New business help – thinking of a company name
When starting a new business or launching a new product, there’s so much to think about that, all too often, the name becomes the last decision to make. However, it’s the word(s) that will form the backbone of your brand – and something you’ll hopefully have to live with for a very long time – so it’s important to get right. But how?
Nature of the product, nature of the buyer
It makes sense to start with a few thoughts about the nature of your product or service and the sort of person who would buy it. What ‘personality’ do you want to convey? Does it need to be fun and lively or serious in tone? Are you selling to consumers or businesses? What names do your competitors use?
Real word or make one up?
It’s vital when you choose a company name to ensure you can use it, or a sensible derivative, as your web address. Known as your ‘domain name’ this is one of the biggest challenges in using a real word due to the sheer volume of domain names now registered.
If the domain you want is already registered, don’t despair. It may be possible to use the name you choose along with a description of what your business does. As an example, let’s say you run a photography business and you want to call it Spotlight. The web address spotlight.co.uk may already be registered but spotlightphotography.co.uk or spotlightimage.co.uk could be viable alternatives.
If no relevant derivative is available it’s wise to re-think your company name. Getting found on the web (and being memorable) is going to be vital.
The use of word association is probably the best way to think up a real or made-up company name. Start with a blank piece of paper and write words that are relevant to your business and customers. Play with the words – break them up, join different words together, change their tense – it’s surprising what new ideas this can generate.
Whatever business you’re in, your company name needs to have a positive edge. When you short-list your favourite ideas go through them to check whether they could be associated with other words (or other products/companies) that have negative connotations.
Brand look and feel
Your brand will send an immediate message to your customers and prospects about the nature and quality of services you provide.
Good logo and website design should enhance the tone of a well-chosen company name. We often work with clients before their company name is chosen, advising on font styles, colours and graphics that would work with the word(s). This process can help create clarity, resulting in a stronger overall brand and greater consistency, particularly for the initial launch marketing effort.
Need help naming a company or product?
We have many years of experience in helping people develop names and brand identities for new products and companies. For more information, please get in touch with Carol Moore on 01606 884123.