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By Vanessa Hung · December 8, 2025 · Curated by George's Blog
It is easy to think that naming a brand is a creative exercise. In reality, it is a strategic one.
I’ve been watching how founders choose names, and one pattern keeps repeating:
They reach for words that sound good instead of words that mean something.
That’s why the update Amazon made this week caught my attention.
The Brand-name generator added personality as a variable, casual, elegant, playful, precise, grounded, disruptive. Instead of names like "XYZ-001 Brands"
A small change, but an important one.
Because personality is the moment a brand stops being a label and starts forming its own identity. It forces the questions most early brands skip:
What is our purpose?
What belief does this brand exist to express?
What emotion do we want to leave behind?
There is a line I always come back to: "People don’t buy what you do; they buy why you do it."
A good name doesn’t just describe the business. It hints at its conviction, its intent, the deeper reason it deserves to exist.
Tools like these won’t replace the judgment required to name a brand well.
But they do reveal a change I’ve been noticing across e-commerce for a while: Data is beginning to meet identity.
We are moving from naming as intuition to naming as a synthesis of our purpose, belief, audience, personality and emotional posture.
It’s also a reminder that a name is only the beginning. The real work is protecting it, shaping it, and earning what it represents over time.
And here’s something founders often realize too late: your name becomes the most important asset your brand owns, because just like a person’s name gives them identity, your brand’s name becomes the anchor for how people recognize you, remember you, and assign meaning to what you stand for.
And when you nurture it, it grows in two dimensions:
emotionally, as people attach meaning, trust, and identity to it,
and economically, as that trust compounds into preference, loyalty, and pricing power.
A generated name is just a label.
An intentional name becomes equity.
❤️ Like if you haven't tried it
💬 Comment if you have seen any nice Brand Name out there that deserves a shoutout
#BrandStrategy #Ecommerce #Amazon #BrandRegistry