Ten Types of Organizational Names: Where Does Your Brand Name Fit?

Organizational names can be categorized into standard types of name categories based on their purpose, emotional appeal, clarity etc. Not all organizational names fit neatly into one of these categories. While many names align with the standard types, some fall into hybrid or unique categories due to creative branding strategies or historical evolution.

Think of an organizational name and try it out. Here are some common categories, along with well-known U.S. examples:

• Descriptive Names
  These names clearly describe what the company does or sells. They are functional and straightforward, focusing on clarity.
  Example: Jiffy Lube – The name tells you exactly what the business does: provide quick oil change services.

• Acronyms/Initialisms
  These are names formed by the initials of a longer organizational name. Often, they are used by established brands that want to simplify a long or complex name.
  Example: IBM (International Business Machines) – Shortens a descriptive name into an acronym that’s easier to remember.

• Evocative Names
  These names suggest an emotional or aspirational feeling rather than describing the product or service directly. They are meant to inspire or evoke a particular sentiment.
  Example: Pure Michigan – Evokes a sense of natural beauty and pride in Michigan's landscapes, appealing to emotion rather than specific offerings. (Covered by The EO Report!)

• Invented or Coined Names
  These are entirely made-up words or combinations that have no direct meaning but can be easily branded or associated with the organization.
  Example: Pepsi – While the name doesn’t directly describe the product, it has become iconic through marketing and history.

• Experiential Names
  These names focus on the experience the customer will have rather than on a product or service itself.
  Example: Eventbrite – Suggests an experience of hosting or attending events, focusing on the customer experience.

• Founder’s Name
  Many brands are named after their founders, often creating a sense of personal identity and legacy.
  Example: Ford – Named after Henry Ford, it ties the company’s identity to its founder and his innovative legacy.

• Hybrid Names
  Some organizations use a combination of naming strategies, blending descriptive elements with evocative or invented words.
  Example: YouTube – Combines "You," which makes it personal and experiential, with "Tube," a slang term for television, making it both descriptive and evocative.

• Geographic or Cultural References
  Some names draw from geography, historical events, or cultural significance, which may not be purely descriptive, evocative, or invented but have contextual meaning.
  Example: Patagonia – Named after a region in South America, it evokes the spirit of adventure and exploration, yet it’s also tied to a geographic location.

• Abstract or Conceptual Names
  These names are more about the idea or concept the company wishes to project, sometimes unrelated to the product or service.
  Example: Apple – The name does not describe what the company does, nor is it an invented word. It’s a simple, everyday object used to convey innovation, simplicity, and approachability. (After spending hundreds of millions on advertising.)

• Alphanumeric Names
  These names often use a mix of letters and numbers, sometimes for technical reasons or to create a modern, distinctive brand identity.
  Example: 3M (Minnesota Mining and Manufacturing Company) – This name uses a mix of letters and numbers to create a memorable, modern brand while originally descriptive.

Some organizational names are even intentionally ambiguous or abstract, allowing the brand to evolve over time or to create a unique space in the market. Ultimately, while most names can generally be categorized, some are more fluid or experimental.