How to create a great name for your business or product

By Kristina Mišić

September 1, 2021

As Catchword’s co-founder and creative lead, Maria Cypher oversees creative strategy for one of the world’s leading naming firms. She has created names for Starbucks, PwC, McDonald’s, Fitbit, Intel, Unilever, and hundreds of others over the course of over two decades. In this interview with MarkUpgrade, Maria shares current trends in business naming, the secrets to a successful name, and absolute No’s in naming a business.

Why is picking the right brand name so critically important for a business?

A good name is a foundation for a great brand. It’s the first thing people see (or hear!) — and often leaves the very first taste or impression of an offering for consumers. In the case of a company name, it can also do double the work, setting the tone for the culture (think: Microsoft vs. Google) or even establishing an overarching philosophy or premise (a good example being The Honest Company). Finally, a brand name has to be able to flex with changing times and business strategies. Companies are a bit like people, constantly growing, pivoting, and evolving. …

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