How to Choose the Perfect Name: 4 Essential Steps

Robin Zucker
May 8
2 min read

Choosing a name can feel like one of the biggest decisions in building a brand, product, or creative project. The right name captures your essence, helps people remember you, and creates a strong first impression.

Here are 4 essential steps to make the process more strategic—and less overwhelming.

1. Define What the Name Needs to Do

Before you get into brainstorming, take a moment to define the job your name needs to do.

Ask:

What am I naming? (A brand? A blog? A product?)
Who is the name for?
What tone or feeling should it give off?

Your name should reflect your values, style, and audience. Whether you want it to sound playful, premium, edgy, or trustworthy, knowing this upfront helps you avoid names that don’t align with your vision.

Pro tip: Go for clarity over cleverness. A name that's simple, easy to spell, and reflects what you do is more memorable and professional.

2. Brainstorm Broadly, Without Judging

With clarity in place, start generating ideas. Build a word bank using:

Keywords related to what you offer
Emotions you want to evoke
Metaphors, imagery, or symbols
Synonyms, foreign words, or meaningful references

Write down everything—good, bad, weird. Aim for quantity, not perfection. You can refine later.

3. Do a Domain Search Early

Now it’s time to get practical: check domain name availability before getting attached.

Search your top name ideas on:

If the .com is taken, consider:

Adding a word (e.g., hellosona.com)
Using a relevant extension (.studio, .co, .design)
Trying action-based names (e.g., getsona.com, meetsona.com)

Also check social media handle availability and do a quick trademark search (USPTO in the U.S.) to avoid conflicts.

4. Secure It and Make It Yours

Once you’ve found a name that fits and is available:

Buy the domain right away
Claim the matching social handles
Consider trademarking if it’s a key part of your business identity

Even if you're not launching immediately, locking in the name early protects your brand and gives you room to grow.

Final Thought

The perfect name isn’t just clever—it’s clear, aligned, and available. Stay focused on your goals, check availability early, and choose something you’ll be proud to grow with.