Have you ever seen a business name and felt something shift in your spirit?
Like the name alone carried confidence, presence, and purpose? Yes. That thing. That power. That "who born you?" audacity.
The truth is simple:
A name is not "just a name."
A name is a prophecy, a positioning, and a promise — wrapped in a few letters.
Let me teach you how to choose yours like a pro.
1Your Brand Name Is Your First Impression
You can have the best product, the deepest passion, the biggest dream. But if your name is dry, confusing, or forgettable, your brand is already handicapped at birth.
People will forgive your mistakes.
They will forgive your slow delivery.
They will even forgive your price.
But they will not forgive boredom.
A boring name... is a dead-on-arrival brand.
2Don't Name Your Brand Like You're Naming a File
Too many people name brands like this:
"Ben Tech Solution Enterprise Global Ltd."
"Topstar Multipurpose Digital Concept Intl."
"Bluewave Innovative Venture Enterprise Services."
My brother, my sister... what is this?
Are you building a brand or applying for civil service?
A brand name must be a tattoo for the mind — short, sharp, and unforgettable. If you cannot say it confidently in public without inhaling, throw it away.
3Go for Names That Carry Emotion, Not Explanation
Don't try to describe your business in the name. Instead, make people feel something.
Nike
does not mean shoes
Apple
does not mean computers
Uber
does not mean taxis
SuperConnect
does not mean Nigerians in SA (yet you feel the energy)
Powerful names trigger emotions before logic.
If your name needs a paragraph to explain itself, it is not a brand name, it is an obituary.
4Choose a Name That Can Grow With You
Your business today may not be your business tomorrow. Start with R5,000 phone accessories... end up building an international consulting firm. Who knows?
Don't call your brand something like:
"SA iPhone Plug"
"Naira2Rand Exchanger Only"
"Ben Laptop Fixer"
A name that locks you into one path will choke your future.
Great brand names are elastic. They grow with your ambition.
5The "Two-Second Memory Test"
Here is how professionals test names:
1. Say the name.
2. Wait two seconds.
3. Ask: "What did I just say?"
If the person cannot remember it, the market will not remember it either.
Your name can be unique without being complicated. It can be creative without being confusing. It can be original without being unpronounceable.
If people twist their tongue saying it, forget it.
6A Pro Brand Name Has Music in It
Read these names out loud:
Netflix
Dangote
Tesla
Coca-Cola
Hear the rhythm?
Good brand names have melody. They are pleasant in the ear and easy on the tongue.
Your brand name should dance. Not stumble.
7Don't Be Afraid to Create a Word
Some of the world's biggest brands were invented from imagination:
Pepsi
Spotify
Kodak
Lexus
This is how legends are made.
Mix a sound, add meaning, attach purpose, ignite emotion. Your brand name doesn't need to exist before you create it.
The world will adjust.
8Make Your Name a Declaration of Destiny
Names go ahead of us. Sometimes they carry us further than our skill, network, or resources.
"Prime Care" sounds like excellence.
"Bennie Design Studio" already sounds like a creative empire.
"SuperConnect" sounds like a movement.
When choosing a name, ask yourself:
"What story should this name tell about my future?"
Not "who am I right now?" But "who will I be in 10 years?"
A great name is the prophecy you speak over your business.
9Test Your Name in Real-World Scenarios
Before finalizing your name, test it in different contexts:
"Hello, welcome to [your brand]."
"Follow us on Instagram @yourbrand."
"I'm with [your brand]."
"This event is sponsored by [your brand]."
If it doesn't sound good, feel good, and look good — start again.
10Own It With Confidence
Even the best name will feel strange at first. Even the greatest brand today felt awkward the first day someone mentioned it.
But the moment you decide:
"This is me. This is my flag. This is my identity."
...the world will begin to respond.
Names rise or fall according to the confidence of their owners.
Final Word
Choosing a brand name is not branding.
It is not marketing.
It is not strategy.
It is identity.
Your brand name is the doorway through which the world will enter your story. Build that door with intention, inspiration, and boldness.
Name your brand like a pro... And watch the world treat it like one.
Ready to Bring Your Brand to Life?
Once you have the perfect name, you need a visual identity that matches its power. At Bennie Design Studio, we craft brand identities that don't just look good — they command respect, build trust, and make your business unforgettable.
Logo Design • Brand Identity • Visual Systems • Marketing Collateral
Olofinyo Temitope Ben
Brand Strategist