How to Come Up With a Business Name

1. Understanding the Importance of a Business Name

A business name is more than just a label; it’s an identity that reflects your brand’s values, mission, and market positioning. A great name creates an emotional and psychological connection, which helps customers remember and identify with the brand. Well-chosen names also enhance brand recognition and establish trust with customers over time. A powerful name can even reduce marketing costs by capturing attention and fostering brand loyalty.

Key Factors in a Business Name:

• Brand Identity: What is the core message your business wants to convey?
• Memorability: Will customers remember it after hearing it once?
• Relevance: Is it meaningful within your industry and to your target audience?
• Distinctiveness: Does it stand out from competitors?
• Flexibility: Can it grow and evolve with your business?

Case Study Example: Apple

The name Apple stands out as an example of a simple, memorable brand name that has transcended its original industry. Founded by Steve Jobs and Steve Wozniak in 1976, Apple wanted a name that would stand apart from the cold, impersonal names common in the technology industry. Apple is approachable and memorable, aligning with the brand’s mission to make technology accessible to everyone. Jobs wanted a name that was “fun, spirited, and not intimidating.” Today, Apple’s name signifies innovation, quality, and ease of use.

Questions to Guide This Step:

• What makes my brand unique or different?
• How do I want customers to feel about my brand?
• What are my brand’s key values?

When starting this process, consider what your ideal customers want to feel when they hear or see your business name. For instance, if your brand is about luxury and sophistication, words associated with elegance, such as “Majestic” or “Orchid,” might fit. If it’s about innovation, terms like “Vision” or “Nex” could be relevant.

2. Define Your Brand’s Core Values and Purpose

One of the first steps in naming a business is identifying your brand’s purpose, vision, and values. Your brand’s “personality” shapes the way your customers will perceive it. Ask yourself: If my brand were a person, what traits would it have? Would it be fun and vibrant, or more serious and authoritative?

Defining your brand’s core values and purpose is essential for crafting a name that will feel authentic and resonant with your audience.

Example: Patagonia

The name Patagonia reflects a sense of adventure, environmental awareness, and rugged beauty. Founder Yvon Chouinard’s mission has always centered on sustainability and environmental activism. The name evokes the beautiful, untouched landscapes of Patagonia, aligning perfectly with the brand’s purpose of inspiring people to explore and protect the planet. This unique identity has helped Patagonia build a strong, loyal customer base among outdoor enthusiasts.

Questions to Define Your Brand’s Purpose:

• What problem does my business solve?
• What values are most important to my brand?
• Who am I trying to reach?

If you’re building a business in the wellness space, like a yoga studio, consider names that evoke calmness, peace, and tranquility. Alternatively, if you’re launching a cutting-edge tech startup, your brand might benefit from a name that communicates innovation, speed, or precision.

3. Identify Your Target Audience

Knowing your audience’s demographics and psychographics can inform your naming process. Consider age, profession, lifestyle, and values, as these factors significantly influence how customers respond to a business name. Naming strategies for a tech-savvy millennial audience differ from those targeting affluent retirees, so aim to align your name with your audience’s expectations.

Example: Glossier

Glossier is a beauty brand targeting millennial and Gen Z customers, so the name is designed to feel trendy, minimalist, and reflective of its audience’s values. “Gloss” hints at beauty products without being overly explicit, and the name as a whole evokes modernity and elegance. This minimalist, trendy name effectively positions Glossier for a younger audience looking for products that are chic and Instagrammable.

Questions to Guide Audience Research:

• Who are my ideal customers?
• What names, keywords, or phrases resonate with them?
• What brands do they already love, and why?

To ensure your name resonates with your target audience, look at brands they already engage with and try to analyze what these names have in common. Pay attention to trends within your target market as well, as these can offer inspiration and guide your naming strategy.

4. Brainstorm Ideas and Collect Inspiration

Brainstorming can be one of the most exciting parts of the process, where creativity and strategy come together. Let your ideas flow freely without immediate judgment. The aim at this stage is to generate as many potential names as possible.

Techniques for Effective Brainstorming

1. Word Association: Start with a keyword related to your industry and think of related words.
2. Mind Mapping: Draw connections between core concepts, products, and feelings related to your business.
3. Foreign Language Inspiration: Explore words in different languages that reflect your brand’s meaning or story.
4. Rhyming and Alliteration: Create catchy names using rhyme or alliteration, which make names more memorable.
5. Metaphors and Symbols: Symbolic names can evoke emotions or qualities. For example, Jaguar for cars implies speed, agility, and power.

Examples of Creative Brainstorming

• Tesla: Named after inventor Nikola Tesla, this name was chosen to evoke the spirit of innovation and scientific curiosity, values aligned with the company’s mission.
• Warby Parker: This brand used an unusual approach by combining the names of two fictional characters from Jack Kerouac’s journals. This unique name stands out in the eyewear industry, suggesting creativity and literary sophistication.

