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Welcome
Find a name you can build a business around.
Before you begin~40 sec
Before you choose a name, get clear on what the name has to do.
Most naming tools begin by generating names. We don't.
Great names start long before the first name. They're built on clarity: clarity about what you do, how you're different, why customers choose you, and where you want the business to go.
A focused strategic naming process across five stages: Context, Strategy, Direction, Generation, Decision Report. Most people take 45 to 90 minutes, and if you use it as a deeper strategic thinking tool, allow longer. The more deeply you engage, the stronger the output. Most naming decisions take weeks of discussion and second-guessing. This condenses it into one focused session and gets you to a confident shortlist.
Three things to set up before you click Start
Grab a coffee. The strategy stage is the most valuable part. Don't rush it.
Get the right people in the room. If others on your team will be part of the naming decision, have them with you, their voices matter most at the strategy stage.
Be specific. Concrete answers beat marketing language every time. "We provide ongoing business oversight" beats "We help businesses thrive."
Your work auto-saves as you go. You can return using your project link.
Your information stays private. Documents are processed in your browser. We never share your project with other users. We do not use it to train any model.
Step 1 of 5 · Context · ~5 min
Let's start with the basics.
A handful of questions to frame the strategic work. The better the inputs, the better the outputs, give it the time it deserves.
🎤 Voice input is available. Most free-text questions have a "Speak your answer" button, speaking usually produces richer answers than typing, and you can edit before continuing.
The naming process and the report adapt to how you'll actually make this decision.
Optional but helpful, gives the strategy work more context about your business.
Tick any that apply. The domain checker will test each ticked TLD against your shortlisted names.
Describe the successful outcomes. What does winning here mean?
Helps us pick a name that grows with you.
Grounds the work in real stakes, what's sitting on hold, what gets blocked.
Got a strategy doc, customer research, brand guidelines, competitor analysis, anything that explains your business better than you can in a text area? Drop it here. The strategically-useful parts are extracted and used for everything downstream. The richer the context, the sharper the names. Accepts .pdf · .docx · .xlsx · .xls · .csv · .txt · .md · .png · .jpg · .jpeg · .webp · Max 5MB per file. Spreadsheets and Word docs are read in your browser; images and scanned PDFs are read using AI vision.
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Click to browse or drag files here
PDF · TXT · MD · PNG · JPG · WEBP, multiple files OK · Max 5MB per file
Your information stays private. Documents are processed in your browser and never stored on our servers. The summary extracted is used only for this naming project and your decision report. We never share your project with other users. We do not use it to train any model. You remain in control of what you choose to share, and many users complete strong naming projects without uploading any confidential documents at all.
Step 2 of 5 · Strategy
Great names start long before the first name.
Most naming tools begin by generating names.
We don't.
The strongest names are built on clarity: clarity about what you do, how you're different, why customers choose you, and where you want the business to go.
The next few questions help us build that foundation.
Spend a little more time here and you'll get significantly stronger naming outcomes later.
Think of this as the strategic groundwork that allows better names to emerge.
Step 2 of 5 · Strategy · WHAT · ~6 min
What does your business do?
Four questions. Specific beats clever every time.
Building the strategy~35 sec
Before we can name something, we need to understand exactly what we're naming. Two businesses can offer similar services but require completely different names depending on their ambition, audience, positioning and future plans. The clearer the destination, the more relevant the naming territory becomes.
You can be broad or specific. The more detail, the better.
Can be quite specific or quite broad, your call.
Step 2 of 5 · WHAT · Pick the strongest
Six ways your WHAT could be framed.
Choose one. Edit any. Or generate more. Then tick the one that most accurately describes what you do.
Step 2 of 5 · Strategy · HOW · ~6 min
How do you do it differently?
The thing competitors can't easily copy.
This is often where differentiation lives. Many businesses describe what they do in similar ways. The real opportunity lies in how they do it differently. Understanding your approach, strengths and unique characteristics helps us identify naming territory competitors can't easily claim.
Think method, mindset, experience, specialisation, service model, proof.
Expertise, relationships, process, reputation, focus, access, speed, care, depth.
Step 2 of 5 · HOW · Pick the strongest
Six ways your HOW could be framed.
Choose one. Edit any. Or generate more. Then tick the one that best captures how you actually work.
Step 2 of 5 · Strategy · WHY · ~6 min
Why does this business exist?
Beyond profit. The bigger reason.
Great names don't just describe a business. They reinforce the reason it exists. Understanding why customers choose you, what you stand for and the impact you create helps us uncover more meaningful naming opportunities. This is often where the strongest strategic signals emerge.
Better advice, more honesty, deeper expertise, less waste, more care, sharper decisions, stronger outcomes.
Step 2 of 5 · WHY · Pick the strongest
Six ways your WHY could be framed.
Choose one. Edit any. Or generate more. Then tick the one that best captures why you exist.
Step 2 of 5 · Tone
How should the name feel?
Drag the sliders. There's no wrong answer, be honest about your audience. The more dimensions you mark, the sharper the output.
