How to Name Your Business (Step-By-Step)

How to Name Your Business (Step-By-Step)

Want to name your product or service? Naming a business can be tricky, but this tutorial will teach you a step-by-step method.

0:20 Choose the Type of Name
2:10 Choose the Sounds and Letters
5:02 How to Build Names (Neologistic)
9:06 How to Build Names (Associative)
11:30 How to Build Names (Descriptive)
12:25 How to Build Names (Deviant)
13:30 Choose the Best Name

My Guide on Brand Names:

My Email:

My Books:


  1. Unfiltered Creativity on May 6, 2022 at 9:19 pm

    that is ultra informative and super mega under rated. thanks a lot for all the research nick, i’m a big fan!

  2. Chris McCarron on May 6, 2022 at 9:19 pm

    Get in touch if you’re looking for clients. Might be able to work together.

  3. Christoph Emch on May 6, 2022 at 9:20 pm

    Thanks for the video. I like the systematic behavioral science approach to naming and how it sparks creativity while at the same time demistifying it. Will gladly share with branding experts.

    P.S. designwise, the ü looks interesting. But as a German speaker, it also irritates, because of the way it’s actually pronounced in German. But am I your target audience? 😉

  4. Alex Bear on May 6, 2022 at 9:21 pm

    Priceless info. For several years I’ve been studying Nick’s stuff. And always rank it best of the best… Thanks…

  5. W. Fitz. on May 6, 2022 at 9:22 pm

    Kolenda Group would have been my choice because you have built up followers that recognize your name and would want to be part of it. Keep up the good work. This was a very interesting video.

  6. Stanislav Georgiev on May 6, 2022 at 9:23 pm

    I’ve been following Nick Kolenda ever since I discovered his PDF on pricing psychology, which helped me out greatly as a marketer working with eCommerce businesses. His work and the level of detail is just mind-bending. I haven’t seen anything this thoroughly researched on the topic of branding. Nick, I wish you success in your endeavours – you deserve it man!

  7. K Cranen on May 6, 2022 at 9:24 pm

    Very good video, with clear explanations and clarifying methods. The umlaut or not, I wouldn’t do it. Without is clear enough, and the way you pronounce it will play a part. Perhaps it’s better to pronounce it as -fur. I’ll be watching the rest of your videos soon. Can’t wait! 🤩

  8. Richard Gregory on May 6, 2022 at 9:30 pm

    I love your work, longtime fan! BUT, I think you’ve got the "science" nailed, not the "art". I don’t think Behavur communicates what you’re hoping for. Personally, I think you’ve got a strong personal brand and your modesty might be blinding you to the fact that people will come to your agency because of YOU, not because of a catchy name. No catchy name will communicate that your agency is run by a crazy smart behavioral researcher, author of multiple (and very dense) books, better than the name KOLENDA. The Kolenda Agency is a name that I would trust!

  9. Kusuma Yale on May 6, 2022 at 9:32 pm

    Mind-blowing research truly appreciates!!! I would appreciate it if you could help us with a brand name for our online meditation course thank you

  10. Glen Neill on May 6, 2022 at 9:33 pm

    Great video as always Nick. I think your name is 7/10 and you can do better. I’ve been following you for years and read all your books. I’d summarize your work as extremely Thorough , Intelligent & Unique. The average business or phycology book doesn’t cover anywhere near as much about subconscious behaviour as you do. Perhaps incorporate those traits into your behaviour brand name? Just a thought.

  11. Nick Kolenda on May 6, 2022 at 9:34 pm

    Here’s the guide:

    Thanks for all the feedback! I decided to go with my backup name of Kolenda Group.

  12. Randi Pierce on May 6, 2022 at 9:34 pm

    Thank you for being a friendly spot where I can geek out on all things business 🙂

  13. Paul on May 6, 2022 at 9:39 pm

    Amazingly jam packed video. What a treat! The accent over the letter may put some customers off if they think your agency is overseas. While we live in a remote digital world, many people still prefer to work with people in the same time zone. Many still like to visit a physical offices too. Just my two cents… : )

  14. e-Course on May 6, 2022 at 9:39 pm

    Nick, your video are best on the psychology of marketing.

  15. ArtsyLadyCrafter on May 6, 2022 at 9:40 pm

    I don’t like Behavur with or without the umlaut. Part of the reason is what gleb volkov said. The other reason I can’t explain. There is something about it that just doesn’t fit, for me. The word itself sounds like a problem but the agency is there to fix problems. I know what the word is for but I don’t know what it means. I can’t seem to attach the word to anything. It doesn’t sound smart or progressive. It sounds slow which is not the impression that this type of service would want to project.

