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Why 'Annual Party 2026' isn't really a name

When it comes to naming a corporate event, most companies do it the way they name their PowerPoint files: functional and forgettable. 'Annual Party 2026'. 'Q1 Kick-off'. 'Staff Day June'. There's no reason to make it anything else, so nothing happens.

But the name of your event is the first contact moment someone has with your concept. In the Outlook invite, on the save-the-date, in the corridor chatter ('are you going too...?'). A name that does nothing loses energy before the event has even begun.

A good name isn't a marketing trick. It's a promise. The name says: this isn't just another meeting with bitterballen, this is something. People who hear it think 'oh, that sounds different'. That different is the beginning of everything.

Name versus slogan versus theme

An event name is the first impression of your event: the first thing people hear, read and remember. It's short, recognisable and usually one or two words. The name sets the tone for the invitation, the communication and the experience itself.

A strong name gives people something to look forward to. A vague name misses that chance.

Four kinds of names that work

There are four approaches to an event name, depending on the type of event and the tone you want.

The first is the action approach: words that express movement or intent. Think 'Sprint', 'Forward' or 'Place'.

The second is the contrast approach: unexpected combinations that spark curiosity. Think 'Work+Away', 'Running Dinner' or 'Coffee Parliament'.

The third is the minimal approach: one word or an abstract concept that leaves room for interpretation. Think 'Sunday Six', 'Horizon' or 'North'.

The fourth is the slogan-as-name: a complete thought that names the value directly, like 'We make it possible' or 'Onward together'.

Test your name against five criteria

Use five filters to choose the best name from your list.

Test the pronounceability: say the name out loud. Does it flow? Can you remember it without error after hearing it once?

Do the Google test: search for the name. Is it already in use? Is it linked with something unwanted?

Run the domain test: is the matching URL available, or a good variant of it?

Do the feel test: ask three colleagues what they feel when they hear the name, without giving context. Does that match the message you want to convey?

Think about repeatability: an event that comes back deserves a name that grows. Does the name work as 'Edition 2' or 'Autumn 2027'?

Involve your organisation, but not too early

Letting a whole organisation vote on a name is a recipe for the average. Every vote chips away at the edge, until there's a name left that nobody loses sleep over.

The better approach: a small team (three to five people) draws up a longlist of twenty candidates. From that, the team picks the best five, with reasoning. Those five are only then tested wider: with two or three colleagues, with an outsider who doesn't know the company, with someone from the target audience. Only after that test do you choose.

The most important thing: the decision sits with someone who has the authority, not with a vote. Someone who dares to say 'no' to the popular option if it isn't the best.

Why an agency arrives at better names

Naming is craft. We work with a fixed method. We first write out thirty to fifty candidates, group them by tone and type, and then reduce them systematically. An internal team rarely gets above ten because there isn't enough space to dare to be wrong.

On a concept project, the name is an integral part of the work for us. We build it from the same raw material as the concept: the DNA, the moment, the promise, the experience. That means the name isn't pasted on afterwards but moves with what the concept wants to achieve.

Also important: because we handle production too, we think straight away about how the name will become visible. On signage, on the welcome screen, in audio, in everything you experience on the spot. A name that only works on paper but not in the live moment, we filter out early.

Ready to choose a name you can be proud of?

The name of your event is small work with big impact. One good word, one good combination, and you have an anchor people hold on to. One dull word and you start on the back foot.

We develop names as part of a concept project or as a stand-alone brief for teams that just want to choose a name. We deliver a longlist, a shortlist of five, and a final choice with reasoning.

Get in touch and tell us which event it is. Then we'll look together at which name belongs with you.

Call us on 085 401 40 14 or email hello@live-impact.nl.

Seriously fun.

Also read: how do you write a slogan that sticks? →

Also read

• Event marketing: why a live event makes your message resonate more strongly

• Kick-off program: how to build a day that sticks

• Teambuilding activities: 20 ideas that really work

Frequently asked questions

How do you come up with a good name for a corporate event?

