Why Great Names Make You Uncomfortable
(and Why That’s a Good Thing) 

Naming is one of the most important—and emotionally charged—decisions an organization will ever make. It’s also one of the most misunderstood. 

We’ve worked on a lot of naming projects, and we’ve learned to brace ourselves for the inevitable headwinds. Not because the process isn’t rigorous, but because names aren’t evaluated logically—they’re judged emotionally. And that makes the naming process uniquely challenging. 

The Real Challenge with Naming 

A good name feels risky. It stands out, sounds different, and creates tension. And as humans, we’re biologically wired to avoid anything that might expose us to criticism. That’s why most people’s first reaction to a bold name is discomfort, even rejection. But that discomfort is often a sign that you’re on to something powerful. “A great name needs to be different. And different is scary.” People tend to reach for descriptive, “safe” names that tell you what the organization does. But safe names rarely leave a mark. The goal of a name isn’t to explain—it’s to stick. And only names that stand out have a shot at being memorable. 

Why Different Wins

Names that break through the noise may feel strange at first, but they settle in. As long as your name doesn’t break one of the fundamental rules (being offensive, confusing, or legally unavailable), it has room to grow and define its own space.  Think of some of the most iconic brand names today—Google, Spotify, Hulu, Etsy. Many sounded odd at first, but over time they became inseparable from the brands themselves. So if you’re naming something new, get comfortable being uncomfortable. 

Expect Resistance 

Naming isn’t for the faint of heart. People will: 

1. Say they don’t like made-up words. 

2. Want something that explains exactly what they do. 

3. Prefer something “safe” that won’t raise eyebrows. 

But here’s a useful rule of thumb: 

If everyone likes a name immediately, it probably isn’t strong enough. 
The goal isn’t universal approval. The goal is distinction, memorability, and meaning. If a name sparks a reaction, even a divided one, it means people are engaging with it. 

What Makes a Great Name 

Here are some key characteristics to look for: 

• Short: Fewer syllables = easier recall. Short names also feel bold and confident. 

• High-value letters: Letters like Z, Q, X, K, and J are less common, which helps a name stand out. 

• Easy to pronounce: If people hesitate to say it out loud, it’s not doing its job. 

• Associative, not descriptive: The strongest names suggest ideas or qualities related to the brand—not literal descriptions of what you do. 

Techniques That Work 

• If you’re creating a new name, here are some things to keep in mind: 

• Alliteration: Pairs like “Dunkin’ Donuts” or “Tic Tac” are stickier because of repeated sounds. 

• Associations: Names that relate to ideas or benefits (even abstractly) build brand meaning over time. 

• Few unique letters: Names that repeat letters or sounds (like “Google”) are easier to remember. 

• Palindromes: Symmetry adds memorability. Brands like “Oxo” and “Kayak” benefit from this. 

• Unexpected elements: Names that sound fresh or unfamiliar have a better shot at owning their space. 

What to Avoid 

• Descriptive names: These blend into the background and often signal commodity. Don’t say what you are—say who you are. 

• Negative or irrelevant associations: People will connect your name to something, so make sure it doesn’t backfire. 

Make the Name Meaningful 

Whatever name you choose, make sure it has a story. Be able to answer: What does this name represent? What’s the thinking behind it? Even if the name is abstract, there should be a rationale for how it supports your identity and vision. The story behind your name helps audiences (and internal stakeholders) connect with it faster. 

Suggestive, Not Descriptive 

The most powerful names aren’t descriptive—they’re suggestive. They evoke the feeling of the brand, hint at a larger idea, or capture a defining quality. They don’t tell you what it is, they feel like it. 

They don’t explain—they inspire. 

Other Practical Considerations 

• URL match: If possible, secure the exact .com or .org version. If not, modify the URL simply (e.g. “get[Name].com” or “[Name]project.org”). 

• Legal clearance: Run a trademark search early to avoid surprises later. Use search engines and the USPTO trademark database [link to TESS] 

• Global fit: Consider what your name means and how your name sounds in different languages or cultures, especially if you operate internationally. 

You Can’t Blend In and Stand Out 

The right name will feel slightly uncomfortable at first—but that discomfort is where the magic lives. Because different isn’t just memorable—it’s essential. 

Great brands don’t play it safe. They name boldly.