You make your Logo. Then we'll make everything match.
Name Your Business in 3 Easy Steps
By John Williams, President of LogoYes.com
Copyright 2007, John Williams
Naming your business is one of the most crucial decisions you'll make as an
entrepreneur. Not only does your company name serve as a first impression of
your business, it serves as the
heart of your brand. Branding is
about bonding. You want a name that bonds with your target customer – a name
that creates comfortable, positive thoughts and feelings.
So how can you come up with a compelling, legally accessible, URL-available
name? I recommend this three-step process.
- Brainstorm. First, write down anything and everything
that enters your mind, especially ideas that seem to "come from
nowhere." This means no self-editing. Your initial responses are key.
Ask others for input as well.
Prime your mind with the following questions:
- Who are my target customers?
- What are they looking for?
- What’s my competitive advantage (e.g., quality, speed of
service, etc.)?
- What adjectives would I apply to my company (e.g., smart, easy,
etc.)? Can you combine any of these words to form a catchy new word
or phrase?
- Are there any metaphors or symbols that come to mind? For
example, an apple is a common symbol for education.
- Evaluate your names – then shortlist 5 to 10 of them.
Appraise the names on your brainstorm list using the following criteria.
Strike any name that you can't answer "yes" to on the first five
questions.
- Is it easy to say? Names are said more than read. After
all, when words are read, they're also spoken in the mind of the
reader.
- Is it easy to spell? Can customers find it in the phone
book or "Google" it without trouble? Usually words that are easy to
spell are also relatively short. Avoid acronyms (e.g., "K.A.T.G.
Enterprises") and "clever" names that require analysis from your
reader (e.g., "CU4 Lunch").
- Does it have a positive connotation that will appeal to
customers? Words carry both a literal meaning and an emotional
meaning. You want to create a positive emotional tie as well as a
positive cognitive one. For example, "Li'l Sis" carries more
emotional meaning than "Little Sister."
- Is it legally available? Start by checking with the US
Patent and Trademark Office.
- Is it, or some logical form of it, available as a URL
(.com or .org, preferably)? This is less important if the Internet
will not play a large role in your distribution methodology.
However, virtually all businesses these days maintain some kind of
Web presence.
- Is it interesting or unique? Generic names like "Bikes
For Less" are descriptive but not emotionally compelling. What's
more, generic names usually have less stamina from a branding
perspective, since our minds tend to remember things that are
unique.
- Do you visualize anything when you read the name?
"Victory Real Estate" might bring to mind a trophy. The addition of
a visual element reinforces the name, making it more memorable.
- Is it descriptive? If it's not, that's okay. You can
always add a tagline or byline for description.
- Get feedback from potential customers. Present your shortlist
for feedback to as many potential customers as possible. Do not
simply hand your list to family and friends who are of a different
gender/age/socioeconomic background/etc. than your potential customers.
The name for a business targeting women should be evaluated by women,
not men, because (believe it or not) men tend to be attracted to
different things than women. Also, gauge people’s initial reaction –
don't let them dissect the names. Actual customers will not take the
time or effort required to study your names, so don't require it from
your test customers. In this case, it is possible to over think
something.
Finalize a name based on your personal opinions and the feedback of
others. Try not to second-guess yourself. When in doubt, go with your gut –
that's what customers do!
John Williams is president and founder of LogoYes.com, the world's
first and largest DIY logo website. In his 25 years in advertising, he has
created brand standards for Fortune 100 companies like Mitsubishi and won
numerous international awards for his design work.
