Most naming debates fail for one reason. Everyone is arguing opinions instead of criteria.
If you want to choose a strong name, you need a way to evaluate ideas objectively, even when tastes differ.
Start With Strategy, Not Preference
Before judging any name, ask one question: does it map back to the naming strategy?
A strong name supports your positioning, audience, and long-term vision. A clever name that ignores strategy is just noise.
This is why experienced naming agencies don’t present ideas without context.
Use Clear, Shared Criteria
Every name should be evaluated against the same baseline questions:
- Is it easy to pronounce?
- Is it easy to spell?
- Is it easy to remember?
- Is it distinctive in the category?
- Does it feel credible for the brand?
If a name fails on multiple fundamentals, it doesn’t belong on the shortlist.
Separate Familiar From Effective
People gravitate toward names that feel familiar. That doesn’t mean they’re strong.
Many iconic brands would have tested poorly early on. New names often feel strange until they’re given meaning through brand experience.
Objective evaluation recognizes this gap and doesn’t punish originality.
Look for Strategic Outliers
Not every great name fits neatly into the strategy box. Some stand out because they feel unexpected but magnetic.
These outliers deserve discussion, not dismissal. They often become the most ownable options once fully explored.
A professional naming company knows how to balance discipline with intuition.
Limit the Shortlist Ruthlessly
More options don’t mean better decisions. They create confusion.
Ten to fifteen names is the sweet spot for meaningful evaluation. Anything more dilutes focus and invites endless debate.
If you’re struggling to choose, the problem is usually not the names. It’s the lack of evaluation structure.
Need help pressure-testing your shortlist? A brand naming agency can help you evaluate ideas without ego. Start the conversation at https://tanj.co/contact.