The experience of choosing a name for your business can be akin to picking a name for your child.
Deciding to go with an atrocious family name simply for the sake of posterity would be quite unfortunate for a business – or a child (I would provide a few examples but people tend to get snippy about such things).
You also wouldn’t want to saddle them with the trendy name of the month, misspell a popular name to make it stand out — or brand them with a title that provokes pity and furrowed brows.
So what exactly goes into process of coming up with a brand name?
Venturing into the experience of brand name selection will undoubtedly leave a mark upon your soul.
A whole menagerie of emotions can surface as you begin to delve into this process. Frustration and exhaustion will eventually make their presence known — so don’t be fooled by the initial excitement and camaraderie. You will soon realize that your name-choosing partners and even your own mind will turn on you with a vengeance.
At a point, you may find that you can no longer distinguish between legitimate names and nonsensical gibberish. If you play with a word long enough, your ability to keep a realistic grasp on the letters and sounds will begin to fade away. Seriously. Try it.
The name that you choose will have a significant impact on your company’s image, which can make it an incredibly difficult decision. The following tips can help ease the process while avoiding common pitfalls.
As you search for the name that will represent the core of your business, these points can support you in your quest.
Don’t Limit Your Business with a Description
If you choose a name that simply describes what you do then you will be limiting the future potential of your business. Names that suggest the foundation of the company without boxing it in are much better candidates for branding and expansion into new markets.
A Distinctive Brand Name
Safe names that mirror your competitors can limit growth and display a lack of creativity. Names that are more on the imaginative or controversial side are often the most memorable. If you’re looking to stand out in your industry then your name needs to differentiate your business.
Your Online Presence
A creative name can also be helpful when it comes to finding a domain and setting up social media profiles. Most single-word domains are already registered, which enhances the difficulty of the brand name selection process. This may result in the need to tweak your name in order to find a matching domain and related profiles.
Bypassing Emotional Influence
Although emotions will undoubtedly come into play during this process, the final decision should be based on strategy. Political wars may ensue over individual preferences and words that resonate with beavers (we’re still grieving over the loss of our beloved LogMyCalls mascot Bernie). However, the decision should ultimately come down to your branding strategy and goals.
Be Prepared for Untimely Leaks
Whether you are rebranding an existing company, or creating a name for a new business, leaks are an unpleasant but common occurrence. Even if you are pulling out the menacing look of death to deter anyone from spouting out the name you should still be prepared to effectively deal with a slip-up.
Remember, your business is your baby and you don’t want to squander its chances with a mediocre name.
