The Three C’s of Naming: Context, Creativity and Courage
(You know… the stuff that makes brands irresistible)
We’ve heard a lot of names in our lives. Some are unforgettable, like a perfume you can't stop smelling. Others? They’re like dry toast. And when it comes to naming your brand—especially in hospitality—you do not want dry toast.
A name is your brand’s first impression. It’s what people tell their friends when they say, “You have to stay there.” If you’re not giving them something to remember, you’re just another hotel with white sheets and sad lighting.
Context. Start there.
Don’t just throw pretty words at the wall. Ask: What’s the story? What’s the setting? What’s the feeling? Your name needs to belong—to your brand, your location, your guest experience.
Take The Logan Hotel in Philadelphia. It’s named after statesman James Logan and sits right on Logan Square. It carries gravitas, local relevance, and immediate geographic clarity. You hear the name, and boom—you’re already placing it on the map. That’s context doing its job.
Then get creative—but smart.
This is where personality takes center stage. Creativity in naming is about giving your brand a spark—something unexpected that makes people smile, pause, or lean in. It’s about finding the word, phrase, or concept that captures your essence in a way nobody else has.
For example Campfire Restaurant and Bar at Hotel Saranac—warm, inviting, and instantly atmospheric. You can almost hear the crackle and feel the glow. That’s the kind of creative punch that makes a name stick.
And finally—have some guts (a.k.a. Courage)
Bold names take nerve. They may feel risky at first, but they’re the ones people remember.
Hotel Envoy is a perfect example. “Envoy” means messenger, someone on a mission—a word loaded with purpose. It’s a name that invites curiosity and signals a brand unafraid to stand apart from the pack. That’s courage.
When we named DOYEN (the most respected person in a particular field), we weren't just choosing a company name. We were setting a goal: to help our clients be known as exactly that—the most respected in their field.
So be brave. Be memorable. Be the brand with a name people actually say out loud.