Whenever a new business is launched, one of the first questions is: what should the brand be called?
The name you choose for your company requires careful thought. It represents your brand story, tells customers something about your product, and should be memorable to potential customers. Considering all of this responsibility, it is no surprise that choosing a company name can be a difficult task.
Why your brand name is important
Your company name is your introduction to customers. It is what customers refer to every time they interact with your company. A name leaves a lasting impression of the company.
Ideas and variations when choosing a brand name
Branding expert Jonathan Bell, in his TED talk “How to Create a Great Brand Name,” identifies seven types of brand names:
- Eponymous - e.g. Adidas (Adolph “Adi” Dassler – Adidas)
- Descriptive - e.g. Bank of America; General Motors
- Acronym - e.g. Fiat; NASA
- Suggestive - e.g. YAHOO; STARBUCKS
- Associative - e.g. Amazon
- Non-English - e.g. Fendi; IKEA
- Abstract - e.g. Rolex; Kodak
These brand-name types can be useful starting points during the process of naming your business. When choosing a brand name, you should also think about its values. Your business name can strengthen those values and set expectations for what customers can expect from you.
Questions to ask when choosing a name:
- Is the chosen name memorable or distinctive?
- Is the name easy to pronounce or write?
- Is the name suitable for the long term?
- Will the name help with search engine optimization?
- Is it authentic to your business?
- Does it fit your target demographic?
- Will the name work in other languages?
The name chosen for a brand may not meet every standard, and that is normal. It may not be the simplest name, but it can still match your company’s character and values. SEO may be important to your business, but being memorable is especially critical for e-commerce.
When choosing a brand name:
- Define your brand;
- Define your naming criteria;
- Brainstorm and generate ideas;
- Use different tools and online name generators;
Develop your company branding
If you still do not have company branding, now is the time to create it. Define your brand identity, personality, tone and business positioning. Color selection is also highly important for your brand and logo. Each color carries its own meaning, which you should understand before choosing a specific color or combination of colors.