What’s in a name? A lot apparently, as entrepreneurs, artists, and makers of all kinds spend enormous amounts of energy searching for the right name for their business, project, organization, or creation. Below, you’ll find the stories of how various successful brands, creators and entrepreneurs came up with their names.

Valerie Chiang

My platform’s name is Doll & Dollhouse. As a child, my favorite activity to do was to play, by myself, with my large set of dolls, dollhouses, and doll accessories. Playing with dolls allowed me to explore my inner world and expand my imagination in ways that were not possible in the real world, especially as a young kid. I could live out a different identity every day through the dolls and their backstories. I learned to empathize with the needs and feelings of my dolls in scenarios that friends or classmates couldn’t provide (ex: creating a scenario where my doll jumps out of a plane and loses a leg, and trying to understand the emotional gravity of someone in that specific situation). I developed my creative, artistic, and visual preferences through the dolls’ clothing styles. I lived out my dreams and fantasies in a safe, controlled setting. Read more>>

Camila Hargett

Naming a business is one of the most personal and challenging parts of starting out. When I launched our company, I named it Intel Consulting LLC because I felt it captured what we stood for—intelligence, innovation, and insight, which are the cornerstones of our work. At the time, I was confident it was the perfect name and never imagined it would catch the attention of such a global powerhouse like Intel Corporation. After all, I wasn’t in tech; I was in business consulting, a completely different space. When their legal team reached out, I was genuinely taken aback. I had chosen the name in good faith, believing it reflected my vision, and I even had grounds to make a case since there were no conflicts in the trademark class for business consulting services. But I also understood their perspective—big corporations have to defend their trademarks broadly to protect their rights. Read more>>

Landon Bergenthal

In my journey as a young adult, I took time to contemplate how best to channel my education and experience for the betterment of those around me. My path as an athlete and seeker of a healthy lifestyle revealed a critical void: the absence of guidance. After the early loss of my father and growing up without a mentor, I often felt adrift and uncertain, much like a wanderer. During this period, the figure of the Ronin—a wandering, masterless samurai—resonated deeply with me. Like the Ronin, I pursued my ambitions without clear direction. After nearly two decades of rigorous study in strength training, nutrition, and martial arts, I am now prepared to offer my guidance to those who find themselves similarly directionless. My experiences have fostered a deep empathy for those who need guidance, and I understand the importance of expert advice. Read more>>

Kimberly Blair

When I decided to start my business earlier this year, the name came to me surprisingly quickly. During my six years at a collaborative holistic clinic, I had a client who regularly booked sessions with me and was deeply receptive to energy therapy, hypnotherapy, and coaching. In our work together, we occasionally explored spirituality in a way that honored her comfort level. In one session, I suggested she consider asking for guidance from her spirit guides—benevolent energies, beings, and her ancestors. Her response left a lasting impression on me. She paused thoughtfully before saying, “Well, I only have one guide,” and then added, “and that’s you.” Read more>>

Luke Spence

It all started the year after I graduated high school, when I launched my business to sell suspension components for drift cars. I focused on parts for less popular chassis in the drifting market, intentionally going against the grain. Around the same time, I was applying to colleges and needed letters of recommendation from mentors and teachers. One of my mentors wrote something that stuck with me: “Luke Spence is a unicorn in a sea of trolls.” That phrase captured how I’ve always felt about standing out—taking on unique challenges, being different, and approaching things with creativity and individuality. Read more>>

April Smith

I named my business One Day because of a phrase I’ve heard countless times: “One day, I’m going to…” or “Someday, I will…” And honestly, that mindset makes me cringe. It creates this idea that dreams are meant to stay out of reach—something you think about but never actually pursue. One Day Co challenges that thinking. I want people to realize that their “one day, someday” goals don’t have to remain dreams—they can become a reality by taking it one day at a time. Read more>>

Haley Jackson

Dakota and Haley, co-founders and sisters, named their brand using their initials, “DH.” They aimed to create a brand that reflected their favorite aspects of Washington, D.C., while also symbolizing female empowerment. The definition of a “heroine” is as follows: the primary female character; a woman who is admired and idealized for her courage, outstanding achievements, and noble qualities. Read more>>

Sheena Kalso

Behind Your Scenes is a result of continuing to niche down as I learned who I really wanted to serve and the problem I was solving for them. Like all creative professionals, we have big dreams and cast wide nets. It’s always been hard for me to accept the idea of serving a very small sliver of people because of the belief that I can “do it all!” My original business name was Sheena Kalso Creates. It was a big umbrella where all my creative off-shoots could exist and trust me when I say I never was able to get my elevator pitch down to 20 seconds because even I had a hard time trying to explain all the things I could do as Sheena Kalso Creates. The name was vague and the explanation was like a never ending CVS receipt. People had a hard time understanding what exactly it was I did. Read more>>

Hector & Juliana Machuca

Our Business name is actually our business ADN. We are a second generation of TAILORS with knowledge in fashion since Hector Machuca is actually a former Project Runway fashion designer and Juliana a former fashion model. For many years we used to create COUTURE pieces for important customers and brands. As we moved to USA in 2016, we got involved in alterations industry which lead us to open our own shop dedicated to Alterations, Bridal and Custom Suits in which we use all our Couture knowledge and Tailoring skills to offer our customers the best service. Also, there is an important numerical meaning in two words; TAILORS COUTURE , as we are two Read more>>

Kendal Wright

Before the business there was the name! In the very early stages of workshopping my brand and what it stood for, I was home with family brainstorming. While jotting down words such as “artisanal”, “imports”, “handmade”, “bohemian”, my brother in law from the other room says, “Hey! How about BoHo Imports?” And there it was! For those of you who may not know, the word “boho” is short for bohemian. If you look up the actual definition, it stands for a person who may be unconventional or interested in the arts. Today it is more referred to as a style in fashion. However, I personally like to think of bohemian fashion not just as a type of look but more in a sense of freedom and self-expression from the actual people who make the product. The bohemian aspect represents the Artisans themselves. At BoHo Imports every piece is carefully handcrafted from small businesses, currently throughout all of Mexico. We focus on making cultural artistry accessible by brining it right to your doorstep! Read more>>