com domain has been around for over 30 years, so everyone recognises it as a web address.Ħ. Your brand name should be the name your customers use when they think or talk about you. Adding extra words or hyphens to your brand name to create a compromised web address confuses your branding. No major business is going to use your name in the future, because they can’t own the. com can put your mind at rest - it shows that no major-player competitor is using your name, and it’s a great indication that your ideal name isn’t ubiquitous.ģ. It adds credibility and authority from Day One.Ģ. com address tells people that you mean business. Even if you're fully focused on the here and now, you may regret being overly specific when you want to develop or expand your business later.ġ. It doesn’t paint you into a corner A good name is name is open to interpretation and doesn’t limit your options. com domain, you’re the only one that matters.ġ0. And check for registered trademarks in your country or region. Do some basic online checks to make sure your name is not used by a competitor. It’s a big place - and we only have 26 letters to choose from. It’s ownable, even if it’s not unique It’s very rare indeed to find a name that’s not used by someone somehwere in the world. If you choose with care, your name can give your target customers an idea about what your business does, its strengths or its benefits.ĩ. It’s suggestive not descriptive You can't build a brand out of a purely descriptive name - but hinting at the nature of your business is a good idea. If it's invented, is it safe? Coining entirely new words is full of branding potential …but make sure you check for ambiguity and translation risks (the internet is full of names that seemed a good idea in English, but were hilariously obscene in Spanish or French).Ĩ. Initials are anonymous, bland and confusing.ħ. It’s not a set of initials or an acronym Although many businesses are just initials, it’s not a great place to start. If your business is all about fun - go for it!Ħ. It has credibility If you want to be taken seriously, avoid puns and humour. And if customers can't spell your name, they can't search for it online.ĥ. But if your brand name is too strange, it becomes distracting. It’s distinctive, not weird Names that break spelling rules are perfectly OK if it’s done with care. And if it's awkward, you'll soon get fed-up repeating it 20 times a day when you answer the phone.Ĥ. It passes the phone test If the pronunciation isn't obvious, people will struggle to remember your name or pass it on. A name shoud be quick and easy to say, and easy spell too.ģ. It’s short and sweet Short is good, but it’s not just about character count - it's more to do with syllables. Can you think of a major brand that doesn’t have a. It gives your business credibility and authority, and it protects your brand name. If you’re trying to pick a great business name from a shortlist, or trying to come up with a name form scratch, you might find this checklist useful:ġ. There’s no guarantee, but if you have the time and budget, an agency is worth considering. A high quality name generator will provide inspiration, even if you don’t find exactly the right name.Ī naming agency can come up with ideas, do the research, and check for trademarks and domain availability. Get ideas from a friend, ideally someone creative who is good with words.Ī name generator is a great tool for kickstarting ideas. Two heads (or more) are better than oneīrainstorming on your own is OK, but it’s fun to share the challenge. Try combining these words to create original compound or portmanteau words, or play with spellings.ģ. Write lists of words and their synonyms that are relevant to your business and sector. Making a list of competitors will help you see what names work (and don’t work) in your marketplace – and help you avoid accidentally copying a competitor’s company name. Safe, generic sounding names aren’t catchy, memorable …or brandable. ‘Athena Consultancy Services’) – this will make your business forgettable, and invisible online. Be brave, don’t compromise Don’t just add words to a common name (e.g. An unusual or unconventional name will stand out and be remembered. Be memorable, not safe Your name is usually the first thing a customer sees or hears, so don’t waste the opportunity. Many successful brands have names that hint at what they do, or send subtle messages about how they do it. Try to be evocative, not descriptive Don’t try to describe your business literally and accurately through your company name. To stand out and get found online, don’t use generic words in your name. If they all have traditional names, then go modern …or vice versa. Check the market Research your competitors to see what types of name they tend to go for, and consider doing the opposite.
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