Naming Your Baby: Finding the Right Name for Your Business

How to Find the Perfect Company Name

Business naming can be tricky. Finding the right one to help your company stand out while effectively representing your brand can be a long and challenging progress. Here are a few tips to make it a bit easier for you:

1) The name of your company should evoke the attitude of your brand. If it's fun and playful, people will expect other aspects of your business to have the same energy. If you have a conservative company, you need a conservative name.

2) You can use a descriptive name (The Tool Shed), a name using real words (Wiggly Squiggles), or a coin a word for your name (Vastrop). Each of these options has advantages and disadvantages:

• A descriptive name communicates clearly what you do. It is also good for search engine optimization online. However, descriptive names tend to be less engaging because they are so straightforward.
• A word-name can be effective for conveying the aura of your brand. Because it's more conceptual, it can require more work to explain what you do. This is especially true if you pick an arbitrary word like Apple or Amazon, which means something else entirely.
• A coined name has the advantage of being very unique. It's easier to trademark, but you also need to be cautious about spelling and language issues. The Chevy Nova is a good example of this, because "no va" in Spanish means "it doesn't go."

3) When you are naming, brainstorm lots of ideas. Generate as many as you can think of, and then add a few more. As you narrow down the options, do a deep Google search before you fall in love with any of your options. Search for the name as you have spelled it, and any variations you can think of. You want to be sure someone is not already using the name in your industry. Do a domain search on a site like GoDaddy to see if the URL is available for your website. If you intend to trademark your name, you can run a trademark search online at USPTO.gov.

Once you are down to a short list of prospective names, share them (in confidence) with colleagues and others whose opinions you trust. This will help you gauge reactions to the name, and may uncover issues you have not considered.

When you find a name you love, don't be discouraged if someone close to you doesn't feel the same. If the name works for you and meets your objectives, go with it. You know better than anyone else when you hit on the right name for your business.