The Complete Guide to Finding a Business or Brand Name. Do you have a great project in mind but you stumble over the choice of the name? Rest assured, many entrepreneurs are faced with this situation.
While some succeed in finding the name of their project straight away, most have a hard time, sometimes spending days, weeks, whole months looking for the name that will best match the project, its nature, its character, it’s positioning, to its value. The name of a company has a strategic role. There are sure to be projects that have failed because of a bad name – but by definition, you don’t know or don’t remember. The choice of the name of a company, in any case, should not be hasty. It must be reflected, pondered. The Complete Guide to Finding a Business or Brand Name.
The objective of this comprehensive guide is to support you in this research work. We are going to present to you the fundamentals for a successful choice of the name of your project, examples, and tools to help you find an effective name.
- The 7 ingredients of a successful business name
- 8 popular styles of business names
- The 7 Steps to Finding the Perfect Business Name
- Finding a business name: the crowdsourcing option
- Company name generators
The 7 ingredients of a successful business name
What are the characteristics of a successful business name? Here are the 7 ingredients for success.
# 1 originality
It is the name of a South Korean fried chicken restaurant, which in 2016 was ordered to pay compensation of 14.5 million won (or just over 10,000 euros) to Louis Vuitton for misuse. Of the image of the prestigious French luxury brand. The name of this restaurant came from a play on words, “tong dark” meaning “chicken” in Korean. The owner of the restaurant had also had the absurd idea of using a logo very similar to that of Louis Vuitton. This anecdote has the merit of revealing one thing: not choosing an original name can have serious financial and image consequences.
The restaurant in question was obviously forced to change its name. Copying the name of an already existing brand or being strongly inspired by it will be considered not only as a criticism of maneuver but also and above all as a sign of a cruel lack of imagination and originality. This will impact your business and its image, even if the name of the company you copy is not in the same industry as yours. Be original.
# 2 The specificity
Of course, you may have the ambition to rule the world one day and be naturally drawn to a name that incorporates generic terms like “global” or “enterprise”. But don’t forget that your target customers are first to look for specialized companies, competent in their niche. She can be frightened by these kinds of very abstract, generalist keywords.
Tell yourself that you can always change the name of your business when it has grown and internationalized. There are dozens of examples that change their name to conquer new markets. Think for example of the freelance platform up work, which became Malt at the end of 2017. The more you are positioned in a specific, niche market, the more you should look for a name that it evokes this specificity. Your business name should reflect you’re positioning.
3 The absence of geographical references
While we advise you to choose a specific name that matches the specificity of your activity, we do not recommend that you include any references to your geographic location: city name, region name, country name, etc. Even if your business targets a precise geographical area and operates in a local market, integrating the name of your city for example in the name of your company could be problematic in the future, when you wish to widen your geographical market. It may also limit your ability to differentiate yourself from competitors who operate in the same market as you and who mention the same geographic area as you in their name.
4 visual appearance
In your reflection, do not stop only at questions of meaning or sound rendering. Also take into consideration the graphic aspect of the name, the shape of the letters that make up the name of your company, the way the name is positioned in space, etc. You must anticipate how the name of the company will appear in your logo, in your advertisements, in your communication materials, etc. Beyond the meaning, there is the aesthetic aspect that must be taken into account.
A business name transmits a certain vibration, communicates a certain energy, through its sound, semantic and visual qualities. You have to find a business name that communicates energy, a name that can for example enter the minds of people following sound work. Think of IKEA for example and the advertising spots of this brand, with the famous I – KE – A. You must be attentive to the sensitive properties of the name, which determine its capacity to transmit energy and to be inscribed in the memory of the people.
You might be looking for a name that completely reflects your personality. The risk is to fall into sophistication and complexity. Your business name should be easy to spell, pronounce and remember. Think about the names of the companies everyone has in mind, the biggest ones. Apple, Microsoft, Umber, Blablacar, IKEA, Dirty, Fancy, etc. What all these names have in common is that they are easy to remember and short. . If the answer is no, chances are you haven’t found your business name yet. Choosing a name that is complex and impossible to remember puts you at risk of losing customers
Finally, you need to make sure that the name you come up with is not already taken by another company or that it does not look too similar to that of an already established company. To check this, you have two tools at your disposal:
- The INPI database, which lists all the trademarks registered in France and in the European Union.
- Google …
- If you are an e-merchant, we also recommend that you verify using business name generator shopify.
Several companies include the founder’s name in their names: Walt Disney, JP Morgan, Goldman Sachs, etc. This choice can help the target customers to remember the name and has the merit of reflecting the roots and history of the company. The easier the founder’s name is to remember, the better, of course. Some remarks anyway:
- It is possible and even likely that other people have the same name as you. Make sure that none of them have also had the idea to become an entrepreneur AND to integrate their name into that of their company.
- This style of a business name can be problematic if you ever want to sell your business or if the leader changes.
8 popular styles of business names
There are many genres, many types, and many styles of business names. We have identified 8 popular styles of Best Website Design Company.
Some brand names give very clear indications about the activity of the company or the products or services marketed. This is the case, for example, with Body Shop or a brand such as “Cafés Richard”. The name alone identifies what it is, what the company does and sells.
if you want the name of this type for your business, you should especially check that the name is not already taken or that it does not strongly resemble an already existing name. The merit of this style of the business name is simplicity. We’re getting straight to the point. The downside is that a name like this can quickly come across as a bit boring and seem lacking in imagination. Especially if other companies have already had a similar idea.