    Great content in this vid. I love naming. Thanks!

  16. Jonathan Hall on May 6, 2022 at 9:42 pm

    Mind boggling but very smart and useful. Thank you for this.

  17. FitnessSolutionsPlus on May 6, 2022 at 9:44 pm

    Awesome video, Nick! I wish I had this 12 years ago, when I was launching my business.

  18. Ryan Hogue Passive Income on May 6, 2022 at 9:44 pm

    Thx Nick!

  19. Jason Baca on May 6, 2022 at 9:45 pm

    Hi Nick! Been following you (on your email list) for years and years. In fact, I shared your Psychology of Pricing with a marketer friend of mine, who was so blown away, that he shared it out to all of his marketing buddies as well. Great work! Regarding your question in the video, I *LOVE* the name "behavur". Fun, reliable, and chic all at once. Because you are looking for feedback, the only thing it seems is that without any real context, it might be difficult for people to know what it’s about. I’ve been following you for years, and I still have to "put the puzzle together" to make the connection between "behavur" and what it is you actually do. So … It seems like adding another word like "marketing" or something of the like would really help to make it clear within the first hearing – i.e. "behavur marketing" – and then referred to as "behavur" in short-hand once the person knows what you do. Just a thought. With that said, the biggest companies on the planet – Google, Amazon, Apple, etc. – have seemed to do alright for themselves despite their names not indicating at all what they do. 🤣 So what do I know. Anyway, thank you for all the great content man! Super, super helpful! (Also, I like the "two dots" above the "u". It’s association with German does give it more of the "logical/scientific" feel. At the same time, it also may seem like it’s a German company. I think you’ll be fine either way – dots or not dots. Hope all that helps!)

  20. Gleb Volkov on May 6, 2022 at 9:46 pm

    I don’t really like "Behavur", because I find it mentally strenuous to pronounce "correctly", even in my head.
    It’s very close to "Behavior", so I keep making an effort to make the distinction noticeable enough, and it’s just not a pleasant experience.
    It feels like a test I can fail any time.

  21. O T on May 6, 2022 at 9:46 pm

    read your pdf ages ago, using it quite a bit. nice work buddy!

  22. Abhi Patil on May 6, 2022 at 9:47 pm

    too good

  23. Susan Tachack on May 6, 2022 at 9:47 pm


  24. Bhavesh Radadiya on May 6, 2022 at 9:48 pm

    Why don’t you create a business name generator software or domain registration tool with these principles implemented? It would be really helpful. Charge us for a membership Or, you can keep it free and earn affiliate income via hosting companies. Please do this.

  25. Joe George on May 6, 2022 at 9:53 pm

    Hi Nick 👋! This was super informative. Blew me away 😊!

  26. Motherf1234 on May 6, 2022 at 9:55 pm

    Behavur is also what I liked best from the beginning.

    In German all words / brands with Umlauten are perceived as second best / cheap / less desireable. Because e.g. the "U" is the "real U" and a "Ü" is just a fake U / second best / imposter U. Same for Ö, A… Horrible for domain names too – because many domainservers / registrars will get into problems trying to resolve a ÖÄÜ domain.

    Even if english speakers won’t perceive Umlaute as cheaper, the domain problem will remain.

    To me behavur sounds solid, but I see no solution for the audio-speak problem.

  27. Laci Lopez on May 6, 2022 at 9:56 pm

    Wow. I absutely love everything you’re doing. Behavur with the umlaut, no doubt! Thank you so very much for your level of professionalism, thoroughness(?) and dedication. Your generosity with info is priceless! THANK YOU!

  28. David Lakvold on May 6, 2022 at 9:56 pm

    Nick, great stuff. I’ve downloaded a lot of your pdfs and have consumed them all. I recently purchased your book on Audible but have yet to start it. I’m finishing an Alex Epstein’s book, your book is next in the cue. I really liked this video but I would not take the name Behavur, my choice would be Behave (maybe the Latin version of the word – Conversari). Customers behave in predictable ways when given specific ques while behavior (behavur) implies a more observational approach. The intent of the agency is to get customers to behave – engage and move through the funnel.

  29. Vincenzo Tortora on May 6, 2022 at 9:57 pm

    behavur remind me something “erotic”, dunno why. 😁

    The ‘ü’ feels like an ironic smile to me.

