming sprint may cost a few thousand. A deeper, multi-market naming programme with strategy, cultural checks, and rollout support will sit higher.
The important thing is value. A distinctive, ownable name that supports growth and protects your brand is an asset that compounds over time.
Should you name your brand yourself or hire an expert?
DIY naming can work for local concepts with low legal risk and modest expansion plans.
If you are moving quickly, testing ideas in public, or operating in one market, a founder-led approach may be enough to get started.
Expert help becomes valuable when you need international scale, trademark confidence, bilingual identity systems, or a structured decision-making process. The right partner brings clarity, pace, and experience, and helps you avoid costly missteps.
Common mistakes to avoid
Choosing too quickly without exploring alternatives
Being overly literal, which makes trademarking harder
Skipping early checks that could flag conflicts
Forgetting future brand architecture
Designing the identity before finalising the name
Underestimating cultural nuance across markets
A final self-test
Ask yourself:
Can I say the name confidently on a call?
Will people spell it correctly after hearing it once?
Does it spark multiple headline or campaign ideas?
Is the domain available or realistically attainable?
Does it still fit if the brand doubles in size?
If the answer is yes to most of these, you are likely on the right track.
In summary
Great brand names are built, not stumbled upon.
Start with clear criteria, explore multiple territories, test names in real contexts, and screen for legal and cultural fit. If you are building for international markets like the UK and Dubai, be even more considered.
And if the name truly matters, which it usually does, work with someone who understands strategy, language, and growth.
If you are naming a new venture, refreshing an existing brand, or want to talk through your options, feel free to get in touch.
