How do I come up with a catchy name for my new marketing agency?
I am starting a marketing company and in need of a good name and I'm stuck with no ideas. I have been coming up with names but they either have already been taken or the others well just don't work. How did you come up with the right business names?
Dear Anonymous User,
I've helped name a few businesses in my career. The present one included- Marketing Redux. I've also named Scrapedia which my wife ran for a while, an ad agency, a jewelry company, and a couple of tourism sites. Some things I've found to be helpful might help you also in naming your business.
1) Word mashups. The availability of common words that aren't squatted is painfully expensive or challenging to find. Sometimes meshing words together like newgency (based off of your new marketing agency title) can help you break through the clutter.
2) Use a thesaurus. If the first word doesn't work try using a synonym.
3) Since you are in the marketing field try adding (digital, creative, marketing, media, collective, agency, team, go, advertising, social).
4) If you have a problem find someone else. This could be hiring someone or asking friends/family to bounce ideas off. The thing I find is to let even the craziest ideas as a potential opportunity. Because that might lead to the right name.
5) See if you can buy an expiring name. I've not needed to do this but if you become a little desperate. Just make sure that the domain name is somehow penalized in Google search.
6) If you still can't find it then maybe buy a squatted name that isn't too expensive.
The name of your agency should be which clearly define your services or related to the services. That type of domain name will help in business growth and users easily engage on that domain.
If you’re creating a new product or business agency, you want something that represents your brand and is easy to remember. Some well-known slogan examples are:
Just Do It. (Nike)
I’m Lovin’ It (McDonald’s)
Hi...great question..I actually just posted a resource article about this, earlier this afternoon! The post is titled, "Choosing a business name that resonates." Hopefully that'll give you some helpful insights. :-)
Since you are in Marketing you mostly likely understand that successful marketing is about focusing on your target audience. The same applies for naming. I strongly suggest that you pick a name that conveys what you do and make it appeal to your target audience. For an example, I struggled to pick a name for my brand identity and graphic design company. I finally settled on 'Cognito' and chose the tagline "is your company incognito". Incognito is defined as "with one's identity concealed". I attend a lot of networking events, and many folks, especially those in Marketing immediately understand what I do, and best of all they remember me many years later due to having a memorable name. I hope this helps, and remember don't give up!
Here is a quick and easy, low cost and no-risk approach:
You can crowd-source brand name/domain name ideas on pickydomains.com. You write a brief and Picky Domain's writers do the brainstorming--and they recommend only domain names that do not already exist.
You can spend as little as $50 and you pay only if you decide to select one of the branded domain names recommended by the site's writers. If you don't like anyone's suggestions you don't pay anything.
The name of your agency should be first and foremost a name that means something to you and which you are passionate about since it is a name you're going to wear for sometime. Whatever name you settle with, make sure you purchase the related domain to it, or a close variation.
Find your passion...not what you are doing. If you have a passion and are committed to delivering it better than anyone else, the name will emerge. Hiring someone to come up with a name is always clever but not passionate. Tough to rally around cute...
Invest the time, get passionate about your business and the words you will be using with each other will lead you to the right name. If you want "catchy" then just hire someone who is all about unusual names and they will come up with something else.
There is nothing more counter-intuitive than naming a company. Most people fall into the descriptive name trap and fail to see why many seemingly random names are strategically sound and where they derive their power. Generally speaking names that describe what you do sound most like your competitors, are least memorable, least likable and have little or no emotional impact. Conversely evocative names that convey the spirit or essence of the companies positioning are much more likely to be memorable, likable and unique in your category. Experiential and Invented names are also better categories than Descriptive names for most companies.
Short names are generally better than long. One word is most often better than two and three is a big no-no. Three words will get shortened to a three letter short form - completely devoid of meaning, memorability and emotion - a branding tragedy.
Unfortunately there are way too many variables to keep going in a short post, so I would suggest spending some time studying naming strategies and comparing the strengths and weaknesses of name categories. The goal is to be better prepared to filter your prospective name list in accordance with your particular business model and positioning. Everyone knows what they like and dislike, but evaluating names is much more complex than people's opinions. Some of the best names leave most people scratching their heads and wondering "why?" - even after it becomes a success. In a boardroom vote, the best name is typically NOT the one most people like on average - it's the one that splits the room with some people who love it and some who hate it or don't even get it. That's where your courage will be tested. Dare to be different.
Beyond that, use the Wikipedia disambiguation pages and Whois.com to do preliminary screening of prior use of the name and domain availability. (Don't use the URL availability search on hosting sites - available domains have be known to be taken, but available for resale at a higher price the next day when you go back to buy them.)
The first decision you need to make is to have a name that's unique. Stay away from the obvious and generic. What Al Rice and Jack Trout says in their book 'Positioning' still holds water - 'having a unique name increases the chances of someone remembering it'. A unique name also helps you get a dotcom extension for your website, if you ever decide to have one.
Once you decide that you'll have a unique name and nothing else, here's my two cents worth for inspiration:
1. A marketing company is ultimately about the people running it. Can the name be inspired by your name and your partners if you have any? Write down the owner name/s on a paper and stare at it. For eg., if your company is in the US and serves a wide swathe of customer base, I'd look at NYMA (New York to MAssachusetts) formed by the end alphabets of your first name Manny and beginning alphabets of your last name Mahal). My name is Dinesh and my business consulting firm is called D'Light Consulting as in Dinesh casting Light to your business.
2. The industrial segment your company will cater to can be an inspiration For eg., a restaurant consulting firm called as FAB - as in Food And Beverage, Fab as in Fabulous (that's my other consulting firm).
3. Is there any specific strong point your marketing firm will have? Try giving a creative twist to words/ phrases like Commitment (eg., Commitus). May be your company is all about delivering extra hard work. How about '25 hours' ?
4. See Greek/ Roman mythology for inspiration. Are there any Greek/ Roman Gods who connect to the core offering. Eg., Nike is actually the Greek Goddess of Victory. 'Agora' in Greek means marketplace.
5. Visual Connect: Is your company all about accuracy? Think 'Eagle'. Is it about know-how? Think Owl. Is it about helping clients fly high? Think kite, balloon. Is it about safety? Visualise parachute. Don't use them directly. Give these generic words a twist. This approach could also inspire a great logo.
6. Consider jargons associated with marketing: REACH, IMPACT... Give the word a creative twist.
There are many more ways to ideate, what I wrote above is off the cuff. Lateral thinking really helps when you want to coin a new name. All the best with your endeavour!