In a Sea of Startups, How Do You Find a Name That Sticks?

It’s a mad-mad brand world out there. New products and startups launch almost every single day, each vying for its fair share of attention. And it's amidst this chaos, the first battle is often won, or lost. Any guesses what that point of encounter could be?

It’s the brand name!

You don’t need to look too far or beyond your local supermarket aisle. Shelves groaning under the weight of ‘just-launched’ products, each screaming for your attention. Your eyes scan through the brand names, and some names catch your attention instantly. Fewer still linger in your memory.

But the best brand names do more than identify.

They invite. 

They carry meaning, story, and a spark of connection.

Your Brand Name Is More Than a Label — It’s a Hook

A good name is not chosen for convenience. It’s designed with care. It’s strategic.

Take Hibiscus Monkey, for example. At first, it doesn’t sound like your typical beauty or wellness brand. It’s quirky, maybe even a little confusing. But behind it lies a rich origin story: twin sisters inspired by their grandmother’s hibiscus hair oil rituals and her fond nickname for them, bandariyas—monkeys in Hindi.

Suddenly, the name comes alive. It’s unexpected yet meaningful, personal yet memorable. That’s what a great name does—it draws you in with surprise, and stays with you because it means something.

But this isn’t only Hibiscus Monkey’s story. Plenty of Indian brands have built powerful identities, and it all began with…you guessed it right - a name!

Closer home, there’s Fit & Flex — a granola and health foods brand we’ve had the joy of shaping from the ground up. At first glance, it’s a simple name — Fit + Flex — inspired by the founder’s personal fitness journey. But what makes it work is how confidently it owns the category. Instead of leaning into the usual jargon or fluffy claims, Fit & Flex keeps things real. It makes fitness the hero. No sugarcoating, no overpromise. Just a clear, bold message of strength and movement. The name is the promise. It’s relatable, memorable, and instantly makes you want in. Now that’s what we call a smart play.

Finding a Name That Works

Sure, AI can churn out 50 name suggestions in seconds. That part is easy.

But here’s the real challenge: choosing the right one—the name that doesn’t just sound good in a list, but works for your brand in the real world.

A strong brand name needs to do a lot of heavy lifting:

• Capture the brand’s story: The name should hold a piece of your brand’s DNA. It could come from your (founder’s) inspiration, the product’s origin, or the audience’s aspiration. A good name isn’t random—it carries meaning

• Blend in and die. Or don’t: In a crowded market, blending in is the fastest way to disappear. A strong name stands out. Not because it’s different, but because it’s easy to recall. If people can’t remember your brand name, they simply won’t look for it

• Be relevant to the audience: A name should click with the people it’s meant for. That doesn’t mean it has to be obvious, but it should feel familiar, aspirational, or intriguing to your audience

  
  

• Make room to scale as the brand grows: The right name leaves space for the brand to evolve. It works for the first product and then for the tenth, too. Your brand name should feel big enough to hold future possibilities without boxing the brand in

  
  

And finally, remember, a name isn’t just an entry in a registry. It’s your brand’s first conversation, and if all goes well, it’s the start of countless more conversations and engagements. So, make it one worth remembering!

At Therefore, we partner with brands of every size - from startups to legacy players to create names that stick, scale, and stand for something greater. More importantly, they are strategic. We follow five simple checks to ensure a name goes the distance.

Now, you can too.

Download Our FREE 5 Checks for a Great Brand Name