Different Types of Effective Business Names

11 minute read

In this guide, we’ll look at the different types of business names—Generic, Descriptive, Experiential, Evocative, Portmanteau, and Invented—to help you find the best fit for your brand. But while these categories offer a helpful framework, remember there’s often some overlap, so don’t get too caught up in labels. The focus is on choosing a name that resonates with your audience and supports your brand’s goals.

Generic Business Names

Generic business names are straightforward, high-level keywords that define an entire class of products or services. These names offer immediate clarity and leave no doubt about what your business represents. Instantly recognizable and powerful in their simplicity, these names cut through the noise and establish a strong, authoritative presence.

For brands looking to confidently define their position in the market, a generic business name is a bold and effective choice.

Example: The Mattress Store

The Mattress Store is a retail business specializing in selling a wide range of mattresses, catering to customers looking for comfort, quality, and affordability in their sleep products. The name "The Mattress Store" is straightforward and generic, clearly indicating the nature of the business without any ambiguity.

The name doesn’t evoke any specific emotions or imagery, but it does convey a clear and immediate understanding of what the customer can expect: a store where they can find mattresses. While the name "The Mattress Store" might lack the uniqueness or evocative power of more creative names, it strengthens the brand’s identity by making it easily identifiable and trustworthy.

For more examples of successful business names, check out Stories from Successful Entrepreneurs.

Key Characteristics of Generic Names

Authority: With generic names, your brand can gain immediate authority in your space, just by the nature of the name. If your business name is identical to your business category, people are going to take you seriously.

Type-In Traffic: Names with highly generic keywords also have the benefit of type-in traffic. These are visitors to your site who type in the full URL of a keyword.

Impossible to trademark: Generic names are the opposite of distinctive. You can’t trademark an entire business category (unless you created the category).

Very Expensive: All that built-in value means that generic names are generally very pricey. Not only are they extremely expensive, but the buyers are either large established corporations or nations.

Tip for Choosing a Generic Name

If you decide to go with a generic name, you want to make sure that your business offerings are as broad as the name describes. Don’t buy shoes.com if you only sell one type of shoe. You will miss out on a lot of that valuable type-in traffic and SEO traffic, and the name won’t be worth the price tag. If you only sell sandals, buy sandals.com.

Descriptive Business Names

A descriptive name uses keywords like a generic name but is more specific. According to intellectual property lawyer Jill Hubbard Bowman, a descriptive name “immediately conveys an idea of the ingredients, qualities or characteristics of the goods or services.

Descriptive names usually consist of one to three words. If the name consists of more than one word, at least one word conveys the niche or industry of the business. The other words usually either further specify the niche or highlight the main value proposition of the business.

Example: Ticketmaster

Ticketmaster

Ticketmaster is a company that specializes in the sale and distribution of tickets for events, including concerts, sports, theater, and more. The name "Ticketmaster" is a straightforward, descriptive name that immediately conveys the company's primary function—being a leader in the ticketing industry.

By choosing a name that directly reflects its core service, Ticketmaster positions itself as the authority in ticket distribution. The name doesn’t just state what the company does; it suggests mastery and expertise in providing access to live events. This clear connection between the name and the company’s function strengthens its identity and makes it resonate with its target audience—consumers looking for a reliable, comprehensive source for purchasing event tickets. The name "Ticketmaster" implies a level of trust and dominance in the market, reinforcing the brand's position as the go-to platform for securing tickets to major events.

Key Characteristics of Descriptive Names:

Easy to Understand and Retain: Descriptive names are made up of dictionary words, and that makes them easy to understand and retain.

Brand Education: A big part of branding is educating your users on what you do. Descriptive names give you a headstart in this respect. The nature of your business, and possibly your entire value proposition, is conveyed right in your name.

Forgettable: Although they are easy to retain, they can often lack energy and emotion. So while a descriptive name may convey to your audience what your business does, it probably won’t get them very excited about it.

Difficult to Trademark: While descriptive names aren’t as difficult as generic names to trademark, they still utilize fairly common keywords and therefore present a challenge.

Lacking in Uniqueness: Because descriptive names often describe exactly what you do, it’s a good bet that another company in your space (or other spaces) will be named similarly. This can lead to confusion, and make it hard for your brand to stand out.

