The name you choose for your business sets the tone and paints a picture to those who encounter you whether that’s driving by or when you hand them a business card.
Ideally, your name will help convey the intangible in a tangible way, creating something customers can begin to link with the values you are building, developing a link that in the future, will make your name synonymous with. (Think of big brands and their name-consider their name alone. Does it tell you what they do? Probably not!)
Chosen well, it will serve you forever. Taking the time to truly craft a name will set you up for long term success.
So how do you craft a name?
It all starts with being clear on who you are and what you do (or company does).
From there, the goals are:
* Avoid pigeonholing yourself (your business will evolve!)
* Be unique/distinctive (you don’t need any additional competition or confusion and you’re the only one of you!)
* Research availability (is someone else already using it? Will you be able to trademark it?)
* Create something lasting
Avoid:
* copycat names (doesn’t do you any good to be seen as a copycat)
* hard to pronounce or spell names
* puns or uber clever names (don’t go over peoples heads)
* trends/trendy words (nothing says dated faster than a decade old trend)
* using your name (unless you’re the sole creator-having a different name makes it easier to sell someday)
* including geographical information (it will be awkward if you ever move or expand)
Consider your website domain name-if it’s already taken, it’s probably a good bet the name is already in use. If it’s not being used but instead is just someone holding the name, consider a work-around. For instance, if you are a wedding photographer, you might choose “funloveandphotos.com” as a fun way to get people to your site.
Researching
While you should absolutely hit the internet first and see if someone is already doing business with your name, you also need to verify its legal availability. Contact the county clerk to see if your top name choices are in use and if you think you might go nationwide at any point, check with the US Patent and Trademark office to see if your name is available.
Most importantly, the goal is to take your time and carefully research names until you find the right one. Rebranding is a costly endeavor and can most often be avoided when care is taken in the beginning. That said, rebranding and changing your name are hardly the end of the world.
Need some help crafting the perfect name for your dream business? Let’s talk! I love crafting authentic, lasting, brand names that will help launch your success!
