One of the trickiest parts of launching a new business is choosing the name. It sounds like it should be fun (and it can be), but more often than not, people get stuck—or worse, locked into a name that doesn’t serve their brand in the long run.
At Studio Friday, we’ve helped dozens of businesses find their name—or refine the one they’ve already chosen. And along the way, we’ve noticed some patterns. Some naming styles consistently work better than others, and some are best avoided unless done very intentionally.
Acronyms – The Classic Trap
Let’s start with acronyms—possibly the most overused and least effective naming strategy out there. Acronyms are typically built by taking the first letters from a series of words (often names of people, places, or services) and mashing them together into something like JNR Solutions or TLB Group. While this might feel like a neat shortcut or a way to include family ties, it usually doesn’t serve the business well. Why? Because acronyms have no inherent meaning. They don’t tell anyone what you do. They’re hard to remember. They’re impossible to Google. And visually, they don’t offer much when it comes to branding or design. Unless you’re a massive corporation or government agency with decades of history, acronyms are rarely the best foundation for a brand.
Word Smash – Creative… but Risky
Then there’s the “word smash” technique—where two (or more) words are fused together to create something new. Think of names like Techlify, Snackwell, or Floravue. This can work. It can lead to something that’s catchy, memorable, and unique. But more often, it leads to confusion. The name might be hard to pronounce, hard to spell, or just too abstract to quickly communicate what your business actually does. We’ve seen brands invest a lot into names that fall flat simply because the average person didn’t get it. That’s not to say you should never try a word smash—but if you do, test it. Say it out loud. Write it down. Ask people what they think it means. You might be surprised.
Abbreviated Words – Tread Carefully
Abbreviating longer words—like using “Con” for Construction or “Sys” for Systems—can seem like a smart way to make a name feel shorter or snappier. But again, there are pitfalls. First, abbreviations can feel corporate or cold. Worse, they can unintentionally carry negative connotations. (Con, for example, can also mean scam or deception.) So while abbreviations can work in some contexts, they need to be chosen with a lot of care—and a strong supporting brand that makes their meaning clear.
Tangible, Random Words – Surprisingly Effective
One of the most effective naming strategies we’ve seen is choosing a real, recognisable word that has nothing to do with your industry. Think of brands like Apple, Orange, Blue Bottle, or Mailchimp. These names are easy to remember, easy to pronounce, and highly brandable. They also give you a visual shortcut—something you can build a logo, colour palette, and identity around. The downside? These names might limit you later. A brand named after a fruit might not feel right if you pivot into high-end consulting. So, while this strategy is great for flexible early-stage branding, think long term. If your goal is to start fun and casual but grow into something more premium, you might need to evolve your name down the line—or choose a word with a bit more range.
Using Your Own Name or Location – Personal, But Limiting
Naming your business after yourself (John Smith Creative) or your location (Wollongong Plumbing Co) can feel grounded and personal—but it’s one of the most limiting options. These names are harder to grow or sell. They tie the identity of the business to one person or one place. If you ever move cities, add business partners, or want to expand nationally or internationally, you’ll likely need to rebrand—and that means starting over with brand equity, SEO, and recognition. This approach can work for solo operators or hyper-local services, but we generally recommend it only if you’re certain you want to keep the business small and personal for the long haul.
So What Does Work?
The best business names tend to fall somewhere between distinctive, simple, and flexible. They’re easy to say and spell, memorable after one interaction, not too literal but not completely random either, unique enough to stand out in Google and social media, and capable of growing with your brand.
One of the best tools we recommend for finding that sweet spot is the book Don’t Call It That by Eli Altman. It’s a hands-on workbook that helps you play around with words, test your ideas, and understand what actually makes a good name. It’s fun, fast, and we’ve recommended it to dozens of clients.
Need Help Naming Your Business?
We love helping people find names that work—names that are sticky, clear, and built to grow. Whether you’ve already got a shortlist or you’re starting from scratch, we’re here to help you shape it into something that fits your business and your future.
