The right name can make all the difference when it comes to helping your business find success
Getting started in the world of business is no easy task, and many businesses end up falling at the first hurdle: choosing a name.
This is one of the earliest and most important decision an entrepreneur has to make when they set out on their own business venture. You need a name which is unique yet familiar, informative yet catchy, and inviting yet relevant. This can make the task of choosing a name extremely daunting.
However, we’re here to help steer you in the right direction. These are our top tips for choosing the right name for your brand, giving you the very best chance of finding long-term success.
Find a name that sounds good on paper and out loud
A name that looks the part when written down won’t necessarily sound right when said out loud, and vice versa. Before you settle on a name, make sure it ticks both boxes. Alliteration can be a good way to make a name both memorable and catchy (think Coca-Cola or Krispy Kreme). People need to be able to hear your brand spoken in conversation or on the radio and instantly recognise it.
Choose a name with a meaning and a benefit
It isn’t enough for your name to sound catchy, it also has to give away some sense of what your business actually does. Whatever your speciality is, try to include it somewhere in your branding, ideally in a way that reflects the benefits of choosing your business. For example Intel gets its name from an amalgamation of ‘integrated electronics’.
Will it alienate any potential customers
Swapping out numbers and letters for words (such as ‘U’ for you) is something that is now commonplace in text speak or even song titles. However, it is worth considering if this particular image suits your business. If your line of work is accountancy or law based, for example, this kind of abbreviation may not convey professionalism to your target market.
Generic names are much harder to make engaging, as they’re too, well, generic. Being specific will help you give consumers an immediate sense of what your business is all about. There’s a reason KFC has retained its ‘Kentucky-Fried’ status — it separates it from the competition and makes it more memorable.
Check for trademarking
Before you get too attached to any one name, make sure it’s available for trademarking. You can do this on the government’s official website. Depending on how big you want to build your brand, you probably want to secure a trademark.
Make it Google friendly
If you ever hope that your business reaches beyond the end of your street, chances are that you’ll need to think about your digital presence at some point. If you get yourself a website built, that’s going to bring the incredibly complex world of search engines into play.
Speak to any search engine optimisation (SEO) expert and they’ll tell you that it can help to have a business name that describes precisely what you do – largely because this can help you to appear on search results when someone begins to look for your products or services.
If you sell gardening supplies in County Durham, for example, there is a strong argument for setting up a business called County Durham Gardening Supplies. After all, what are your customers most likely to type into Google when they want to find a lawnmower or bag of topsoil in their area?
It is important to note that you can’t let search engines (or indeed any of the above points) solely dictate your choice of company name. But you should always bear them in mind so that you can make an informed decision when the time comes to put your brand out there.