Naming Your Brand
A lot is written about naming small businesses, and with good reason. Your small business name will function as a first impression for your company and have a prominent placement in your logo design. Your name is a central part of your brand and thus must be thought out completely. Here are a few ways to narrow down the infinite choices into a few that are right for you.
How to name your brand video
1. Consider your brand.
The first thing to think about when choosing a small business name is the type of brand you are trying to create. This will depend on the customer base that you are trying to reach. Identifying your target customer and the target brand should give you an idea of the type of name that will work best. Funny or straightforward? Short or long? If you already have ideas for potential logo designs, make sure your name will work nicely with these as well. Take, for instance, Ringgle.com. This name is such a part of the company brand and logo design that it’s impossible to consider it with any other moniker.
2. Be descriptive.
‘Smith Heating and Cooling’ just won’t cut it in the modern business world. There are many different business name styles, but the most successful ones boil down to one basic principle: you need to describe what sets your brand apart from the competition in as few words as possible. This will give you a leg up on the competition from the very beginning by showing your market exactly why they should choose you. Don’t be afraid to incorporate puns and other humorous devices; in many cases, these will pique customers’ interest. eHarmony is a good example of a business that is descriptive without being verbose.
3. Keep it short and sweet.
Why did we add the clause ‘as few words as possible’? Short names are more memorable and also make for more attractive logos and signage. However, avoid acronyms and initials unless they are relevant to your business (ASAP for a courier company, for example). Ebay is a good example of a short business name that we all recognize. Disney is another one. They might be successful companies with another name; luckily for their shareholders, we don’t have to find out.
4. Create interest.
It’s okay to play a little when it comes to your small business name, especially if you already have a playful brand. Consider the success of the website Etsy. It’s an interesting name that piques interest in the products. Google is another name that scored big by creating interest in the business. Think outside the box for names that are interesting and even dramatic, but still work well with your core business brand.
5. Don’t be afraid to break the rules.
Sometimes it is necessary to break one of the small business name rules. Monster.com, Victoria’s Secret, and Old Navy all have names that break some of the rules, but no one seems to hold it against them. Decide what is best for your unique brand and let that be your guide.
