Coming up with company names in 2025: the complete guide

Introduction

Have you ever heard a company name and thought, "If only I had thought of that one!"? A strong company name should be more than just a nice play on words. It is your shortest elevator pitch: clear, inviting and memorable. But how do you create such a powerful name? This article provides a concrete step-by-step plan, creative techniques and practical tips so that your company name really sticks.

Why is a strong company name important?

Your company name largely determines the first impression you make. Research by Laham et al. (2012) shows that easily pronounceable names are evaluated more positively and shared more often. In short: a good name helps customers to remember you better and tell you more often.

3 golden criteria for a strong name

When coming up with your business name, test each idea against these three criteria:

• Strategic fit: does the name fit your vision, target audience and growth plans?
• Sound good: short, catchy and easy to pronounce (think companies like Picnic or Coolblue).
• Availability: free for domain names (.nl/.com), CoC, Benelux and EU trademarks and social media handles.

Use a quick availability scan (name check on Google, SIDN for domains, Instagram, LinkedIn, X) to instantly see if your name is still available.

What is a good business name?

Before we explain the steps you need to follow to create a successful business name, we need to define what a good business name is. A good business name meets the following points.

1. Distinctive: A business name must stand out from competitors to stand out in a crowded marketplace. According to Kohli and LaBahn (1997, Creating Effective Brand Names), distinctiveness is important to avoid brand confusion.
2. Association: A good company name ensures that someone immediately has an image of what you do or what you offer. And this even before you have to say anything. The name should match the values, interests or needs of the intended target audience. Names that are relevant to the target audience increase brand loyalty (Aaker, 1991, Managing Brand Equity). If your brand evokes a positive association with people, this can improve brand perception (Keller, 1993, Conceptualizing, Measuring, and Managing Customer-Based Brand Equity). This can lead to higher brand loyalty and higher willingness to pay a premium price. We also recommend avoiding negative words in your company name, as they can lead to a negative association.
3. Easy to remember: Company names that are short and simple stick better in consumers' minds. Studies show that short words are better processed and remembered by the brain (Miller, 1956, The Magical Number Seven). So don't choose a company name that is difficult to spell. It is also unwise to choose a name that deliberately incorporates a misspelling. Good and well-known examples of easy-to-remember names are Apple and Nike.
4. Easy to pronounce: Names that are easy to pronounce are shared more often and are more accessible to a wider audience. According to research by Laham et al. (2012, The Name-Pronunciation Effect), names that are easier to pronounce are rated more positively.
5. Easy to spell: Besides being easy to pronounce, a good company name should also be easy to spell. Therefore, avoid hyphens and numbers in your name, for example.
6. Suitable for internationalization: Even if you start in the Netherlands and have no plans to cross borders with your products or services, we recommend choosing a company name that also works well abroad. Therefore, check the meaning of the name online. It is important not to suddenly find out that your name has negative connotations in the other language.
7. Availability and legal protection: The company name should ideally be available as a domain name and be legally protectable. You want to obtain exclusive rights and avoid legal conflicts.
8. Name is future-proof: The market is constantly changing. Keep this in mind. Now you may only offer shoes, but you may want to expand to include a clothing line in the future. You don't want people to think you only sell shoes.
9. Not misleading: Your company name should not be misleading. So do not call your company royal or sustainable if it is not. Also, don't put a BV after your company name if you have a sole proprietorship.

Practical 5-step plan

Follow these steps to come up with a distinctive and attractive company name you can be proud of for years to come:

1. Create a brand pitch

Formulate in 25 words what makes your brand unique. Use for example the Golden Circle (Why, How, What), the brand identity guide or the brand key model. This forms the basis for your name.

2. Come up with creative ideas

Use brainstorming techniques such as word combinations (Micro + Soft → Microsoft), sound games (Picnic) or references to myths and stories (Nike).

Also, use AI tools like Namelix or ChatGPT to quickly generate dozens of ideas.

3. Cluster and choose the best ideas

Bundle the names in a clear mind map, sort them by theme and then pick the best five to seven names.

4. Quickly validate with your target audience

Test the names with at least five potential customers with a simple online questionnaire and do a pronunciation test in multiple languages (e.g. Dutch, English and German).

5. Check and claim your name

Check the name extensively for legal availability through the Chamber of Commerce (trade register), BOIP (Benelux trademarks), EUIPO (European trademark register) and then register your domain name and social media handles.

Examples from the Netherlands

See how successful Dutch brands have done it:

• Picnic: Simple, friendly and immediately evokes the right associations (food, conviviality).
• Coolblue: Positive, playful name that perfectly fits their customer-centric image.
• VanMoof: Dutch character but internationally pronounceable, ideal for international growth.

Come up with your own or outsource to an agency?

