Names should be remembered above everything else. 

 In order to achieve a memorable name, you need to keep it short and simple: In general, the shorter the better. “Why?” you may ask. Well, the simple answer is that a shorter name is easier to remember, easer to say and easier to type into a cell phone. There are many different techniques for coming up with memorable names.

One technique is to create a “proper name” or an “origin name”. This is where you base the name of the company or product on the inventor or the person who started the company; you give the name some history. By doing this, it allows you to tell a story of how and where the product/company was created. Throughout history, stories have been used to make facts and laws memorable, and stories can do the same for your business. One of the biggest positives for using a proper name is that it separates you from common, generic names –  it is completely own-able. An example of this is the product name Fontalin.

Fontalin: We came up with this name for an oncology pet product derived from the blushwood tree whose Latin name is Fontainea picrosperma.


Another technique is based within the idea that bigger is better:
A lot of successful names take after something of scale. Some great examples of this are Amazon and Pet Planet. Each of these names gives a sense of scale and presence in the market.


The use of alliteration is another important technique. Alliteration, like rhyme, is easy to remember and palatable to the ears. There are so many great examples of alliteration being used: Volvo, Coca-Cola and Blockbusters are just a few.

An agency example is a name we created for a medicinal-cannabis animal-care product, Canncare.

Cannacare: This name ticks a lot of boxes. It not only uses alliteration but also tells the user what it’s made of (origin name) and what the product enables the user to inherently do (calm animals so that they can be properly cared for).

In this day and age, it’s hard to find a name that you can own. One technique to overcome this is to place two or three words together to make a new name or word – but one that still has relevance from the original words’ meanings. 

Everfix: The name of a tooth amalgam product, this name ensures the benefit that the product delivers is realized.

You could then take this technique one step further and make up a completely new word based on a generic word.

Welio: Is a start-up technological-medical company that we recently named using this technique. The company was adamant that it needed a unique name with a hint of what it does, and so it contains the word “well”. 

Other agency examples include the very function-based Remocan, which is an amalgamation of the words “remove” and “cancer”, and Breatherite, which is the name of an app that helps asthma patients ensure that they use their inhalers in the correct way. 

When you are having difficulty choosing between several brand names that are seemingly equal, the smartest name to pick is the shortest and simplest. One piece of advice we give to our clients is to read the list of proposed options, then forget about them for three to four days. After this time, try and remember the names on the list. This will immediately sort out the strongest names from the weak.