Naming anything – including a business – is so hard. Right? So, we asked some very sharp folks to tell us the stories of how they came up with the names of their brands.

Deborah Gregory

Words are everything! I can tell from the NAME of a book, song, movie, clothing line, shoe line, jewelry line, perfume line, liquor brand, furniture line, you name it–I can tell from the name if it will be successful. If I hear ka-ching in my head then it’s right. When I was a freelance magazine writer I had the task of creating/writing a book outline to pitch to Hyperion Books in the hopes of getting a book deal. For three weeks, I agonized over the title. I had the concept (high school girls who form a singing group since that was my childhood dream but I can’t sing!) so all I needed to do was flesh out the storyline, concept, characters but most importantly–what was the name of this fictional girl group? I meditated, stared at my pooch Cappuccino in his leopard bed hoping he had the answer, went about my daily errands. I had so many choices: The Ruby Slippers, The Cameo Girls and it finally clicked in my head–or I should say clicking my heels because the answer was right in front of me: I had been wearing leopard clothes since I was a kid, my apartment was all leopard. It had to be something that was a part of me and voila! I heard the click in my head when I thought of the name: THE CHEETAH GIRLS. And then of course with the phenomenal success of the book series which grew into 16 books, then three Disney Channel movies, 88-city concert tours, platinum-selling albums and oodles of merchandise, I created my brand of handcrafted items: CHEETAHRAMA. Rama is an Indian word that means: everything of something. Read more>>

Noly Tengonciang

A while back, I was out on the golf course with a couple of buddies. After we finished our round, we decided to grab some drinks at a local bar to unwind. As we were chatting and enjoying our drinks, one of my friends mentioned that he really only wanted to play with this particular group of friends in the future. He explained that when you get paired up with random players on the course, it can be a total mixed bag. Sometimes you meet great people, but other times, you end up with someone who’s a bit judgmental or just not very social. And let’s be real—golf can be challenging enough without the added pressure of an uncomfortable playing partner, especially for those of us who aren’t exactly scratch golfers. Read more>>

Sherrika Sanders

My organization is called ‘Transform the GAAP’. I have a background in corporate accounting. ‘GAAP’ is a widely known accounting term meaning: Generally Accepted Accounting Principles. In my decision to leave corporate America, I wanted a company name that spoke to transformation, but also gave a nod to my corporate accounting career. Hence the name: Transform the GAAP. However, because I work with professionals on career development, career fulfillment, and goal attanment, for me, GAAP means: Goals Assigned Achieving Purpose. My primary client is the accoutant. So, they see my company name and can immediately resonate with it and know that I am their person. Read more>>

Julie Nicholson

When I started my business, I was making customized beaded bracelets and wanted to incorporate the word “beads” in the name. I was trying to come up with something meaningful to me, but was having a difficult time. When I asked my husband for help, he asked me to use one word to describe myself. I said “LOUD!” He said “Loud Beads!” We both fell over laughing and my business was named! Read more>>

Elle Wilson

I held my first singles event in 2022, when New Yorkers’ IRL social lives had yet to recover from the impacts of the pandemic, and when dating apps felt like the only viable option for finding romantic connection. Their day-to-day routines often felt lonely, and they were burnt out by the lack of accountability or intentionality on dating apps. Many of them frequently exclaimed, “I just want to meet someone through friends!” For much of the last century, that has indeed been the most common way that people have met romantic partners, followed by other community-oriented avenues such as family or school. This has been disrupted by dating apps, the pandemic, and a variety of other cultural factors, but people seemed to be craving a return to dating that felt more social and accountable. I gave my company its name to speak to that desire. Read more>>

Anna Fodor

I grew up visiting my grandparents home in Baja, Mexico, where I would wake up at sunrise to collect shells on the beach. The name *Intertidal Jewelry* comes from the intertidal zone—the area of the shore where the land meets the ocean, shaped by the ebb and flow of the tides. This space, always in transition, reflects the natural beauty and constant movement that inspires my work, and each piece of jewelry is a tribute to that timeless connection. Read more>>

Steven Rankin

The name “Custom Piñatas” embodies the core of our creative philosophy. Inspired by my Mexican heritage, I’ve always been captivated by the vibrant and playful nature of piñatas. They symbolize creativity, celebration, and the power of community. Just as each piñata is a unique masterpiece, we approach every project with the same level of care and attention to detail. Our goal is to deliver innovative, custom solutions that exceed expectations. By combining traditional craftsmanship with cutting-edge technology, we are committed to creating visually stunning and functionally effective designs. Read more>>

Stacey Bryant

Great question! Let me start by telling you the name of our organization. We are “Hello Beautiful Outreach Ministries”. I’ve always had to heart for encouraging and empowering girls and women. Wait, let me be very specific, I’ve always had a heart to empower and encourage black girls and women.  I ran and denied this calling for a long time. See, I was raised in church and involved in may ministries during my childhood and young adult life, voluntarily…but mostly involuntarily, thanks to my parents! LOL. I had a lot of women pouring into my life as a young person, not really realizing the incredible impact that they would have on my life journey. My mother trusted other women to pour into me and for that I’m thankful and so grateful. It taught me the importance of extended family. Because of what these women did it nurtured the seed that God had planted in me for this type of ministry work. Read more>>

Thomas Moore

THE NAME OF MY COMPANY CAME FROM MY SON AND WIFE. MY SON AND I ARE AVID ATV RIDERS, I GOT HIM STARTED RIDING AT THE AGE OF 6. AS HE GREW OLDER AND TIME PASSED BY HE GOT INTO IT EVEN MORE. WE WOULD ALWAYS COME HOME FILTHY, COVER IN MUD AND DIRT. MY WIFE WOULD ALWAYS YELL AT US AND SAY YOUR NOT GOING INTO THE HOUSE ALL DIRTY LIKE THAT. YOU GUYS ARE THE DIRTY BOYZ AND WITH THAT BEING SAID THE NAME STUCK. I HAD MY BROTHER WHO AT THE TIME WAS MAKING SHIRTS . I ASKED HIM IF HE COULD MAKE SOME SHIRTS THAT SAY DIRTY BOYZ AND HE SAID YES. I FOUND AN ATV LOGO AND THE SHIRTS WERE MADE. ONCE I GOT THEM AND STARTED TO WEAR THEM PEOPLE STARTED SAYING THAT THEY LIKED THE NAME AND DESIGN AND IF I WERE SELLING THEM. THAT GAVE ME THE IDEA OF CREATING THE BRAND DB APPAREL. THE DB STANDS FOR DIRTY BOYZ. EVERYONE HAS THAT ADVENTUROUS SIDE AND WHO DOESNT LOVE TO OFF ROAD AND GET DIRTY. OVER TIME I CAMRE UP WITH A NEW LOGO TO SEE HOW IT WOULD DO AND IT IS GETTING GREAT FEEDBACK. Read more>>

Sheri Ryan

My partner and I love the ocean. When we started the business we were making succulent arrangements and noticed that many succulents looked like they could be plants and animals from under the sea. Most of our arrangements included something from the ocean like shells, rocks, mermaids or dolphins . I think this influenced the name . Also partner has a beard and looks like a King Neptune Read more>>