The Art of Naming: A Friendly Guide for Your Next Venture

Strong brands build trust wherever they go.

Sometimes the idea or desire to create something new hits you suddenly. It could be a product, a service, or a company. But how should you name it? The possibilities seem endless. Sometimes inspiration comes from a geographic region like Amazon or Cisco, which originated in San Francisco. Other times it comes from history or mythology, like Nike, the Greek goddess of victory, or Venus, the Roman goddess of love, beauty, and fertility.

And then there are names that simply have a personal connection without any scientific rationale. They just feel right. Below is a small overview of existing names that work in different categories.

Source: Based on Michael Johnson, 2016

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A structured approach to naming

Before making a final decision, there are some important steps to consider. Nothing is more unpleasant than launching a brand name and suddenly facing an unexpected trademark lawsuit.

A structured approach to naming is presented by Michael Johnson in his book Branding in Five and a Half Steps. He describes the Naming Funnel with eight steps:

1. Establish criteria

The name should convey a certain feeling, match your narrative and strategy, be understandable or easily made understandable, serve as a springboard for design, and be legally viable.

2. Initial filtering

From 70 to 100 ideas, check basic legal feasibility and domain availability.

For initial legal checks, you can search existing trademarks on:

• German Patent and Trade Mark Office (DPMA): https://www.dpma.de

• European Union Intellectual Property Office (EUIPO): https://euipo.europa.eu

• World Intellectual Property Organization (WIPO): https://www.wipo.int

For domain availability, you can check:

• GoDaddy: https://www.godaddy.com

• IONOS: https://www.ionos.com

• Namecheap: https://www.namecheap.com

  
  

3. Major elimination

Many ideas drop out at this stage due to the first filters.

4. Create a shortlist

Reduce to 15 to 20 names and carry out more thorough legal checks.

5. Test brand fit

Six to ten names are tested in the context of your brand story, including messaging and tone of voice examples.

6. Final legal check

Have a professional company or attorney confirm legal viability.

7. Integrate into design

Two to four names are explored in design to see how they work visually.

8. Make a decision

Finally, choose the name that best meets all criteria.

At Mangroves, we had our own journey to finding a name. We thought about which living beings are least able to defend themselves against external influences but still help the planet. Trees came to mind because they cannot run away from a fire but remain steadfast and recover. Among trees, mangroves fascinated us the most. Their shape is unique, just like each of us. That is how we arrived at the name Mangroves. Everything we do is connected to Mangroves in one way or another, reflecting our philosophy, values, and approach in every project.

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We hope this guide inspires you to find a name that fits your vision. If you need support, Mangroves is here to help.