The Name – The Heart of Your Brand
A company name is more than just a word – it’s as unique as your business and captures the very essence of your brand. With our BURN Position® method, we craft a name that strategically reflects your brand’s core and communicates it clearly and unmistakably to the outside world. A name that resonates, excites, and stays top of mind.
Naming, also known as brand naming or name development, refers to the process of selecting a suitable name for a brand, product, service, or company. The goal is to find a name that reflects the brand’s identity and values, is easy to remember, and creates an emotional connection with the target audience.
The Impact of Strategic Naming
Boost Recognition
A well-crafted name makes your brand distinctive and keeps it top of mind in the long run.
Create Emotional Connection
The right name resonates with your audience, sparks associations, and shapes a clear brand personality.
Stand Out in the Market
A unique name sets your company apart from the competition and makes it tangible and memorable.
Ensure Scalable Growth
A strong name leaves room for expansion and adapts to your company’s future development.
A great name is the foundation of a strong brand – it builds identity, sticks in people’s minds, and sends a clear signal. But what makes a name truly perfect? The following 8 criteria help you create a name that’s unique, brand-fit, and built for long-term success.
8 Criteria for the Perfect Brand Name
Unique Identity
The name should stand out and create a distinctive identity for the brand.
Versatile Adaptability
It should be flexible enough to work across different contexts without losing its impact.
Simple Elegance
A great name is marked by simplicity and elegance – easy to remember, pronounce, and write.
Relevance
The name should reflect the essence and values of the brand or product, giving potential customers a clear idea of what it stands for.
Meaningful Resonance
It should carry depth and evoke an emotional response from the target audience.
Cultural Sensitivity
The name should be appropriate across cultures, languages, and regions.
Timelessness
A strong name should stand the test of time and remain relevant beyond trends and fads.
Legal Safety
It should be legally available and easy to protect. Domain availability and social media handles should also be checked.
What Our Clients Say
CONSTANTIN LUTZ, PRODUCT DEVELOPMENT & MARKETING, YEARS
“For us, it was about bringing together our highly complex business model — combining consumer-focused health optimization with cutting-edge biotech research — in one unified brand. Thanks to their deep dive into our world, the SANMIGUEL team created a unique result that truly impressed and inspired us all.”
Naming: The Sweet Spot Between Strategy and Creativity
A great name has a big job to do. The real challenge lies in combining creative ideas with legal safety, cultural fit, and practical usability. The perfect name is born at the intersection of strategy, emotion, and clarity.
trustable
Three experts in corporate and criminal tax law set out to launch a new consulting firm focused on compliance and whistleblower protection.
The goal was to develop a memorable name – one that didn’t sound like a traditional law firm, but still positioned the company as a trustworthy first point of contact for all compliance matters.
At the core stood a clear brand promise: to provide legal certainty for both people and organizations.
The result was the name trustable – a name that says what it’s all about, while signaling confidence and protection.
Key Questions About Brand Naming
What does a brand naming agency do – and why use a professional naming process?
A naming agency like SANMIGUEL develops strategically sound, legally vetted, and memorable names for companies, products, and services. With a structured process and proven methodology, SANMIGUEL ensures that every name not only sounds creative, but also aligns with the brand strategy, stands out from competitors, and communicates clearly. Key factors such as target audience, brand identity, international usability, and domain availability are all part of the process.
Why is a professionally developed brand name so important?
A well-developed brand name is more than just a creative idea – it’s the foundation of a strong brand. A great name builds recognition, creates differentiation, and forms an emotional connection with your audience. It immediately communicates what your brand stands for, sticks in people’s minds, and strengthens your brand image. A precise, strategic brand name builds trust, makes your brand unmistakable, and sets the stage for long-term market success.
How does a rebranding process with a brand naming agency work?
The naming process at SANMIGUEL follows a clear structure – with the goal of creating a brand name that is memorable, legally secure, and strategically sound.
Analysis & Strategy: Using our BURN Position® method, we define your brand’s core in a strategy workshop and establish criteria for the perfect name.
Creative Phase – From Longlist to Shortlist: We create a broad range of name ideas that align with your brand strategy and have strong linguistic impact. Through targeted selection and initial checks, we refine this into a shortlist of top candidates.
Validation & Selection: The shortlisted names are checked for trademark protection, domain availability, cultural and linguistic suitability, and international applicability. Together, we select the names that meet all criteria.
Finalization & Rollout: The final name is introduced strategically and can be supported with logo design, branding, and rollout planning to ensure seamless implementation.
How do you integrate brand strategy and positioning into the brand naming process?
Our naming process always begins with a brand strategy workshop. Using our proprietary BURN Position® method, we define your brand identity with precision – including values, audiences, and key differentiators.
This strategic foundation ensures the name is not only creative but also targeted, brand-aligned, and future-proof.
The result: a name that becomes an authentic expression of your brand – one that’s recognizable and clearly positioned in the market.
What makes a brand name strong and successful?
A powerful brand name meets several key criteria:
Trademark & Domain: Can be protected legally and is domain- and handle-ready
Memorability: Easy to remember, pronounce, and spell
Differentiation: Stands out from competitors and builds a unique identity
Relevance: Reflects brand values, tone, and positioning
Scalability: Works across markets, audiences, and platforms
Cultural Fit: Avoids negative associations in key languages or regions
At SANMIGUEL, we develop names that are not only creative, but also strategically sound, legally safe, and built for the future.
What’s the difference between a company name, a brand, and a product name?
A company name is the legal and commercial name of a business. It may be identical to the brand – but doesn’t have to be.
A brand is what people perceive – it includes the name, values, visuals, tone of voice, and the full brand experience. A brand can represent a company or a specific line of products or services.
A product name refers to an individual offering within a brand. One company may own multiple brands, and one brand may include various product names.
Example:
Apple Inc. is the company name. Apple is the brand. iPhone and MacBook are product names under the Apple brand.
Our Agency Services: Everything Your Brand Needs.
