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BrandBucket

@brandbucket
 Santa Monica, California
linktr.ee/brandbucket_
Joined April 2009
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There's a tax nobody warned you about, paid in five-second instalments. Every call where you say your name and then spell it. Every referral half-remembered and quietly lost. You never see the bill. That's what makes it expensive. Test: say it once. Ask someone to write it down.
A person holding a laptop against their chest. Overlaid text reads 'kinda hard to spell on the phone', punctuated by small round photos of scattered letter tiles, a notepad with a name crossed out three ways, and a cream desk phone.

ALT A person holding a laptop against their chest. Overlaid text reads 'kinda hard to spell on the phone', punctuated by small round photos of scattered letter tiles, a notepad with a name crossed out three ways, and a cream desk phone.

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Somewhere between the first list and the final choice, there's a notebook. Pages of words that didn't survive. Most of it crossed out. That's not waste. That's the work. Built on sound. Chosen for memory. Owned for a lifetime.
A three-panel collage titled The Naming Journal. An open notebook headed 'word ideas' lists candidate names with several struck through; a fan of coloured card swatches sits beside a pen; a taped photo shows a hand holding a BrandBucket business card. Caption reads: built on sound, chosen for memory, owned for a lifetime.

ALT A three-panel collage titled The Naming Journal. An open notebook headed 'word ideas' lists candidate names with several struck through; a fan of coloured card swatches sits beside a pen; a taped photo shows a hand holding a BrandBucket business card. Caption reads: built on sound, chosen for memory, owned for a lifetime.

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The most common naming mistake isn't picking something bad. It's asking one word to do two jobs.
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WHY IT COMPOUNDS Short name → repeated more Repeated more → recognised sooner Recognised sooner → less explaining every year That compounding is the asset you're actually buying.
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The long descriptive name feels safer because it front-loads the explanation. But you only get to explain once, to people already listening. The name has to work on everyone else — in a sentence you're not part of, in a room you'll never enter.
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Five rules for naming. Not opinions — mechanics. Each one explains why a name works or doesn't.
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ASK WHAT IT WILL COST YOU Not the price — the friction. Spelling it out. Repeating it. Correcting it. Explaining it. Add that up over a decade, then compare it to getting it right now.
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That's the list. No budget. No agency. No workshop. Just deciding before you fall in love with something.
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You can win a domain auction and still lose the domain. The original owner may still have time to renew it. Margot Bushnaq, CEO of @BrandBucket, explains the 3 ways to buy a domain. 🏆 brandbucket.com #DomainNames #Branding
🤖 Made with AI
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Four checks that tell you more about a name than a month of deliberation. None of them cost anything. All of them take under a minute. Almost nobody runs them.
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4 — IMAGINE IT IN FIVE YEARS Picture it on a company 3x your size. If it feels small now, you'll outgrow it before you're ready to do anything about it.
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Four checks. Four minutes. No budget. The alternative is finding out after the signage is printed. Which one would your name fail?
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