A good name for a corporate event starts with your aim. What do you want to achieve? Stimulate innovation? Say it in the name: "Innovation Summit 2026". Build relationships? "Connected Leaders Diner". Appreciate clients? "VIP Celebration Night". Step 2: define your audience. For executives? Choose something serious and elegant. For creatives? Something playful and surprising. Step 3: gather candidates. Brainstorm at least 20 options. Make sure there's variety: some descriptive ("Annual Partner Summit"), some poetic ("Where Growth Happens"). Step 4: test against criteria. Is it memorable? Say it out loud. Does it feel like it fits your brand? Ask team members. Is it unique enough (not a generic name that ten other companies use too)? Step 5: pick a top 3 and test with your audience (via a short poll). This process takes 5-7 days. A good name is crucial because it sets the first impression.

Want to know more? Read our full article →

What makes an event name strong and memorable?

A strong event name has five characteristics. First: descriptive but not too literal. "Q1 Sales Kickoff" works, but "Sales Momentum 2026" feels stronger. Second: memorable (say it three times out loud; does it stick?). "Where Innovation Lives" versus "Innovation Conference"? The first wins. Third: authentic. Does it feel like a fit for your company culture? Tech company? Choose modernity. Traditional company? Choose classic elegance. Fourth: unique (not virtually the same as ten other events). Fifth: tangible emotion. Names with energy feel better than generic ones. "Innovation Summit" versus "Breakthrough Forum"? The second feels more exciting. Also: length. Short names (2-4 words) work better than long ones. "Annual Customer Appreciation Gala 2026" is too long; "Customer Celebration 2026" works better. A strong name makes an impression before the event even begins.

Want to know more? Read our full article →

Hoe test je of een evenementnaam aanslaat bij je doelgroep?

Testen gebeurt in twee fases. Fase 1 (intern): deel je top 3 namen met 10-15 teamleden. Vraag: welke voelt het meest authentiek voor ons bedrijf? Welke zou jij aan een klant noemen? Zorg voor open feedback, niet ja/nee. Fase 2 (extern): als je budget hebt, voer een korte online poll uit met 50+ leden van je doelgroep. Stel dezelfde vragen. Luister naar de taal die zij gebruiken. Lees de reacties na: waarom kiezen zij voor die naam. Dit geeft je nuance. Controleer ook de beschikbaarheid: is de naam al in gebruik door andere evenementen in jouw sector? Zoek het op. Controleer ook de domeinbeschikbaarheid (evenementnaam.nl): kun je een website registreren? Dit bepaalt of je naam praktisch uitvoerbaar is. Testtiming: zorg dat je minstens 2 weken vóór de aankondigingsdatum test. Dit geeft je tijd om bij te sturen als dat nodig is. Een naam die 80% van de doelgroep aanspreekt, is goed.

Meer weten? Lees ons complete artikel →

Which naming mistakes should you avoid for events?

Many companies make naming mistakes. Mistake 1: too generic. "Annual Conference" or "Business Summit" are boring and not memorable. Mistake 2: too long. "Our Annual Customer Appreciation Evening" contains too many words and goes over the audience's head. Mistake 3: no emotion. Names without energy feel dead. Mistake 4: not testing. Your favourite name isn't automatically your audience's favourite. Always test. Mistake 5: not suited to the audience. A tech start-up called "Formal Leaders Gala" feels stiff. Mistake 6: excessive abbreviations. "AFLE 2026" means nothing unless the audience knows exactly what it stands for. Mistake 7: copying competitors. If a competitor is called "Innovation Forum", make sure you're different. Mistake 8: deciding too quickly. Give the naming process at least a week. Names chosen in haste often don't feel right afterwards. The best approach: first define the audience, brainstorm extensively and test with a core group. Make sure you get final approval from those involved before the announcement.

Want to know more? Read our full article →

Does Live Impact help with coming up with event names?

Yes, Live Impact helps you come up with a powerful event name. This sounds simple, but giving something a good name is strategic work. The name shapes the impression, the brand positioning and visitors' expectations. Our process: you tell us the event goal, the audience and the desired brand tone. We brainstorm at least 30 candidates. We filter on your criteria (memorable, unique, authentic, emotional). We test with your team and audience. We present you our top 5 recommendations with reasoning. Many companies find that a strong name supports event success: better word of mouth, more website traffic and a higher sign-up rate. Why? Because the name is already a statement. Our track record: 95% of the event names we come up with are used exactly as proposed. Companies are happy with that. Call or email us: let's give your event a name that works.

Want to know more? Read our full article →

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