Naming Conventions: Why Your Name Sets the Tone for Your Brand
Your brand name is often the first impression people get. And first impressions matter.
But choosing the right name for your company, product, or service isn’t just about sounding cool or being clever. It’s about signaling who you are, what you do, and who you do it for.
The right name creates direction. It gives clarity. And it helps people remember (and refer) you.
Why Naming Deserves More Than a Gut Feeling
“Your brand name is only as good as your reputation.”
Before anyone reads your About page, hears your pitch, or sees your work they see your name. What does it say?
Your name isn’t just branding, it’s storytelling. Name changes signal identity shifts, directional shifts, or value clarity.
Just look at Tellwell. When we changed from Swanson Digital, it marked a turning point. We’ll come back to that story.
Naming Is Identity Work
A name is the tip of the brand iceberg—everything else sits beneath. Names create first impressions, evoke emotion, and guide strategy.
In Scripture, name changes marked identity shifts:
Abram became Abraham—"father of many."
Jacob became Israel—"one who wrestles with God."
Simon became Peter—"the rock."
These weren’t casual tweaks. They were assignments. A clarified mission.
When you rename, you're not just rebranding. You're claiming a clarified purpose.
Read more on shaping your brand identity in our post on Brand Voice.
The Tellwell Story: Why I Changed the Name
Swanson Digital was founder-first. It is my surname. Tellwell is customer-first.
"Tell" = story, clarity, direction. "Well" = depth, source, sustainability.
Together, it becomes a promise: We help you tell it well.
We shifted from a business name to a mission statement in two syllables. That change gave us direction, voice, and clarity.
Since rebranding to Tellwell, I’ve noticed something interesting: the way I talk about what we do has changed. My sales conversations are more focused. My messaging has sharpened. And clients refer to us in clearer, more confident terms—"the ones who help people tell their story well." That alignment wasn’t happening before.
A name didn’t just change our brand. It changed how we show up.
See how we rethought our logo design after the name change.
Real-World Renaming Examples
“Naming a company is a lot like naming a child. You want it to be unique, memorable, and carry weight.”
Big brands don’t change names lightly. When they do, it’s usually to align more closely with a new mission, evolving audience, or broader vision.
Here are a few notable examples and what we can learn from them:
Meta (formerly Facebook): As Facebook evolved from a social media platform to a company investing heavily in virtual reality and the metaverse, the name “Facebook” no longer encompassed the full scope of its ambitions. “Meta” signaled a directional shift—beyond social, toward building a digital future.
Mailchimp: Originally an email marketing tool with a playful name, Mailchimp expanded into a full suite of marketing services. They kept the name, but redefined what it stood for—transforming a quirky mascot into a trusted brand for small business growth. A great example of stretching a name rather than replacing it.
Dunkin’ (formerly Dunkin’ Donuts): As consumer habits shifted toward health-conscious options and coffee culture grew, the company dropped “Donuts” from its name. This move positioned Dunkin’ as more than a sweet treat stop—it’s now your all-day, on-the-go coffee and snack brand.
Google (formerly BackRub 😬): In its earliest days, Google was called BackRub, referencing how it analyzed the web’s “back links” to determine search rankings. The rebrand to “Google”—a play on the word “googol”—wasn’t just about sounding better (thankfully), but about reflecting the company’s mission to organize the world’s information and make it universally accessible.
Each of these name changes did two things: they clarified identity and expanded possibility.
Learn how to write a tagline that supports your name.
The Naming Checklist
Before you commit to a name, run it through a few filters, including:
Memorability: Is it easy to recall?
Relevance: Will it resonate with your ideal customer?
Flexibility: Can it grow with your business?
Availability: Is the domain and handle open?
Emotional resonance: Does it make people feel something?
What Type of Name Fits Your Brand? (Mini Quiz Framework)
You’re building a brand that’s…
All about trust and credibility → Try a Founder-Based or Descriptive name.
Focused on innovation and new ideas → Invented or Hybrid.
Mission-driven or emotionally resonant → Evocative.
Niche or story-rich → Compound or Experiential.
Need help naming your business? Let's chat.
Names Are More Than Words
The right name tells the truth about who you are before you say a word. Don’t rush it. Don’t overthink it. Make it mean something.
What’s a brand name that made you stop and think? Or one you’ve outgrown? Leave a comment and let’s talk.