How important is choosing the right name for your business?
I am the co-founder of a new startup that helps forecast career path opportunities for young professionals depending on their current position. I have yet to come up with a name.
I have been so hesitant to choose because I've read that choosing an ultra-common name or too unique of a name can hurt a company's visibility.
Am I overthinking this? Has your company's name played a role in the success of your business?
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Oct 16, 2018
Hi Becca,
Before getting too attached to a name, you need to check with a trademark attorney that the business name is not already in use. Afterward, consider a name that is simple but will resonate with your customers. You'll want the business name to stand out and a too complex name will be quickly forgotten. There are several other factors to consider, outlined here in this Business.com guide: Business and Product Names: A Guide to Choosing or Changing Them. Hope this helps!
Apr 28, 2017
Branding is very important in every business. Its like a Name of a person and the Logo is the person's address at the same time. This will make the company unique in some point and will give a greater advantage to other competitors specially if one can be able to create a best name for the said business.
Thus, it will also be the name that employees will gonna work for, not just for them to get their wages and compensation but also for them to give emphasis on the reputation of the company they are working for. Loyalty will somehow be a big factor to it since employees itself will really value the purpose of the organization and will fight for it no matter what happens because they are bringing the name of the company in their everyday lives.
In my case, I don't think your overthinking or just exaggerating where in fact, its always be a main issue whenever one person decides to build up a business of his/ her own. I undergone brainstorming just to get the best name that I want for my start up business. Thus, it is also better if you relate it to the company's Vision, Mission and Goals and to your targeted market niche as well.
Apr 18, 2017
Yes your company name it plays a big role in your business...when your choosing business name you have to consider simplicity and easy to catch up don't create concrete one like your going to create vocabulary, it suppose to be easily memorable so that even your client when hears it, will remember it for a long time, like most of banks now they prefer to use initials when their advertising so that it will be easy for clients to remember.
Business is competition so if your entering to compete you have to eliminate small mistakes that can cost you much like this one your name is going to compete in the industry if your competitors got simple and easily cached names they will eliminate you before even its started so be carefully your name is the starter of your Brand.
Mar 7, 2017
Domain name is very important for your website, because domain name is your online address and without online address you can't visit any website. Domain name is your brand name on the Internet and domain name introduce your business in front of online users. If your brand is unique, simple and short then people can easily remember and visit to website again.visit for more details
Aug 2, 2015
Naming is increasingly difficult, mostly due to URL availability. There are the basics that need to be covered off, trademark is available and the URL is available. After that, it's a balance in my experience, I've names or renamed dozens of companies. There is no perfect name. And names largely are empty vessels, meaning they don't have meaning until the company delivers on its promises and fills that vessel with meaning. I don't think you're overthinking it, but I also don't think there is a perfect name out of the gate. Uber has nothing to do with car service. Google was a made up name. Stripe and Square are payment companies.
Jun 30, 2015
Watch out for titles that could have double meanings.
In my case "The Credit Consultancy Limited" seemed obvious for someone seeking advice on debt management or the setting up of (Trade) Credit operations.
Actaully I have had more enquiries about investing money for pensions etc, since many people have seen the word Credit meaning "money in the bank".
I would say the branding names of products to be sold overseas, can not be mis-transalated The classic being the Vauxhall Nova in 1981. Nova in French and Spanish means "no go "!
Not a good way of describing your car.
Jun 22, 2015
Name is about branding hence the perception of value promise and about recollection. To that extent if it is easy to remember and projects and certain image consistent with your core value and offerings, you are okay. It need not be the most beautiful and exotic name. If it is too unique, you are right that it may set unusual expecations and you cannot fail to match when people connect with the business.
Jun 20, 2015
Have fun with it! Brainstorm and toss out the names that bore you or do not grab your attention immediately when you say the name out loud. Instead of trying to "send a message" in the name choice, choose something that is easy to remember and can be associated with your logo and image without a lot of contrast.
