How to Choose The Right Name For Your Brand
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How to Choose The Right Name For Your Brand

Key Factors to Consider When Crafting a Brand Name

How to Choose The Right Name For Your Brand

This is by far one of the “all-time” most asked questions we get here at Cigar Package Design. So in this post, we’ll be discussing some key factors to consider when choosing the right name for your brand and how to start a trademark process.

Let’s face it, many of us have been at a networking event or cocktail party, we get introduce to someone – we go on to have a nice chat, and five minutes into the conversation, they look at you with a blank stare and ask: So what do they call you again?

This is why we want to go over with you the many factors that go into play when crafting the right name for your brand. According to book author Marty Neumeier, in his book “ZAG” he writes that you must (A) choose a name that’s different, brief and appropriate, (B) make sure it’s easy to spell and pronounce, (C) find out if the name can be used as a URL and (D) determine how easy or difficult it will be to legally defend.

Above: Marty Neumeier on stage delivering a speech to a crowd of creative professionals. Photo courtesy of

Next, do not get excited about a name which you cannot own. People will think of a name, then spend money on the domain name/URL, only to find out that name is already legally taken. Even worse, they’ll contact a graphic designer, and have them start on a logo design – don’t be lazy, do your homework and spend your time and resources on a name you can legally own and potentially defend in the future. Do yourself a favor and visit the United States Patent and Trademark Office and do the basic research at

We would also advice you to consult a trademark attorney (yes, a trademark attorney). This can be one of the best initial meetings you can have with a legal professional as you narrow options for the name of your brand. If you’re exploring the world of cigars, based out of West Palm Beach, FL, is attorney Frank Herrera from “H New Media Law”. He is a respected attorney with a focus on cigar industry trademarks, and he is already working with many well know cigar manufacturers. We recommend you reach out to him for legal trademarking advice.

As you can see, there’s a lot that goes into crafting the perfect name, and there are a few steps to ensuring you’ll end up with the right name. Whatever you do, just make sure your new name doesn’t offend anyone in another country!

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This content is NOT sponsored: Book author Marty Neumeier and H New Media Law are in no way affiliated with this website and are not sponsoring this content in any way. This is an unsolicited mention/recommendation done entirely on my own accord. Some product links are affiliate links which mean if you buy something we’ll receive a small commission.

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