Decide what the name has to do, choose a type of name, make a long list and shortlist against clear tests. Check trade marks and domains before anyone gets attached, and have a specialist review your favourite. A good name is easy to say, legally usable and leaves room to grow.
What type of name should you choose?
Choose the type based on how much explaining you can afford and how much you want to protect. Each one comes with a trade-off:
| Type | What it is | Upside | Downside |
|---|---|---|---|
| Descriptive | Says what you do | Instantly clear | Hard to stand out, usually weaker as a trade mark |
| Suggestive | Hints at a benefit or idea | Memorable and still has meaning | Can take long to find one that's free |
| Invented | A new word | Often easier to clear | You have to teach people what it means |
| Founder's name | A real person's name | Personal and credible | Harder when the founder leaves or sells |
How do you find the name, step by step?
- Write a brief. What should the name signal, in which countries and languages, and what should it never suggest? Start from your brand strategy.
- Look at the neighbours. List the names in your market. If everyone sounds alike, doing the same won't help you.
- Make a long list. Aim for many options and no judging yet. Try metaphors, other languages, and words from your own craft.
- Cut with a quick check. Search each option online and in trade mark databases before discussing it, to avoid getting attached to names you can't use.
- Test the shortlist in real life. Say it on the phone. Write it in an email signature. Put it next to competitors.
- Clear your favourite properly. Then decide, ideally with a small group.
How do you test a name?
- The phone test. Say it once over the phone. Can someone spell it and find you?
- The growth test. Does it still fit if you add a service or enter another country?
- The language test. Does it mean something awkward in the languages of your markets?
- The confusion test. Does it sound like someone in your sector?
- The sleep test. New names always feel strange. Live with it for a few days before you reject it.
How do you check if a name is available?
Check trade marks first, then domains and social handles, then your company register. In Europe you can search for free in TMview, which covers applications and registrations from EU national offices, the EUIPO and many offices beyond. Remember that it isn't an official register. Also know that the EU trade mark office doesn't check for conflicts with earlier marks itself: earlier owners have to object. So a successful application doesn't by itself mean you're in the clear.
A database search is a first filter. An exact match isn't the only risk, since similar names in related sectors can also cause problems. Ask a trade mark specialist to review your final choice before you print anything. This guide isn't legal advice.
How much should the domain decide?
Less than most people think. Don't reject a strong name because the perfect domain is taken, and don't choose a weak name because a domain happens to be free. A clear addition, such as a word about your trade, or a different extension can work, as long as it isn't confusing. The real warning sign is when the matching domain belongs to an active business in your own sector. That's a trade mark question, not just a domain question.
Should you rename an existing company?
Only if the name is really holding you back, because it's often the most disruptive part of a rebrand. A name is recognition you've already paid for. At 5DAYS naming isn't part of a brand identity by default. It's its own piece of work, with its own checks, and we quote it separately.