Tips for Brainstorming Success

• Set a time limit to avoid overthinking and keep the ideas flowing.
• Use online tools like Namelix or Shopify’s Business Name Generator for inspiration.
• Don’t edit during brainstorming; capture all ideas and evaluate them later.

5. The Art of Simplicity and Memorability

Simple names are easier to remember, pronounce, and share. Customers are more likely to remember a business if the name is short, clear, and intuitive. Complex names can create friction and confusion, which might lead customers to abandon your brand for a simpler, more accessible alternative.

Example: Zoom

Zoom is a prime example of simplicity. The name is easy to remember and pronounce and directly implies the speed and ease of communication. This name helped Zoom distinguish itself in the crowded video conferencing market, especially compared to Google Hangouts Meet, which was more complex and less memorable.

Strategies for Crafting Simple and Memorable Names

• Avoid complicated spellings or structures.
• Aim for names with 1-2 syllables, if possible.
• Use real words rather than invented ones unless they are short and intuitive, like Google or Yahoo!.

In general, names that are too long or contain obscure words can make it harder for customers to find or recall your brand. Think about names that people might naturally say in conversation or repeat easily.

6. Check Domain Availability and Social Media Handles

In the digital age, securing your brand’s online presence is essential. Domain availability is crucial because a strong domain name reinforces your brand’s credibility and makes it easier for customers to find you online.

Example: Shopify

When Shopify was founded, it secured both the domain and relevant social media handles. This strategy allowed Shopify to establish a solid online presence from the beginning, without having to deal with competitors or confusion over URLs. Today, Shopify’s name is synonymous with e-commerce, and part of that success is due to its easy-to-remember online presence.

Steps to Secure Your Online Presence

1. Use domain-checking tools like Namecheap or GoDaddy to find available domains.
2. Check major social media platforms to see if your business name is available as a handle.
3. Aim to secure a “.com” domain if possible, as it is the most widely recognized and trusted.

What to Do if Your Preferred Domain is Taken

• Add a Keyword: If Studio.com is unavailable, try CreativeStudio.com.
• Use an Alternate Domain Extension: New extensions like .co, .io, or .shop can work, though they’re less traditional.
• Negotiate for the Domain: If the domain is taken, consider contacting the owner to see if they’d be willing to sell it.

Having a consistent name across social media handles and domain names makes it easier for customers to locate you and builds trust.

7. Conduct a Trademark Search

Ensuring your business name is legally available is essential before committing to it. Trademarking your name gives you exclusive rights to use it in your industry, protecting your brand from competitors who might want to use a similar name. Trademark issues can lead to costly legal disputes, so it’s crucial to conduct a trademark search early in the naming process.

Example: Blue Apron

Blue Apron, a meal kit delivery service, selected a name that reflects a culinary identity rooted in tradition (the blue apron is a symbol worn by apprentice chefs in France). Before settling on this name, the founders conducted thorough research to ensure it wasn’t trademarked in the food industry. Today, Blue Apron is a well-known brand, partly thanks to the uniqueness of its name, which faces little confusion with competitors.

Steps to Conduct a Trademark Search

1. Search on the USPTO Database: In the United States, start by searching the U.S. Patent and Trademark Office (USPTO) database to see if any similar names are registered.
2. Check International Trademarks: If you plan to operate internationally, it’s worth checking databases in countries where you’ll be conducting business.
3. Consult with a Trademark Attorney: Trademark law can be complex. Consulting with a professional ensures you understand any potential legal risks.

Alternative Approach: Distinctiveness and Coined Words

If you’re struggling to find an available name due to trademark conflicts, consider creating a coined or invented name. Names like Kodak and Xerox were invented specifically to avoid trademark conflicts and create unique brand identities. However, invented names require a higher marketing investment to establish brand recognition, so they work best if you have a strong marketing budget.

8. Test the Name with Potential Customers

A name that sounds perfect to you might not resonate with your target audience. Conducting name testing with potential customers can provide insights into how the name is perceived and whether it communicates the right message. Name testing also helps identify any unintended associations or misunderstandings, which can prevent missteps in branding.

Example: Slack

Slack is a popular business messaging platform whose name was chosen carefully after testing with real users. The name is actually an acronym for "Searchable Log of All Communication and Knowledge." The simplicity and clarity of “Slack” helped users immediately understand the platform’s purpose and made it easy to pronounce and remember. The name testing process revealed that users associated “Slack” with relaxation and simplicity, aligning well with the brand’s mission of making workplace communication more streamlined.

Ways to Test a Name

1. Surveys: Use online survey tools like SurveyMonkey to gather feedback from a sample of your target audience.
2. Focus Groups: Organize focus groups to discuss name options and gather qualitative feedback.
3. A/B Testing: If you have a prototype website or landing page, try A/B testing multiple names to see which one performs better.

Questions to Ask During Testing:

• What are your first impressions of the name?
• What words or feelings does this name bring to mind?
• Is it easy to remember and pronounce?

