Naming vs. Branding: Which Should Come First?

One of the most common questions I hear when people begin building a company is: “Should I choose the name first, or does it come later as part of my brand identity?” It’s a fair question, and the answer is more strategic than most expect.

In my previous article, Where and How to Start Building a Brand Identity, I explained why the foundations—your mission, vision, and audience—must be clearly defined before jumping into visuals or messaging. This same principle applies to naming. A brand name is not just a label—it’s an anchor. Your brand name should not be chosen in isolation. Before naming, you need to clarify your mission, define your audience, and position your company. Only then can a name truly reflect the identity you’re building.

In this article, I’ll walk you through the key steps to creating a strong brand identity, and where the naming process fits into the bigger picture.

Step 1: Define Your Mission and Vision

Every brand begins with a “why.” Why does your company exist? What promise are you making to your customers? A clear mission defines purpose, while vision outlines where you want to go in the long run.

Without these foundations, the rest of your identity will feel hollow. Think of Patagonia: its mission to “save our home planet” is not just a slogan, it drives every decision—from product design to activism.

Step 2: Understand Your Audience and Market

A strong brand speaks directly to a defined group of people. That means creating detailed personas: age, income, lifestyle, aspirations, frustrations. The deeper you know your audience, the more authentic your identity will feel.

For example, Glossier built its entire brand around listening to its online community. By involving customers directly in product development, the brand created a sense of belonging and authenticity that made it resonate deeply with its target audience.

Step 3: Clarify Your Positioning

Positioning answers the question: “Why choose us over others?” It’s about the unique space you occupy in your market. Your brand personality—whether bold, luxurious, approachable, or innovative—flows from this.

Nike’s positioning isn’t just about shoes. It’s about empowerment. The slogan “Just Do It” embodies performance and personal achievement, creating an emotional bond far beyond the product.

Step 4: Choose Your Brand Name

Here’s where the question from the title comes in. The brand name is important—but it should emerge only after you’ve defined your mission, audience, and positioning. Otherwise, it risks being disconnected.

A name is powerful when it carries meaning. For example, Apple’s simple name broke away from the cold, technical language of computers at the time. It reflected accessibility and creativity, aligning perfectly with its mission to make technology more human.

Other iconic names show that inspiration often comes from different approaches:

• Rolex – Hans Wilsdorf wanted a name that was short, elegant, and easy to say in any language. He said the word “Rolex” simply came to him while riding a bus in London. Today it conveys prestige and timeless luxury.

• Lego – Derived from the Danish words “leg godt” (meaning “play well”), Lego’s name is a deliberate choice that reflects its mission to inspire creativity and play.

• Spotify – The name came from a misheard word during a brainstorming session. Later, the founders reinterpreted it as “spot” + “identify.” What began as an accident turned into a brand name that now defines how we experience music streaming.

These examples remind us that a name doesn’t need to be perfect from day one. What matters most is the story and meaning you build around it.

Step 5: Design Your Visual Identity

Once the name is chosen, the visuals bring it to life. Logo, colors, typography, and imagery should align with your positioning and speak to your audience.

Tiffany & Co.’s “robin’s egg” blue is so iconic it has become shorthand for elegance and romance. The color itself is a key piece of the brand’s identity, instantly recognizable even without the logo.

Step 6: Develop Your Brand Voice and Tone

Identity is not only visual—it’s verbal. How does your brand speak? Is it playful, authoritative, inspiring, or approachable? This voice should stay consistent across websites, ads, social media, and customer service.

Chanel, for instance, speaks with timeless elegance and authority. Whether in advertising copy or runway presentations, its voice reinforces its image of sophistication and exclusivity.

Step 7: Deploy Across All Touchpoints

Identity comes alive when it’s consistent everywhere: websites, social media, packaging, retail spaces, and even customer service. Each touchpoint should feel unmistakably yours.

Coca-Cola has mastered this. Its red-and-white script logo, paired with the promise of happiness, is echoed consistently across campaigns, events, and even the shape of its bottle.

Step 8: Stay Open to Evolution

A brand is not static—it grows as your audience and market evolve. The key is to stay true to your core while embracing new ideas.

Think of how Burberry revitalized its image in the 2010s: by reinterpreting its heritage checks for modern audiences, it managed to stay relevant without losing its essence.

Conclusion

Building a brand identity is never about rushing to the logo or the perfect name—it’s about following a structured process that ensures clarity and coherence. As I explored in my previous article, a strong identity starts with knowing your mission, your audience, and your truth. The name is a crucial piece of this puzzle, but it works best when it grows out of strategy rather than leading it.

Whether it’s Tiffany’s unmistakable blue box, Louboutin’s red soles, Rolex’s elegant simplicity, Lego’s purposeful name, or Spotify’s creative twist, iconic brands prove that identity is about consistency, meaning, and authenticity. And above all, it takes time, effort, and a willingness to question not only what you like, but what will resonate and endure with your audience.