Introduction

A particularly challenging task for any owner of a new business is reaching a suitable name for such an endeavour. How you name your company will make a huge first impression with your new customers; so making sure you get it right is massively important, even crucial! It may not be that difficult, however; don’t despair. Eye-catching, interesting, professional names can be easy (but still requiring decent effort) if you follow these five simple ideas from us at Trent & Hanover.

1. Uniqueness

Given how much info and advertising, amongst other things, bombards an average man or woman each and every day from social media and every other outlet available, you do need a business name which stands apart from the average. You don’t want to blend in; you need to pick something which distinguishes yourself from your competitors through how much it genuinely stands apart.

So while it may be a strong temptation to use a name similar in aesthetic, tone, etc to a leading business in the same field (because it might feed off their own legitimacy), but you don’t actually want this. You’ll end up blending into everyone else and this can only cause you to need to make more effort making yourself stand out later on. Given how important a marketing decision choosing a name is, make every effort to keep it unique.

2. Using real words

Perhaps it might seem like a good idea at the time, but crafting new words or combining two or more existing ones isn’t actually something which is likely to work. Excitement and daring, innovative processes might seem to be related to invented words, but in the real world, they are challenging to remember and don’t possess real substance. What do you need to capture from customers more than almost anything else? Emotional resonance with your brand. You won’t get this with words they’ve never before heard, so it only makes more work for you if you go about it this way.

In short, names with no pre-established meaning at all are likely to be perceived as shallow, superficial, and so on, only making it more challenging to develop a real base of trust between your potential customers and yourself.

3. Make it something memorable

Good business names, unsurprisingly, stick in the customer’s head long after first encountered. The combination of well known words with common words that keep relevance to the firm are what will lead to memorable names. A short name might seem snappy but can be hard to recall; two or three separate ones can be more powerful.

You want to make sure you use words which are in common usage; relevant to your business, too, because you want anyone who is thinking of your product or service to recall the name simultaneously. Certain keywords are more likely to be searched for when looking for your service or product; so focus on them when working on creating the perfect name.

4. Don’t rush – take your time

It’s fairly obvious, but it’s unlikely for the perfect business name to appear merely in some burst of inspiration; so take the time to work on it, like you would with crafting anything similar. Do market research; try exposing your intended customers to some initial drafts before you start revising in accordance with what you’ve learned from how they react to what you write, for example.

Remember that whatever business name you choose will end up representing everything you (and/or your business) is, so you don’t want to stop developing it until you’re genuinely satisfied with whatever you’ve come up.

5. Do research

After settling on a shortlist of various possible names, you do need to do market research in order to ensure you aren’t falling into the trap of using unsuitable, impractical ones. One of the most obvious places you may stumble is in choosing a name already used by some other company; it happens frequently, but it’s an inevitable consequence of competing companies, so just move on and start looking at the next option.

Obviously, registering your name as a regional and/or international trademark is important to your business’s success, so have a look across intellectual property databases for potential conflicts. Amongst this is elements such as making sure your name isn’t unsuitable or offensive in other markets which use a different language; ruling this out is equally important. Then, you’ll find yourself with a list of various names from which to choose.

Whilst there may not be any such thing as an actual ‘perfect name’ for a business, there most certainly are terrible ones out there; for this reason, it’s absolutely vital for you to put in the right effort to find the correct name for your company. Without any doubt, choosing the wrong name can cause massive damage to your business growth opportunities right at the beginning of its existence; conversely, the correct one can capture an audience’s attention and push it forth on a course to real success.

Find and choose a name which catches your audience’s eyes, keeps them excited and is highly memorable in every way; then, you’re one step closer to real commercial prosperity!