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Create a brand, one question at a time

Tell us about your business, your markets, your values and your customers. Each question has ready answers to click, and you can always write your own.

Create a brand

How it works

  1. Answer one question at a time. Back takes you to the one before, and Start over begins again.
  2. Your answers are kept for 30 days, or in your account when you sign up.
  3. At the end you see all your answers in one summary: business, markets, values, audiences, personality and the kind of name you want.

Name ideas checked in trademark registers and domains are the next step we are building. Until then, you can check any name with the free brand check.

Every question

These are the questions in the order you see them. Some come only when an earlier answer needs them.

The business

  1. Where are you starting from?

    No wrong answers. We’ll take it from here.

    • Starting fresh
    • Rebranding
    • Something else

  2. What do you need?

    Pick the closest one, or write your own.

    • Name a product or line
    • I got a trademark objection
    • Something else

  3. What industry is your business in?

    Pick the closest match. You can be more specific later.

    • Café & restaurant software
    • Cafés and coffee shops
    • Workforce scheduling
    • Beauty salon
    • Online clothing store
    • Accounting software
    • Language school
    • Physiotherapy clinic
    • Construction company
    • Real estate agency
    • Craft brewery
    • Fitness studio
    • Marketing agency
    • Mobile game

  4. Is it a product or a service?

    • A product
    • A service
    • Both
    • Other

  5. How do customers get it?

    • Online only
    • In person
    • Both online and in person
    • Other

  6. Who pays for it?

    Suggested from your answers so far

    • Businesses (B2B)
    • Consumers (B2C)
    • Both
    • Other

  7. Where will your price sit?

    • Budget
    • Mid
    • Premium
    • Not sure yet

  8. What does your product do?

    Written from your answers. Pick one and edit it, or write your own.

Markets

  1. Where will you launch first?

    Pick regions, or search for countries.

    • Baltics
    • Nordics
    • Western Europe
    • Southern Europe
    • Central & Eastern Europe
    • UK & Ireland
    • North America

  2. Where do you want to grow next?

    Scenarios based on where you launch

    • Then the whole EU
    • Then the Nordics
    • Then English-speaking countries
    • Suggest for me

  3. Here’s your expansion plan

    Drag to reorder. Each phase sets which trademark registers and languages we check.

Brand sprint

  1. Where will your brand be in 1, 5 and 10 years?

    Think big but honest. One line each is enough.

    • In 1 year
    • In 5 years
    • In 10 years

  2. What do you do, how, and why does it matter?

    "What" comes from your description. Add how you do it differently and why it matters.

    • What we do
    • How we do it differently
    • Why it matters

  3. Pick the values that should matter most

    Go fast, do not think too long. Pick at least 10.

    • Accessibility
    • Accountability
    • Achievement
    • Adaptability
    • Adventure
    • Ambition
    • Authenticity
    • Authority
    • Autonomy
    • Balance
    • Beauty
    • Belonging
    • Boldness
    • Calm
    • Care
    • Challenge
    • Change
    • Clarity
    • Cleanliness
    • Collaboration
    • Comfort
    • Commitment
    • Communication
    • Community
    • Compassion
    • Competence
    • Confidence
    • Consistency
    • Contribution
    • Control
    • Convenience
    • Courage
    • Craftsmanship
    • Creativity
    • Curiosity
    • Customer satisfaction
    • Daring
    • Dedication
    • Democracy
    • Dependability
    • Determination
    • Diligence
    • Diplomacy
    • Discipline
    • Discretion
    • Diversity
    • Drive
    • Ease of use
    • Education
    • Effectiveness
    • Efficiency
    • Elegance
    • Empathy
    • Endurance
    • Energy
    • Enjoyment
    • Entertainment
    • Enthusiasm
    • Entrepreneurship
    • Environment
    • Equality
    • Evolution
    • Excellence
    • Experience
    • Expertise
    • Exploration
    • Expressiveness
    • Fairness
    • Family
    • Fearlessness
    • Flexibility
    • Focus
    • Freedom
    • Friendliness
    • Friendship
    • Fun
    • Generosity
    • Genius
    • Gentleness
    • Goodwill
    • Gratitude
    • Growth
    • Guidance
    • Happiness
    • Harmony
    • Health
    • Heritage
    • Heroism
    • Honesty
    • Honour
    • Hospitality
    • Humility
    • Humour
    • Imagination
    • Impact
    • Independence
    • Individuality
    • Influence
    • Ingenuity
    • Innovation
    • Insight
    • Inspiration
    • Integrity
    • Intelligence
    • Intimacy
    • Intuition
    • Joy
    • Justice
    • Kindness
    • Knowledge
    • Leadership
    • Learning
    • Logic
    • Love
    • Loyalty
    • Mastery
    • Meaningful work
    • Mindfulness
    • Modesty
    • Motivation
    • Nature
    • Openness
    • Optimism
    • Order
    • Originality
    • Partnership
    • Passion
    • Patience
    • Patriotism
    • Peace
    • Perfection
    • Performance
    • Perseverance
    • Playfulness
    • Pleasure
    • Popularity
    • Positivity
    • Potential
    • Power
    • Practicality
    • Pragmatism
    • Precision
    • Pride
    • Privacy
    • Productivity
    • Professionalism
    • Progress
    • Prosperity
    • Prudence
    • Purity
    • Quality
    • Quiet
    • Recognition
    • Reliability
    • Reputation
    • Resilience
    • Respect
    • Responsibility
    • Responsiveness
    • Safety
    • Security
    • Self-reliance
    • Service
    • Simplicity
    • Sincerity
    • Skill
    • Speed
    • Spirituality
    • Spontaneity
    • Stability
    • Status
    • Strength
    • Success
    • Support
    • Surprise
    • Sustainability
    • Synergy
    • Talent
    • Teamwork
    • Tolerance
    • Tradition
    • Transparency
    • Trust
    • Truth
    • Understanding
    • Uniqueness
    • Unity
    • Vision
    • Vitality
    • Warmth
    • Wellbeing
    • Wisdom
    • Wonder

