Innocent Drinks and HSBC both sell to consumers. One sounds like a friend, one sounds like a bank. Your name sets the voice - choose the wrong tone and customers never trust you.
Match Name to Industry Expectations
Law firms need gravitas. Startups need energy. Your name must match what customers expect from your category.
Formal vs Casual
"Barclays" vs "Monzo." Both banks. Completely different target customers based purely on name tone.
Playful Brand Archetypes
Innocent, Pret A Manger, Virgin. Lowercase, friendly, conversational. Works for lifestyle brands, fails for B2B professional services.
Authority Archetypes
Goldman Sachs, McKinsey, Rolls-Royce. Formal, established, serious. Customers expect expertise, not friendship.
Test Name-Voice Fit
Write your marketing copy. Does the name feel natural in your sentences? Forced alignment means wrong name.
Warning: Changing brand voice after launch costs £50,000+ in rebrand. Changing name costs £100,000+. Get alignment right from day one.
Generic Names Can't Be Trademarked
If you want legal protection and a name competitors can't copy, make it distinctive from day one. Distinctive names also communicate stronger personality.