How to name a new company?
I am literally in the epitome of the "seed" stage with my company. I am the only person, and have no customers, but want to start my branding in the right way. I am looking for some feedback on naming my "company". I am a recruiter that would like to launch a resume review/ interview coaching company that strives to help people throughout the entire process. I currently have "The Review Board" as my generic title, because I dont want to have to teach people what my name means. Do you think this title is sufficient? Does it come off as too stuffy or intimidating? Some people say to use my name, Jacqueline Resume Consulting, or my initials, but I dont know how I feel about that! Any thoughts/ opinions would be greatly appreciated!
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Feb 25, 2013
Some tips:
1) the smaller the name the better (keep it as one word)
2) Easy to pronounce
3) best if you can turn it into a domain name (but not as easy)
4) customers can see what you offer through your name (even in some type of hidden message)
Other note: The naming of company can be a fun part with friends. Get name ideas from others.
Jan 10, 2013
Hi Jacqueline
I don't know if you are still looking for an answer to this question, but to me the answer just jumped right out. Your surname is Gowin, read it as Go Win! You are planning to coach winners after all.
Mike Fesler got there with Gowin Group and a close match domain name is still available. I won't post it publicly for obvious reasons but message me and I'll give it to you. Your name also gives you access to your slogan, e'g' coaching the winners in the job market' or 'coaching future job winners' - just go play with it and see where it takes you.
Good luck
John
Dec 11, 2012
Use a domain generator to find an availiable domain name that you like... then use it for the company
Dec 1, 2012
Jacqueline:
There are many factors to take into consideration for naming your company, including whether the URL, Twitter, and Facebook names are available. In today's world you now have to ensure you can easily be found through Google searches and social media platforms.
Also, it depends on whether you will be focusing in one specific geographic area, or even in a particularl industry or industries.
Besides the name, you also want to have a clear and concise set of brand characteristics, some key message statements to use consistently, and even an "elevator speech" prepared.
Send me your email address and I will send you a copy of my book Corporate Image Management, which has some tips to get you started.
Nov 29, 2012
Hi Jacqueline. Did you name your business yet? If not, I can help 20+ years naming, brand identity with web analytics tied in. Starting at under $1500. let me know.
Shawn Kalin
Nov 19, 2012
Many good ideas have been suggested. Do as many as you can, take your time. Eliminate, make a list of those you like. Check your list against registered or existing names (many of the names you will like will already exist!). Eventually you will arrive at a name you like, domain and name registration will be available. Good luck !!
Nov 9, 2012
This is the guideline that we have at WizOf.Biz for creating a company name:
A company name is part of your branding and is central to your identity in the marketplace. It must be:
1) Unique
2) Easy for others to spell.
3) Unambiguous. For example, A-B-C.com is a poor name if another name like ABC.com already exists.
It is also nice if you have a company name that:
4) Is easy to pronounce
5) Hints at or says what the company does
6) Is a URL. Using this form of company name also has benefits in terms of search engine optimization.
Lastly, be prepared to compromise among these 6 requirements.
For example, we have chosen WizOf.Biz as our company name. It is also our URL. It hints at what we do, is fairly easy to spell, is unique and basically unambiguous. While not perfect, it takes all 6 rules into consideration. We found it an acceptable compromise among these six requirements.
Nov 4, 2012
I agree with the comments about ensuring you get the domain name/URL for your company name. But it's also important that you don't choose a name that corners you and your brand into an irreversible niche. As your business grows, your target market needs may change or your area of focus for your business may need to change due to social or other external factors or your shifts in your own passion. You want to be sure your name will allow your business to grow in whatever direction you are led. You should consider whether "The Review Board" is too narrow or whether it allows for growth of your business or shifting of your services, without keeping you bound to being only a resume review company.
Oct 30, 2012
As others have said, think about the domain name (web site address) first. Once you've found one that works and is available, the company name will follow. These days it's very difficult to find a decent .com name that's not already registered, and you'll need to be quite creative to find one that both sounds good and gives the right impression. It's not just the web-site address but your email address to.... giving out an email address of whatever@gmail.com ok, but jacqueline@resumereview.com sounds better (but of course, resumereview.com is already registered!)
Something that's perhaps lesser known is that once you have a domain name you can create unlimited sub-domain names from that. A sub-domain is simply something preprended to your domain name with a period. So, if you registered jacquelineconsulting.com (which *is* available) then you could use a sub-domain like resumes.jacquelineconsulting.com as your web/email address if you wanted.
To search for available domain names there are many services available, just look on Google. One thing be careful when using domain names made up of two or more words squashed together - companies such as Pen Island and Powergen Italia din't think of that! - more examples: http://grupthink.com/topic/22
Oct 9, 2012
Hi Jacqueline, I'm a brand and marketing specialist with over 20 years of experience and have my own brand and marketing company. Naming is one of the services I provide. You're right in wanting to get the brand of your company right form the get go. It's a lot easier to introduce a new image than try to change an existing one. So setting the right brand image from the start is the way to do it. The name of your company can reflect or indicate what is it that your company is about which would help not having to explain every time, as you mentioned above, but keep in mind you can add a tagline if you need which can further clarify what you do. If you want the name of your company to be reflective of the work you it's important to choose the right words, "The Review Board" can be confused for other meanings. Typically review boards are boards that review cases that are being contested in court or in other places, not sure it captures what your company does. "Resume Consulting" on the other hand offer a more clear description of what you do but is very specific and may not include all that your company offers. My suggestion is to first identify all the services you provide, what are the benefits these service provide to your target audience and what is the image you want to have in the market. Do you want to be perceived as a more formal, conventional company or a younger, more modern, etc.. Once you have all of these ideas down in paper, think of descriptives, or words that would help express the image you want to have as well as illustrate what your company is about. This is the basis of your brand and is extremely important you identify them now as all your future materials, from your website, business cards, colours, ect. would be based on this image you are trying to protray. Make it both authentic ( a true reflexion of who you are) and relevant to your audience. Best of luck. Luiza Campos
Oct 3, 2012
Jacqueline,
My humble opinion is this..
