We obsess over finding the perfect name.

But the truth is:

The name doesn’t make the brand. The brand makes the name.

Ask any founder what’s stalling their launch, and chances are “We’re still deciding on the name” is somewhere in the top three.

I’ve seen founders delay their launch for weeks, stuck in naming limbo. They treat it as if the entire success of their business depends on it. And I get it!

A name feels permanent. Emotional. Loaded with meaning and story.

But here’s the trap: meaning isn’t in the name. It’s what you attach to it.

A name is just a container.
An empty vessel.

And branding?

Branding is what fills that container with value, story, and emotional weight.

Kodak. Heinz. IKEA. Rolex. Porsche. Nike.

None of those names meant anything at birth.
Today, they’re packed with associations; trust, design, speed, legacy, emotion.

The name didn’t create those associations.
The brand did.

Founders often get stuck chasing a name that feels meaningful, strategic, emotional, or poetic.

But a name doesn’t need to say everything.
It just needs to be a vessel worth building around.

Meaning is earned through consistency.

You build associations through story, product, service, and repetition, not just clever wordplay.

A short, easy-to-pronounce, distinct name beats a clever one any day. And while a backstory can help, it only matters if it reflects what you actually do.

What you consistently do around the name is what gives it power.

The goal isn’t a perfect name.
It’s a name that becomes meaningful over time.

Take IKEA.

At launch, it was just an acronym:
Ingvar Kamprad (founder), Elmtaryd (family farm), Agunnaryd (village).

No meaning. No flair.

But then the brand built a consistent experience:

Now, when you say IKEA, people immediately picture a DIY experience, meatballs, yellow-blue showrooms, and affordable modern design.

The brand filled the name with meaning.

While names don’t carry meaning on their own, a well-chosen name can give a brand a powerful shortcut. The right word instantly suggests the value behind the product, making it easier for people to connect the dots and remember it.

Think of Uber. The word means “super” or “above” in German, tying the service to superiority, speed, and convenience. For a taxi app, that’s a brilliant first impression. The name didn’t build the brand, but it helped position it instantly in people’s minds.

Here are examples where the name itself gave the brand a strong launchpad:

A strong name doesn’t guarantee success. But it can accelerate recognition, provide clarity, and act as a strategic advantage in the early days of building associations.

In earlier decades, some brands managed to outgrow names that tied them to a very specific product or niche. They built enough cultural love and momentum to expand far beyond their original meaning. Others, however, were forced to simplify, rename, or rebrand, often creating confusion or expensive pivots.

Examples:

Dunkin’ Donuts → From donuts and coffee to sandwiches and wraps. Eventually dropped “Donuts” to break free.

Crepaway → From a crepe kiosk in the 80s to a diner chain serving a full menu where crepes are barely present. The name no longer matches, but legacy equity carried it.

Weight Watchers → Rebranded to WW to shift from dieting to wellness, but the move created confusion and diluted recognition.

RadioShack → Once about ham radios, later pivoted to consumer electronics. The dated name kept it stuck in the past.

The lesson: Today, in global markets full of competition and fast-moving expectations, a name that is too narrow often becomes a liability rather than an asset, unless you are willing to stay in that lane.

Should you care about your brand name?

Yes—but only in proportion to what actually moves the needle.

Pick a name that’s distinct, flexible, and doesn’t box you in.

Then go build the associations that make it unforgettable.

Next time you admire a brand name, ask yourself:

“Do I like the name, or the meaning built around it?”