  4. Keep your top 10

    Join similar ones by keeping only one of them.

  5. Which matters less?

    Two values at a time. The one you pick goes, until three are left.

  6. Would you refuse a deal for this value? Does it matter to your customers?

    A core value is one you would not trade for short-term profit, and one your customers and partners care about too.

    • Would you refuse a deal to keep it?
    • Does it matter to your customers and partners?

  7. What does each value look like in practice?

    One to three real examples each. For example: "Every guest finds fresh towels and coffee waiting."

  8. Who are your top three audiences?

    Pick in order of importance, or add your own.

    • Small business owners
    • Managers in larger companies
    • Young professionals
    • Families
    • Students
    • Retirees
    • Investors
    • Partners and suppliers
    • Local community
    • Tourists

  9. Tell us about your main customer

    Pick what fits and add your own words.

    • Interested in: Saving time, Quality, Transparency, New technology, Their community, Growth
    • Can't stand: Hidden costs, Complexity, Uncertainty, Waiting, Pushy sales
    • Concerned with: Safety, Money, Time, Reputation, Simplicity
    • Looking for: Stability, Good value, Belonging, Expert help, Passive income
    • Enjoys: Travel, Learning, Good food, Sport, Family time, Design
    • How they shop: Online, Compares carefully, Buys only when needed, Long-lasting over cheap, Asks friends first
    • Content and channels: YouTube, Instagram, TikTok, LinkedIn, Telegram, Newsletters, Podcasts
    • How they found you: Search, Social media, Friend or colleague, Affiliate, Event, Advert
    • Devices: Mostly phone, Mostly desktop, Both, Notifications on

  10. What does your customer need?

    Functional: what they need. Emotional: how they want to feel. Social: how they want to be seen.

    • Functional: Save time, Save money, Less admin, Clear information, Works on the phone
    • Emotional: Feel safe, Feel in control, Feel cared for, Feel calm, Feel proud
    • Social: Seen as smart, Seen as fair, Part of a community, Seen as successful, Seen as responsible

  11. If your brand were a person, who would it be?

    Move each slider towards the side that fits. The middle means neither.

    • Premium or Democratic
    • Serious or Playful
    • Conventional or Rebel
    • Friend or Authority
    • Mature or Young
    • Calm or Active

  12. Main characteristics

    Describe the character in two or three sentences. Pick one to start from and edit it.

  13. Which brands inspire you?

    Any industry. Up to 5. Leave it empty if none come to mind.

  14. Which words describe it?

    Pick 5 to 10. Add your own.

    • What it does: Schedules, Rotates, Swaps, Clocks in, Plans ahead, Counts hours, Notifies
    • What it feels like: Calm, Fair, Light, Warm, Reliable, Quick
    • What the customer gets: Time back, Fewer no-shows, Happy team, Clear week, Lower costs, Peace of mind, Control

  15. What kind of name do you like?

    Pick one or more styles, then a tone.

