Notes app or paper
15–30 minutes
A short list of your “personal ingredients” (we’ll build this)
Personal-adjacent = things tied to you, without using your full legal name.
Pick 3–8 from this list:
First name / nickname (or just initials)
Hometown, state, neighborhood, street name (not your full address)
Heritage words (language, family traditions, meaningful places)
A role people associate with you (Coach, Fixer, Maker, Guide)
A signature method you use (Blueprint, 3-Step, Rapid Reset, Done-For-You)
A vibe word people say about you (Bold, Calm, Clean, Clever, Cozy)
A key benefit you deliver (Clarity, Growth, Relief, Results, Confidence)
Write them in a list called “ME (adjacent)”.
Write 1–3 short phrases you often say or believe. Examples:
“Make it simple.”
“Progress over perfection.”
“Done is better.”
“Let’s get it handled.”
“Better every day.”
Now shorten each phrase into 1–2 keywords:
“Make it simple” → Simple / Simplify
“Progress over perfection” → Progress / Forward
“Let’s get it handled” → Handled / Sorted / Done
Put these under “CATCH PHRASES”.
Choose favorites that match your brand vibe:
Animals (Fox, Owl, Bee)
Nature (River, Pine, Summit)
Foods/drinks (Honey, Cocoa, Mint)
Colors (Indigo, Sage, Gold)
Objects (Compass, Lantern, Hammer)
Styles (Modern, Rustic, Minimal)
Put these under “FAVORITES”.
Pick one that fits your business:
Friendly + personal (good for services): “Sage + Studio”
Professional + clear (good for B2B): “Summit Consulting”
Playful + memorable (good for ecommerce): “Honey & Hustle”
Premium + simple (good for high-ticket): “Indigo Group”
Enders are the last word that tells people “what it is.”
Pick 3–6 that fit you:
Service-based enders
Co., Company, Group, Partners, Agency, Studio, Collective
Professional enders
Consulting, Solutions, Strategies, Advisory, Services, Management
Creative enders
Works, Lab, Foundry, House, Atelier, Guild, Craft
Retail/product enders
Supply, Goods, Market, Shop, Outfitters, Provision(s)
Tech/modern enders
Systems, Ops, Digital, Media, Ventures
Write your favorites under “ENDERS”.
Use this formula and make 20–40 rough ideas (don’t judge yet).
[Nickname/Initials] + Studio
[Hometown] + Services
[Vibe Word] + Consulting
Examples:
“Clever Pine Consulting”
“Northside Studio”
“JQ Solutions”
Simplify + Co
Forward + Advisory
Handled + Services
Examples:
“Forward Ops”
“Simplify Studio”
“Sorted Solutions”
Lantern + Works
Sage + Collective
Summit + Group
Examples:
“Lantern Works”
“Sage Collective”
“Summit Services”
Try:
Alliteration: “Bold Bee Branding”
Rhymes: “Bright & Right”
Near-homophones: “Peak / Peek”
Double meanings: “Anchor” (stability), “Forge” (build)
Examples:
“Pine & Prime Co.”
“BeeLine Solutions”
“Forge & Flow Studio”
[Thing] & [Benefit]
[Vibe] & [Method]
Examples:
“Honey & Hustle”
“Calm & Clarity”
“Bold & Built”
Circle the names that pass these quick filters:
Easy to say out loud
Easy to spell
Feels like your vibe
Doesn’t box you in too narrowly (unless that’s your plan)
For each of your top 10:
Say it out loud: “Hi, this is ___.”
Imagine it as:
A logo
An email address (hello@___)
A social handle (@___)
Ask: “Would my ideal customer remember this tomorrow?”
Cut down to Top 3–5.
Before you commit:
Search the name + your industry + your state
Check if the domain is available (even if you don’t buy today)
Check social handles (Instagram/TikTok/Facebook)
Check your state’s business registry if you’re forming an LLC
(If a name is taken, you can often fix it by changing the ender: Studio → Co. → Collective → Services, etc.)
Choose:
Primary Name (your favorite)
Backup Name (runner-up)
Write a 1-sentence meaning statement:
“We chose Lantern Works because we help people find clarity and direction.”
That statement helps you stay consistent when you brand it.
Studio / Collective / Works = creative, modern
Co / Company / Group = flexible, broad
Consulting / Advisory / Solutions = professional, B2B
Goods / Supply / Market / Shop = products