The Art of Crafting a Perfect Business Name

Naming your company is something you have to pay special attention to when starting your business. A great brand name should be memorable, evoke emotions, and accurately reflect the company’s value proposition.

To get the best brand name, it is essential that you devote your creativity and carefully consider the process of choosing a name.

That said, here are some tips for how to name a brand.

Here’s How to Craft a Perfect Business Name

1.    Align Your Name With Your Value Proposition

Before choosing a name, it is important to consider your value proposition and the message you want to convey. Think about how your brand name will reflect your product or services and what emotions you want it to evoke in your target audience.

For example, the brand name “Apple” was chosen because the founders wanted to convey their message of simplicity and elegance.

2.    Consider Metaphors, Visual Imagery, and Emotions

Metaphors, visual imagery, and emotions are powerful tools for creating a memorable brand identity. Consider using metaphors or puns to make your brand name stand out from the competition.

A solid example is Evernote. The brand did an excellent job of connecting its logo—an elephant—with its brand name. By using the metaphor of an elephant, the brand was able to tell their user that they can help them organize and never forget a thing. 

3.    Brainstorming Names

Brainstorming names is an important step in the process of creating a brand identity. Consider using alliterations, visual imagery, and emotions to create a name that is memorable and evokes the right feelings.

Uber, named after the German word “über,” which means “above,” clearly communicates the idea that Uber is a leader in its niche and it stands out from the competition.

4.    Brainstorming as Many Ideas as Possible

Generating a list of potential names is an essential step in the process of choosing a brand name. Consider crowdsourcing or using a name generator to craft creative name ideas. Also, ask your friends, family, and colleagues for ideas, and be open to their suggestions.

5.    Validate Your Names With Trademark Research

Once you have a list of names, it is important to validate them with trademark research. Make sure that your name is not already taken or too similar to someone else’s. If it is, you may receive a cease and desist letter from the company or individual that owns the trademark. In addition, make sure to check and verify that the name you want to use has a ‘.com’ domain name. 

6.    Use Audience Testing Before Making Your Final Decision

Once you’ve narrowed down your list of names, it is important to use audience testing before making your final decision. Be careful what questions you ask—you want to know which names draw attention, inspire action, and best align with your brand ideas.

Top Ten Brands and Their Names

Here is a simple breakdown of the top ten startup brand names and why they work:

1. Uber: Named after the German word “über,” which means “above,” this name conveys the idea that Uber is the best in its class.
2. Airbnb: This name combines the words “air” and a “bnb,” a shortened form of bed and breakfast, to create memorable visual imagery of a home away from home.
3. Slack: This name reflects the idea of being “slack” or taking things easy while working.
4. Dropbox: This name was chosen to evoke the feeling of dropping files into a virtual “dropbox.”
5. Amazon: This name does an excellent job of communicating abundance and evoking feelings of an “endless” selection of products.
6. Etsy: This name was chosen because it evokes the feeling of a handmade marketplace.
7. Lyft: This name was chosen to communicate the company’s desire to provide quick lifts to people.
8. PayPal: This name was chosen to elicit the feeling of sending money “instantly” and “securely.”
9. Instagram: This name works because it quickly positions the app with instant “photographs” or “grams.”
10. Twitter: Just like the tweeting sounds little birds make, this name was chosen to evoke the feeling of “tweeting” short messages.

Conclusion

Identifying the right name for your brand is a critical step you cannot afford to neglect when you start building your business. So, ensure you align your name with your value proposition, consider metaphors, visual imagery, and emotions, brainstorm as many ideas as possible and validate your names with trademark research. Finally, use audience testing before making your final decision.