A recipe for naming your brand with AI

Written by brand naming experts and brand identity specialists, Simon Andrew and Phil Ramsell, joint founders of Sticky Name Design . Both are creative directors and native English copywriters based in Germany.

Anyone who has ever named a new brand knows it’s a wayyyyy harder than it appears at first sight.

It takes ages to find a name you like and, inevitably, when you do, a quick search on the WIPO database reveals somebody else is already using it.

Sigh! Back to another name-storming session.

The good news is that AI tools like ChatGPT, Bard, and Jasper do make the process easier.

But what they offer is not quite a turnkey solution.

Working with AI

For us, the first logical step was to identify the most creative of the large language models.

Then work with the the winning model and see if we could leverage its efforts to come up with something better.

So, we asked leading generative AI models, Bard and ChatGPT4, to name a fictitious new medical insurance plan.

The plan is aimed at 25- to 30-year-old Gen Z women living in New York State. Being busy young professionals and solopreneurs, they want a plan in tune with their life-stage needs that speaks their language.

You can see the results of the creative contest between the two competing AI models here.

While ChatGPT emerged the winner, there was potential for improvement as the names it suggested weren’t quite there in terms of being memorable, ownable and unique.

Name options from ChatGPT

Here is a sample of the more interesting names ChatGPT came up with (see all 100 AI name options generated in addendum below):

BloomAssure – ok
SoarWellness – lol
GenZCare – ok
FemZest – ok
ThriveZ – ok
SheCarePro – ok
AscentHealth – ok
SussFreeCare – hmmmm
Z-Elevate – hmmm
HitsDifferentHealth - hmmmm
OriginalGirlBossCare – interesting, but a bit long and awkward

The above sample is fairly representative of the quality of names you will get from ChatGPT – and some of them could work.

You could just pick one and, assuming it is available, leave it there. Job done.

Or is it?

Taking it further

Using the last option above – OriginalGirlBossCare – as a thought-starter you could, for example create:

The O.G. Plan

or

The O.G. Health Plan

Inspired by the “original girlboss” who is in control of her life, “The O.G.” is also Gen Z slang for a true original.

“The O.G.” is used as a compliment to describe someone or something that is both desirable and the real deal.

In turn, “The O.G. Plan” suggests positive things about the medical insurance product it represents: an original, in tune with its market, best in class.

Furthermore, the name has a simple yet premium look, a memorable ring to it, and a little attractive mystery too.

By happy accident, O.G., or “Oh Gee!* is also something people say when confronted by an unexpected challenge or problem.

So one could play with it to create messaging using Gen Z type language:

“Oh gee, I gotta have surgery! Lit The O.G. Plan is here for me.”

The more one looks at the name, the more potential it appears to have.

For example, you could extend it to name a health management app (linked to premiums paid), which you get with the plan:

O.G. GO.

Or, you could play off the “G” assonance to make the audience feel understood:

THE O.G. PLAN. YOU GO! WE GOT YOUR BACK.

All well and good but, on the flip side, the name might not age well, because slang dates fast.

However, this could be mitigated by the brand name gaining a stature all of its own over time.

Either way, this name is only the first of many potential options that the long list of GPT names at the end of this article could help trigger.

For example “SoarWellness”, which appears laughable at first sight, could, with the help of Gen. Z slang, be adapted to inspire something interesting:

The Sick Health Plan

“Sick,” meaning“awesome” or “amazing” in Gen Z slang, sets up a memorable contrast.

Other than being used as a name, it could also be used as a claim.

THE O.G. PLAN. For the sickest healthcare. Periodt.

For those unfamiliar with gen-Z slang, “Periodt” is used to show something is definitively decided… “and that’s final” would be synonymous.

Nice alliteration with “Plan” and “Periodt” too.

And just to see how it looks with a tiny bit of AI love, we put it through an instant identity machine at brandmark.io – and here are the results (featuring one more tagline variation) …

This identity was created in a few minutes with AI identity tool brandmark.io

And one more because, hey, it’s fun and it only takes a minute …

The above name development is just one example of how you can leverage AI for inspiration and, hopefully, improve on it.

Continuing the name (and claim) generation process using AI suggestions as a springboard would undoubtedly result in many great names to choose from.

It’s worth putting as much time as you have available into the process.

Because naming is much like looking for diamonds: the more gravel you sift, the more quality gemstones you are likely to find.

And if the first 100 names ChatGPT comes up with don’t provide great inspiration, hey, it only takes a minute to generate 100 more.