Experiential Business Names

Experiential names draw from the experience people might have when using the product or service your business offers. They elevate themselves above descriptive names because their message is more about the experience than the task.

This type of business name is most commonly found in the software space. If your business offers a unique user experience, an experiential name may be the way to go.

Example: Dunkin' Donuts

Dunkin’ Donuts is a popular coffee and baked goods chain known for its wide variety of donuts and beverages, particularly coffee. The name "Dunkin’ Donuts" is experiential, capturing the essence of enjoying a simple pleasure—dunking a donut into a cup of coffee.

In choosing a name that elicits this everyday ritual, the brand immediately connects with its customers' morning routines and comfort food cravings. The name “Dunkin Donuts” effectively positions the brand within the competitive fast-food and coffee shop industry by focusing on the experience rather than just the products. This experiential connection strengthens the brand’s identity, making it resonate with a broad audience that values convenience, comfort, and the joy of a quick treat.

Key Characteristics of Experiential Names:

Relatability : Experiential names often resonate with customers on a personal level, as they evoke familiar experiences, making the brand feel more approachable and relatable.

Imagination : These names encourage customers to visualize or imagine the experience of using the product or service, creating a deeper connection between the brand and its audience.

Memorable : Because experiential names are tied to common experiences, they tend to be more memorable and leave a lasting impression on customers.

Limited Flexibility : Experiential names are often tied to specific experiences, which can limit the brand's ability to expand into new markets or product lines without diluting the brand's core message.

Requires Strong Branding : To fully leverage the power of an experiential name, businesses often need to invest in strong branding efforts to ensure that the experience being referenced is clearly communicated and understood by the target audience.

For more tips on naming your business, check out Expert Tips on Naming Your Business.

Evocative Business Names

Buying decisions aren’t logical ones, they’re emotional ones. Business keywords inspire little in the way of emotional association. That’s why evocative names are so powerful.

Evocative names are names that use metaphor and suggestion to evoke a specific feeling. The inspiration for these names is drawn not from what a business does, but the experience or positioning the business aspires to achieve.

Not all evocative names have to be deep. You can also combine evocative words with descriptive words to create a descriptive/evocative hybrid name. The descriptive word can hint at your business's industry, while the evocative word (usually a color, animal, or part of nature) adds some much needed energy, emotion, and fun. This type of name is particularly effective for businesses with inherently dry or technical subject matter.

Example: Patagonia

Patagonia is an outdoor apparel company known for its high-quality gear designed for adventure and environmental sustainability. The name "Patagonia" refers to the region in South America, known for its vast, rugged landscapes that stretch across Argentina and Chile.

By choosing a name that evokes the remote and wild region of Patagonia, the brand immediately aligns itself with the values of exploration, adventure, and respect for nature. The name doesn’t just describe a place; it conjures up images of untamed landscapes and the kind of rugged, durable gear needed to explore them. This connection between the name and the brand’s core values strengthens its identity and makes it resonate with its target audience—outdoor enthusiasts who value both performance and environmental stewardship.

Key Characteristics of Evocative Names:

Emotional Connection: People don’t make buying decisions with their minds they make it with their hearts. Great evocative business names appeal to their target audiences' emotional associations to catch their attention and keep it.

Big Picture: Evocative names help create a brand name that is bigger than the goods and services a company offers. This gives evocative names an aspirational feel that is great for the longevity of your business name.

Easier to Trademark than Descriptive Names: Evocative names rely on keywords, but not commonly used business keywords. The words they use are more abstract. For this reason, trademarking an evocative name is easier than other keyword names.

More Abstract: Because most evocative names require more of a leap in imagination, they can be hard to get sign-on from the whole team.

Portmanteau names

Portmanteau names are mashups of two dictionary words to form one invented word.

According to entrepreneur Daniel Eckler a good portmanteau name is something that sounds like it was a word already. This way it will sound natural and familiar to customers.

Portmanteau names allow you to use keyword combinations that may not be available or affordable otherwise. For instance, GroupCoupon.com is a generic descriptive name that would probably come with a hefty price tag. But by combining the two words to create the portmanteau name “Groupon”, the founders found a fresher and less costly way to convey the same value proposition.

Example: Instagram

Instagram is a leading social media platform that centers around photo and video sharing, allowing users to capture and share moments from their lives in real-time. The name "Instagram" is a portmanteau, blending "instant" and "telegram" to reflect the platform’s purpose of providing a quick and visual way to communicate.

