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  • Insight 04/11/2022

    How to Name Your Startup. Tips for Creating a Brand Name

    A brand name is one of the most powerful ways companies can create customer-based brand equity. Coming up with a brand name is a subjective process, and you need to dare to go with your gut feeling. The point when naming a company is to find a brand name that stands out, and that people will remember. But most founders are too afraid to make a mistake, and they want to A/B test the brand name to find something that works for everyone — because they want to fit in, and people to take their venture seriously. But using your brand name to fit in ensures you will always spend your marketing budget trying to stand out. 

    There are no easy answers when it comes to naming a company or product. And there are no sure bets. But rest easy, when people get to know your brand over time, they attach meaning to it, no matter what it’s called.

    Coming up with a name to make your business stand out is no easy task, but when you start the process, here are some initial tips to help you along the way to avoid some pitfalls.

    1. Use a name that is easy to spell and pronounce

    You don’t want potential customers getting confused about how to find your business. You want to avoid having to continually correct the misspelled version of your name. Keep it simple. And avoid making up words, or smashing words together. Since they’re not actual words, they will be very hard to remember.

    2. Don’t limit yourself

    Picking a too-descriptive name may cause you problems down the road. You’re early in the company journey and you might expand or pivot in a couple of months or years. Imagine if Bezos named his online bookstore “OnlineBooks” instead of “Amazon.”

    3. Do your homework

    Once you have a name you like, do a thorough web search. You may find that the name you want to use for your business is already in use by another company. That necessarily doesn’t have to be a deal-breaker, but it’s good to know.

    You can also do a search at USPTO.gov to get an idea as to whether you can get a trademark or service mark for the name – there are similar sites for other markets.

    4. Get the .com domain name.

    A while back we would have said that you need to get the .com domain, but this is not a necessity today. If you have a great name, that’s stronger than having a great URL. There are plenty of other great top-level domains that can work, and from an SEO perspective, it doesn’t matter.

    4. Gather feedback

    Get feedback from friends, family, and colleagues, to make sure that the name doesn’t have any negative connotations you’re unaware of. Also, check different languages to see if the name might have an unfavorable meaning in another country you might consider entering – this is a great site for that: https://www.logos.it/


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