Shakespeare asked what’s in a name? But as B2B brands and B2B marketing agencies know all too well, naming carries quite a lot of weight, actually.
Whether it stems from an accidental misspelling of a maths term (hello Google) or a Scandi-sounding name that’s completely made up (looking at you Häagen Dazs), you’ve got to admit there’s a fine art to the name game. Get it right and you’re golden. But misjudge it or fail to read the room, then you could be facing a legal or PR nightmare for years to come. It's a challenge, but one that comes with an exciting opportunity to leave a long-lasting legacy.
Naming is such an important part of B2B Branding , here are some top tips on getting it right:
Whether it stems from an accidental misspelling of a maths term (hello Google) or a Scandi-sounding name that’s completely made up (looking at you Häagen Dazs), you’ve got to admit there’s a fine art to the name game. Get it right and you’re golden. But misjudge it or fail to read the room, then you could be facing a legal or PR nightmare for years to come. It's a challenge, but one that comes with an exciting opportunity to leave a long-lasting legacy.
Naming is such an important part of B2B Branding , here are some top tips on getting it right:
Our top 10 B2B naming considerations
1. Brand architecture compatibilityBefore jumping into names, consider your brand architecture. How will this new product, service, or brand sit within your portfolio? A clear hierarchy ensures your audience understands your offer and helps protect the reputation of the parent company if one strand doesn’t perform. Done well, strong brand architecture builds coherence, avoids wasted effort, and strengthens customer trust.
2. Brand vs sub brand
Will your new launch stand alone or sit as a sub-brand? Sub-brands, like Cola Cola's Diet Coke, can benefit from parent brand equity and open doors to new audiences, but too many sub-brands risks diluting credibility. In some cases, a completely new brand creates more cut-through. Whichever you choose, your decision should be guided by long-term scalability and strategic alignment.
3. Know your audience (and your competitors)
Your name needs to resonate with your audience’s values and stand out in the market. B2B marketing agencies use persona research, SWOT analysis, and competitor reviews to uncover gaps and opportunities. Look at customer reviews and social chatter too as they often reveal honest insights about brand perception. Whether you decide to emulate what’s current or buck the trend and go a bit more leftfield, the key is to base decisions on solid data. Gathering the right sort of data about your audience means you can make your own informed decisions and create a name that resonates.
4. Have a clear strategy, purpose and budget
Having a clear strategy, purpose (and importantly budget) will see that your name isn’t just a label but a powerful asset to your business. Be clear about your objectives and your budget upfront. Your purpose should shape the story your name tells, while financial planning ensures you can invest in research, testing, and trademark checks. The result is a name that has meaning, longevity, and legal security.
5. Creative Brainstorming Made it this far? Great! Now for the exciting bit...ideation. Write. Write. Write. Come up with as many as you can! The best names are memorable, simple, and scalable. Play with methods like compound names (FedEx), metaphors (Mailchimp), or heritage cues. Don’t forget practicalities: pronunciation, translation, and cultural nuances. Moodboards and tone of voice guides can help anchor creativity in your brand personality. A B2B marketing agency can really add some creative power to project here. 6. Avoid the common pitfalls Remember, overly complex names confuse, hyper-specific names can limit growth, and off-brand names risk alienating customers. You can't rush this process (tempting as it may be). Skipping legal checks can be costly. Always check trademark databases, Companies House, and domain availability before falling in love with an idea. And while stakeholder input is useful, don’t let ‘too many cooks’ water down the vision.
5. Creative Brainstorming Made it this far? Great! Now for the exciting bit...ideation. Write. Write. Write. Come up with as many as you can! The best names are memorable, simple, and scalable. Play with methods like compound names (FedEx), metaphors (Mailchimp), or heritage cues. Don’t forget practicalities: pronunciation, translation, and cultural nuances. Moodboards and tone of voice guides can help anchor creativity in your brand personality. A B2B marketing agency can really add some creative power to project here. 6. Avoid the common pitfalls Remember, overly complex names confuse, hyper-specific names can limit growth, and off-brand names risk alienating customers. You can't rush this process (tempting as it may be). Skipping legal checks can be costly. Always check trademark databases, Companies House, and domain availability before falling in love with an idea. And while stakeholder input is useful, don’t let ‘too many cooks’ water down the vision.
A name isn’t just a label - it’s a strategic asset that can define your brand’s future success
Chris Banner, Creative Director, Upp B2B
7. Shortlisting and screening
During the creative process, you should generate dozens (if not hundreds) of ideas. Having a robust shortlisting process in place will help you to decide which ones are actually worth further exploration. Shortlists are great for focusing your efforts on projects that can sometimes have a life of their own. And if your options are focused, then your feedback will be too. A carefully curated list will help to clearly explain the rationale behind your thinking and manage stakeholder’s expectations effectively. Remember all names should undergo a final legal review and compliance check to ensure it meets with industry-specific regulations, including advertising standards. 8. Check domain availability (and what to do if they’re all taken)
So you’ve poured blood, sweat and tears and into crafting the perfect name, what do you do when you find the domain’s already taken? The most logical way around this is making a slight adjustment to the URL. It might be as simple as adding a word to explain what you do – think ‘consulting,’ or ‘logistics’ or even something as easy as a hyphen. There are dozens of underused TLD (Top level domain) options, so spend some time finding one that works for you. Brand recognition is an integral part of any successful B2B Digital Marketing campaign, so your domain name is crucially important in securing consistency and trust across all digital platforms. It’s worth putting the work in and doing a bit of digging before you commit.
During the creative process, you should generate dozens (if not hundreds) of ideas. Having a robust shortlisting process in place will help you to decide which ones are actually worth further exploration. Shortlists are great for focusing your efforts on projects that can sometimes have a life of their own. And if your options are focused, then your feedback will be too. A carefully curated list will help to clearly explain the rationale behind your thinking and manage stakeholder’s expectations effectively. Remember all names should undergo a final legal review and compliance check to ensure it meets with industry-specific regulations, including advertising standards. 8. Check domain availability (and what to do if they’re all taken)
So you’ve poured blood, sweat and tears and into crafting the perfect name, what do you do when you find the domain’s already taken? The most logical way around this is making a slight adjustment to the URL. It might be as simple as adding a word to explain what you do – think ‘consulting,’ or ‘logistics’ or even something as easy as a hyphen. There are dozens of underused TLD (Top level domain) options, so spend some time finding one that works for you. Brand recognition is an integral part of any successful B2B Digital Marketing campaign, so your domain name is crucially important in securing consistency and trust across all digital platforms. It’s worth putting the work in and doing a bit of digging before you commit.
9. Remember the customer and test, test, test.
Ultimately, it doesn’t matter what your team loves, it about what your audience thinks. Test names with customers across regions, languages, and platforms. Remote usability tools make it easier than ever to gather quick, cost-effective insights. That way, you’ll ensure total confidence that your name works where it matters most: in the market.
10. Ask for help
By now you’re probably more than aware of all the complexities involved in the naming process. It’s okay to feel out of your depth, naming is tough and even seasoned writers struggle. Whether you need help with market insights, brand positioning, or the creative process itself, then a B2B marketing agency might be your best option to help guide you through seamlessly and get you all set up for the future.
Nicole Robertson
Content Writer
Let us help with your B2B copy and content challenges
We’ve got a team of in-house writers and B2B specialists who can give you the fresh perspective you’re looking for. From support with standout name suggestions to market research, trademark searches and screening checks, we can support you at every step of your branding journey. Please get in touch, hello@uppb2b.co.uk
