Let’s talk about naming your business. It might not seem like a big deal at first, but trust me—it’s huge. Your business name is often the first impression customers will have of you. A great name doesn’t just sit there looking pretty; it pulls people in, gets them curious, and makes them remember you.
Think about it: would Google have become the phenomenon it is today if it had been called “Search Engine USA”? Probably not. The name matters. It’s the hook that starts the conversation.
Naming Your Baby: Don’t Outsource the Heart of Your Business
Here’s the thing: naming your business is personal. Sure, you can bring in a team—your advisors, family, or a few business-savvy friends—to brainstorm with you. But don’t hand this over to some random naming company or a stranger who doesn’t get you or your business.
The name you choose should connect with your vision and your unique value. People are going to ask, “Why did you pick that name?” That’s your golden opportunity to say something brilliant and unforgettable. Don’t waste it.
And here’s a tip: if you’re naturally more conservative, don’t let anyone push you into picking a wild name that doesn’t feel right. If you’re the zany type, don’t tone it down just to fit in with the crowd. Stay true to your vibe.
Creativity Takes Time: Let It Percolate
Naming your business isn’t a race. Forcing creativity is like trying to squeeze juice from an unripe orange—it just doesn’t work. Give yourself time to brainstorm, mull it over, and test out how it feels. Hold a few naming sessions and let the ideas simmer until you’re genuinely excited to say, write, and own your business name.
Now, let’s dive into the 8 rules for choosing a business name that will set you apart and make you unforgettable.
1. Be Memorable, but Make It Easy to Spell and Say
Your name needs to stick in people’s minds and be easy to find. “Phorgetmeekknot” might be unique, but good luck getting people to spell it right. Keep it simple, straightforward, and pronunciation-friendly.
Here’s the test: If someone hears your name on the radio, can they remember it, spell it correctly, and type it into a search bar without a hitch? If not, it’s back to the drawing board.
2. Make It Visual
A great name paints a picture. What do you see when you hear “Phorgetmeekknot”? Probably nothing. Our brains are wired to associate words with images, so pick a name that sparks a clear, strong visual. It’ll help customers remember you—and it’s a marketing win.
3. Keep It Positive
Words carry emotions. Choose ones that feel good and align with your business. “Mom’s Cookies” sounds warm and inviting. “Mother’s Cookies”? Not so much. Think about the emotional vibe your name gives off.
4. Hint at What You Do
Your name should give customers a clue about your business. Banks include the word “Bank,” and pubs often have “Bar” or “Tavern.” Be descriptive enough to make it obvious, but don’t lock yourself into a name that will age poorly. For example, tech companies should avoid using trendy jargon that might sound outdated in a few years.
5. Short, but Not Too Short
A good name is concise, memorable, and easy to share. It should fit nicely on a business card, sign, or website. But steer clear of cryptic abbreviations or initials—those work for giants like IBM, but you’re not there yet. Start with a name that tells a story.
6. Stand Out from Competitors
Blend in, and you’ll disappear. If your competitor is “Jewelry Works,” don’t call yourself “Jewelry Worx.” Go bold. Be the black sheep. Stand out in a way that highlights your unique value.
7. Secure That Dotcom
In today’s world, your business name is also your online identity. A strong dotcom domain name is essential. Before you fall in love with a name, check if the domain is available. While alternatives like .net or .co exist, a dotcom is still king.
8. Avoid Legal Trouble
Make sure your name doesn’t infringe on someone else’s intellectual property. A quick online search or a trip to the U.S. Patent and Trademark Office website can save you from potential headaches. Better yet, consult an attorney to confirm you’re in the clear.
A Final Word: Think in Color and Imagery
Your business name isn’t just about the words. It’s also about the visual identity—your logo, your branding, your vibe. Think about how colors and images will complement your name. Every choice you make should connect back to the story you want your business to tell.
Remember, your name is more than just a label. It’s the first step in building your brand, your community, and your legacy. Choose wisely.
Originally posted 2014-04-25 06:48:53.
