What’s in a Name? The Art, Science, and Global Strategy behind Great Brand Naming
An interview with UP’s naming experts, Solveig and Sebastian
Naming a brand might sound simple, but behind every successful name lies strategy, psychology, and a touch of creative magic. At UP, naming isn’t just about finding words that sound good; it’s about creating an identity that travels across markets, cultures, and emotions.
We sat down with UP’s global naming experts, Solveig and Sebastian, to talk about what makes a name successful, how they approach complex international naming projects, and why a great name can be the cornerstone of brand storytelling.
Let’s start at the beginning: What makes a name work?
Solveig: We do ;-) But seriously, a great brand name combines those three key elements you mentioned: linguistically, it’s easy to pronounce, spell, and remember; strategically, it aligns with the brand’s positioning and stands out in the market; and emotionally, it resonates with the target audience by triggering positive connotations or curiosity.
Sebastian: We must also address the complex issue of trademark law. But let's save the nasty topics for later.
Many brands underestimate the complexity of naming. What are some common mistakes you see in the industry?
Solveig: First of all, naming takes time. A well-planned process takes between four and eight weeks, depending on the specific requirements. And it can take up to six months or longer for a trademark to be registered internationally. So, it is never too early to kick off a naming process. Client expectation management plays a role, and steering the decision process on the client’s side is also often underestimated.
Sebastian: Did I mention trademark law already? A great idea may be great, but in 98 out of 100 cases, it won't work. That thought alone should make every marketer sit up, because the future isn’t about shouting louder - it’s about asking better questions.
You work with people from across the globe at UP THERE, EVERYWHERE. What’s the value of bringing international perspectives into the naming process — even for local brands?
Solveig: Nowadays, languages, cultures, and markets are more interconnected than ever, so we say that a brand is never just local. In a connected world, every brand is performing on a global stage — whether through online visibility, social media, or international supply chains.
Even within one city or country, populations are no longer homogeneous: they are multilingual, multicultural, and connected to global communities. A name that sounds appealing locally might have unintended meanings elsewhere or just fail to resonate with diverse audiences at home. International input helps ensure a name is linguistically safe, culturally sensitive, and has the potential to travel the world. And of course, a multi-lingual and multi-cultural team always adds a new angle and enriches creativity compared to a single cultural lens
What makes a naming process thorough, creative, and future-proof?
Sebastian: Stringency, discipline, and a clear focus on the objective.
Solveig: Many people think our job is just coming up with wild name ideas over a glass of wine — and yes, that can be part of it! But most of the time, it’s about staying within the strategic scope, overcoming one hurdle after another, and guiding all stakeholders through the process with just the right level of involvement.
Too much input can lead to endless discussions, while too little risks someone speaking up late in the game — after everyone else has already aligned on a name — simply because they weren't heard.
How do you balance creativity and strategy in name development?
Solveig: A good naming strategy is not a limitation to creativity; on the contrary, it sparks ideas and gives direction. When imagination follows insight, ideas take off in the right direction. That’s when naming becomes more than wordplay; it becomes brand storytelling with purpose.
What happens when a name sounds great… but doesn’t work legally or linguistically?:
Sebastian: What happens? You must let go. In every naming project, we have to say goodbye to dozens of great ideas. It’s never easy, but over time, we’ve learned to make peace with that part of naming. Our process is designed to spare our clients this disappointment and to ensure they don’t waste time and energy discussing name proposals that ultimately aren’t viable due to trademark issues or linguistic and cultural pitfalls.
Do you have any stories of names that ‘failed to translate’ — literally or figuratively?
Sebastian: Oh, plenty! In fact, we’re often called in as “naming firefighters", stepping in when everyone has fallen in love with a name that later turns out to have acceptance issues in other languages. One funny—but slightly tragic—example from our early agency days involved the CEO of a major German industrial company proudly announcing their new corporate name at an international meeting. Suddenly, one country team at the table burst into laughter, exchanging amused looks and jokes. It turned out the new name sounded suspiciously like “tip of the tail” in their language—carrying an unfortunate sexual connotation. So, we were called in to clean up the mess — and develop a name that really worked.
How do you test a name across different languages and cultures? What role does linguistic analysis play in global naming competence?
Solveig: We have several ways to test names on a global scale. Firstly, we rely on our network of naming experts across different countries, who regularly perform “disaster checks” to identify any literal or misleading meanings, pronunciation challenges, similarities with existing brands, or other reasons a name might not work in a particular market.
In addition, we offer more in-depth brand name evaluations that also assess factors such as ranking the names, in-depth pronunciation assessment, association spectrums and alignment with the brand concept.
What role do emotion, tone of voice, and storytelling play in naming — especially in crowded or commoditised markets?
Sebastian: A strong brand name shouldn’t just describe a product or grab attention without substance. It needs to create an emotional connection. The right name tells a story that sticks in people’s minds — it anchors the brand’s tone of voice and becomes a springboard for communication.
Naming is just the beginning. How do you help clients bring a name to life across brand language, visual identity, and digital presence?
Solveig: As you said, developing the name is just the starting point of building a strong brand. Together with our UP colleagues, we help clients bring their new name to life through a specific, engaging and impactful brand language, visual identity, and digital presence. From exciting launch campaigns to carefully executed brand migration strategies, we ensure the new name is understood and positively received both internally and externally. That’s how introducing a new brand name can create meaningful engagement with all stakeholders and make a lasting impact in the market.
If a business is reading this and thinking, “I might need help with naming” what are the top 3 signs that they do?
Sebastian:
- They’ve started brainstorming names, but can't agree on clear criteria to evaluate and rank them.
- They realize naming is time-consuming and don’t have the capacity to manage it.
- They know multiple stakeholders will have different opinions and expectations — and aren’t sure how to handle the resulting complexity.
And if you’re still asking, “Do we really need trademark checks?” — that’s sign number zero.
And finally, what should someone look for in a naming partner? What questions should they ask — and what red flags should they watch out for?
Solveig: I would recommend asking any potential naming partner how many international naming projects they’ve handled. Many agencies offer naming but treat it as a side product or minor service. It makes a real difference whether you do one or two naming projects a year, or 15–20 like we usually do.
Make sure they work with an experienced trademark attorney, not just any lawyer, but someone specialized in trademark law. It’s also a red flag if they refuse to involve the client’s legal department or an external lawyer in the process.
Naming partners who downplay the critical role of legal assessment or claim they can handle it entirely on their own are not to be trusted. And if they don’t offer a linguistic check — that’s another red flag. Ask potential partners how their process is structured and what the deliverables are at each stage.
A partner who simply sends you a list of name ideas isn’t really helping. You need someone who guides you through every step and supports you in involving all stakeholders in the decision-making process, which is often the toughest part. Your naming partner should know when to involve whom, from briefing to final decision, and work with you to define a clear strategy that ensures all relevant stakeholders are heard.
Sebastian: Experience is crucial as unexpected challenges often arise during the naming process. Having the right expertise allows us to navigate these surprises effectively and keep the project on track.