What’s in a (Brand) Name? How to Build a Brand That Feels Like You
What’s in a Name? How to Build a Brand That Actually Feels Like You
We understand how overwhelming it can be to name a new project or business.
You want it to sound right. Look good. Mean something. Be memorable. Be available. (And don’t even get started on the dot-com.)
But here’s the truth most people won’t tell you:
Your brand isn’t built on a name.
It’s built on clarity.
Clarity about who you are.
Clarity about who you’re here to serve.
Clarity about the experience you want people to have when they encounter your work.
Without that, even the most clever name will fall flat.
So before you pull out the thesaurus or search Instagram for inspiration, slow down.
Let’s start with what matters most—building a brand that reflects your identity, your values, and your vision. The right name will follow.
What’s in a Name? How to Build a Brand That Actually Feels Like You
Step 1: Know Who You’re Building For (Including You)
A brand isn’t just about your audience—it’s about you, too. Especially if you’re a creative, coach, founder, or small business owner.
You are the brand. Your voice, your values, your energy, your aesthetic.
Ask yourself:
What are the core values I want this brand to embody?
How do I want people to feel when they interact with it?
What am I tired of seeing in this industry—and what will I do differently?
Who am I speaking to? (Get specific: age, vibe, lifestyle, challenges, goals)
Once you know who it’s for and how it should feel, you’re no longer just naming a business—you’re naming an experience.
Step 2: Define the Heart of Your Brand
What’s in a Name? How to Build a Brand That Actually Feels Like You
This is your foundation.
Before you pick colors, fonts, or fancy titles, write a brand core—a few clear lines that define what you’re here to do.
Use this framework:
I help [who you serve]
Do/achieve [what result or experience you create]
By [what makes your method, process, or offering unique]
Example:
I help creative women turn their ideas into action by offering tools, design, and strategy rooted in identity and clarity.
This isn’t just your elevator pitch—it’s your Brand’s compass.
Step 3: Craft a Mood + Voice That Match Your Intentions
What’s in a Name? How to Build a Brand That Actually Feels Like You
Your brand should look and sound like the feeling you want to evoke.
Here’s how to start:
Visuals: Create a mood board of textures, imagery, and colors that reflect your tone. Are you soft and earthy? Bold and editorial? Clean and modern?
Voice: Choose 3–5 words that describe your tone of voice. (Examples: honest, empowering, playful, grounded, poetic, rebellious)
This will help you create consistency, and give you a filter for your name and identity decisions.
What’s in a Name? How to Build a Brand That Actually Feels Like You
Step 4: Start Brainstorming Brand Names with Purpose
Once you’ve laid your foundation, now you can brainstorm a name with direction—not desperation.
Here are 4 strategies to get ideas flowing:
Meaningful Words
Words rooted in your brand’s values, process, or story (e.g. “Simple,” “Clean,” “Bold”)
Metaphors or Symbols
Use imagery that reflects what your brand helps people feel (e.g. “Anchor,” “Lighthouse,” “Bloom”)
Invented Words or Wordplay
Blend words, modify spelling, or create something brand-new (e.g. “Notionary,” “CleanHeart”)
Personal Connection
Use a family name, personal phrase, or cultural reference with meaning to you (e.g. “Studio Maré,” “By Hana,” “Evans Co.”)
Test every idea through this lens:
Does it match my tone and values?
Can I see it growing with me?
Is it easy to say, spell, and remember?
Is the domain or social handle available?
You can check domain availability with tools like Namecheap or Panabee, and test social handles via Namechk. I prefer GoDaddy’s domain search feature. It’s free to use, easy to navigate and when you decide to purchase your domain name ( quickly, before it gets snapped up by someone else), it’s fast, straightforward and economical.
Step 5: Build a Visual Identity That Matches the Name
What’s in a Name? How to Build a Brand That Actually Feels Like You
Now that you have your brand’s name and direction, it’s time to bring it to life.
Start simple:
Choose a primary color palette and font family that reflects your tone.
Design a logo or logotype—or hire someone to create a minimal brand suite.
Create branded templates for your social, emails, and presentations to stay consistent.
(Or: Work with Textile Reverie for brand identity + illustration that reflects the truth of who you are.😉)
Final Word: Name It After You Know Who You Are
You don’t need a perfect name to begin—but you do need to know what you stand for.
So build with intention. Name with meaning.
And create something you’ll be proud to grow into.
Because when your brand is rooted in truth, it becomes more than a business.
It becomes a reflection of your highest, truest self.
The Vision Keeper System
Need Support Naming or Designing Your Brand?
We help creatives and small businesses build brands that look and feel like who they really are.
Whether you're starting from scratch or evolving what you already have, our strategy-first approach helps you build something grounded, beautiful, and bold.
✨ Explore brand design services → Here
🪡 Get started with a free discovery call → Here
📖 Want to clarify your vision before you design? Start with The Vision Keeper Workbook
