brand naming firm

How To Brand And Name Your Company

Brandon Uttley Marketing And Sales, Podcast, Resources And Tools, Starting A Business 1 Comment

It’s important to know how to brand and name your company properly, in order to position your firm for long-term success.

Few people know branding and naming as well as Phil Davis, president of Tungsten Branding. He joins the Go For Launch podcast to talk about the challenges and opportunities of coming up with a great company name and brand positioning that will stand the test of time.

Listen to this episode on iTunes, Soundcloud and Stitcher.

With over 25 years of company naming and branding expertise, Phil Davis is a marketing and advertising veteran, having personally named over 200 companies, products and services worldwide. For 17 years, Phil ran a full service advertising firm in the Tampa Bay region of Florida, before starting Tungsten Branding in 2003. As a branding expert, Phil has been quoted in, Businessweek, Entrepreneur, and Newsday, as well as regional and industry-specific publications. In addition to leading the creative team, Phil is a frequent keynote speaker and blog contributor on the subject of brilliant branding.

In the show, Phil and I talk about a range of subjects, including:

  • How Phil became an entrepreneur (at age 26, with no money and a Ford Fairlane with no floorboards)
  • How he overcame rejection when he first start cold-calling on prospects
  • What he would do differently if he started over
  • How to face down your fears and stand your ground on price
  • The story of how he got into naming and the first company he named (PODS)
  • What the typical process is to develop a company name
  • Determining the branding criteria against which to judge potential names (e.g., do you want to fit in or stand out?)
  • Deciding what attributes you known are for
  • The worst types of business names to avoid
  • Why you don’t have to state the obvious in your name (like ‘Restaurant’ in the name of a restaurant)
  • A key question to ask: What business are you really in?
  • Communicating the “ish-ness” of the business (and what this means)
  • One important thing to keep in mind: all new brand names are inherently unfamiliar (which explains why many might get overlooked in early rounds of reviews)
  • Why it pays to invest in a quality name and brand upfront (vs. facing more costs to rebrand later)
  • Free resources available from Tungsten Branding to help come up with company names
  • Information about the new lifestyle entrepreneur conference Phil started (Truventure)

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Show Links

Tungsten Branding

Truventure — A Conference for Lifestyle Entrepreneurs (and on Facebook)

Photo creditStartup Stock Photos

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About The Author

Brandon Uttley

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Brandon Uttley is Commander and CEO of Go For Launch, LLC, his fifth startup. He is passionate about helping others launch and grow successful businesses.

When not working on his business, he enjoys spending time with his wife and two young children.

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Disclosure of Material Connection: Some of the links in the post above are "affiliate links." This means if you click on the link and purchase the item, I will receive an affiliate commission. Regardless, I only recommend products or services I use personally and believe will add value to my readers. I am disclosing this in accordance with the Federal Trade Commission's 16 CFR, Part 255: "Guides Concerning the Use of Endorsements and Testimonials in Advertising."

  • Rolling Names

    Great article! Really insightful. Naming is indeed an important aspect of branding these days.