How to name your brand in one evening

The short answer

You can name your brand in one evening. Write 20 names, cut them to 5, then pick 1. Before you commit, run three checks: can people spell it after hearing it once, are the domain and social handle free, and is it clear of trademarks in your country. A good name carries a meaning that matters to you. It doesn't need to be perfect, because your customers will learn it.

How Rimore and Brand School got their names

Rimore comes from rimor, a Latin word that means to probe or explore. I've always been a traveller, and I wanted my brand to carry that spirit of exploring. The other name on my shortlist was Wafi, from the Arabic word for loyalty. I liked it, but Rimore captured the spirit better.

Would I change anything? Maybe I'd pick a simpler word. People aren't always sure how to pronounce Rimore. But it hasn't been a big deal. Customers learn a name once they like what's behind it.

Brand School was the opposite: a plain name on purpose. I've always wanted to teach and share what I know with founders. There was no school for brands, especially for the very first steps. So the name says exactly what it is.

The 20-5-1 method

Set aside one evening. No logo, no designer, just a notebook.

1. Write 20 names. Don't judge them yet. Mix it up: words from what you sell, words from the feeling you want, words from a language that means something to you, your own name, made-up words. Rimore came from Latin; Wafi from Arabic.
2. Cut to 5. Cross out anything hard to say, anything that sounds like a big brand, and anything that only describes the product.
3. Pick 1. Say each name out loud, as if you're telling a friend about your brand. The one you're proudest to say usually wins.

Three checks before you commit

If a name fails the trademark check, drop it. If it only fails the spelling check, it can still work, as Rimore shows. You'll just repeat it a few more times.

Which kind of name is right for you?

Mistakes to avoid

• Too clever. If you have to explain the pun, it isn't working.
• Too literal. "Best Linen Shirts India" describes a product, not a brand, and leaves you nowhere to grow.
• Too close to a big brand. It confuses customers and invites legal trouble.
• Waiting for the perfect name. It doesn't exist. Your customers make a name mean something, not the other way round.

When should you rename?

Rarely, and early. Rename only if there's a legal problem, if customers keep confusing you with someone else, or if the name now describes the wrong business. A name that's just a bit hard to pronounce isn't a reason to start over. Once you've named it, the next steps in starting a brand matter far more than the name, and so do your first 10 customers.

FAQ

How long should it take to name a brand?

One evening is enough for most founders. Write 20 names, cut to 5, pick 1, then run the spelling, domain and trademark checks.

Should my brand name describe what I sell?

Not necessarily. Descriptive names are clear but harder to own. Names with a story are easier to trademark and grow with you.

Can I use a word from another language?

Yes. Rimore comes from Latin. Just check the meaning in the languages your customers speak, and make sure it's easy enough to say.

Do I need a trademark before I launch?

At least search the registry before you commit, so you don't build on a name someone else owns. Filing can come once you're sure. This isn't legal advice; check with a professional in your country.

What if the domain is taken?

Try a small variation, such as adding "store", "shop" or "hq". Rimore uses rimorestore.com.

Bhavana Gupta is the founder of Rimore and co-founder of Brand School. Level 1 of Brand School helps you pick your name and check it, free.