Naming Engine

Your name is a billion-dollar decision.

Professional naming agencies spend 8-10 weeks and charge $5,000-$50,000. Totem distills the same peer-reviewed methodology into a guided process backed by cognitive science and sound symbolism.

15 minutes to a name worth keeping forever
11
Peer-Reviewed Studies
7
Scoring Dimensions
6
Generation Methods
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.
Step 1 of 4 / Business

Tell us what you're building.

The sharper your brief, the more precise the name we can carve. Take your time here.

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
Why this matters: Your industry determines which sounds feel right. Tech names favor sharp, front-vowel sounds (think "Stripe", "Figma"). Food brands lean into warm, back-vowel sounds ("Godiva", "Sonos"). We'll tune our analysis to your category.
Step 2 of 4 / Audience

Who is this for?

Names that work for enterprise CTOs need different phonetic qualities than names for first-time parents.

Consumer
Instant processing
Professional
Industry-aware
Technical
Can afford complexity
Mixed
Multiple segments
Why this matters: A B2B name can afford complexity ("Palantir") — a consumer name needs instant processing ("Uber"). The sophistication level affects how we weight fluency vs. originality in scoring.
Step 3 of 4 / Attributes

What should your name feel like?

Select 3-5 attributes. Then click your top 2 again to rank them — ranking resolves phonetic conflicts.

◆
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
☺
Playful
Fun, energetic, youthful
♕
Authority
Expert, commanding, respected
✿
Elegance
Graceful, refined, sophisticated
0 selected (pick 3-5)
Why this matters: Each attribute maps to specific sound patterns. "Bold" names favor plosive consonants (B, K, P) and back vowels. "Elegant" names lean on liquids (L, R) and front vowels. When attributes conflict phonetically, your ranking tells us which to prioritize.
Step 4 of 4 / Competitors

Map the naming landscape.

Enter 3-5 competitors. We'll classify each name on the Abercrombie spectrum and show you where the opportunity is.

Don't know your competitors? We'll auto-generate them based on your industry.
⚖
No competitors added yet.
Add 3-5 competitors. We'll map their naming patterns so you know where the white space is.
Why this matters: Most industries cluster around Descriptive names ("PayPal", "YouTube") or Suggestive names ("Slack", "Notion"). The strongest naming opportunities often sit in the gaps. If everyone is Descriptive, an Arbitrary name ("Apple") will stand out.
Brief Analysis

Your Brief Readiness

We've analyzed your inputs. Here's how strong your brief is before we generate names.

--
Preview

5 Names for Your Brief

We explored four naming styles and selected five names for your product and audience.

Reading your product and audience...
Totem Pro

Coming soon.

We're improving the web app and the quality of the names it produces before opening Pro access.

In development

Better names take more work.

You can keep using the free preview while we refine the naming process. Pro purchases and downloads are not available yet.