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Did you know that the original name for eBay was AuctionWeb? Or that Google’s original name was BackRub? Can you imagine asking for a Pepsi by its original name: Brad’s Drink? They may be name brands now, but they were off to rocky starts with names that we can’t even imagine calling them today.  

Owner and founder of Branding For The People, Re Perez, is no stranger to the intricacies of naming a business, having difficulty himself naming his agency. He knew the original name he’d come up with wouldn’t work as it didn’t meet the three main requirements of a name:

It didn’t evoke emotion.

It was difficult to remember.

It didn’t tell a story.

He sat on the name, revisited journal entries, and searched for inspiration. A few months later, he landed on Branding For The People.

As Re explains, “when it comes to starting a business-and even naming it-sometimes you have to clarify your vision while simultaneously allowing the universe to send you guiding messages and ideas. Sometimes we just need to be present to the conversations and moments that surround us.”

Your name should tell your story. It should encompass what your business does, who your business is, and who your audience is.

Over the years, we’ve worked with business owners who came to us with the need for a rebrand; not only did they re-enter their market with a new look, but also a new name.

Craig Handley is the co-founder of a multimillion-dollar call center located in the United States and Mexico. The original name of his company, ListenUp Español, misled potential clients into believing they only served one market. We eventually arrived at ListenTrust, a name that not only told his brand story but also made a human connection. 


Naming Your Business | Branding For The People



Purple Care owner and president, Justin Berg, found himself in a similar position. For Justin, his business had expanded beyond the original services offered, thus his name began to hinder its growth. Today, the name Purple Care provides him the opportunity to tell his story, and the intrigue has led to both revenue and company growth.


Naming Your Business | Branding For The People


If you’re in the process of naming your business (or renaming it) here are a few tips to help you with the process:

  • Decide if your name is authentic to your brand, or not.
  • Before you begin brainstorming for a new name, develop a list of three to five “Naming Criteria”, such as: Is it easy to remember? Is it easy to pronounce? Are there any negative connotations?  
  • Write down your thoughts. What’s your vision? What does your business look like (to you) in a year? Five years? 10 years? 
  • Have fun as you develop your naming options.

For more tips on naming (or renaming) your business, we invite you to purchase Re Perez’s book, Your Brand Should Be Gay (even if you’re not). Visit to learn more.

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