    Without the ‘u’ – behavr – “feels” better to me.

    — p.s.: I’m Italian.

  30. Chad Mercer on May 6, 2022 at 10:01 pm

    Personal preference, but I really don’t like names like Behavur that are spelled wrong for precisely the reason you cite: it takes longer to explain it to someone. So if you go that route, I’d absolutely have the "real" version include the umlaut, because then people like me can just assume it’s spelled that way because it’s a foreign language.

  31. Stephanie Philp on May 6, 2022 at 10:04 pm

    Great video, Nick. Thanks so much. I’ll share it with some people who are going through this naming process right now. I actually liked Cognivo and Cerebro. The previous name of my company was MetaMorphosis. It seemed like a good idea in 1998! But very few people can spell it – or even say it – yet it seemed applicable for transformational training. 😂 You will probably have the same problem with Behavur.

  32. Ginette Tessier on May 6, 2022 at 10:04 pm

    Not a fan of Behavur, with or without the umlaut. Any of the choices with ‘Cog’ at the beginning worked for me!

  33. James Pardoe on May 6, 2022 at 10:04 pm

    Great video Nick! Fascinating to see how you approach naming.

    I agree with Gleb Volkov that the name creates "mental friction" when trying to interpret it.

    The radio test furthers this problem as you’ll want people recommending it via word of mouth – and that awkwardness will then be in every WOM transaction.

    I agree the umlout makes it look better, but should we be trying to fix something that’s not perfect at the start? Further on the umlout; if it implies you’re a German brand, is that truly authentic to who you are? As you said you want to feel excited to get up and work every day – and that inauthenticity might wear at you over time.

    I don’t know if I’m target but hope that offers some food for thought regardless 👍🏻

  34. Igor Krasnodymov on May 6, 2022 at 10:05 pm

    Yes and yes.

  35. Nishaan Sandhu on May 6, 2022 at 10:05 pm

    Fan of ü in Beahvür but also like the straight Behavur (feels more more simplified and down to earth from an English speaking point of view – not sure who your audience is). And, also, completely see the part of how spelling it when on audio could be less straightforward, so it’s tough.

  36. Scott Bailey on May 6, 2022 at 10:05 pm

    Nick, fantastic info, research, and ideas. I was introduced to you from the psychology of pricing also, but this is my first time watching your videos. Keep up the great work. Graphically I like the Umlauten, but potential phonetic and disturbance in the internet of things may come with this choice. You are so great at this, just BE havur!

  37. Luke A on May 6, 2022 at 10:07 pm

    This is really top notch production quality, and the info is very well researched. I feel like I just learned the better part of linguistics and marketing 101. Thanks for the post, I can’t believe this hasn’t blown up yet.

  38. Steve Peaple on May 6, 2022 at 10:09 pm

    A very interesting process. Cognium resonates best for me. It avoids the ‘radio test’, and it has an inherent momentum to it: an energy (which you always bring to your videos). ‘Cog’ evokes the thought processes (and hinting at your core expertise of understanding how the mind perceives) along with ‘cog’ also having a highly reliable, key component engineering aspect, so you’re getting the job done mentally and physically. The word as a whole feels like it belongs in the Table of Elements. Plus the letter ‘g’ is one of the best to play with from a design perspective. It is, of course, also very much in the implementation – logos, colour, font choice, etc, can kill the best of names.

  39. Nishaan Sandhu on May 6, 2022 at 10:10 pm

    Not to puff you up but you’re a genius. I get so excited about this stuff!

  40. Marcus Hofer on May 6, 2022 at 10:11 pm

    so deep diving insights of our brains! great fan, always watching with the Awe and Wow, except, pls give the domain name research a higher priority, a lot companies do this late, too late, and then pay the price for, either buying an expensive better domain or paying for more ads than calculated. If, then BEHAVUR. You dont wanna search for the ü on english keyboards, despite the non umlaut in german would be "UE" not just "U". Many Thanks and keep doin such vids!

  41. Aaron Lympany on May 6, 2022 at 10:11 pm

    Umlaut for sure! Curious to see if the spelling is difficult to deal with as you expect, but I like it.

  42. GOOD INTELLIGENCE on May 6, 2022 at 10:12 pm

    behavrus of behavior r us, as toys r us

  43. J4N Chan on May 6, 2022 at 10:12 pm

    behavurrrrrrrrr. it’s making animal noises in my head