Naming your own brand has a special way of making you feel like an absolute idiot.

You sit down ready to create “the next Nike.”

Ten minutes later you’re saying things that immediately disqualify you from giving anyone business advice ever again.

I’ve built brands for years… but the moment it’s your brand, your brain turns into a random word generator with no off switch.

At 2am you’re convinced “PorridgeLab” is a genius name for a wellness brand.

By breakfast you’ve moved on to “SkynBoi” because apparently you hate vowels and self-respect.

By lunch you’re proudly pitching “Glow Patrol” (and you don't even like the band)!

By 4pm you’ve reached the rock-bottom stage where you ask the team if “Moist Daddy” sounds too desperate.

They nod politely while quietly checking the jobs on LinkedIn.

But here’s the truth I’ve learned after naming more brands than I can admit publicly:

The name matters… but not nearly as much as we pretend it does.

If you’re not solving a real human problem, a perfect name won’t save you.

If your business engine isn’t efficient, no clever wordplay will fix it.

And if your storytelling is flat, even the cleanest .com domain won’t make anyone care.

Name your brand something you can live with.

Then pour your energy into:

1. Solving a genuine problem.

2. Building a machine that works.

3. Communicating in a way that makes humans stop, feel something, and lean in.

Do those three things well…

…and honestly, you could call the brand “Moist Daddy” and still win.

(But please don’t. For everyone’s sake.)

The celebrity business landscape has exploded in recent years, with celebrities launching everything from beauty empires to tech startups. While launching a business as a celebrity might seem like an automatic win, the reality is far more complex and demanding.

Launching a celebrity backed brand is an exciting prospect, but it comes with its own set of challenges.

We can all learn from the success stories: Trinny London, Skims, Fenty Cosmetics, Prime, the list goes on. But as always, the failures are where we can learn the most.