But, as you will likely discover, processing the ChatGPT options and using them to inspire more original names using your human mind will take a little longer.

Again, the trick is to come up with a range of great options before checking them against IP databases – and doing whatever level of market testing your budget permits.

In summary:

Let’s consider the problems and opportunities inherent in using AI for name generation in more detail.

The cons:

Lack of Context Understanding: Despite its capabilities, AI may not fully grasp the context and the subtle nuances of a brand, which can result in inappropriate or mismatched suggestions.

Lack of Emotional Intelligence: Brands often need to evoke emotional responses and connect with their audience on a human level. AI tools may struggle to understand and incorporate these emotional subtleties effectively.

Legal Issues: AI may suggest names that are already trademarked or copyrighted, causing potential legal issues if not properly checked.

Lack of Industry Knowledge: Although AI can be trained on broad data sets, it may lack specific knowledge about certain industries or niche markets, which could result in less effective naming suggestions.

Relevance over time: AI tools can't predict how well a brand name will age or remain relevant over time, as they cannot foresee societal, cultural, or market changes (to be fair, neither can most humans).

The pros:

Efficiency and Speed: AI tools can generate a vast array of potential brand names in a short period of time, allowing for quick generation and consideration of possibilities.

Originality: AI has the capability to produce unique and previously unthought of names by combining and manipulating words in novel ways. (Some truth in this but, as shown above, AI still tends towards the expected.)

Iterative Process: AI can iteratively refine and adapt the suggestions based on the user's feedback and preferences.

Data-driven: AI can leverage extensive data on successful brand names, trends, and keyword associations to generate fitting and appealing names.

Cost Effective: AI tools like ChatGPT can provide a relatively inexpensive solution for brand naming compared to hiring a brand naming agency or consultant but, for the moment, it’s also still true that you get what you pay for.

A final word

From the above it’s clear that, while you can’t rely on AI to do the job for you entirely, it’s a great help to have it working with you.

It’s also worth remembering that name generation is part of a bigger process, which is still largely human-driven. You can explore the full naming process here.

Addendum

Naming prompt used on ChatGPT

Act as brand naming expert. Supply 20 name options for a new medical insurance plan. The plan is aimed at 25- to 30-year-old generation z women living in New York state. Typically, they are busy young professionals and solo entrepreneurs who don't have a lot of time to spend worrying about insurance. But they do want to do the responsible thing when it comes to looking after their health. The medical insurance plan includes cover for a wide range of in-patient and day-care treatments as well as an optional level of cover such as out-patient, dental, and maternity benefits. <unique befits your brand offers> It is also cost-effective, and is the only health plan specifically tailored to the needs to gen z women.

GPT Response:

As a brand naming expert, I have generated 20 name options for your new medical insurance plan targeting 25- to 30-year-old, young professional Generation Z women in New York State:

GenZCare
FemWell
ZWellness
ZHealthWave
UrbanGenZHealth
GenZEmpowerCare
FemZest
ThriveZ
SheCarePro
GenZHealthEssentials
FemFortify
GenZBloomHealth
Z-Elevate
SheHealthSolutions
GenZHealthSync
ZHealthGuard
GenZThrive360
CitySheCare
GenZHealthHorizons
FemmeZecure

These names are designed to reflect the target audience, their busy lifestyles, and the insurance plan's comprehensive coverage options. Each name is intended to evoke a sense of security, empowerment, and convenience for the Generation Z women it is tailored to.

Revise prompt:

Could you create another 20 names for the same healthcare plan only, this time consider using generation z slang in the name such as: girl boss, original girl boss, W, Big yikes, basic, cap, drip, hits different, fire, NPC, periodt, rizz, suss, girlboss, vibe check.

GPT Response:

Of course! Here are 20 more name options for your new medical insurance plan, incorporating Generation Z slang:

GirlBossHealth
OriginalGirlBossCare
HealthOnFleek
WHealthWave
BigYikesProtection
BasicHealthNoCap
DripHealthCare
HitsDifferentHealth
FireHealthPlan
NPCHealthMasters
PeriodtProtection
RizzHealthSolutions
SussFreeCare
GirlBossGuard
VibeCheckHealth
NoCapHealthcare
HealthBossVibes
FlexYourHealth
HealthDripGenZ
SecureTheVibes

These names incorporate popular Generation Z slang terms and phrases to resonate with the target audience while still maintaining a connection to the healthcare plan's core offerings.

