Rebranding is one of the most exciting opportunities a business can have. It’s a chance to redefine how the world sees you, refresh your visuals, sharpen your message, and align your identity with where you’re headed next.
But one element often gets overlooked: your name.
Suggesting a name change can feel like a taboo move:
“We’ve been ABC Corp for 30 years. Our customers know us as ABC Corp.”
Here’s the truth: your name is your most powerful brand asset. It’s your first impression, your memory hook, and the shorthand for your entire story. A weak, dated, or overly literal name can quietly hold back your growth for years – no matter how polished your new logo or website is.
If you’re investing in a rebrand, here’s why strategic naming should always be on the table.
1. Great Brand Names Drive Growth
Your brand name is the front door to your company. Before someone sees your logo, visits your site, or reads your tagline – they hear your name. It frames how modern, innovative, and memorable your business feels.
Today’s strongest brands often began with names that were intentionally crafted to stand out and stick:
- Oatly – Quirky, casual, and confident. It gives oat milk a personality.
- Liquid Death – A water brand built on humor, shock value, and viral storytelling.
- Notion – Clean, minimal, and open-ended. A single word that feels smart and adaptable.
- Figma – Short, playful, and technical without being cold. Fun to say and easy to brand.
What these names share:
- Memorability – Short, simple, and hard to forget
- Emotional resonance – They make you feel something (fun, daring, modern)
- Story potential – They invite curiosity and conversation
Each of these names does more than identify a product – it creates an instant emotional connection. They carry personality, spark curiosity, and leave space for the brand to grow into new offerings or stories. They aren’t just remembered; they’re worth talking about.
2. The Risk of Skipping Naming in a Rebrand
Many companies hesitate to explore a new name because:
- Legacy fear – Leadership worries about losing recognition or upsetting loyal customers.
- Internal attachment – Teams are sentimental about the old name, even if it no longer fits.
- Perceived complexity – Naming feels subjective and “hard to get right,” and the work of trademarking and rolling out a new name can feel daunting.
So they skip it.
The result? A rebrand that looks new but still feels old.
- A modern logo can’t rescue a dated or forgettable name.
- A sleek website can’t overcome a name that feels small, local, or generic in a global market.
- If your name boxes you in, every other brand investment is carrying extra weight.
History offers cautionary and inspiring lessons:
- BackRub → Google – From clunky and literal to playful, scalable, and iconic.
- Burbn → Instagram – Confusing app name became instantly clear and shareable.
- Sound of Music → Best Buy – From niche stereo shop to national electronics powerhouse.
- Relentless → Amazon – Early name was intense, but “Amazon” was vast, flexible, and ownable.
- Brad’s Drink → Pepsi – From hyper-local & quirky to a global brand.
- Quantum Computer Services → AOL – A technical name transformed into something approachable and mainstream.
Skipping naming is like renovating a restaurant but keeping the same faded sign out front – most people will never notice what’s changed inside.
3. How to Create a Name That Lasts
At Sentripetal, we treat brand naming as a strategic exercise, not a creative gamble. A great name doesn’t just sound good – it positions your business for the next decade+ of growth.
Here’s how we guide clients through the process:
Step 1: Define What the Name Needs to Do
Before brainstorming, we clarify your brand’s traits, goals, and market.
- Does the name need to feel bold and disruptive, or trusted and established?
- Will it scale globally, or stay locally anchored?
- Does it need to leave room for future products or services?
Step 2: Generate Distinctive, Emotionally Resonant Options
We explore 10+ naming directions, each with:
- A clear story or rationale
- Defined tone and personality (playful, refined, gritty, modern)
- Checks for clarity, memorability, and distinctiveness
Names like Uber, Nvidia, Loom, or Linear succeed because they’re short, intuitive, and tied to a feeling – clarity, connection, or creativity. Others, like Obsidian or Airtable, spark curiosity while hinting at function, making them easy to remember and easy to market.
Step 3: Experience Names in Context
A name on a spreadsheet is just a word. A name in a brand concept is alive.
We present top contenders as they’d appear in the real world:
- On a website header
- On a billboard
- On branded apparel
- As tattoos for the leadership team?
Stakeholders don’t just debate – they feel the difference reviewing them.
Step 4: Validate and Protect It
Once a frontrunner emerges, I’ll guide you through:
- Trademark and domain checks
- Competitor scans
- Global or category considerations
This ensures your new name is creative, ownable, and future‑proof.
The Takeaway
A name isn’t decoration – it’s strategy.
When you approach naming with intention, you unlock:
- Easier marketing and storytelling
- Stronger emotional connections with your audience
- A scalable foundation your brand can grow on for decades
If your name isn’t working for you, it’s working against you.
Ready to Unlock Your Brand’s Potential?
Rebranding without naming is like cooking a signature dish but skipping the seasoning.
If your current name is limiting your growth, too literal, or forgettable, now is the perfect time to explore strategic naming.
Sentripetal specializes in brand naming and rebrand design – helping businesses like yours create brands that are clear, memorable, and built to last.
Great brands start with great names. Let’s create yours. Go Sentripetal.
