Every business needs a name. Yet naming a business is easily one of the most surprisingly complicated steps in the process. It’s the reason why there are so many companies out there specifically designed to help startup businesses create a brand.
A business name needs to be both evocative and memorable. It needs to tell a story about the business and capture any potential client’s attention at the same time. Naturally, there are several tricks available to help companies to come up with the best name possible.
Consider the Brand Identity
Any memorable business out there has a brand identity – that is to say, a series of visual elements that remain consistent for every part of the business: the logo, the colors used, even the name all tie firmly together.
Often, the name of the company will appear as part of the logo. Keep that in mind when coming up with your business name. Likewise, take the time to consider the goals of your business – what is thematically appropriate.
When it comes to creating a business name, there is a list of things that should be avoided. Don’t pick a name that is hard to pronounce or spell. A problematic business name is more likely to be forgotten.
Don’t pick a business that is too specific. A specific business name limits the potential for a business to expand down the road. Don’t include a location in the name – unless that is part of your business’s brand.
Don’t go with a business name you don’t like. Likewise, don’t name the business after yourself. This can sometimes work but overall is a risky business move. A person’s name is not a solid signifier for a business.
When taking the time to consider a business name, be sure to allow room for brainstorming. Sitting down for an hour or two and mulling the problem over can result in dozens, if not hundreds, of name ideas.
The original names created in this process might not even include the official name. But it can set up a path that ultimately results in the final product. Get creative during this process, and remember that there’s nothing wrong with going abstract.
Check Registry and Copyright
When a business is getting close to picking a name, now is the time to make sure that it isn’t already in use. Check copyrights, as well as LLCs, and make sure that it is available. Likewise, check and make sure that the domain name is free.
You can take this a step further by checking out the name on social media – making sure that there are no conflicts that might arise later down the line. Once this process is done, grab the domain, social media names, and copyright information for your business.
Make It Memorable
In 2003 the Journal of Advertising came out with a list of features that helped the effectiveness of a company name. In this instance, effectiveness was tracked by how memorable a business name or brand was.
Features such as rhyming, unusual spelling, onomatopeia, wordplay, and the name’s fitting nature all played a significant role in this part. The lesson to take away is that a name should be clever and well-suited to your business.