You’ve got a business idea and you’re thinking, “What should I call it?” Naming is a big first step—but it’s just one piece of the larger puzzle known as branding. In this post, we break down the difference between naming and branding, and why understanding both will help you build a stronger, more memorable business.
What Is a Name?
A name is your brand’s first handshake. It’s the verbal hook, the word (or few words) that customers remember, type into search bars, and talk about. Your name is:
- The starting point of your brand identity
- A reflection of your tone and positioning
- A functional label for your business
Examples:
- Google (invented word)
- Shopify (compound + descriptive)
- Nike (inspired by Greek mythology)
What Is a Brand?
Your brand is the full emotional and visual experience people associate with your business. It includes your:
- Name
- Logo
- Colors and fonts
- Messaging and voice
- Customer experience
- Visual content and storytelling
Think of your name as the spark—your brand is the fire that keeps burning.
How Are They Different?
| Naming | Branding |
|---|---|
| One-time decision | Ongoing strategy |
| Verbal identity | Full visual, emotional, and verbal identity |
| Part of branding | Encompasses naming + everything else |
| Easier to change early on | Harder to pivot once brand equity is built |
When a Name Works Without Strong Branding
Sometimes a brilliant name carries weight even with minimal branding—think of Slack or Airbnb in their early stages. But in a noisy marketplace, this is rare.
When Strong Branding Carries a Simple Name
On the flip side, a basic or even plain name can still thrive with strong branding. Consider:
- Apple: Simple word, now iconic
- Target: Literal, but made bold through branding
- Amazon: Symbolic, made meaningful through scale and storytelling
Which Comes First?
Always start with the name—but don’t stop there.
A strong name sets the foundation, but your branding brings it to life through design, messaging, tone, and customer experience.
From Name to Brand: How to Make the Leap
If you’ve landed on a name, here’s how to transition into full branding:
- Define your brand voice – What personality does your business have?
- Design your visual identity – Logo, colors, typography, etc.
- Craft your story – Why does your brand exist? What makes it different?
- Create consistency – Use the same tone, visuals, and style everywhere
Dive into our Branding & Rebranding section for deeper tips.
TL;DR
- A name is the beginning.
- A brand is the whole experience.
- Great names spark interest. Great brands build loyalty.
- You need both.
Want help naming and branding your business?
Explore our naming resources or schedule a consultation.
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