Every CEO knows the basics. Make it memorable, make sure you can trademark it, don't pick something stupid. But here's what a lot of leaders miss: Your company's name isn't just some branding checkbox. It's a business decision that has real weight.
At Tanj, a leading brand naming agency, we've spent years working with founders and executives who thought naming was mostly a creative thing. It's not. It's strategic. The right name opens doors. The wrong one? It quietly shuts them. We're talking about attracting customers, rallying your team, even affecting your bottom line.
Here's what we advise: forget the poetry. Focus on what works. Yes, creativity has its place (and yes, we love it), but in business, clarity always wins. Your name is basically your first sales pitch — you've got maybe a second to earn someone's trust, or at least their curiosity. A solid name gives you momentum right out of the gate. A mediocre one creates friction you'll be fighting against for years.
Once you've picked a name, commit to it. You don't need to fall in love with it on day one, but you do need to stand behind it. When a CEO projects confidence in their brand name, everyone else follows suit. That energy spreads through your organization and into the market.
One more thing: this decision is worth the investment. We've seen companies burn millions on rebrands or legal nightmares because they cut corners early. A well-chosen name? It keeps delivering value year after year. When your team wears the name with pride and your customers feel genuinely connected to it, that's when you know you nailed it.
Naming starts as a creative challenge, sure. But it ends up being one of your biggest competitive advantages. Get it right the first time, and everything else you build sits on solid ground.
(Need expert help naming your next big thing? Let’s talk at tanj.co/contact.)