A Short Guide to Naming your company

In this post, I’ll give you the top tips for naming your new product or service. It’s no easy task and can take months. However with the right frame of mind and a bit of guidance you can choose a name to reflect the personality and purpose of your brand.

First step is to check out what the competitors are called. Perhaps the industry is full of companies named after the founders e.g. Solicitors and Accountants. Perhaps they are more creative and fun e.g. the Tech world. What ever the case it’s best to know more about who’s in the market and whether you need to fit in or stand out.

Remember to think about your product of service carefully. Why did you start this new organisation? What do you want to stand for? What’s the vision for the brand and the mission you want to complete? All of this should be taken into account when creating a name as it should be relevant to your future communications.

Try to choose a name that’s easy to say, write and easy to spell. If someone heard it said in a noisy pub, could they feasibly search for it via Google and have a good chance of finding the website? This is partly down to good SEO but it’s best to stick with names people will be able to understand. However it’s harder and harder to choose names with the correct spelling and many domains for these are taken and trademarks have been made. Being a little creative with the name is good too.

Try to choose a name that has meaning. There is a tendency for new start-ups to choose a random name to secure a trademark, but random names make it hard to brand, promote and market later. It’s not impossible but the more meaning the better. Also it helps to make the brand name more memorable as it will be more relevant to the product or services.

A name with lots of vowels, particularly “o’s” is great to say and view so try to focus on these sorts of words if possible and if it matches your brand positioning.

Here a re a few quick ways to categories names…

  • Founder names e.g Price Waterhouse Cooper
  • Location the company started e.g. Cisco
  • A latin or ancient Greek name relevant to the brand e.g Nike
  • A name combination e.g. Pinterest
  • A descriptive name e.g. Furniture World
  • A name with ommissions e.g. Flickr

Once you have a strong list of 10 names, set them against the criteria above and give them a score our of 5 for each. This will help guide the results. The best can then we test via survey platforms like www.typeform.com on in workshops with focus groups.

For more information, please contact michael@thehouselondon.com