You already know the checklist: clear, memorable, trademarkable. But let's be honest — that's not what separates a forgettable name from one that actually does something for your brand. The magic happens in the strategy, the emotion, the story you're telling.
At Tanj, a naming agency that’s helped shape brands since 2009, we do exactly this. And here's what we've seen over and over: great names don't just happen. They come from intention, meaning, and — yeah, I'll say it — courage. The guts to push past the safe, obvious choices.
Think of your brand name as that critical first moment. A weak name disappears instantly. A strong one? It makes people stop and wonder. It gets them asking questions, talking, engaging. That's the dream, right? That's what we're all chasing as marketers.
Being bold doesn't mean being weird for the sake of it. It means having a reason behind your choices. Sometimes it's a smart play on words. Sometimes it's a subtle nod to something deeper. Sometimes it's just a bit of personality that cuts through the noise. As a CMO, you're expected to push creative boundaries. Use that. People remember the leaders who actually do.
But here's the other side of it — a great name has to fit. It can't just grab attention; it needs to feel like it belongs to your brand. The best names stick around because they're rooted in something real about who you are. Even as your company changes and grows, that name keeps everything grounded.
And look, we know that data matters. But don't let testing kill everything interesting. Research can show you patterns, sure, but it also tends to punish anything unfamiliar. People thought "Google" was super weird at first. Now it's how we describe searching for literally anything. Sometimes you just have to trust your instincts.
Here's the business case: naming is one of the smartest investments you can make. Compared to what you're spending on media or a rebrand down the line, getting the name right upfront costs almost nothing — and it keeps paying dividends for years.
When you're pitching names internally, don't bombard people with endless options. Tell them a story. Show them why each name matters, how it connects to where the brand is headed. People need to feel it, not just see it on a spreadsheet. That's how you turn a meeting into actual buy-in.
Bottom line? Your name isn't just part of your brand. It is your brand. Make it count. Make it yours. Make it something that lasts.
(Need help naming your next brand or product? Start the conversation at tanj.co/contact.)