Revise prompt:

I need more 30 brand name options for the new medical insurance plan. This time, please use puns and double meanings as far as possible. Just a reminder that the plan is aimed at 25- to 30-year-old generation z women living in new york state. Typically, they are busy young professionals and solo-entrepreneurs who don't have a lot of time to spend worrying about insurance. But they do want to do the responsible thing when it comes to looking after their health. The medical insurance plan includes cover for a wide range of in-patient and day-care treatments as well as an optional level of cover such as out-patient, dental, and maternity benefits. It is also cost-effective, and is the only health plan specifically tailored to the needs to gen z women.

GPT Response:

Here are 30 brand name options for your new medical insurance plan, using puns and double meanings to appeal to the target audience of 25- to 30-year-old Generation Z women living in New York State:

HealthGenZeal
WellGenZure
CoverGenZation
GenZurance
InZuranceGuru
GenZealthyLiving
ZurelyCovered
InsureGenZmatters
GenZecure
ZafeguardHealth
HealthZcape
ZuranceBoost
ZealthProtect
GenZafeguard
HealthZestGenZ
GenZurancePro
ZHealthPerks
InsureGenZity
HealthZcursion
ZurelyHealthy
GenZuranceShield
FemZentialCare
ZurePathHealth
HealthZurely
InZuredWellness
ZureSerenity
GenZuranceSisters
Zurance4GenZ
HealthZisterhood
ZealthGuard

These names use puns and double meanings to create a sense of cleverness and wit while still conveying the core message of the healthcare plan's offerings. They are designed to appeal to the busy lifestyles and preferences of Generation Z women, with a focus on cost-effectiveness and comprehensive coverage.

Revise prompt:

I need more 25 more brand name options for the new medical insurance plan aimed at gen z women. This time I want the names to be purely symbolic. Typically, they are busy young professionals and solo-entrepreneurs who don't have a lot of time to spend worrying about insurance. But they do want to do the responsible thing when it comes to looking after their health. The medical insurance plan includes cover for a wide range of in-patient and day-care treatments as well as an optional level of cover such as out-patient, dental, and maternity benefits. It is also cost-effective, and is the only health plan specifically tailored to the needs to gen z women.

Here are 25 symbolic brand name options for your new medical insurance plan aimed at Generation Z women:

PheonixHealth
SoarWellness
HarmonyCare
VitalityAnchor
EmpowerShield
AthenaCare
HealthChampion
SerenitySafeguard
FortunaWellness
ElysiumHealth
HorizonGuard
SummitHealthcare
HealthOasis
GenesisWellness
AscentHealth
BloomAssure
LuminaCare
EquilibriumHealth
HavenHealthPlan
VitalisProtection
HealthBeacon
FlourishAssure
ProteaHealth
ResilienceCare
SanctuaryHealth

These names are symbolic, drawing inspiration from themes of strength, protection, growth, and balance to evoke a sense of security and well-being. They are designed to resonate with Generation Z women, who are busy young professionals and solo-entrepreneurs looking for a cost-effective and comprehensive health plan tailored to their needs.

Simon Andrew22 June 2023Comment

A recipe for naming your brand with AI

Anyone who has ever named a new brand knows it’s a wayyyyy harder than it appears at first sight.

It takes ages to find a name you like and, inevitably, when you do, a quick search on the WIPO database reveals somebody else is already using it.

Sigh! Back to another name-storming session.

The good news is that AI tools like ChatGPT, Bard, and Jasper do make the process easier.

But what they offer is not quite a turnkey solution.

Working with AI

For us, the first logical step was to identify the most creative of the large language models.

Then work with the the winning model and see if we could leverage its efforts to come up with something better.

So, we asked leading generative AI models, Bard and ChatGPT4, to name a fictitious new medical insurance plan.

The plan is aimed at 25- to 30-year-old Gen Z women living in New York State. Being busy young professionals and solopreneurs, they want a plan in tune with their life-stage needs that speaks their language.

You can see the results of the creative contest between the two competing AI models here.

While ChatGPT emerged the winner, there was potential for improvement as the names it suggested weren’t quite there in terms of being memorable, ownable and unique.

Name options from ChatGPT

Here is a sample of the more interesting names ChatGPT came up with (see all 100 AI name options generated in addendum below):

BloomAssure – ok

SoarWellness – lol

GenZCare – ok

FemZest – ok

ThriveZ – ok

SheCarePro – ok

AscentHealth – ok

SussFreeCare – hmmmm

Z-Elevate – hmmm

HitsDifferentHealth - hmmmm

OriginalGirlBossCare – interesting, but a bit long and awkward

The above sample is fairly representative of the quality of names you will get from ChatGPT – and some of them could work.

