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A good brand name is distinctive, easy to remember, internationally usable, and legally protectable. That sounds simple—in practice, many SME entrepreneurs stumble over descriptive names, poor domain availability, or conflicts with existing brands. Below is a step-by-step plan from brainstorming to registration, with Maya's MayaDesign as the common thread.
The short answer
- Thinking: brainstorm with colleagues, look for inspiration from outside the industry, avoid descriptive.
- Check: BOIP Register, EUIPO Register, domain name, social media.
- Register: BOIP/EUIPO + domain + Chamber of Commerce trade name + social media accounts.
- Protect: monitor breaches, use consistently, renew in a timely manner.
What makes a good brand name?
- Distinctive: not descriptive of the product/service.
- Memorable: short, easy to pronounce.
- International: no awkward meaning in other languages.
- Domainable: .nl + .com available or payable.
- Protectable: not conflicting with existing trademarks.
- Timeless: not trend-dependent (no “2.0” or “iCloud Copy”).
Brainstorming strategies
- Made-up word: Google, Kodak, Sony. Strongest protection, requires marketing.
- Real word, arbitrary: Apple for computers, Amazon for web store. Strong and relatively easy.
- Suggestive: Twitter (short chirps), Netflix (Net + Flix). Strong but grey area.
- Combination: Airbnb (air + bed + breakfast), Skype (sky + peer). Modern.
- Name: McDonald's, Ford, Tesla. Personal, but harder to transfer.
- Geographical + product: Heineken, Bavaria. Descriptive → weakly protectable.
Avoid: descriptive (“BesteSchoenen.nl”), generic (“Pen.nl”), too long (10+ characters), difficult to pronounce.
Step 1: Brainstorming
- Brainstorm with 3-5 colleagues — gather at least 50 names.
- Categorize: invented, descriptive, suggestive, combination.
- First filtering for pronounceability and memorability.
- Top 10 tests for target group — question associations.
- Thoroughly check the top 5 (see step 2).
Step 2: check
For each of the top 5:
- BOIP Register (boip.int): search in relevant classes — avoid conflict.
- EUIPO Register (euipo.europa.eu): EU trade marks in relevant classes.
- Google Search: existing users, also other countries.
- Chamber of Commerce Trade Register: existing company names in the Netherlands.
- Domain name: .nl, .com, .eu at minimum.
- Social media: Instagram, X, LinkedIn, Facebook — availability handle.
- Other languages: Google Translate / native speakers — no unfortunate meaning.
See check brand name for detailed step-by-step plan.
Step 3: register
With approved name:
- Trademark registration: BOIP (€ 240) for the Benelux or EUIPO (€ 850) for the EU.
- Domain names: .nl and .com minimum — optionally .eu and international variants.
- Social media accounts: register handle even if you use it later.
- Chamber of Commerce trade name: upon Chamber of Commerce registration as a BV trade name.
- Optional: i-DEPOT at BOIP for additional proof of creation date.
Step 4: protect and maintain
- Monitor: annual check on new registrations in BOIP/EUIPO.
- Consistent use: same spelling, logo, classes.
- Renew on time: 6 months before expiry (10-year cycle).
- In case of infringement: prompt formal notice, otherwise one's own rights will be weakened.
Maya's journey
Maya came up with 50 names for her graphic design agency. Top 5: MayaDesign, FormVerk, Glyph, KleurAtelier, Tijdgeest.
- FormVerk: free in BOIP, .com occupied by German company — lose weight.
- Glyph: too generic, conflict in class 35 — drop out.
- KleurAtelier: descriptive (“color” + “atelier” for design) — weakly protectable — fall off.
- Spirit of the times: free, beautiful, but wrong meaning in German — to lose weight.
- MayaDesign: combination of name + description, available in BOIP, mayadesign.com taken but mayadesign.nl available, selected.
BOIP registration class 35/42 = € 267. Plus mayadesign.nl and social media accounts: total € 400 for a complete brand launch.
Honest recommendation
A few evenings of brainstorming + a thorough check + registration of €400-€1,000 prevent rebranding costs of tens of thousands of euros years later. For unique and highly protectable brands: use a made-up word or arbitrary application. Avoid descriptive names — they feel logical but are legally weak. For international plans: check early on whether the name works in all target countries.
For other topics: check brand name, trademark registration and word mark or figurative mark.
Frequently Asked Questions
Distinctive (not descriptive), memorable, internationally usable, domainable, protectable, and timeless. Invented words (Google) and arbitrary applications (Apple) are the most protectable.
Descriptive names (“BesteSchoenen.nl”), generic words (“Pen.nl”), too long (>10 characters), difficult to pronounce, conflict with existing brands in the same class, or unfortunate meaning in other languages.
At least 50 to ultimately extract one strong one. Categorize into fabricated, suggestive, arbitrary, and descriptive. Filter by pronounceability, test the top 10 with the target audience, and perform a thorough check on the top 5.
Check the BOIP Register (Benelux), EUIPO Register (EU), Google, Chamber of Commerce Trade Register, domain names (nl/.com/.eu), social media handles, and meaning in other languages. Prevents opposition and subsequent rebranding.
At least .nl and .com. For European ambitions, also .eu. For specific countries: local TLD. Consider variant domains (typos) to prevent competitor occupation.
For international plans (Madrid system), with limited trademark experience, or with a budget for a more thorough check (€250-€1,500). For simple Benelux registration: doing it yourself via the BOIP portal is often sufficient.
Different class: usually no conflict (Apple cosmetics vs. Apple computers). Same class and similar brand: conflict. Different language/region: often a conflict at EU/international level. In case of doubt: seek advice from a trademark agency.
