Tips for Choosing Your Business Name
Every once in a while, we get a client who has a really solid business idea but for whatever reason hasn’t landed on a good business name yet. This can hold things up, as you need a business name potentially for your business filing (LLC, etc.) or DBA status, the wording used in your logo, your web site domain, custom email addresses, social media account handles, and more.
We’re not professional copywriters, but we do try to help our clients as much as possible with idea generation. The following include our best tips for coming up with the perfect name for your business, as well as a few resources that might help you on your journey.
Focus on What’s Important
Everyone wants a business name that’s unique and one of a kind. But even more importantly, you must have a name that is memorable, pronounceable, and not taken by someone in the same industry. Do your homework and see if the name you have in mind is already being used in your space. Is some variation of it available as a domain name? Can you file your business and legal paperwork for the name you have in mind?
When it comes to memorable, initials and acronyms are often tricky. While it may have some kind of meaning to you, it doesn’t usually translate well in marketing or convey understanding to your target audience.
Don’t Always Think Literally
It’s okay to have a business name that isn’t an exact description of your services (i.e., Custom Medical Widgets, LLC). You can use supporting taglines and phrases, visuals, and content to make it clear what you offer. The idea is to give a sense of what you do, while also resonating and connecting with your potential customers. We always recommend brainstorming a big list of words first—both literal words that describe the service or product AND additional words that are more symbolic or unique.
Here are some ways to start generating a list of possible words that have meaning for your business name:
Are you a location based business? Does it make sense to tie in the name (or nickname) of your city or terms that make sense in your region? Here in Colorado Springs there are lots of references to mountains, ascent, summit, peak, front range, etc. and in Charleston, SC we see businesses use words like coast, sea, island, historic, holy, and palmetto pretty frequently.
Is it a family business? Are there family names, middle names, or unique anecdotes, characteristics, and history that might lend itself to a business name?
Is there a color, animal, or other thing that you love and reflects the brand or its personality (Blue Fox, Red Poppy, etc.)? Are there tools or lingo that are specific to your niche and industry? A play on words that relates to what you offer?
Is there a feeling you can capture that your service provides or your target audience is currently experiencing? How about a metaphor or word that represents the idea behind your business? Do you help people transform, learn something new, feel relief from a problem, feel empowered or accomplished?
Latin words can work well as a short, unique name or in combination with other words. They give you talking points and opportunities to share the translation and meaning in your content. Other foreign language words work too, especially if you have some kind of tie to a particular country or region.
Mix and Match
After you’ve brainstormed a big list of words, it’s time to start mixing and matching. Maybe one word jumps out that captures everything and is perfect as is (Fetch, Flip, Blooms). Maybe it’s one word combined with the service or product you offer (Quill Copywriting, Craft Lab). Maybe it’s two complimentary or contrasting words together (Rose & Twig Floral Design). Once you find some combinations that work, consider adding an optional tagline or statement that is short, direct, and clear about what your business does (Custom Jewelry for Eclectic Brides).
Try a Name Generator
If all else fails, there are always business name generators that you can take for a spin. Are you going to find the most meaningful results here? No. Could it jog your memory or be a jumping off point for something great? Maybe! Here are some to check out:
Our business name came from a big multi-day brainstorming session, and we ultimately landed on the name Due West because it reflected our (Meg and John’s) move from South Carolina to Colorado, and because we now head due west to go on adventures in the Rocky Mountains about 15 minutes from our home. It reflects our sense of fun and adventure that we enjoy as part of our lifestyle and hope to convey to clients and partners we work with. Meg also liked that it was easy to remember, easy to pronounce, and the domains and social media handles were available.
Ultimately choosing a business name is a really important and personal decision, but once you nail it, there are so many ways to infuse your style, services, and approach into the full brand personality and visuals. Best of luck on your naming adventure!
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