What's in a (Brand) Name?

Part 1 of the Do More Good Summer Series

What's in a (Brand) Name?

More than you might think.

This post kicks off our Do More Good Summer Series—a set of short, insight-packed articles drawn from my book Do More Good, a must-read for anyone looking to elevate their brand, strategy, or impact this season.

Your brand name isn’t just a label—it’s a strategic asset. The right name can give your organization momentum, clarity, and presence in a crowded marketplace. A poor or forgettable name? It can quietly hold you back.

If you’re launching something new, naming should be a top priority. It’s one of the most cost-effective ways to create early differentiation. For existing brands, a stale or generic name might be costing you more than you realize—even if it still holds some equity with legacy audiences.

What Makes a Great Brand Name?

The best names typically check four boxes:

• Memorable – It sticks.

• Meaningful – It connects to what you do or who you are.

• Readable – It’s easy to spell and say.

• Distinctive – It sets you apart.

Sure, a big marketing budget can help compensate for a weaker name—but most organizations don’t have that luxury. A standout name is a multiplier: it makes every message stronger, every impression stickier.

But a great name alone isn’t enough.

Strong execution, a clear strategy, and consistent messaging are just as important. As I shared in Do More Good, 

This summer, we invite you to rethink your brand—starting with your name.
This series will unpack practical lessons from Do More Good, helping leaders like you turn bold vision into real-world impact.

Start your summer strong. Get the book on Amazon.