Importance of Cultural Sensitivity

For businesses expanding internationally, consider cultural and linguistic differences when choosing a name. Some words might have negative or unintended meanings in other languages. For example, when Chevrolet introduced the Nova car in Latin America, they didn’t initially realize that “Nova” in Spanish can be interpreted as “no va,” meaning “it doesn’t go.” Cultural research and testing can help avoid such pitfalls.

9. Finalize the Name and Develop Branding

Once you’ve decided on a name, it’s time to integrate it into a cohesive brand identity. Your business name will influence many elements of your branding, including logo design, color scheme, typography, and brand voice. A well-designed brand identity strengthens your name, enhancing recognition and building emotional connections with your audience.

Example: Lyft

Lyft is a ridesharing service that chose a name reflecting its friendly, customer-oriented brand. The playful spelling of Lift as Lyft adds a modern twist, suggesting that the company is accessible and different from traditional taxi services. The bright pink color scheme further distinguishes it from its competitor, Uber, which uses a more minimalistic, black-and-white theme. By using a welcoming name and bright colors, Lyft establishes an approachable, community-centered brand identity that contrasts with Uber’s sleek, tech-driven image.

Steps to Finalize Your Brand Identity:

1. Design a Logo: A strong logo complements your business name. If you have a modern, tech-oriented name, a minimalist logo might work best. For names that convey warmth or tradition, consider designs that reflect these qualities.
2. Choose a Color Scheme: Colors evoke emotions and help strengthen the brand. For instance, blue is often associated with trust and reliability, while red conveys energy and passion.
3. Establish Brand Voice and Messaging: Define a brand voice that aligns with your name and values. For example, if your business name is quirky and fun, use a conversational tone in your messaging.

Step-by-Step Summary

Here’s a quick checklist to guide you through the naming process from start to finish:

1. Define Brand Values and Purpose: Start by understanding your brand’s mission and unique value.
2. Identify Your Target Audience: Conduct research to understand the demographics, values, and interests of your ideal customers.
3. Brainstorm Creative Ideas: Use various brainstorming techniques to generate a list of potential names.
4. Keep It Simple and Memorable: Aim for a short, easy-to-pronounce name that customers can remember.
5. Check Domain and Social Media Availability: Ensure your name is available online to secure your brand’s digital presence.
6. Conduct a Trademark Search: Verify that your name is legally available to avoid future legal issues.
7. Test the Name with Potential Customers: Gather feedback to see how well the name resonates with your target audience.
8. Finalize the Name and Develop Branding: Create a cohesive brand identity around your chosen name.

Additional Naming Strategies and Real-World Examples

Invented or Coined Names

Creating an entirely new word is a bold approach that can make your brand stand out. However, coined names may require a larger marketing budget since they are unfamiliar to consumers.

Example: Google

The name Google is a play on “googol,” a mathematical term for a very large number. The unique and quirky nature of the word makes it memorable and distinct, aligning with Google’s goal of organizing vast amounts of information. Today, Google is so well-known that it’s become synonymous with online search itself.

Descriptive Names

Descriptive names clearly convey what a business does or offers, which can make it easier for customers to understand the brand’s purpose right away. However, these names are often more challenging to trademark.

Example: PayPal

PayPal is a descriptive name that suggests ease of payment and trustworthiness, aligning with the brand’s mission of providing a secure and convenient payment platform. The name conveys what the service does without requiring additional explanation, which helped the company build brand recognition quickly.

Evocative Names

Evocative names tap into emotions, values, or aspirations, helping to create a connection with customers. These names are often more abstract but allow for more flexibility as the brand grows.

Example: Amazon

The name Amazon was chosen to represent vastness and abundance, much like the Amazon River. This evocative name works well because it suggests that Amazon is a large, diverse, and ever-growing marketplace. As the company expanded from books to an “everything store,” the name continued to be relevant.

Geographical Names

Using a geographical location can evoke a sense of origin, heritage, or authenticity. However, this strategy may limit your brand’s flexibility if you plan to expand internationally or diversify your offerings.

Example: Kentucky Fried Chicken (KFC)

The name Kentucky Fried Chicken evokes Southern cooking traditions, which is consistent with the brand’s emphasis on classic fried chicken. The company later rebranded to KFC as it expanded, creating a more flexible and global identity that doesn’t limit it to Kentucky or fried foods alone.

Conclusion

Choosing a business name is both an art and a science. It involves a careful balance of creativity, strategy, and foresight to craft a name that resonates with your target audience, reflects your brand values, and stands out in the marketplace. From understanding your brand’s core identity and brainstorming ideas to testing with potential customers and ensuring legal availability, each step contributes to building a name that will anchor your brand for years to come.

Sometimes, despite all the research and brainstorming, the naming process can feel overwhelming. In these cases, consulting with professionals can provide invaluable insights and expert guidance. Naming experts bring fresh perspectives and specialized knowledge, helping you navigate challenges and uncover unique names that capture your brand’s essence. With their support, you can find a name that not only fits your business but also resonates with your audience and positions you for long-term success.

Taking the time to create a meaningful and memorable name is one of the best investments you can make in your brand.