That question has long been debated by brand specialists and poets alike. However, as anyone who is starting up their own small business knows, finding the right name for your company is crucial. Does it fit the service or products you are offering? Does it stand out? Will it get lost amongst similar named companies online ? Does it fit your brand? Will it be short and snappy enough to work across facebook, twitter and on your business cards?
One approach for SMEs to take is to create their own name so that it stands out. Think Google and Skype – both names that didn’t exist previously and so they stand out from the crowd. Neither name explains exactly what they stand for yet over time both have been integrated into everyday language as verbs themselves e.g. ‘I’ll just Google it’.
Handy tips
It is worth considering the following points when trying to devise a company name…
1. Is it unique?
You want to stand out from the crowd and you don’t want people accidentally landing on a competitor’s website instead of yours due to a typo, so this is worth considering.
2. Does it hint at what you do?
We’ve already seen that it doesn’t have to, however lots of the most memorable names are ones which paint a picture in people’s heads.
So consider whether you want someone to easily remember your name and find it online.
3. Is it easy to spell?
Some of the best small companies choose words with twists in them in order to purchase the domain name they want.
However, as we all know from emailing people with lots of ‘. or – ‘ in the addresses, it pays to keep it simple.
You don’t want people missing you online by typing in your name incorrectly so do consider how you spell it.
4. How does it sound?
It also pays to live with your prospective name for a few days and test it out on friends and family.
Play around with how it would sound if you answered the phone using your ideal name. Does it work?
Can people easily remember and spell it?
5. Check out the competition
Do a search online – is anyone else using your name? If so how can you adapt it?
Remember you can add what your service is to your domain so that you still retain your ideal name but make it stand out
eg Instead of Red Shed make it Red Shed Design.
6. Is it a family business?
If the business is very much about you, then would you consider using your family surname? Or a mixture of surnames?
This often works well for small businesses.
7. Get Creative
Another way to devise your name is to skim through a dictionary and jot down all the words on post it notes that embody what you will do.
Then match those notes together. Can you create two words that fit what you do? Can you add numbers to them ? Can you add colours or animals?
We know that there are plenty of Red Chilli PR agencies around, so we’d avoid that one – but you should get the general idea.
8. Try a well known phrase
Is there a well know phrase or saying that you could use? There are plenty of big advertising agencies that are called everything from Adam & Eve to
Yin and Yang. So consider whether there’s something memorable that you could use.
9. Go continental
Can’t find your ideal word? All the words you like have their domain names already taken? Then why not be creative.
Use Google Translate to see if you can add a twist to your name. Go French, Italian or Spainish. Can you use the same words in another language?
Be mindful of the general point that you need to ensure your chosen name is easily pronounched and written down. If it works for Pret a Manger why not you ?
10. Summary points
So consider these key points when devising your company name:
*Length
*Real Word/ Expression
*Alphabet
*Pronounciation
*Spelling
*Conflicts
*Industry Match
*Longevity
*Uniqueness
*General retention
If you’ve hit a wall and you can’t think of anything you like why not try this fun name generator? Click here.
It’s sure to give you some ideas to get your creative ideas rolling.
