Choosing Your Brand’s Name with Ben Givon

Ben Givon
3 min readMar 25, 2021
Ben Givon is here to help you find a brand name that reflects your company’s visions and values.

Is it a mystery to you where good brand names come from? Sometimes it is a moment of truth, and sometimes it is a long and tedious process of strategic thinking. Ben Givon is here to help you find a brand name that reflects your company’s visions and values.

No matter the field your company is in, your company’s name is an essential component of your brand. It will represent everything you do, and your company’s identity will be built around it. You need a memorable and unique business name that will make you stand out from your competition and make customers remember you. A brand name should speak about your company and people who work there.

For start-up companies of a smaller size a brand name might come with a blink of an eye, while for more established organizations choosing a name for rebranding could be quite a mission. In any case, don’t rush your decision as you are naming your company for good. Try getting feedback, even if the comments your friends and colleagues have to make are not the most ear pleasing. Ben Givon wouldn’t recommend opening a discussion on facebook, but asking for an opinion from people who you respect and admire is a great idea. In case with a start-up that is constantly growing and changing, you might come up with various ideas and that is only natural.

Your business as a whole should be represented through your company name.

Your business as a whole should be represented through your company name. Amazing designs and inventive wordplay might be not enough, if your business’s culture is not expressed. A strong brand identity has authenticity at its heart. Keep in mind your philosophy and values while thinking about the name. You can put together a list of your values and check your potential brand names against it, see if there is a match.

Implement word associations, even though it is not an existing science, you can still refer to it while pondering about your brand’s name. There is a set of associations for every word. For example the word “cat” is associated with such words as “warmth”, “play”, “comfort.” The moment you have a list of potential names, you can contemplate the words that associate with them. Associations can appear not only through the meaning but rhyme as well. For instance, if your brand specializes in fast delivery, you should reconsider naming it “Glow” as it rhymes with “low” and “slow.”

Keep your business name short and sweet. If you look at the brand names of successful companies, you’ll notice that most of them are not lengthy. Giving your brand a short and harmonious name will make it more memorable. Also, it is easier to design your brand logo if the brand name doesn’t take up too much space.

Ben Givon also recommends considering alternative spellings. If you use an alternative spelling naming your brand there is a big chance the name will be unique. However, it is important to make sure that it is easy to pronounce a word for the first time. If you don’t adhere to this piece of advice, there is a good chance that your clients will have a hard time referring your brand to a friend.

It goes without saying that brand identity is an essential concept to consider while choosing a name for your brand. A name is not the only component of a brand identity, of course, but it is a key part to consider. Your company name is an important element in the branding process, and it plays an important role in defining your brand strategy. Make sure the name seems suitable for a number of different settings and scenarios, from marketing to your target audience to pitching for investment.

And last but not least, listen to your gut feeling. You will deal with this name every day, and so will your colleagues, so make sure you are content with it. Ask yourself if it makes you happy and ready to do great things.



Ben Givon

Ben Givon is the key writer and blogger for various internet sites. A recognised expert in the fields of online marketing and branding.