How do you find a name for your business? That’s the question Grant Polachek attempt to answer in this guide!
The great Chinese philosopher Confucius, over 2,500 years ago, said that if names are not correct, then language is not in harmony with the truth of things.
And yes, Confucius’ typical complex presentation of his ideas has, oddly, boosted his own brand through the centuries. However, in this instance, his message is very clear: a terrible name deceives everyone who encounters it!
And deceiving your consumers is a bad start to building a successful business. A company with an epic name instantly communicates to consumers not just what it does but also what it stands for in terms of values and commitments.
Also Read: How to Start A Business in 12 Easy Steps
Finding the ideal name for your company is hard, but the effort is worthwhile. That’s because all your future branding efforts will have a solid foundation. And given the fact that four out of five people forget branded material after 72 hours, we obviously can’t accept a poor name that’ll not be able to stand the test of time in the minds of your customers. Here’s how to make sure your company has an unforgettable name.
Three Steps to Finding the Perfect Name For Your Business
1. Recognize Your Brand
The name of your company is what customers first come in contact with when they look at your brand. Therefore, you can’t select a name without knowing your brand since it forms the core of your whole identity.
So, how do you want to come across to your clients? Which traits or ideals do you want to stress during that vital first encounter? In any thorough naming process, the first step is to identify your brand’s personality.
Consider Zapp, a meal delivery business located in London that has so far collected more than $200 million in investment. Customers are instantly informed by Zapp’s catchy and distinctive name that their meal will be delivered quickly. Although it’s a catchy name for the market they’ve entered, a start-up for luxury apparel wouldn’t use it since it’s cheap, cheery, and prioritizes speed above quality.
2. Brainstorm Catchy Names
Every step of the road will be made easier for you if you have a deeper grasp of the brand of your company and the underlying values that align with those of your clients. With this knowledge, you can start coming up with names for your company.
You can let your emotion and intuition in as you brainstorm. There are no right or wrong responses at this level, so don’t be afraid to propose awful names. Let your understanding of your brand’s identity guide you as you create a long list of potential names that best capture who you are.
Finding it difficult to generate ideas? Try using a good business name generator to get unique business name ideas for your business quickly.
3. Verify Your Top Selections
Personal bias from the members of your brainstorming team unavoidably corrupts the brainstorming process. Your final name idea needs to be verified by impartial third parties.
So, reach out to friends, relatives, and your social media audience for comments and feedback on the names you’ve shortlisted. Try to maintain balance during this process because your preferred name option might not wind up being the most desirable.
When translating names into other languages or using metaphors in your native tongue—especially if you’re targeting a global audience—look for any potentially harmful or problematic interpretations. Ensure you look really hard because we’ve seen many businesses, big and small, pick names that offended some of their potential customers in other countries with other dialects.
Also, be sure to check if the names have already been trademarked in one way or the other to avoid trademark issues. Employing the services of a trademark lawyer is the best way to go through this step.
On a final note, ensure you have access to premium domains similar to the name you’ve picked. A successful brand identity demands a strong online presence, and your website plays a key role in that.
Final Words
Finding a name for your company that is ‘in agreement with the truth of things’ entails digging deep into the values, identity, and basic beliefs of your company and figuring out how to relate them to the lives of your clients.
Grant Polachek
Graant Polachek is the head of branding for squadhep.com. 3X Inc 500 startup and disruptive naming agency. Squadhelp has reviewed more than one million names and curated a collection of the best available names on the web today.
They are the world's leading crowdsource naming platform, supporting clients from early-stage startups to Fortune 500 companies.
