Branding your store

Next in our blog series, we’ll be discussing brand names and logo ideas for your e-commerce store.

Brand Names

Your brand name is something that is going to stick with you for a long time, so consider several factors before deciding on one. The name will carry with it some ideas or imagery and this will set the tone for the rest of your brand.

As you filter through your choices, make sure to check for domain availability. If you don’t get the domain you want, you can put a light spin on your original name and try out different variations.

Here’s an overview of the different types of brand names for you to choose from:

Descriptive names

Descriptive brand names readily convey what your brand does. A huge advantage is that people will be able to easily recognize what your brand sells. These names work well if your brand specializes in something specific.

Domain names are generally hard to acquire, so getting creative with your descriptive name is recommended.

Dollar Shave Club, an American company dealing in grooming kits for men, are known for their low-price offerings (hence the “Dollar”) and with the addition of the word “club”, they aim to create a following and an exclusivity for their brand. Since they offer monthly subscriptions, the “club” makes even more sense. PayPal is another example of a descriptive name that signifies pretty clearly what the company does.

Evocative names

Evocative names usually aim to bring out a feeling in customers, and can convey a metaphor. These kinds of names are great if they’re intelligent.

For example, when you think of Red Bull, you think of bulls marching at full speed, which symbolizes how drinking a can of Red Bull can give you boundless energy. With their product aimed at working professionals and college students, they strive to be an enthusiastic, young company with their bold labelling. Their catchphrase “Red Bull gives you wings” is icing on the cake. The people that they sponsor—athletes and professional racers—are a testament to the kind of image they want to build around themselves.

Invented names

When you go for invented and abstract names, there’s a good chance of domain availability, plus the fact that your name will be new and entirely yours. With a whole lot of abstract names out there, go for a name that’s distinctly yours and feels like your brand. For example, Zoho’s name is taken from a spin on the Small Office/Home Office (SOHO) business culture.

Other prominent examples of invented names include Zynga, Kodak, and Häagen-Dazs.

Invented names work great for new brands. Make sure you do a quick check of the phonetic and orthographic rules of English before you finalize.

Founder names

Founder names add a personal touch to your brand, and can be distinctive if positioned correctly. However, they require more marketing efforts to gain popularity, unless people are already familiar with your name. Popular examples include Ralph Lauren, Ford, and Kellogg’s.

Brand Logos

Your logo is an extension of your brand identity and helps you spread your brand. When it comes to logos, be memorable and distinct. Think of the logo as a medium to connect with your customers, and as your brand’s signature.

Logos can be categorized as font-based, descriptive, and abstract.

Font-based logos

Font logos simply apply a memorable font to your company’s name. Popular font-based logos include Google, Sony, and IBM. These are the most common type of logos out there, so they’re a safe bet for any new company.

Try various color and font options until you arrive at a logo that resonates with your company. You can also add an extra abstract element to your font-based logo, like Microsoft.

Descriptive logos

Descriptive logos convey what your business is about, using a descriptive design. Descriptive logos have a straightforward appeal to them, and with attention to detail, they aren’t hard to perfect. These logos speak right to the customer, and like a descriptive name, they try to bring out what the brand does. Some examples include Instagram’s picture of a camera and Burger King’s name wedged between two burger buns.

Abstract logos

The next kind of logo is the abstract logo, like Starbucks. Abstract logos derive their design from an idea or concept that is not directly tied to the brand, but is distinctive in its own right. Adidas’ three stripes and trefoil logo are abstract logos that have become pop culture symbols. Abstract logos have no concrete meaning and work mostly based on chance.


Choose a brand name based on the type of company you want to build and the audience you’re catering to. Once you decide on your brand name, you will likely get a bunch of logo ideas. Go for one that feels right to you and embodies your brand. Be straightforward, and keep things simple.

Next in our series, we’ll be talking about your brand’s online presence and social media.

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