EmotionalFunctional
SeriousCreative
LocalGlobal
ConservativeBold
MasculineFeminine
PremiumAccessible
ModernClassic
Anything that matters for your brand that we haven't covered. Examples: Technical↔Approachable / Refined↔Rough / Calm↔Energetic.
your anchoryour anchor
Adjust any slider above. Your settings will appear here as you go.
What name shape should we explore?
A strong two-word name beats an average one-word name. We'll use this as guidance, not a hard rule.
Step 2 of 5 · Empty Quadrant Claim
Where's your empty quadrant?
From your competitive landscape, we've identified the strategic territory nobody is claiming. Accept it as drafted, or replace it.
Your empty quadrant
Step 2 of 5 · Strategy synthesis
Building your strategic foundation.
Thanks. We've reviewed your inputs and identified the themes, tensions and opportunities that will shape your naming territory.
This stage helps us move beyond descriptive names and towards names that are distinctive, defensible and aligned with your future direction.
Below is the strategic foundation everything downstream is built on. Confirm it reads true, or jump back to refine.
Your strategy includes cultural language.
Should this cultural language influence the name itself, or only the strategy behind it?
Tip: a strategic belief (e.g. "people-first") doesn't automatically mean the literal name should use cultural words. Names in this territory are deeply earned, and the wrong word can damage more than it builds. Consider an Expert Review if you'd like senior cultural input on the final shortlist.
Step 3 of 5 · Direction · Routes · ~5 min
Pick your naming territory.
Three bespoke strategic stances from your strategy. Tick 1 or 2 to take into name generation. Each leads to a meaningfully different style of name.
How to choose: don't pick the route that sounds nicest. Pick the one that best matches the strategic position you want to claim, and that your team would defend in a board meeting. The trade-offs are deliberate; read them.
Step 3 of 5 · Direction · Naming Requirements
What must this name achieve?
Six chips below, edit, remove, or add. Each becomes a column in the scoring grid that judges every name. Aim for 4 to 8. Tap "Must-have" on any requirement that is non-negotiable, names that fail a must-have are gated out of the shortlist rather than just scored down.
Or add common ones with one click:
Step 3 of 5 · Direction · Length
How should the name look on the page?
Click one, or "show me a mix" for variety.
Short & punchy
1 to 2 syllables, 6 letters or fewer · e.g. Apple · Nike · Slack · Stripe · Uber
Medium & balanced
3 to 4 syllables, 7 to 12 letters · e.g. Patagonia · Netflix · Spotify · Atlassian
Multi-word / compound
Two or more words · e.g. General Electric · Whole Foods · Bank of America · Liquid Death
Show me a mix across all three
Recommended for round 1, see which feels right before narrowing.
Step 3 of 5 · Confirm your brief
Last check before generation.
This is the moment names get made. Make sure everything below reads true. Click any line to jump back and edit.
Reservations, hopes, name styles you have always loved, names you want to avoid, things that just nag you. Anything.
Words, roots, themes or styles to rule out completely. This is enforced from the first round, not a preference. If nothing, leave blank.
Step 4 of 5 · Round 1 · Generation · ~15 min
Round 1: Your shortlist.
Ten names within your chosen routes, scored against your requirements, with structured Thoughts and a 0–10 confidence score.
Tip: the more specific your reactions, the sharper the next round. Tell it what feels close, what feels wrong, and the tone you want more or less of. Challenge it, the process gets better when you do.
How to respond to the names~50 sec
How to read Round 1
This round is broad and shallow. Don't try to pick "the best name" yet. Pick the territory / line of thinking that resonates. In Round 2 we'll go narrow and deep on what you've reacted to. Tag each name Love it / Maybe / Not for me as you go, the more you tell us, the sharper Round 2 will be.
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Turn your volume up. Now.
Each name is about to be presented to you out loud by a brand-naming strategist. The voice carries the reasoning; without sound you miss half the experience.
Headphones if you're somewhere people are. Speakers if you're alone.
Remember: the name is one element of the brand. Tagline, visual identity, story, tone, experience all do work the name shouldn't have to. Don't reject a strong name because it isn't doing everything. Ask "does this work with the rest of the brand we'll build?"
Continue presenting your names →
Pick up where you left off in full-screen Presenter mode.
Step 4 of 5 · Round 1 · Feedback before Round 2
What's working, and what's missing?
Your tags from the presenter mode are carried through below. Edit any of them. Then add the strategic colour underneath: territory direction + what's missing.
Worth pausing here. Most people push straight through to Round 2. Often the sharpest decisions come from a night's sleep on Round 1. Names that felt clever in the moment can feel hollow the next morning. Names that needed time can land properly with distance. Download the shortlist, walk away, sit with it, come back. Your link stays live.
Your tags for each name
Click a name to change your tag. Edit your note. These directly shape Round 2.
What's missing? Required
Anything that's a hard no? Required
Rename direction signals
Tokens, syllables, rhythm, tone, or specific words to retain.
Tokens, associations, or stylistic choices the next round should drop.
Step 4 of 5 · Round 2 · Generation · ~10 min
Round 2: Refined.