Jun 20, 2015
Coming from where my ancestors are being traditional business people and investors, they most times use the traditional method of naming the firm with astrology and choosing the right outlet with numerology, which be suitable to the owner's astrology and numerology. Like the saying also goes for those dealing with car driving everyday in and out from short and long distance, the car which is made of metal piece has aura and vibration of its own, and for it to not to be met with tragedies, you as a owner must integrate or be honest with you car; the metal piece of how you love it and how you are communicating with it subtlety that it must obey to you the true owner for that only you the owner who has right to the metal and hence they metal piece will also by automatic response and also by the grace of universe you and the car is united and having a safe journey! So hence goes to the numerology and astrology of your business entity and the match to you the owner's name and date of birth astrology and numerology; which predicts good fortune or bad luck!
Jun 18, 2015
That is a good Question,and because every business is different even if they provide the same service or product - The way I tell people to develop a name for there business is use the same mindset that motivate you to start a business Follow this footprint below:
Naming your business can be a stressful process. You want to choose a name that will last and, if possible, will embody both your values and your company's distinguishing characteristics.
Choosing the right name will help ensure you're creating the right image for your business. It'll also help to distinguish it from your competitors. Before deciding on your business name, consider:
How is your business unique from competitors?
What image do you want to communicate to customers?
Are any businesses already using the name you have in mind?
Is your proposed name also available to be registered as a domain name for doing business online?
Is there any chance that your proposed name could be misunderstood?
business name will distinguish your business from others, tell people what your business does, be memorable, easy to spell, and fairly short.
Think about what message your name conveys about your business. What does it tell your customers? Will they know what your business does?
You can either use your personal name, or a descriptive name. But there are also a lot of resources online that can help you determine what name would be a perfect fit for you. Hope this helps
Jun 17, 2015
Picking a name for your business is an open ended process with landmines along the way..
1. Pick a name already taken and you may find yourself asked to change in the future from a cease and desist decree - this may not occur with an LLC, Sub Chapter S or C Corp but certainly on Sole Proprietorships and Partnerships;
2. Pick a name already taken online and you'll end up paying lots for the domain or using a domain name different than what you selected;
3. Pick a name with too many syllables or too long and no one will remember it and will complain about having to remember and type such a long name;
4. Names resonate with your brand and image - pick a toxic name and your image will be toxic in the minds of the viewer, and vice a versa;
5. Descriptive names help others to know exactly what business you are in quickly and provide a level of credibility to what you do;
6. You name can create interest in who you are and what you do; and
7. Names or logs similar (but not the same) as global market leaders provide you an edge based on being able to dovetail on someone else's success - just remember if they get a bad PR, you are similarly caught jinxed.
One of our company's divisions has had much success with attracting big players to connect with us while our primary business and name has offered a global image to help establish pathways to dialogs and business with some of the biggest business names on Earth.
In summary - your business name is important. Once you start using it and people become familiar with it and doing business with you it's hard to let go or change it, unless you need to re-brand or move away from a negative image. Most importantly it should feel right for you because it is your business .. everyone has opinion, ask 100 people for suggestions and you'll be picking one of 100 names. What makes someone else's opinion better than yours unless they are in the business of creating powerful business brands.
Best wishes,
Carson
Jun 17, 2015
There are two important factors in naming your business that nobody's mentioned so far. One has to do with the name itself, and the other with process.
The name itself needs tom take into account the fact that we live in a Yellow Pages world. Here's what that means: When you know who you're looking for but not where to reach them, you look them up in the Whiter Pages. But when you know what you're looking for but not who sells it, you turn to the Yellow Pages. Your business being a new startup, few if any young professionals will know who you are. But they may be looking for what you do. And odds are overwhelming that they'll be looking online. So it's essential that your business name say what you do. I know, I know, Apple's name doesn't say anything about computers, but they've been advertising it for more than three decades and have spent big bucks doing it. If you can't afford the cost of a one-shot Super Bowl buy, like the one they made in 1984, you need a name that makes it clear what you have to offer. Search engines have even less understanding of clever but undescriptive names than people do, so if you don't include the nature of your business in its name, you won't show up in Google searches for your business category.
