What’s In a Name?

Every brand decision matters, but few carry as much weight—or as much lasting impact—as choosing a name.

It’s the single element of your brand that appears everywhere: on your website, in conversations, on proposals, and in your customer’s memory.

At Six06 Strategy, I think about names a lot.

I’ve helped organizations name products, services, and new offerings.

I’ve seen names open doors, clarify positioning, and create competitive advantage—and I’ve also seen names that confuse, limit, or fail to connect.

Naming is part creativity, part process, and part instinct.

It’s about finding a single word or phrase that encapsulates what you stand for today, while leaving room for who you might become tomorrow.

Why names matter

Names are the front door to your brand.

They’re often the first impression you make—and in a world crowded with competitors, that impression needs to stick.

The right name should:

• Capture the essence of your positioning

• Resonate with your audience

• Stand the test of time

• Create room for your brand to grow

But “right” is subjective.

Names can be polarizing, like Playboy or Virgin. They can be literal, like TripAdvisor, or abstract, like Apple.

Some are invented words—Google, Zillow—while others are clever blends, or portmanteaus, like Pinterest (pin + interest) or Microsoft (microcomputer + software).

A process for clarity

When I help clients name something—whether it’s a business unit, a new offering, or a rebrand—I start by defining what the name needs to communicate.

Is it about heritage? Innovation? A category shift?

I explore multiple directions, from the safe and familiar to the unexpected and bold.

I run candidates through several filters:

• Strategic fit – Does it align with your positioning?

• Audience resonance – Will it connect emotionally?

• Linguistic and cultural checks – Will it translate well across markets?

• Trademark and domain availability – Can you legally own it and use it?

Often, I’ll land on something new.

But sometimes, the process reveals that the existing name is exactly right—it simply needs to be reframed, reintroduced, or re-energized through brand strategy.

Instinct still counts

Data and process can take you far, but naming isn’t purely analytical.

There’s a moment when you know a name feels right—when it sparks recognition internally and opens possibilities externally.

That’s why the most important lesson I’ve learned about naming is this: the name itself is only part of the equation.

The meaning you build into it over time, through consistent positioning and execution, is what ultimately makes it powerful.

So, what’s in a name?

Sometimes, not much.

Other times, everything.

It can be the foundation of a brand’s story and the shorthand for all the value you deliver.

The right name will grow with you, embody your evolution, and—when paired with a strong strategy—become one of your most enduring assets.