The Power of Naming: Building Trust Through Business Names

1. What is this in one sentence?

Giving your business a name that makes people immediately think of something positive, premium, or trustworthy.

2. What it means to businesses

The right name can shortcut years of brand building by making customers connect you with quality, culture, or a lifestyle—before they’ve even tried your product.

3. Customer opportunity

A name can create instant curiosity and credibility, making customers feel they’re buying into something bigger than just the product—luxury, tradition, expertise, or authenticity.

4. Business threat

If the name feels fake or mismatched, customers may feel tricked, lose trust, and avoid the brand once they discover the reality.

5. Business examples of this effect

• Häagen-Dazs – Chose a Scandinavian-sounding name to suggest European heritage and craftsmanship, despite being from New York. Customers linked it to premium quality.
• Pret A Manger – A French-inspired name that signals sophistication and “freshness,” instantly elevating a sandwich shop to feel more cosmopolitan.
• Tesla – Naming after Nikola Tesla created an immediate association with innovation and visionary science, which supports its high-tech, future-focused image.

6. How can we use data to maximise this effect?

• Test associations: Run surveys and quick A/B tests on name options to see what emotional connections customers make.
• Social listening: Monitor online conversations to track if the name is being linked to the right qualities.
• Customer journey analysis: See if the name alone drives click-throughs, store visits, or product trials compared to competitors.
• Segment response: Check if certain groups (e.g. younger, urban customers) respond more positively to certain styles of names.

This works best when launching into a crowded market where you need instant standout, or when you’re selling something that customers can’t easily judge for quality before buying (like food, fashion, or lifestyle products). The name does the heavy lifting to signal “trust me, I’m worth it.”