You’re not Nike, and that’s a good thing: How to pick a brand name that actually works

So you're naming your brand.

Cool. Also terrifying. Because every name feels taken, meaningless, or just… weird.

And while “Nike” works for Nike, and “Purple” somehow sells mattresses, you're not them. You don’t have billion-dollar marketing budgets or time to rewire people’s brains. You need a name that lands now — one your customers instantly get (or at least feel drawn to). So let’s break this down.

Make It Feel Right for What You Do

This isn’t about being literal (please, no more “Brandly” or “Coachsy”). A name can be abstract — but it should still feel like it belongs in the world you’re creating. Think about the transformation or energy you’re selling. If you’re a life coach helping people navigate change, something like Northlight might feel emotionally resonant — directional, supportive, bright. Compare that to something mismatched, like Basil & Co. for a mindset coach. Is it a restaurant? A tea brand? Confusion costs you.

Check the Gut Test

Say it out loud. Imagine it on a business card. Would you feel proud introducing yourself as this brand? Would someone instantly ask “Oh, what’s that about?” (in a good way)? If you’re cringing or explaining a pun… it’s a no.

Make It Easy to Say, Spell, and Search

This is the unsexy part — but it’s critical. If someone hears your name once, can they Google it? Can they text it to a friend without autocorrect butchering it? If not, it’s back to the drawing board.

Take Xobni, for example. Pronounced "Zob-nee", Xobni was a productivity tool that integrated with Outlook to organize email data. The name was literally “inbox” spelled backwards.

Why it failed the say/spell/search test:

• Most people didn’t know how to pronounce it.

• It looked like a typo.

• It was impossible to spell if you only heard it spoken.

• Good luck Googling it without asking someone to repeat it five times.

Despite having a cool concept, Xobni struggled with adoption — and many agree the name was a factor. It was acquired by Yahoo in 2013 and eventually shut down.

Ditch the Mismatched References

Don’t name your coaching practice after a food, a city you’re not based in, or a tech term you don’t understand. Calling your wellness brand ByteLab because it sounds modern? You’ll get lumped in with SaaS startups. Naming your slow-fashion label Copenhagen Thread but you’re in Ohio? Confusing. Mismatched names steal attention from your actual message.

Take Soylent, for example. The name and the meal replacement it represents are inspired by the 1966 sci-fi novel Make Room! Make Room! and its 1973 film adaptation Soylent Green. In the book, Soylent is a blend of “soy” and “lentil,” the main ingredients in the fictional food. But the movie famously flipped the script — revealing Soylent Green was made from human remains. The result? A name that’s edgy and memorable, but unsettling for many.

The founder has said he chose the name, with all its morbid associations, to pique curiosity and encourage deeper investigation — a deliberate contrast to flashy, conventional marketing. Bold? Yes. But not exactly appetizing.

Now, contrast that with Nike. You don’t need a name that says everything on day one — you just need one that won’t work against you. When the name and Swoosh logo were introduced in 1971, even co-founder Phil Knight wasn’t sold on them. But they stuck with it. Over time, Nike became synonymous with performance, speed, and dominance — not because of the name alone, but because the brand built meaning around it.

Or look at Nine Inch Nails. Trent Reznor once said he chose the name mostly because it was “hard, memorable, and abbreviated well.” It didn’t have a deep, pre-existing meaning — but it created a mood. It fit the music. It became iconic.

So yes — your name can be abstract. But it shouldn’t be confusing. It needs some kind of anchor in your brand story, your tone, your energy — something to hold onto.

Ask: Is This Name a Container or a Crutch?

A good name is a container — it gives space for your brand to grow. A bad name tries to carry too much meaning and collapses under the weight. Nike worked because it had mythology, movement, and decades of branding. But Patagonia also worked — rooted in nature, specific but expansive. You don’t need epic mythology. You just need something clear, resonant, and rooted in what you actually do.

TL;DR – How to Choose a Name That Works

• Don’t confuse clever with clear

• Be abstract only if it still feels aligned

• Avoid mismatched or misleading references

• Say it out loud, test it on strangers, Google it

• Go with “good enough” and move

You can’t build a brand if you’re stuck naming it forever. Make the call. Then make it mean something.