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I don’t actually know if there’s a good way or a bad way to come up with the name of a brand but I do know one thing: you shouldn't waste too much time coming up with it.

This is exactly what we did to arrive at the name of our in-house brand, Orin:

1) Have each person on the founding team come up with ~5 names.

Kent:

  1. Fundamental Athletics
  2. Second Wind
  3. Burst
  4. Pulse
  5. Atom Athletics

Shuo:

  1. Archery & Oak
  2. Forge
  3. Ahimsa
  4. Dynamix
  5. Pacific Crest

Jason:

  1. Orin
  2. Likar
  3. Fior
  4. Vitic
  5. Nonom
  6. Monex

Kevin:

  1. Seth & Ella
  2. Per Se
  3. Two Sigma
  4. Base Six
  5. Off Set
  6. Anonymous

2) Narrow down the list to 5 by having each person vote for their top 5 that is not their own.

  1. Pulse
  2. Orin
  3. Seth & Ella
  4. Anonymous
  5. Second Wind

3) Find potential domains for each of the names.

We used Shopify’s Business Name Generator Tool to figure out what domains were available.

  • Pulse - there were no acceptable names available so we ended up removing this from the list.
  • Orin - shoporin.com
  • Seth & Ella - sethandella.com
  • Anonymous - anonymoussupply.com
  • Second Wind - wearsecondwind.com

4) Send out a survey to friends and family.

We created a quick survey on Google Forms describing what the brand will be about and asked our friends to choose their favorite name.

Google Form Survey

These were the results:

Google Form Results


Overall, it took no more than 2 hours of work over a span of one week to finalize the name - I'll call that a success.

Up next in this Open Source series will be how we approach sampling and iterations. Feel free to shoot me an email with any questions that you want to be covered in future posts.