Names for users or channels can be stored in the Snowblossom blockchain. They are special markings on a transaction output and are considered valid as long the the amount is high enough (which is up to the entity reading the data) and the output has not yet been spent.
Currently this is only settable by building transactions using the snowblossom client CLI SnowBlossomClient.
Assuming 'sbc' is a symlink to SnowBlossomClient
sbc wallet.conf sendlocked 5 snowtest:zzgmrp53udnghu6969ku89n7832sng5spncdulyj node:p3r0znrmgw5j27p2mqs0ls0fgmg00v4qpuh26kq4 85000 name totem
This uses 5 SNOW sent to snowtest:zzgmrp53udnghu6969ku89n7832sng5spncdulyj to mark the name 'totem' to channel node address 'node:p3r0znrmgw5j27p2mqs0ls0fgmg00v4qpuh26kq4', with the funds locked until at least block 85000.
sbc wallet.conf sendlocked 5 snowtest:zzgmrp53udnghu6969ku89n7832sng5spncdulyj chan:xchc24kv2qdnz9uzq056x2yjvyw30xuc9pmxe3mz 85000 channel worstchat
This uses 5 SNOW sent to snowtest:zzgmrp53udnghu6969ku89n7832sng5spncdulyj to mark the channel name 'worstchat' as chan:xchc24kv2qdnz9uzq056x2yjvyw30xuc9pmxe3mz, with the funds locked until at least block 85000.
Note1: It is strongly advised to use a separate wallet to receive the lock funds and not spending from it. If you spend those, it will remove those reservations on the names.
Note2: The reservation is good until the Transaction Output is spend, regardless of the lock time. However a long lock time can let things know that you are serious and willing to have these funds locked for the name for a long time. May help with spam detection later.
Note3: Nothing will prevent you from registering a name that is already taken. Something looking at the registrations will simple take the earliest one with a sufficient amount of SNOW on it.
Existing names may be searched on the Explorer.