Inspired by a post on the YE Forums about a member’s challenges in selecting a business name I thought I would share some tips on how to choose the right name for your company.
Make It Memorable
You have only a few moments to capture someone’s interest before they move on to the next company. Having a name that is memorable will help you stand out from the competition and get your target’s attention.
Make It Easy To Spell
The harder it is for someone to remember your name or spell it the harder it will be for you to land a customer. If they cannot spell your website address, for example, they will not be able to find you.
Tell People What You Do
The easier you make it for people to understand what you do, the more likely they will sign up. For example, Young Entrepreneur is a good title for this webpage because it contains information that would be of value to young entrepreneurs. If the company was called HMC Communications, for example, it would be meaningless to the general public and make it more difficult to attract visitors.
Keep It Short
People like names that are short and sweet. The longer the name is the easier it will be to confuse you with someone else or forget you altogether. A short, descriptive name that stands out will always be your best bet.
Note that there will always be exceptions. You do not have to follow these 4 tips to be successful, it will just make it harder for you to stand out and generate business.
Evan Carmichael
Nice website…just found it
This post has actually hit close to home for me. I am currently in the process of trying to choose a name for my new home buying company. Evan is 100 percent correct with these tips. My first company was called JC Real Estate Investments. What a awful name now that I look back. After studying and much creative thinking I came up with 2nd Chance Houses. Sort, sweet and lets people know I provide homes to people who want a 2nd chance. So I am taking my sweet time to find the perfect name for my next company. A great book that builds on this idea is The 22 Immutable Laws of Marketing. I live my life by these laws. Great post evan
Very true, indeed! My latest venture’s name has just five characters. I didn’t always have the knack for naming, but it is coming easier than it used to.
What are your thoughts on a name that is short, but may not be easy to spell right away? Do you think this could be overcome with “brand building”? Or would it be best to stay away from a name like this?
You forgot one HUGE thing. These days, you need to have a website. I’ve started one full blown business and shot off a couple of side businesses. Honestly, I’ll scratch a potential name off of my list if I can’t find a related domain name available. You want the name and the website name to line up.
Steve Mullen
EndGame Public Relations
Startup BizCast podcast
A good man would prefer to be defeated than to defeat injustice by evil means.
Listen. Do not have an opinion while you listen because frankly, your opinion doesn?t hold much water outside of Your Universe. Just listen. Listen until their brain has been twisted like a dripping towel and what they have to say is all over the floor.
Hi Evan,
These are all valid points, especially “Make it memorable,” and “Make it easy to spell.” The third one, “Tell people what you do,” can sometimes lead new business owners to create very literal and boring names (i.e. Internet Marketing Associates or Northeast Plumbing)
If you use the name as an opportunity to convey an attribute of the business, that sometimes works better (i.e. Best Buy, Priceline, Sir Speedy) or use a metaphor to convey the desired image of the company (i.e. Monster.com conveys big and dominant, Amazon.com conveys huge and flowing and diverse) I agree with all your points but would prioritize them in the order you have listed. Memorable is probably the most important one of all. People can’t remember what they can’t recall.
Phil Davis
Tungsten Branding
Hi
Well maybe someone can help me. We have a name that has been with us for 20years – Gentle Giants. We have purchased another two businesses logos’r'us and Summerland Corporate Uniforms. We manufacture and retail uniforms and anything with a logo. We want to rebrand to one name but we can’t work out a new name. Any help ideas would be appreciated. Mostly when I find a name it is gone!
We want it short and memorable and obvious because lots of people call thinking we make clothes for big people. We don’t we make uniforms, do embroidery and all those things for schools,sports clubs and business.
Hoping for help or inspiration
thanks
Lisa
Once you decide on a name, be sure to have a professional design your logo. Amateur visuals always cost a small business money because they telegraph “caution: unprofessional!” to everyone who doesn’t know you.
There are plenty of good designers out there that can help you create a strong, appropriate logo. Just get it done professionally and be willing to pay for it. I used fresh design –
http://www.design-fresh.com, they do amazing work and are reasonably priced.
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