Insights

7 essential factors for a strong brand name

Brands like Fintro, Sporza, Belviva, Nalu, Montea, and Fluxys all started as an idea on paper.
A brand name is more than just a word – it is the core of your identity, the first impression on your target audience, and a strategic foundation for growth.

Yet, many companies encounter pitfalls when developing a product or corporate name. How do you ensure your brand name not only works today but remains relevant ten, twenty, or even thirty years from now?

With experience ranging from the Benelux to global naming, from product to corporate, we share seven crucial factors for a strong brand name.

1. Think long-term

A brand name must withstand the test of time. What is trendy today may sound outdated tomorrow. Rebranding cases like Liantis (formerly ADMB, Provikmo, and Zenito) and Smartphoto (formerly Spector Group) show how a strategic name change helps businesses evolve and stay relevant.
our tip: choose a name with growth potential that is not tied to a trend or temporary product offering.

2. Avoid a democratic approach

Name development is not a popularity contest. While internal involvement is important, too much consensus often leads to safe, generic names that lack distinction.
Naming is not a democracy but a strategic decision. Avoid names that result from compromises or internal jokes.

Our tip: rely on strategic and creative experts and distinguish between objective and subjective feedback.

3. Conduct a linguistic and cultural check

A name that works perfectly in one language may carry a negative or strange connotation elsewhere. This is crucial for international expansion.
The case of Belfius shows how we screen names in over 20 languages to avoid unintended meanings.

Our tip: work with linguistic samples in your target markets and check regional dialects before launching a name globally.

4. Protect your brand name legally from day one

A strong name is worthless if you cannot claim it. Legal protection and solid trademark registration are essential to avoid conflicts and forced rebrands.
Within a few weeks, you can screen, register, and safeguard a name. But the legal aspect must be considered during the creative phase.

Our tip: check trademark registrations in all relevant markets and proactively protect your name. The cost of prevention is minimal compared to the impact of a legal dispute.

5. Ensure consistency in your brand architecture

A brand name should fit within your broader brand architecture. In cases of mergers, acquisitions, or repositioning, names must be strategically integrated.
Cases like Arvesta and Daikin show how a well-chosen name contributes to a clear brand strategy.

Our tip: think beyond the name itself – ensure it logically aligns with your brand portfolio and growth strategy.

6. Domain names and Google/Bing checks are not dealbreakers

Many companies focus too much on domain name availability and search results. While relevant, these are secondary factors.
In 2025, there are many creative solutions for domain names, such as alternative extensions or customized URL variants. More important is legal and strategic feasibility.

Our tip: domain names are a plus, but not a must-have. Prioritize legal availability and long-term strategy.

7. Give your name time to establish itself.

Every name feels unfamiliar at first. But a strong brand name only becomes truly successful once it is applied in the market.
Rebrands like Belviva and Nalu show how initial doubt can turn into recognition and brand value.

Our tip: give your new name time to settle. If the name is strategically sound, the market will embrace it.

A strong brand name requires strategic thinking

A brand name is not a lucky find but a strategic choice that demands legal protection, linguistic finesse, and future vision.

Whether you need a new name or want to strengthen an existing brand name, there are three routes you can take:

come up with a name yourself and have it professionally tested
brainstorm together with a branding expert
receive full guidance from brand specialists

Would you like to test your brand name against these seven factors? Remarkable helps you every step of the way – from strategy and creation to legal protection.

Let’s talk about your brand name challenge.