Transforming Brand Creation: How GenAI Enhances Corporate Naming Strategies

06.03.2024 / Felix Guder Discover the transformative power of GenAI in the world of corporate naming. Learn why traditional methods fall short and how our cutting-edge approach can secure your brand's future success.

In business, the importance of a distinct and compelling brand name cannot be overstated. At Iconstorm, our journey began in 2004 as a brand strategy agency. Throughout the years, we have guided both large and small clients in strategic brand management. A recurring challenge we encountered was the quest for the perfect name. This aspect is both exhilarating and daunting. It's a process we've come to both adore for its creative demands and approach with caution due to its inherent disappointments.


The global business arena is saturated, with countless new companies emerging daily. This reality has rendered the task of finding unclaimed combinations of letters, whether abbreviations, coined words, or proper names, nearly impossible. If you're on the hunt for a name for your business, the stark truth is that the DIY approach is likely to lead you to a name already in use somewhere across the globe.


Today, professional name development requires an understanding of its complex demands. A company name must resonate with the business, be easy to understand, pronounce, and remember. They also need to be checked for unintended associations in different linguistic contexts - a process which, unfortunately, can cause a lot of ridicule if it is missing. The crucial point is that a name must fulfill the legal requirements for protection as a trademark. This array of requirements underscores the necessity for creativity in generating candidate names and precision in their validation.


1. Creativity in Candidate Development

At Iconstorm, we leverage technical aids, including AI systems and specially trained large language models, to generate hundreds of high quality candidate names that fulfill the thematic and functional requirements. Quantity is of crucial importance, as around 95% of candidates are rejected in the subsequent validation process.


2. Precision in Validation and Testing

The rigour and objectivity in validating name candidates are key to finding a sustainable solution. Embracing AI to generate more candidates means validation processes must be equally rigorous to ensure fairness. The risk of adopting a new name, only to encounter legal conflicts with similar or identical names later, is significant. 

The agency tasked with naming carries significant responsibility. Increasingly, law firms' professional systems for brand research fail to meet modern requirements. Databases used for this purpose are incomplete, and their research software lacks advanced AI support for complex searches.


AI's role in name creation and validation offers tremendous benefits, including time savings and superior quality outcomes. However, this technological advantage will inevitably lead to more companies generating names faster, raising the potential for increased difficulties and risks. While we are yet to find long-term solutions, we currently offer markedly faster and higher-quality brand and product naming services, exploiting this short-term advantage while working on future innovations.

Elevate Your Brand with Iconstorm: Strategic Naming Solutions and Expert Guidance

Iconstorm, with its experience in strategic brand consultancy and product naming, offers comprehensive naming services. Our expertise not only lies in creating successful names but also in providing unbiased advice to our clients. Sometimes, the best course of action is to refer clients to specialized naming agencies and specialized law firms.


For decision-makers in medium and small businesses searching for a new partner to craft their brand's identity, the landscape is challenging but not insurmountable. With Iconstorm, you leverage the cutting-edge capabilities of GenAI alongside our seasoned expertise in the field of corporate, product, and brand naming. Tackle today's global market's naming challenges with a partner adept in the subtleties, providing creative and strategic approaches designed specifically for your distinctive brand identity.

M1ND Logo

Short, concise and perfect for the topic of a strategic academy that focuses on further education and lifelong learning for design topics and future skills. Such creative tricks are important strategies in the development of brand names.

Squalify Logo

A new and young brand for a risk quantification company in the cyber security segment. These developments require a precisely controlled process, also to manage the guaranteed disappointments due to failures of preferred candidates. In the end, the result is certain and the effort was worth it.

Avineo Logo

We created our name when our now 20-year-old small, esteemed company was founded. While we still favor the name, the simple syllabic combinations that worked then wouldn't succeed today due to potential conflicts with existing brands or products.