Naming Engine

Your name is a billion-dollar decision.

Before there were logos, there were totems — hand-carved, one at a time, with intention. Your business name deserves the same craft. Totem replaces gut-feel brainstorming with cognitive science and linguistic engineering.

3
Pillar Framework
26
Sound Triggers
10+
Source Domains
Case Study
Lexicon Branding named P&G's Swiffer. Clorox launched Ready Mop at the same time. Same product. Same market. The name alone accounted for a 90–120% difference in first-year success. Swiffer became a $5B brand. Ready Mop vanished. Totem uses the same frameworks Lexicon pioneered.
Step 01 / Briefing

Tell us what you're building.

Every totem starts with understanding. The sharper your brief, the more precise the name we can carve.

Technology / SaaS
Consumer Products
E-commerce / Retail
Food & Beverage
Healthcare / Wellness
Finance / Fintech
Hospitality / Tourism
Sports & Fitness
Entertainment / Media
Real Estate
Education
Agriculture
Manufacturing
Creative / Design
Professional Services
◆
Warmth
Approachable, human, personal
⚡
Innovation
Cutting-edge, modern, forward
★
Craft
Handmade, artisan, bespoke
☍
Trust
Reliable, solid, dependable
◈
Speed
Fast, agile, dynamic
✦
Premium
Luxury, refined, elevated
☘
Organic
Natural, earthy, grounded
❖
Bold
Disruptive, fearless, strong
∞
Simplicity
Clean, minimal, effortless
Step 02 / Landscape

Map the naming landscape.

Enter the names of businesses that compete with you or operate nearby. Totem will classify each name and show you where the category conventions are — so you know exactly what to avoid.

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No competitors added yet.
List 10–15 businesses that compete with you or operate in your space. Totem will map their naming patterns so you know exactly which conventions to break.
Pattern Analysis
Add competitors to see naming patterns emerge. The more you add, the clearer the landscape becomes.
Step 03 / Workshop

Carve your candidates.

Enter name ideas. The sound engine analyzes phonetic attributes in real time — showing you what each name communicates before anyone hears it.

0 / 25 candidates
✎
No candidates yet.
Type a name idea above and hit Add. Generate as many as you can — quantity leads to quality. Totem will analyze the phonetics and sound symbolism of each one. Aim for 10–25 candidates.
The Linear Chart
Add candidates to plot them on the Bizarre–Safe spectrum. Drag dots to position each name.
Sound Engine
Click any candidate to see its phonetic breakdown — what each sound communicates subconsciously.
Step 04 / Scorecard

Score on three pillars.

Rate each candidate. Click the dots to set scores. The weighted total auto-calculates.

Swipe to see all columns →
Candidate Originality (35%) Fluency (35%) Unexpected (30%) Weighted
Your name candidates from the Workshop will appear here for scoring.
Go back and add names first, then return to score them.
⚠
Comfort Trap Warning: If you're gravitating toward the name that feels safest, pause. In naming, safety equals invisibility. The names that make you slightly uncomfortable — those are the ones with energy. Swiffer, BlackBerry, and Impossible Burger were all initially rejected. Look for polarization, not consensus.
Step 05 / Results

Your totem, revealed.

Ranked by weighted three-pillar score. The name at the top is the one with the most cumulative advantage.

Thanks for using Totem.

Here are your results — no strings attached. If you'd like to stay in the loop on new features and naming insights, drop your email below.

Score your candidates on the Scorecard first, then return here to see rankings.
Names are ranked by weighted three-pillar score.
Coming Soon — Totem Pro
Let AI carve your names.

Generate 1,000+ name candidates in seconds — each scored, analyzed, and ranked using the same cognitive science and sound symbolism framework you just used. Start with engineered options, not blank-page anxiety.

✓ 1,000+ AI-generated names ✓ Domain availability ✓ Trademark pre-check ✓ PDF briefing export

See your ranked results.

You've scored your candidates. Enter your email to see them ranked by weighted three-pillar score — with sound analysis for each name.