You could just pick one and, assuming it is available, leave it there. Job done.

Or is it?

Taking it further

Using the last option above – OriginalGirlBossCare – as a thought-starter you could, for example create:

The O.G. Plan

or

The O.G. Health Plan

Inspired by the “original girlboss” who is in control of her life, “The O.G.” is also Gen Z slang for a true original.

“The O.G.” is used as a compliment to describe someone or something that is both desirable and the real deal.

In turn, “The O.G. Plan” suggests positive things about the medical insurance product it represents: an original, in tune with its market, best in class.

Furthermore, the name has a simple yet premium look, a memorable ring to it, and a little attractive mystery too.

By happy accident, O.G., or “Oh Gee!* is also something people say when confronted by an unexpected challenge or problem.

So one could play with it to create messaging using Gen Z type language:

“Oh gee, I gotta have surgery! Lit The O.G. Plan is here for me.”

The more one looks at the name, the more potential it appears to have.

For example, you could extend it to name a health management app (linked to premiums paid), which you get with the plan:

O.G. GO.

Or, you could play off the “G” assonance to make the audience feel understood:

THE O.G. PLAN. YOU GO! WE GOT YOUR BACK.

All well and good but, on the flip side, the name might not age well, because slang dates fast.

However, this could be mitigated by the brand name gaining a stature all of its own over time.

Either way, this name is only the first of many potential options that the long list of GPT names at the end of this article could help trigger.

For example “SoarWellness”, which appears laughable at first sight, could, with the help of Gen. Z slang, be adapted to inspire something interesting:

The Sick Health Plan

“Sick,” meaning“awesome” or “amazing” in Gen Z slang, sets up a memorable contrast.

Other than being used as a name, it could also be used as a claim.

THE O.G. PLAN. For the sickest healthcare. Periodt.

For those unfamiliar with gen-Z slang, “Periodt” is used to show something is definitively decided… “and that’s final” would be synonymous.

Nice alliteration with “Plan” and “Periodt” too.

And just to see how it looks with a tiny bit of AI love, we put it through an instant identity machine at brandmark.io – and here are the results (featuring one more tagline variation) …

And one more because, hey, it’s fun and it only takes a minute …

The above name development is just one example of how you can leverage AI for inspiration and, hopefully, improve on it.

Continuing the name (and claim) generation process using AI suggestions as a springboard would undoubtedly result in many great names to choose from.

It’s worth putting as much time as you have available into the process.

Because naming is much like looking for diamonds: the more gravel you sift, the more quality gemstones you are likely to find.

And if the first 100 names ChatGPT comes up with don’t provide great inspiration, hey, it only takes a minute to generate 100 more.

But, as you will likely discover, processing the ChatGPT options and using them to inspire more original names using your human mind will take a little longer.

Again, the trick is to come up with a range of great options before checking them against IP databases – and doing whatever level of market testing your budget permits.

In summary:

Let’s consider the problems and opportunities inherent in using AI for name generation in more detail.

The cons:

Lack of Context Understanding: Despite its capabilities, AI may not fully grasp the context and the subtle nuances of a brand, which can result in inappropriate or mismatched suggestions.

Lack of Emotional Intelligence: Brands often need to evoke emotional responses and connect with their audience on a human level. AI tools may struggle to understand and incorporate these emotional subtleties effectively.

Legal Issues: AI may suggest names that are already trademarked or copyrighted, causing potential legal issues if not properly checked.

Lack of Industry Knowledge: Although AI can be trained on broad data sets, it may lack specific knowledge about certain industries or niche markets, which could result in less effective naming suggestions.

Relevance over time: AI tools can't predict how well a brand name will age or remain relevant over time, as they cannot foresee societal, cultural, or market changes (to be fair, neither can most humans).

The pros:

Efficiency and Speed: AI tools can generate a vast array of potential brand names in a short period of time, allowing for quick generation and consideration of possibilities.

Originality: AI has the capability to produce unique and previously unthought of names by combining and manipulating words in novel ways. (Some truth in this but, as shown above, AI still tends towards the expected.)

Iterative Process: AI can iteratively refine and adapt the suggestions based on the user's feedback and preferences.

Data-driven: AI can leverage extensive data on successful brand names, trends, and keyword associations to generate fitting and appealing names.

Cost Effective: AI tools like ChatGPT can provide a relatively inexpensive solution for brand naming compared to hiring a brand naming agency or consultant but, for the moment, it’s also still true that you get what you pay for.

A final word