Start with a short brief that says what the name needs to do, generate a long list without judging, cut it down against simple tests (say it, spell it, search it), then check trademarks and domains before you fall in love. The best names are usually simple, distinctive and a bit unexpected. Expect the process to take a few weeks.

Write a naming brief before you brainstorm.

Without a brief, naming sessions turn into arguments about taste. A brief gives you something to judge ideas against. Keep it to one page and answer these questions:

• What is it? One sentence describing the business or product.
• Who is it for? The people you want to say the name out loud.
• Where will it live? Which countries and languages matter, now and in five years.
• How should it feel? Three or four words, like warm, quick, premium or playful.
• What should it avoid? Competitor names, clichés in your sector, words that mean something awkward in another language you trade in.
• Does it need to work with a family of names? For a product, think about the range that might follow.

Know the main types of names.

It helps to brainstorm across different styles so you do not get stuck in one corner.

Descriptive names say what you do.

"Paphos Bike Hire" is clear and helps people immediately. The downside is that descriptive names are hard to protect legally and can box you in if the business grows.

Suggestive names hint at a feeling or benefit.

These borrow a real word or image that suggests something about you. They are often the sweet spot: memorable, easier to trademark and still meaningful.

Invented names are made up.

Coined words are the easiest to own and register, and they can grow with you. They cost more to explain at the start, because the name carries no meaning until you give it one.

Founder or place names are personal.

A family name or a local place can carry warmth and history. Think about whether the business may one day be sold, or expand beyond that place.

Brainstorm a long list without judging.

Aim for at least a hundred candidates before you cut anything. Quantity matters at this stage because the good ideas tend to show up after the obvious ones are out of the way.

• Write down words linked to your product, your customers, the feeling you want and the place you come from.
• Look at other languages relevant to your market, carefully.
• Combine, shorten and twist words. Drop letters. Join two words together.
• Borrow from unrelated worlds: nature, music, sport, old trades, food.
• Use AI tools for volume if you like, then apply your own taste. They are good at quantity and poor at knowing what feels right for you.

Shortlist with simple tests.

Cut the long list down to ten or fifteen using these questions.

1. The phone test. Say it out loud to someone over the phone. Can they spell it without help?
2. The shout test. Could someone recommend you across a noisy room?
3. The search test. Search it. Is the first page full of something else, or something you would not want to be confused with?
4. The language test. Ask native speakers in each of your markets what it sounds like or means.
5. The logo test. Write it in a plain font. Does it look balanced? Very long names can be awkward on signage and social icons.
6. The brief test. Does it match the feeling words you wrote down?

Check availability early.

This is the step people skip, and it causes most of the heartbreak. For each shortlisted name, check:

• Trademark databases in the countries where you trade, in your category.
• Company registers where you plan to register.
• Domain names, including your country domain and a .com if you can get one. A small extra word like "get" or "studio" is fine if it reads naturally.
• Social handles on the platforms you will actually use.

For anything serious, ask a trademark lawyer to do a proper search before you commit. It costs much less than renaming later.

Test the finalists with real people.

Take your top three to a handful of people who fit your audience. Avoid asking "which do you like?" because that just gets you opinions. Ask them what each name makes them think the business does, how it feels, and which one they remember a day later. Recall is a good sign.

Expect some resistance to the best option. New names often feel odd at first because they are unfamiliar. A name that sounds instantly comfortable may be comfortable because it resembles a dozen others.

A name works best inside a full brand.

A name carries much more once it sits inside a logo, a voice and a visual identity. Digiredo usually treats naming as part of a wider brand strategy, because the story you tell around the name is what makes it stick.

Frequently asked questions.

How long should a business name be?

Shorter is usually easier, ideally one to three syllables or two short words. Clarity matters more than length.

Is it a problem if the .com domain is taken?

Often it is fine to use a country domain or add a short word. It becomes a problem if the existing site is a competitor or something embarrassing.

Should the name describe exactly what I sell?

It can help early on. It can also limit you later. Many strong brands use a distinctive name and let the tagline do the explaining.

Naming something new? Digiredo can run the process with you.