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Iconic brand names like Tesla, Starbucks, and Coca-Cola seem to stand out among the competition, carrying such incredible meaning and history. You only have to hear the name and you immediately know what they’re about.

It’s easy to assume that there is some secret formula for producing a brand name that will stand the test of time. So many of us have spent countless hours at the drawing board, pouring over iterations and variations of names, and we’re just waiting for the perfect one to jump out at us.

The truth is there isn’t any secret. There are no magic steps, no perfect formulas, and no easy blueprint to follow.

Today we’ll be talking about what’s in a name and some principles to keep in mind while deciding the name of your brand.

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