Choosing the right name for your new business


Your business name is the most recognisable feature of your business, even more recognisable than your logo, as unlike a logo it doesn't have to be present to be engaged with socially. A name is readily stored in your customer's brain, ready to be used in conversation to advertise you to other potential customers, it's a networking tool at the very least. 

So, what's in a name? and where do you start with naming your business? Here are some quick tips on finding a name that really suits.

 

1. Make it snappy (if it suits).

If your business is within bioscience, then this advice may not be good advice. But for most businesses having a short and snappy name will help to keep your name in people's minds, and it may seem a little too obvious, but it will also help them to find you online as they will be able to easily search for your name.

e.g - Sharp, Nike, Apple, Netflix, Youtube, Pepsi

 

2. Don't use your name.
 

However tempting it may be call your new business Joe Bloggs Ltd, it probably isn't going to help your audience find or remember you, as a new business owner your name will most likely mean nothing to your target audience. 100 years ago this may have worked, but society isn't as close knit in today's age, meaning audiences connect more to language and imagery than names. 

 

3. Think about your audience - relate to them.

 

If your audience is local, it might be useful to input something geographical into your name. Using the name of your city or town within your name may work, or maybe using some dialect to connect with your local audience. 

e.g - FabLabLondon, Nottingham City Homes
 

4. Avoid pop culture references.

 

However tempting it may be to name your business after a quote or landmark from your favourite film, tv show or book. It will only serve it's witty purpose to you and any others which share a love for the pop culture reference. Which in turn will limit the audience which can relate to your name. Imagine it being like having a private joke with some friends that others won't understand - they will begin to feel excluded. 

 

5. Communicate your services.

 

You don't need to spell out what your business does in your name, but it might be a good idea to leave at least a reference in there. Don't call your fruit & veg business 'Fresh Fruit & Veg', go for something that lets the customer know what you are without shouting it in their face, you could go for something more subtle such as 'Freshly Picked' - the customer will know what you sell, but you won't come across as being amatuer. 

 

6. Be original. 

 

I can't tell you how to do that. That's the whole point.