How to Choose a Brand Name

One of the most important decisions an entrepreneur can make is choosing a brand name. Some of the world’s most iconic brands not only have catchy names but also names with compelling stories behind them. These stories often reveal a glimpse of the company’s history—even if the name itself isn’t directly related to the product or service.

For example, the origin of the Apple name is tied to a story told by Steve Wozniak in his autobiography: Steve Jobs suggested the name after returning from a stint at a commune he called an “apple orchard.” Google came from a misspelled search in the domain name registry, evolving from the original name, “BackRub.” Even in pop culture, names matter: Justin Timberlake (playing Sean Parker in The Social Network) advised Mark Zuckerberg to “drop the ‘The’” from TheFacebook, shaping the brand we know today.

Why Brand Origins Matter

The story behind a brand name is often as important as the name itself. These narratives help foster a community around your brand, encouraging loyalty and long-term success. Interestingly, research and observation suggest that brand names directly tied to a product or service often underperform compared to extraneous or unrelated names.

The reason? A name disconnected from the product encourages consumers to form their own associations, strengthening brand awareness, brand positioning, and brand loyalty.

For instance, Disney began simply as a surname, unrelated to animation. Consumers, like myself, have learned to associate Disney with family-oriented, wholesome entertainment—a bond created through personal discovery. By contrast, Cartoon Network has a descriptive name that immediately conveys its offering. While clear, the pre-built association may result in a less personal, less sustainable connection.

Legal Considerations: Trademarks and Fictional Names

Selecting a brand name can also encounter legal roadblocks. A recent U.S. circuit court case denied an entrepreneur the right to name his restaurant “The Krusty Krab”, a fictional restaurant from SpongeBob SquarePants.

The court ruled in favor (U.S. circuit court case) of Viacom, citing the likelihood that diners would confuse the new restaurant with SpongeBob’s fictional establishment. This case highlights key points about trademark protection:

• Fictional origins can confer trademark rights even without official registration.

• Courts have applied similar reasoning to the Daily Planet (Superman) and the General Lee (The Dukes of Hazzard).

However, trademark protection does not always mean a name is unavailable. Viacom itself has licensed its intellectual property in the past—for example, Bubba Gump Shrimp Co., which revitalized a declining seafood brand after leveraging the Forrest Gump franchise. In the case of The Krusty Krab, no such licensing arrangement was in place.

Crafting a Brand Name That Works

Developing a brand strategy starts with selecting a strong name. Key takeaways include:

• Stories strengthen Brand Equity: Names with compelling origins help build emotional connections with consumers.

• Consider legal protection early: Even unregistered names may be protected under trademark law.

• Balance creativity and clarity: A name unrelated to your product can foster stronger consumer associations, while a descriptive name may offer immediate recognition.

Entrepreneurs should leverage all available resources when crafting a brand name, but always remain mindful of potential legal hurdles.