How To Name A Start-up
Claim it; Don't Name it.
There’s a moment in a great brand story where the name stops being just a word and starts to mean something.
Listening to James break down the origins of BRiMM was a reminder that the best names are chosen with intention and that intention is everything.
Believe in your choice and let that belief infuse every part of your business.
When a brand’s name, mission, and team are in sync you get resonance.
That’s synchronicity, and it’s what people feel when they encounter something authentic.
Fit.
It’s like fashion: some outfits only work because the person wearing them owns it, with confidence and a sense of purpose. The same goes for brands. A name that might seem odd or unconventional in isolation can become iconic when it’s worn with conviction.
At the end of the day, branding is about more than clever wordplay or market research. It’s about intention, synchronicity, and the courage to stand behind your choices. That’s what makes a brand memorable and magnetic.
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