• Vincent Bissette


A business is comprised of many different parts, all working in tandem to ensure the smooth operation and growth of the company. It is important at the early stages of building a business that owners take every possible opportunity to get an advantage over their competitors and stake their place in the market. One of the most important choices at this early stage is picking the right name.

A brand name is all about communicating the ethos of the brand through a kind of cultural shorthand; a word or two that has instant connotations of a particular company, product or service, an image, a way of life.


We've broken it down into 6 key points. We'll put these points to the test by comparing "Starbucks" to rival and completely fictional - not based off of any existing company who may want to sue us - brand "The Coffee Company Who Also Sell Tea


The brand name must have an impact and be something that won’t be submerged by common text and speech. It should also be unique, and stand out from its competitors. Don't get lost in the shuffle.

Here Starbucks takes the first point. Starbucks by way of not being a commonly used word prior to the brand has the advantage over the coffee company which may get confused with common parlance or any other similarly named coffee shop.


The name should be short, to the point and easily recalled. Long multi-word names will be quickly shortened to non-communicating initials or reduced to a nickname. We didn't ask for your life story.

Notice we've begun to refer to "The Coffee Company Who Also Sell Tea" as simply "The Coffee Company". Well, this is how it is colloquially known and that's because the name is far too long for people to continually say in full. Another point for Starbucks after they shortened their name from "Starbucks coffee, tea and spices".


The name should connect well with the business purpose of the company. If not, it should at least, feel appropriate in some way.

"The Coffee Company" is by far the more literal name. It's appropriate in that you understand the product or service before interacting with it. However, names do not need to be literal to be appropriate. Starbucks although not descriptive of the product is still appropriate as coffee shops, bars and restaurants are often named after people.


People should find the name appealing. It should be fun to say and stimulating to think about.

Starbucks as a name is satisfying to pronounce, it has a good mouthfeel and easily rolls off the tongue. This gives them a distinct advantage over coffee bean who's full name is more of a task to pronounce than a treat.


A good choice of brand name will have ‘legs’ in-as-much as it is flexible and can be applied to creative variations, such as in a new service or product line.

Starbucks as a less specific name gives it a greater range than The Coffee Company. This allows marketing departments and consumers to have more fun with it. Another good example of a name with a lot of range is Virgin.


The name should be unique enough that it can be trademarked and protected; not something that is only different to its competitors by small degrees.

Neither of these names should have trouble getting trademarked. However, The Coffee Company as a more generic and literal name is at greater risk of copycats encroaching on their copyright.

Overall Starbucks has a name that is unique, fun to pronounce, is open to creativity and while not directly descriptive of the product, nevertheless feels appropriate.

On the other hand, The Coffee Company Who Also Sell Tea is a fairly generic name, one that sinks into the quagmire of a hundred other competitors. It’s certainly appropriate to the products it offers, but far too literal, and the lengthy name is too clunky, causing a lack of focus on the brand.

It's clear who the winner is. What is more important is that if businesses stick to this recipe for a good name it will provide them with a distinct advantage over their competitors and ensure strong branding is at the heart of their operation.


A brand name is the cornerstone of your business. It must encapsulate the ethos of your company and convey that to your clients, as well as being able to grow with your company as it moves into new areas of business in the future. Your brand name must be differentiated, brief, appropriate, likeable, open to creativity and legally defensible.

To learn more about branding or Propel's Services click here.

About the author: Vincent Bissette is the Creative & Managing Director of Propel Marketing & Design, as well as acting as a Brand Advisor at various client companies. For over 30 years Vincent has been helping local and national companies across the UK achieve greater commercial success while minimising the cost of doing it. Vincent has been at the heart of design and marketing in Glasgow for 30 years and. Throughout that time, there’s not much he hasn't done or many industries he hasn't worked in. Now based in Hamilton, South Lanarkshire with Propel Marketing and Design he looks to continue to transform the fortunes of businesses through modern professional branding.

Get in touch with him on Linkedin here

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