Seven fresh names, leaner than Round 1, leaning into your favourites and addressing what was missing. Same tagging: ❤️ / maybe / not for me.
Tag your reactions as you read. The Loved + Maybe candidates become the pool from which you pick your final Top 3 next. The more specific your notes on what feels close and what feels wrong, the sharper this pass gets.
Continue presenting your names →
Pick up where you left off in full-screen Presenter mode.
Step 4 of 5 · Your Top 3
Pick your top three.
Pick three to take forward.
Making the final decision~55 sec
From across the rounds you ran, pick the three you want in your decision report. Order matters: #1 is your front-runner, #2 your strong alternative, #3 your hedge.
This is your call, not ours. The system surfaces and curates; you decide. Pick three, or up to five if you want to keep a couple of extras alongside. Reorder with ↑/↓.
Good names. Not the right name yet?
Most projects find a clear front-runner within two rounds. Sometimes they don't. That's usually useful information rather than a failure. It often means we've learned what doesn't fit, but haven't yet converted that insight into the right name.
The Precision Round is a focused final refinement, producing up to six carefully targeted options within your strongest strategic direction. It uses everything you've told us so far, your reactions, notes, chat, favourites and rejections, to make one final highly targeted pass. Rather than exploring new territory, it sharpens within the territory that's already working.
You've completed the Precision Round
What happens next.
Three rounds is everything the Re:name process can ask of a brief. From here you pick your Top 3 above and ship the decision report, or bring in a senior strategist if the call still feels close.
This round is optional. You've already got two full rounds of names, you can compile your decision report right now if you're ready. Only carry on here if you'd like one final, sharpened pass. Takes about 4 minutes.
Question 1 of 6
What stopped the strongest names from becoming winners?
Select all that apply. The more specific, the sharper Round 3 will be.
Question 2 of 6
Which names came closest?
Select up to five. Drawn from the names you tagged Loved, Liked, or Maybe across both rounds.
No Loved / Liked / Maybe names tagged yet, go back and tag some first.
Question 5 of 6
What's still missing?
Complete this sentence.
"I wish the names felt more…"
Question 6 of 6
The hard constraints.
Complete this sentence. Examples: work internationally · be one word · feel premium · be easy to trademark · avoid industry jargon.
"The winning name must…"
This is optional, and it's not a step you're stuck on. If you'd like the extra sharpening pass, answer at least 4 of the 5 areas above. If not, skip it, your report is ready whenever you are. You have 0 of 5.
Step 4 of 5 · Precision Round · Generation · ~10 min
Round 3: Precision.
A surgical shortlist. Built from everything you've told us across both rounds plus your sharpening answers. Same tagging: Love it / Like it / Maybe / Slightly no / Don't like it.
Tag your reactions as you read. The Loved + Liked candidates join the final pool from which you pick your Top 3.
Option 3 · Get an Expert View
Want senior reassurance before you commit?
If you've got several strong contenders, stakeholder dynamics in play, or you just want a senior naming strategist to pressure-test your shortlist and confirm nothing important has been missed, a Strategic Review gives you that final layer of confidence and reduces regret. Same Re:name team behind the 2026 Diamond Award.
Decision-ready. Your shortlist, evidence, risks, recommended next step. Defensible to those who need to sign it off.
Naming Run 1 of 2 · complete
Full Naming Run complete.
You explored — strategic territories, reviewed — candidate names, and landed on — as your strongest direction. Your decision report is below.
Next steps
Sit with the shortlist for 48 hours. Read the names back to yourself in different sentences.
Share the report with the people who need to be in the decision.
Run trademark and domain checks on your front-runner before committing.
If a different strategic direction has emerged from seeing real names on the page, you have further Naming Runs available with this project.
Want a sharper second pass?
Here is where the biggest gains often come. Your first run has built the strategic foundation. A second run keeps everything you have already entered and lets you refine the brief, challenge the direction, and generate options even closer to what you are really trying to solve. It is the same project, not a fresh start, and you do not re-enter a thing.
"The second run got so much closer to the heart of what I was trying to solve. A huge difference in quality the second time around." One founder, after coming back for a second pass.
Naming Run 2 of 2 · Orientation
Your thinking has had time to evolve.
We have carried forward everything from your first run. As you move through the process again, keep what still feels right and refine anything that has shifted.
This run remains attached to the same business or naming project. Refining is encouraged. Replacing the brief wholesale is what new projects are for.
What carries forward from your first run:
All your Step 1 to 3 inputs (context, strategy, territories, requirements, uploaded documents)
The names you reacted to, loved, and rejected
The themes and patterns Re:name learned about your taste
You will walk the full strategic process again. Most pages will already be filled in. Change what has shifted; leave the rest.
Project audit inspector
Drop a tester's project log.
Any AUDIT-LOG.json file. Strategy, every round, every reaction, every chat, the final decision. The whole journey one screen at a time.
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Drop a project audit JSON here
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Ask your Naming Guide PILOT▸
Guidance only. It won't change your answers or generate names.
