Agency Naming Best Practices: Build a Brand Clients Trust

First Impressions Start With Your Agency Name

Before a client reads your case studies or sees your portfolio, they see your name. It sets the tone for everything that follows. A well-chosen agency name signals competence, creativity, and professionalism.

Common Agency Naming Patterns

Founder Names

Ogilvy, McKinsey, Deloitte. Using founder names conveys heritage and personal accountability. This works best when the founders have industry recognition.

Modern twist: Use last names only for a sophisticated feel, or first names for approachability. "Barrett & Cole" vs. "Sam & Maya Creative."

Abstract/Invented Names

Huge, Wieden+Kennedy, Accenture. These names stand on their own and can grow beyond any individual. They're easier to trademark and feel like established entities.

Descriptive Names

"Digital Marketing Pros" or "Creative Solutions Agency." These are clear but generic. They describe the service but don't differentiate. Most successful agencies avoid purely descriptive names.

Metaphorical Names

"Lighthouse Creative," "Forge Digital," "Compass Strategy." Metaphors suggest qualities — guidance, strength, direction — without being literal.

How to Choose the Right Approach

Consider these factors:

Agency size: Solo agencies often use founder names. Larger firms benefit from brand names.

Target client: Enterprise clients may prefer traditional names. Startups may gravitate toward creative ones.

Service offering: Full-service agencies need broader names. Specialists can hint at their niche.

Growth plans: If you plan to sell, a brand name has more transferable value than founder names.

The Agency Name Development Process

Step 1: Define Your Positioning

Before naming, clarify what makes you different. Your name should reflect your positioning:

High-end boutique? → Elegant, minimal names (Atelier, Vanguard)
Scrappy and modern? → Bold, energetic names (Ruckus, Volt, Flux)
Strategic and analytical? → Professional, grounded names (Meridian, Axiom)

Step 2: Generate Candidates

Aim for thirty or more options. Use word associations, thesaurus exploration, and team brainstorming. Don't filter too early — bad ideas sometimes lead to great ones.

Step 3: Filter Ruthlessly

Apply these criteria:

Can a client say it confidently to their boss?
Is it unique in your market?
Does it work internationally if needed?
Is the .com available (or acquirable)?

Step 4: Check Availability

Domain, social handles, and trademark status all matter. An agency needs consistent branding across every platform where clients might find you.

Use BrandScout to check availability across all channels simultaneously.

Step 5: Test With Real People

Share your top three with trusted colleagues and potential clients. Watch for reactions. The right name gets a positive response — people lean in, not away.

Agency-Specific Naming Considerations

The "Plus" Trick

Many agencies add "+" or "&" to create paired names: Wieden+Kennedy, Harmon Brothers, R/GA. The ampersand format works especially well for partner-led agencies.

Avoiding Industry Clichés

Certain words are overused in agency names: "creative," "digital," "media," "solutions," "group." If you use one, pair it with a distinctive word to stand out.

International Considerations

If you work with global clients, verify your name doesn't have negative connotations in other languages. What sounds powerful in English might be unfortunate in Mandarin or Spanish.

Protect Your Agency Name

Once chosen:

Register the domain immediately
File for trademark protection in your service categories
Set up a branded email (team@youragency.com)
Claim social handles on LinkedIn, Instagram, Twitter/X, and Behance

Examples of Strong Agency Names

Pentagram — Memorable, geometric, design-forward
Droga5 — Founder name + number, distinctive
IDEO — Short for "ideology," suggests innovation
Huge — One word, bold, confident

Start Building Your Agency Brand

Your agency name is the cornerstone of your brand. Get it right, and everything else — from business cards to pitch decks — falls into place.

Check availability for your agency name ideas with BrandScout and secure your brand across every platform.