Too often, people think a great brand name needs to spell out exactly what the business does. But if that were true, we’d all be using Personal Computers Inc., SpeedShoes, or Search Engine Pro instead of Apple, Nike, and Google.

A name isn’t just a label—it’s an anchor in your audience’s mind. And in today’s content-saturated world, memorability beats description.

The biggest mistake founders make when naming their brand?

They obsess over making it perfectly descriptive. As if the name alone had to do all the explaining.

But a brand never exists in isolation.

It lives within a context—your messaging, your design, your product.

Your brand name’s real job? To be remembered.

Because in an era where your audience is bombarded with content every second, they won’t always engage with your brand the first time they see it. Their journey will be multi-staged. And when they are ready to buy from you, they need to recall your brand’s name effortlessly to search for it.

When helping my clients name their brands, I always frame the process along two key axes:

Meaning-ledvs Clarity-led & Expectedvs Unexpected

Meaning-led vs Clarity-led

Descriptive names can increase clarity, but they’re often forgettable. Because in their familiarity, they blend in. They don’t stick in people’s minds.

On the other hand, when a name is linked to something meaningful about the brand’s purpose, it opens the door to storytelling. A story that creates a genuine connection, leaves a lasting impression.

Meaning-driven names create intrigue and emotional connection. They embed themselves into a brand’s identity and extend their impact beyond mere words. They become memorable.

The only scenario where I’d recommend a clarity-led, descriptive name is when a brand knows it will rely heavily on organic search. But even then, I’d only consider it if the brand is actually committed and able to execute a winning SEO strategy, which is incredibly difficult.

Otherwise, I always favor memorability.

Expected vs Unexpected

We assume a familiar name is easier to remember. And while that’s somewhat true, it’s also much less remarkable.

The human brain is hardwired to filter out the ordinary. If we didn’t, we’d be overwhelmed by information.

Audiences are bombarded with content every second of every day. A name that’s too conventional or predictable will fade into the background.

That’s why I favor the power of surprise. Unexpected names make people stop to double check. They break through the deafening noise. And, most importantly, they stick.

So, what makes a great brand name?

There’s no universal formula. No single “right” answer.

How we position our brands across these two axes depends entirely on the type of business we’re building.

But given today’s reality, I lean toward the meaningful and the unexpected. They have a much higher chance of carving out a space in people’s memory. And, more importantly, they turn a brand name into something greater— A vessel of meaning that carries the full weight of a brand’s identity.