This blog was written by network member The Discourse.

There’s a reason why you score points for the best name at a pub quiz – coming up with a name is really hard! Is it original and unique? Does it reflect who you are and what you want to be known for? Will people relate to it?

Whether naming a business, product, or service, many organisations struggle with this initial step of branding and it’s one of the most important decisions you will make.

A well-chosen name is an opportunity to differentiate yourself from competitors, connect with your target audience, and tell your story. It’s a core part of your identity that should, ideally never change, as it will build equity over time. Although many people say there’s no such thing as a bad name, getting it wrong can have significant consequences, leading to confusion, a lack of distinction, or even legal issues if it conflicts with other businesses or charities.

Our latest blog explores the opportunities and challenges naming creates, and outlines the techniques and strategies you can use to help navigate one of the first steps of branding.