The name "Instagram" works exceptionally well for the brand by directly tying into the platform’s mission of fostering instant connections through visual media. By merging these two concepts, the brand positions itself as a tool for immediate visual sharing. This distinctive approach has helped the social media platform to become synonymous with visual storytelling, reinforcing Instagram’s leadership in the realm of instant, image-driven communication.

Key Characteristics of Portmanteau Names

Memorability : These names are usually catchy and easy to remember, as they often combine familiar words in a novel way.

Brandability : Portmanteau names are often highly brandable because they create a distinct identity while still being rooted in recognizable concepts or keywords.

Versatility : The blended nature of portmanteau names allows for flexibility in branding and marketing, making them suitable for a wide range of industries.

Potential Confusion : If the blend of words is too obscure or unclear, it may confuse customers rather than clarify the brand’s purpose, making the name harder to understand.

Invented Business Names

Invented names are entirely original creations that don’t rely on any existing dictionary words. Because they aren’t constrained by convention, these names tend to be more memorable, shorter, and highly brandable compared to other types.

Some invented names draw inspiration from familiar words or sounds, giving them a subtle connection to something recognizable:

• Vimeo (inspired by 'video')
• Canva (derived from 'canvas')
• Kashoo (a blend of 'cash' and 'cashew')

Others are purely imaginative, with no ties to existing words:

• Yahoo
• Google
• Asana

However, even these names aren’t completely neutral. The sounds they use can evoke specific associations or align with particular industries. For instance:

• Flowing names with lots of vowels and 3-4 syllables, like Aricent and Celera, are often well-suited for global corporations or consulting firms.
• Short, sharp sounds, such as those in Kodak and Xerox, convey a sense of precision and innovation, making them ideal for science and technology brands.
• Playful, catchy sounds, like Zune and Hulu, resonate with creative and entertainment industries.
• Names that mimic sounds, like Zynga, add an element of excitement and fun.
• Some sounds even create visual imagery, as with Oreo, where the repetition of strong "o" sounds suggests the shape of round circles.

In short, while invented names offer great flexibility and creativity, the sounds they incorporate can still convey distinct meanings and resonate with specific audiences.

Example: Etsy

Etsy is an online marketplace known for connecting buyers and sellers of unique, handmade, and vintage items. The name "Etsy" is an invented word, chosen by the company’s founders for its simplicity, uniqueness, and memorable quality. The name "Etsy" doesn’t have a pre-existing meaning, which allows the brand to define itself without the constraints of traditional word associations. This flexibility has enabled Etsy to carve out a distinct identity in the e-commerce industry, positioning itself as a platform for creativity, craftsmanship, and individuality.

"Etsy" works effectively as a brand name because its simplicity and originality make it easy to remember and pronounce, while its lack of specific meaning allows it to become synonymous with the brand’s values over time. The name has become closely associated with the idea of supporting small businesses and discovering one-of-a-kind items, helping Etsy redefine the conversation around online shopping. By choosing an invented name, Etsy has created a strong, distinctive brand identity that resonates with consumers seeking authenticity and uniqueness in their purchases.

Key Characteristics of Invented Names

Short and Catchy: These bite-size names roll off the tongue and stick in your head like a great melody.

Less Expensive: These names usually cost less relative to keyword names.

Easy to Trademark: Because invented names are unique and don’t contain keywords, they are usually a breeze to trademark.

Highly Brandable: Invented names come with very loose built-in associations, or none at all. This allows you to have a blank slate when creating a brand around your business.

Requires Branding: Because you are starting with a blank slate, you will need to put more effort into educating your audience on your brand's story and value proposition.

Final Thoughts

Choosing the right type of business name is a pivotal step in building a brand that not only resonates with your audience but also stands the test of time. Whether you choose a generic name that exudes authority, a descriptive name that clearly communicates your offerings, or an evocative name that sparks emotion, each option comes with its own unique strengths and challenges. Your business name is far more than just a label; it’s the cornerstone of your brand’s identity.

With a solid understanding of the various types of business names, it’s time to tap into your creativity. In the next section, "How to Come Up with a Business Name," we’ll guide you through the process of crafting a name that truly captures what your brand stands for. Let’s turn your vision into a name that leaves a lasting impact.

Next Lesson >> How to Come Up with a Business Name