Tips, Tools, and a Simple Framework to Name Your Brand Right Naming your handmade business is a big deal! Your brand name is often the first impression customers get, and you want it to be memorable, meaningful, and unique. But choosing the perfect name? That can be a challenge. The good news? With the right tips, a powerful AI tool, and a few creative ideas, you can find a name that sticks—and resonates with your target audience.
Let’s dive into what makes a good business name, the pitfalls to avoid, and a framework to help you name your brand wisely!
What Makes a Good Business Name?
A strong business name does more than sound nice—it communicates who you are, what you offer, and why you’re different. Here’s what to keep in mind:
Relevance
Your name should give customers a clue about what you make or your brand vibe. Are you a modern candle maker or a whimsical jeweler? Capture that essence in your name.
Memorability
The best names are easy to remember and pronounce. Simple, catchy names tend to stick, especially when they convey a feeling or idea that resonates with customers.
Uniqueness
Avoid blending into the crowd with overly common or trendy words. Instead, aim for a name that sets you apart from competitors and makes a strong impression.
Scalability
Think about where you see your business in the future. Will the name work if you expand your product line? A scalable name leaves room for growth.
Things to Avoid When Naming Your Handmade Brand
While there’s no one-size-fits-all rule, here are some common naming mistakes:
Avoid Complicated Spelling
If people can’t spell it, they’ll struggle to find it online. Keep it simple and intuitive.
Stay Away from Trends
Trendy words may feel fun now, but they can quickly feel outdated. Choose something that will feel relevant for years to come.
Avoid Names Too Similar to Competitors
While it’s tempting to mimic what’s popular, a similar name can cause brand confusion or even legal issues. Your name should clearly differentiate you.
Don’t Box Yourself In
A specific name, like “Megan’s Earrings,” could limit you if you decide to expand into other products. Choose something with a broader feel if you anticipate growth.
Avoid Numbers Avoid using numbers in brand names—whether you spell them out or type them. Trust me, I’ve been there! When we couldn’t settle on a name for our boutique, we went with *312 Tudor*, our address, thinking it was a creative nod to Chicago’s original 312 area code. But wow, it’s turned out to be a hassle! The number confuses customers, and it’s harder to remember and spell out. Lesson learned: keeping it simple and number-free is definitely the way to go.
Considerations for Naming Your Brand
When choosing a name, keep these elements in mind to ensure it’s a name you’ll love for years:
Audience Appeal
Think about who you’re selling to. A playful, whimsical name might appeal to a younger audience, while something sophisticated might attract a luxury buyer.
Feel and Personality
Every name carries a vibe. If your brand is all about relaxation and comfort, try names that feel soothing. For an edgy brand, look for names with bold sounds or words.
SEO and Availability
Make sure your name is available as a domain and on social media. A quick Google search can reveal if someone’s already using it or if it’s too close to another brand. And remember to consider keywords for SEO—if people search for "handmade soap," a name related to your product can help.
Choose Wisely: A Framework for Finding Your Perfect Business Name
Ready to start brainstorming? Use this quick framework to guide you to the perfect name:
Brainstorm Adjectives and Feelings
Think about the feelings you want your brand to evoke—cozy, luxurious, bold, playful. Write down adjectives that capture this essence.
List Your Product and Customer Traits
Consider what you make and who you’re making it for. If you sell candles, for example, you could list words like “light,” “glow,” “warmth,” or “calm.”
Combine Words or Try Synonyms
Once you have your lists, experiment with combining words. Synonym tools can be helpful for discovering alternatives that capture your brand personality.
Check Availability
Search for available domains and social media-- you'll want consistency in every channel, and check for similar names. A name that’s unique and easy to secure will make your brand memorable and professional.
Need a Little Extra Help? Use an AI for Instant Name Ideas
Naming your business is a creative process, but it doesn’t have to be stressful! There are powerful AI tools that can help you brainstorm names in seconds, like this one from Shopify. With a tool like this, you can enter a few keywords or ideas, and the AI will generate a list of names to inspire you. It’s a fast and fun way to see options you might not have thought of on your own. It's a great starting point, keep revising until you find one that you love.
Business Name Ideas to Spark Your Creativity
Sometimes, seeing examples can help trigger ideas. Here are a few names to inspire your brainstorming:
For Candle Makers: Glow Haven, Wild Wicks, Hearth & Hive
For Jewelry Sellers: Gem & Nest, Moonlit Metals, Everand
For Home Decor Creators: Nest Roots, Meadow & Vine, Cozy Foundry
For Soap and Skincare Brands: Pure Haven, Element Bliss, Fresh Aura
Each of these names is unique, catchy, and captures a feeling—whether it’s warmth, luxury, or nature. Let your products and brand vision be the guide...
My Experience
When building a new brand, I always focus on selling the transformation. Take Wicked Good, for example: it’s a nod to New England, with “wicked good” being a regional phrase that hints at something "to an extreme or impressive degree", slang that adds emphasis. Wicked good, meaning "most awesome". Given my love for Halloween, it felt natural to infuse this theme into a line of enchanting scents that resonated with my target audience. The slang is a bit cheeky becuase fragrance business is quite serious so I wanted something that was fun, unique and slightly offbeat. The tagline #SmellWickedGood fits perfectly—we play on the word "good" throughout our marketing to add a little fun and intrigue.
For Orglamix, I took a different route. I wanted a name that directly reflected what we were selling—a mix of “organic” and “glam. At the time, bold colors in the natural beauty space were almost unheard of, but I wanted to bring vibrant, impactful shades with natural ingredients to the market. My aim was lofty: to create the MAC Cosmetics of the natural world;and I'm still working on it almost twenty years later.
Avoid being overly specific or technical in your brand name—it can unintentionally box you in. For instance, I have a friend who used the term "Cuttery" in her brand because she makes items with a Cricut machine. When I hear "Cuttery," I think of hair salons or knives, not personalized gifts. Most customers won’t associate “cutting” with gifting, and many don’t even know what a Cricut is. It’s a name that reflects the process rather than the final product, which could be a missed opportunity to build a stronger connection with her audience.
Each brand tells its own story and promises a unique transformation, connecting with customers on a deeper level. How can you apply this to your new brand?
Finding a Name That Lasts
A great business name is the foundation of your brand identity. It’s a key element that shapes how people perceive your handmade business. Take your time, explore tools, get creative, and think long-term. By choosing wisely, you’ll set yourself up for a brand that’s memorable and meaningful for years to come.
Happy naming, and here’s to building a brand that customers love!
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