Having an agency come up with a name is the option often chosen by larger companies, but it's also an option for SMEs. With this, you place the responsibility for coming up with a good name on a professional. This can often start from several thousand euros, depending on what is delivered: positioning document, domain name, corporate identity, etc.

How an advertising agency works

1. Briefing: here you will have to do the work yourself to give direction to the devisees.
2. Brainstorming.
3. Discuss options for direction.
4. Work out options / possibly additional brainstorming.
5. Choice

With an existing organization, it is important to properly document its involvement in the process. Otherwise, you run the risk that the name will lack internal support.

Still doubting whether to get started yourself or hire a professional agency? Here's a quick comparison:

Tips for coming up with your own company name

Surely anyone could have come up with the name Apple? This should not be a problem at all. Often other people, such as team members, co-founders and family members are involved for feedback. What often proves tricky: the decision. When do you tie the knot and who does this? Which feedback do you take seriously and which do you disregard? Here are some tips for coming up with a unique and catchy company name yourself:

1. Combine words. Use relevant words from your industry and combine them in innovative ways to create an original name. Well-known examples include Microsoft (microcomputer and software), Pinterest (pin and interest) and Snapchat (snap and chat).
2. Alliteration and Rhyme. Use alliteration or rhyme for a memorable and eye-catching company name. Consider, for example, Coca-Cola, Dunkin' Donuts and Bakker Bart.
3. Mythology and literature. Take inspiration from characters, stories or concepts from mythology and literature to create a unique and meaningful name. For example, Nike refers to the Greek goddess of victory, Nikè. In doing so, the sports brand emphasizes associations with success and triumph.
4. Foreign terms. Research words from other languages that relate to your business and use them to create an exotic and intriguing name. Tasmanic is an example of this.
5. Personal touch. Use your own name or the name of a family member or friend to create a personal connection to your business. Just make sure your business name is not misleading.
6. Geographic inspiration. Base your company name on the location of your business or a place important to your business.
7. Anagrams and acronyms. Create an anagram from relevant words or use the first letters of different words to form a unique acronym. For example, the brand name IKEA is composed of the initials of its founder, Ingvar Kamprad (I.K.), and the first letters of the farm and village where he grew up, Elmtaryd and Agunnaryd (E.A.).
8. Brainstorm with others: Work with friends, family or colleagues to exchange ideas and generate new, creative business names

Roadmap for 6 weeks

• Week 1: Brand pitch and briefing
• Week 2: Idea generation and clustering
• Week 3: Shortlisting and first availability check
• Week 4: Name testing and optimization
• Week 5: Legal check and registration
• Week 6: Final selection and implementation

Launch and measure success

After choosing your name, plan a soft introduction (internally and partners) and an official launch with, for example, a press release and social media campaign. After that, measure how successful your name is through metrics such as:

• Share-of-Search: how often is your brand name searched for online?
• Website traffic: is your direct traffic increasing?
• Name recognition: how often is your name spontaneously mentioned by customers?

Company name checklist: ready to launch?

Check that you have ticked off all the points:

• Name scores at least 7/10 on strategic fit
• Pronunciation test at least 90% correct
• Domain names (.nl/.com) registered
• Trademark registered (BOIP, EUIPO)
• Social media lesson claimed
• Name tested by target group
• Clear launch plan ready

Frequently Asked Questions

Should company name equal brand name?

Not necessarily. Choose what best fits your brand strategy (like Coolblue or Unilever).

How do I avoid problems with international names?

Check translations and meanings carefully in languages of your key growth markets.

How long does it take to register a trademark?

On average it takes 3 to 4 months (Benelux) and 6 to 8 months (EUIPO).

Conclusion

Coming up with a powerful company name is not a fun play on words, but a careful, creative process. Follow the steps in this article and increase your chances of creating a name that customers will not only remember, but proudly pass on. Want help from professionals? Then check out our brand customization page and find out how we can support you in the process.

Resources

Kohli, C., & LaBahn, D. W. (1997). "Creating effective brand names: A study of the naming process." Journal of Advertising Research, 37(1), 67-75.

Aaker, D. A. (1991). Managing Brand Equity: Capitalizing on the Value of a Brand Name. New York: Free Press.

Keller, K. L. (1993). "Conceptualizing, measuring, and managing customer-based brand equity." Journal of Marketing, 57(1), 1-22.

Miller, G. A. (1956). "The magical number seven, plus or minus two: Some limits on our capacity for processing information." Psychological Review, 63(2), 81-97.

Laham, S. M., Koval, P., & Alter, A. L. (2012). "The name-pronunciation effect: Why people like Mr. Smith more than Mr. Colquhoun." Journal of Experimental Social Psychology, 48(3), 752-756