    • Invented word
    • Compound
    • Metaphor
    • Modified word
    • Short, 4 to 7 letters
    • Serious
    • Friendly
    • Technical
    • Luxury
    • Calm

  16. Any must-haves?

    Pick any that apply, or skip.

    • Must-haves: Up to 8 letters, Easy to say in English, Works in every language of my markets, A matching .com
    • Avoid these words
    • Include this word

Markets

  1. Which goods and services should the name protect?

    Trademarks are registered per class. We suggest classes from your answers; add any we missed.

    • Class 1: Chemicals
    • Class 2: Paints and coatings
    • Class 3: Cosmetics and cleaning products
    • Class 4: Industrial oils, fuels and candles
    • Class 5: Pharmaceuticals and dietary supplements
    • Class 6: Metals and metal goods
    • Class 7: Machines and machine tools
    • Class 8: Hand tools and cutlery
    • Class 9: Software, electronics and scientific apparatus
    • Class 10: Medical apparatus
    • Class 11: Lighting, heating, cooking and cooling apparatus
    • Class 12: Vehicles
    • Class 13: Firearms and fireworks
    • Class 14: Jewellery and watches
    • Class 15: Musical instruments
    • Class 16: Paper, printed matter and stationery
    • Class 17: Rubber, plastics and insulation
    • Class 18: Leather goods, bags and luggage
    • Class 19: Building materials (not metal)
    • Class 20: Furniture
    • Class 21: Household and kitchen utensils, glassware
    • Class 22: Ropes, tents and sacks
    • Class 23: Yarns and threads
    • Class 24: Textiles, bed and table covers
    • Class 25: Clothing, footwear and headwear
    • Class 26: Lace, buttons and haberdashery
    • Class 27: Carpets and wall coverings
    • Class 28: Games, toys and sporting goods
    • Class 29: Meat, dairy and preserved foods
    • Class 30: Coffee, tea, bakery and confectionery
    • Class 31: Fresh produce, plants and animal feed
    • Class 32: Beers, soft drinks and juices
    • Class 33: Alcoholic drinks (except beer)
    • Class 34: Tobacco and smokers' articles
    • Class 35: Advertising, business management and retail
    • Class 36: Finance, insurance and real estate
    • Class 37: Construction, repair and installation
    • Class 38: Telecommunications
    • Class 39: Transport, travel and storage
    • Class 40: Treatment of materials, custom manufacturing
    • Class 41: Education, training, entertainment and events
    • Class 42: Software as a service, IT, research and design
    • Class 43: Food and drink services, temporary accommodation
    • Class 44: Medical, beauty and farming services
    • Class 45: Legal, security and personal services

Rebrand

For a rebrand, these questions come first. The brand sprint questions above follow.

  1. Show us your brand today

    Your website, and if you have one, a brand book or presentation as PDF.

  2. What is your current name?

    Type it and press Enter.

  3. What do you want to change?

    Pick all that apply.

    • Name
    • Logo and visual identity
    • Tone and texts
    • Positioning
    • Audience
    • Everything

  4. What has changed?

    • New direction
    • New market
    • Outgrown the brand
    • Merger
    • Name conflict
    • Other

  5. Keep or change?

    For each part of your brand today. Once we read your brand, we show what we found here.

    • Name
    • Values
    • Personality
    • Tone of voice
    • Audience
    • Colours
    • Logo
    • Typefaces

About your business

After a name check, a few questions about your business help us show the next step.

  1. Where are you with the business?

    So we know what to help with first.

    • I run a business
    • I am starting a business
    • Just an idea for now

  2. Is the company registered yet?

    • Not yet
    • In progress
    • Yes, it is registered

  3. Is the name you checked the name of the business?

    • Yes, it is the business name
    • No, it is for a new brand or product
    • Not sure yet

  4. Which name do you want for it?

    We put in the names you checked. Change them if you like.

  5. What do you want to do next?

    • Protect the name I checked
    • Create a new brand

Questions and answers

Can I stop and come back later?

Yes. Your answers are kept for 30 days in this browser. Leave your e-mail and we send you a link to continue in any browser, or sign up to keep them in your account.

Do I need to know my trademark classes?

No. We suggest classes from your answers, and you can add any we missed.

Is it free?

Yes. Creating a brand is free and needs no account.

Create a brand