The name of your business can make a big difference to its success. It can describe what you do, so what you offer is instantly recognizable, and help you stand out from competitors in your industry. Many companies make mistakes when creating a name. Customers can’t find them when searching for providers or don’t consider the name appealing. The following recommendations will help you avoid pitfalls and select the right name to suit your brand.
What’s your specialty?
The name you choose needs to tell customers the purpose of your business. There’s no point using an obscure name that has nothing to do with your trade. People will quickly move on to your competitors if they don’t understand what you do.
Start by considering your niche. If you provide a particular service or product, describe it via the name of your business. For instance, if you sell cupcakes and nothing else, “Cupcakes to Go” might be suitable. Or, if you make houses for bees, “Bee House Supplier” might work. Both examples describe precisely what your business provides, so there’s no confusion.
You want your marketing efforts to benefit you rather than your competitors, so avoid accidentally picking a similar sounding name. Consider what makes your business different to competitors in your field of work. Most likely, including what sets you apart will help make your name unique.
What qualities do you want your business to reflect?
Think about the qualities you associate with your business and consider whether they might work as part of its name. For example, perhaps you sell a family friendly product or offer expert service.
At the same time, make the name replicate the mood of your brand. If it’s high-quality, a name with the word elite or classic might be appropriate, echoing your brand’s persona. Likewise, think through what type of customers you want, as doing so may provide clues about how to form an apt name. Will your clients be attracted by an energetic name or one that inspires tranquillity?
Many famous brand names involve adapting the usual spelling of words or joining words to create new ones. Microsoft is a good example. Could you combine two appropriate words to describe your business?
Make it memorable
The name chosen needs to be memorable. Short names are easier to recall than long ones. Alliteration can also be useful. Using sound repetition like brands such as BlackBerry, Chuckee Cheese, Best Buy, and Weight Watchers will make the name of your business hard to forget.
Incidentally, Best Buy used to be called Sound of Music. The name change occurred after a sale of damaged stock in a parking lot. A large sign with “Best Buys” written on it was thought to be responsible for the company taking more money in the four-day sale than they usually made in a regular month.
Then again, perhaps you can use your name. However, consider potential issues. Is your name hard to spell, might be spelled in several different ways, or is common?
What to avoid
Make sure you don’t pick the same name as another business. Check online to confirm yours is available. Additionally, avoid hyphens, numbers, initials, and inane puns. Using geographic or area names is also a bad move; what if you change address when you expand to a more substantial office? Also, ensure the words you select don’t spell something odd when placed together as an URL.
Choosing a name for your business is fun, but it’s also a serious job. Take your time, and when you have an idea you love, imagine seeing it on a sign. How does it look? Say it aloud too. Does it flow? Also, double-check it describes your business. Ask friends and family if they would understand what your business was about if they heard the name you’re considering. You’ll know when you’ve made a wise choice because it will trip off the tongue with ease and capture the essence of your business.
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