Brands with compelling origin stories achieve 34% higher customer loyalty. But the story only works if the name itself passes legal and practical tests first.
Customers Want Stories
Amazon = world's largest river. Virgin = irreverent outsiders. Stories build connection.
Made-Up Stories Work
Nike wasn't named after Greek goddess for deep reasons. They needed a name fast. Story came later.
Your Story Template
"We chose [name] because [1-sentence reason that connects to customer benefit]."
Examples
Slack: "We wanted a searchable log of all communication and knowledge." Stripe: "Removing friction from payments."
Don't Overthink It
Story matters less than name quality. Good name with weak story > bad name with great story.