Naming your business can arguably be one of the most challenging aspects of launching a new company or rebranding your business. Your business name is what customers will see first, talk to their friends and family about, and write about online. Creating the perfect combination of something simple, yet memorable, that captures the true essence of your brand may feel like an impossible task.
To make this experience a little less daunting for you, we created a guide of 12 questions to ask when naming your business.
Getting really clear on your value proposition is not only good for your marketing strategy, but can also uncover some common words or phrases used in your industry that will be helpful when naming your company.
This is a really fun activity to do in order to get your creative juices flowing, and to think outside of your everyday lingo. You are the closest person to your business, and many people that come into contact with your brand won’t understand the ins and outs of your industry like you do. Boiling down your business message to a five-year-old will uncover new language and help you get really clear on what it is you want to convey through your name.
Embrace emotion during your naming process! Talk to your team or close friends and family about how they feel about your business, and compare their answers with how you want your customers to feel when hearing your brand name.
Think about your brand voice and narrow down 5 character traits you would use to describe your brand. Use these words as inspiration, or in part of the actual name!
Do you ever use analogies when describing your business to an outsider? Maybe you say that you are the “uber of healthcare.” Think about what comparisons you can make in regards to how your business operates and this may spark some ideas.
Dig deep and do some reflection here. What inspired you to start this business? Is there a key experience or story you can draw inspiration from? What is your calling as a business owner?
What is the demographic of your audience? Do they respond well to trendy language? Or do they need something a little more straightforward? Take into consideration other brands your target audience engages with and how they structured their names.
This goes back to your value proposition. You should be able to describe the problem you are solving for your target audience in a sentence or two. Get really clear on this before jumping to naming your business.
Does your target audience live online? In person? On social media? Understanding exactly how your customer will find you will help dictate what type of brand name you can go after. Think about what it will look like in various places: a URL, the side of a building, a printed piece of collateral, etc.
Do you need your customers to know something about your business in the name? Or can it be abstract, inviting people in to learn more? Knowing your audience and understanding how they consume information will help answer these questions.
Are there any words that are essential to your brand that you need to include in the name? Conversely, are there any words that may be taboo in your industry that you should definitely stay away from?
Do your research and understand the market of companies that already exists, especially in your industry. Stray away from duplicate names or names that sound too similar. Consider talking with a lawyer once you’ve chosen a few name options to figure out if you need to trademark your name.
Where are you in the process of naming your business? We’d love to hear your stories, ideas, questions and tricks for those who are just getting started. And as always, we’d love to chat more over coffee or a beer. Cheers!