Now about the process: The best way to come up with names is by not thinking about them – at least not directly and consciously. The method that people who create business and product names for a living is like the monkeys at the keyboard who, if left at it long enough, will randomly type out all of Shakespeare"s plays. You sit down at your computer, open a word-processing file, and start typing one name after another. Just type them; don't edit, don't judge – at least not yet. Don't think about any name as you type it in. See what associations it triggers, and key those in too. Look at what you've done and play mix-and-match with the permutations. Keep at it until you've filled two or three pages.Then stop, put it aside, and sleep on it. Look over your list the next morning, see what associations it triggers, and add a few more pages. Sllep on that, too. Then, the day after, start editing. Throw out the obvious losers and see if you can narrow it down to maybe a half-dozen possibles. Then, one at a time, test each on someone outside your company who knows little or nothing about your business. Don't ask for opinion; most people will avoid any negatives, being too nice to tell you that your name's a confusing mess. Ask factual questions, like "What does this business sell?" "How do you think they work with you?""What's their service like?" "What do you think they cost?" and "How well do you think they know what they're doing?"
If noe of the names produce the right answers, at least you'll know what to subconsciously think about as you start the process again.
Jun 17, 2015
Zillow is the top real estate site in America
Amazon is the top retailer
Google is the top search engine
Bing is the #2
Ford is the most recognized car brand in America
Don't get too caught up on this question. If you can name the company something that sounds intuitive then great. If you can't get the URL then name it something that you like.
Jun 17, 2015
Picking a name is a critical part of any brand activity for a company. As others have said, make sure the name you pick is not trademarked or even copyrighted.
Most important is the determination if the name is reflective of your company and is something people will remember positively.
The right name can make a company more of a success than one that is not as good. However, the name itself is not going to make the company. Yahoo is a great name, but the service had to be good, the same is true for Google. Would either have been as successful if they were called something else, probably but maybe not as fast.
Paying attention to your name is important, but at some point you have to launch or the opportunity may pass you bye.
Jun 16, 2015
The name of your company does play a roll in how you maybe initially perceived and even whether or not some will do business with you. You should choose a name that is not difficult to pronounce and should be one that people can readily remember. If it can incorporate what you do then that may also help. Remember in choosing your name you will be building a brand off of your company name...what you want to think about when they hear your company name...hope this helps!!
Jun 16, 2015
Congratulations on the start up. In my experience, the company name is very important but there are some ways to help ease your concern. If you choose a name that is basic but explains what your company does- think United Parcel Service or General Electric- you give yourself a good head start. You can them use the initials of the business as you diversify or become more well known (UPS/GE). Another option is to use an exotic name, but create a strong tag line that immediately follows that explains what your business does. Staples, Your Office Supply Superstore, is an example. Good luck.
Jun 16, 2015
I agonised about this one too and then opted for Knight Property Consulting. Not very imaginative but, that is who I am and that is what I do. It seems to work for me
Jun 15, 2015
Your name should reflect who YOU are. It's your business and, since it's a new business, people will get used to the name. I almost changed my business name a couple years ago, but a friend and business coach told me DON'T - "...the business community knows who Katmandu Studio is, and changing your name would be like starting over."
Jun 14, 2015
Consumers make a judgement on your brand in an instant. Your name is the first thing they see. I'd say it's pretty important. Thousands of new brands are launched every day. Here's http://www.producthunt.com/ Having name that stands out is your brand's first job.
Jun 13, 2015
A good business name should be unique, memorable, and - ideally - communicate what your company does or the benefit it provides.
Don't rely on coming up with the name yourself. Work with some friends or colleagues to brainstorm ideas. In brainstorming, no idea is a bad one: focus on coming up with as large a number of possible names as you can. THEN, start evaluating the names and eliminating some.
When you get down to a short list of 10 or so, start checking if someone else is using the name. Good ways to do this are to see if a URL is available, Googling the name or doing a search of the Patent and Trademark database at USPTO.
This was essentially the process my partner and I used to come up with the name for our company, HIRE GRAY MATTER - a recruiting company (HIRE) that focused on senior-level positions (GRAY MATTER), and placed older job seekers (GRAY again) in interim roles.