Focus on the development of the business model and the name will come from that.
In terms of the name - decide if this will be a personal brand or national brand? this again will come from developing the business model
also in terms of the name- consider a name that even a grade 7 will understand- i.e. MyInterview.com type thing something very direct, specific as the generic name not coming from that industry had no idea what you were ?
Good luck, hope that helps!
John
Oct 1, 2012
Everyone has shared some great ideas. One thing to keep in mind is that when you design a name, you should be VERY mindful of how it sounds. Names that are catchy or most importantly rememberable usually have rhythm, rhyme, Alliteration or the name provides a solution to a problem. Examples:
Names that Rhyme:
Coca-Cola
Mike and Ikes
Handy Manny
Laffy Taffy
Names with Alliteration:
Bed Bath and Beyond
Coca-Cola
Mozo Marketing (my company..lol)
Brooks Brothers
Shop n Save
Name provides a solution to a problem:
Stone Stiff
3 Day Blinds
Grass Gone
Of course there are simple one word names that are strong such as Nike, Pepsi, Target, etc but the majority of the most rememberable names have the elements that I listed above. I hope that helps
Sep 30, 2012
I recommend to keep it simple and to the point. Start by making a list of names you think it would sould good and relevant with what your business is going to be. From there start eliminate the bad, the not so good, and to the final round. Once you picked a list of good names, go on to the worldwideweb search to see if any these URLs are available. If none of these are avaialbe, start the process over.
Sep 28, 2012
Take your time and discuss with friends/family. Something that stands out but reflect who you are or beliefs or have a meaning. Making it simple and the clients/consumer can roll out their thoughts.
Sep 27, 2012
After you brainstorm, be sure the name is available.
You'll want to see if the name is taken as a:
domain name,
social media name(s),
corporate name (go to your Secretary of State's website to check)
trademark (you can try to search the USPTO or hire someone to do it)
I've seen people start up and then immediately get Cease and Desist letters from others who have the same name already.
Sep 27, 2012
I recommend outlining your thoughts with a creative input brief 1st......it will give you some "stakes in the ground" to consider any naming options you develop. the creative input brief outline should include some of the following:
1. A Position Statement for your company - the primary benefit to your customer for what you do and why it is different than your competition....and why they should believe it
2. Who is your specific target audience(s) and what benefits to you provide each audience?
3. What is your brand personality? Characteristics you want attributed to your brand name...... example such as carefree, youthful, influencial, accomplished, successful, trustworthy, rugged, hip, bold, fast...etc...on and on .........as you consider your target audiences, consider the traits that they will best relate to and want to buy from
4....Advertising Promise ... after exposure to any of your communications to a prospect/customer, what is the take away promise to the recipient?
5....Inlight of your responses to the outline/ "numbers" above, what colors for your communications will best reflect who you are to your prospects and customers
As you finalize your strategy with above answers, you will have a good foundation to choose a name and tag line (if you plan to have one) .....too often people create a name without the right communication strategy behind it.
All food for thought.... I hope you find helpful!
Sep 27, 2012
Jackie:
You first need to determine what domain names are available to then determine the name of your company - as an example jrcconsultingllc.com is available at the moment and then you need to reserve the name with the State of DE (JRC Consulting LLC) for $75.00. Having a web presence that you can use to gain visibility to your target market (people on the web looking at job boards and Linked In) is probably the most important first step in starting a company. You can use your web site as a destination for all your social media and blogging activities. You can contact me at henryknoblock@hitechlawgroup.com if you want to pick my brain on any other issues you have at the moment or would like to be pointed in the right direction.
Henry Knoblock
www.hitechlawyer.com
Sep 26, 2012
Jacqueline, the name is important but you could spend a long time trying to find that "perfect" name, which can be an excuse at procrastination. I suggest a name that indicates the business you are in and one that you will not have many conflicts in say URL and other listing like the phone book, etc. Once you find a suitable name the branding and the service you provide will soon make you come alive. What, for example is a "Microsoft"? A good strategic approach to your business will give it purpose and help to carve out a niche. if you deliberate the name too much you will get as many suggestions and options as you ask for opinions...what is a Nike? Just do it!...with intelligence. :-)
Alrick Robinson
www.smallbusinessmentorja.com
Sep 25, 2012
These are good ideas. One last thing, once you have a few possible names or variations: go to your Secretary of State website and check DBA and LLC names to ensure no one is using the one you like. When you're ready, register your name so someone else can't (it usually costs about $20). You can then use the name when establishing an LLC or whatever. It will also help when you do your taxes.
You took my thoughts! Great points!