Essentials of Brand Creation: Picking the Perfect Name for Your Company

Embarking on a new business adventure or taking a plunge into freelance work brings important and critical choices, with Step #1 being the selection of an appropriate name for your brand identity. This isn’t a decision to take lightly, and not one to change impulsively later, as rebranding involves a massive amount of work. It means reestablishing your brand identity from scratch, reclaiming your reputation, and revamping your online presence… Hence, it’s beneficial to devote time to find a name that endures both the present and the years ahead. In this guide, we will delve into how to effectively choose a name for your company. We will cover questions that prompt deeper thinking beyond “Which name is catchy?” to more pivotal ones like “What does my business uniquely offer?” Let’s dive in:

Formulating the Ideal Name for Your Start-Up

Relying on automatic tools such as a business name generator might seem like a simple solution, but that might not be the best course of action: Take these suggestions, for example—these are some design-related names suggested by one such tool:

• Design Pure
• Logic Design
• Regional Design
• Companion Design
• Design Reserve

Even the most original-sounding names here lack authenticity and personal touch—critical for a business I plan to create. This is why it’s crucial to deeply consider your brand identity and opt for a name that truly connects with you and your audience. By reflecting on the next seven questions, you can pinpoint a resonant name for your enterprise:

1. What Services Will You Offer or Products Will You Sell?

A good aspect of name generators is they incorporate descriptive phrases alluding to your industry. This makes it so that potential clients get an immediate sense of your business offerings before even visiting your site. Even with a highly specific niche, condense your services into a few words, such as:

• Web creation
• Digital graphics
• Full-cycle development
• User experience design
• Concept visuals

If you don’t operate under your personal name, ensure your business name encapsulates a simplified rendition of your services.

2. Who Is Your Ideal Client?

Creating a user persona, a hypothetical character that embodies your perfect customer, using their demographic and psychological traits is beneficial. Develop a user persona profile via tools like Hubspot’s Make My Persona to document significant information: Once you know whom you’re targeting and what drives them, you can tailor your business name to reflect their ambitions and your role in their success. Aim for themes and goals that encompass multiple industries rather than overly specific industry terms.

3. Who Are Your Chief Rivals?

Knowing who you’re up against in the industry is essential. Uncover any successful naming patterns among your competitors and, without imitating, lean towards those themes or tones.

4. What Distinguishes You?

Your unique value proposition makes you stand out. Factor in what makes your service unique in your branding efforts, including the choosing of your business’s name.

5. Where Do You See Your Business in Five Years?

Anticipate future changes in your business when selecting a name. If growth or pivoting is on the horizon, keep your name versatile rather than niche or personal to ensure longevity and adaptability.

6. Is Your Business Name Memorable?

After brainstorming, ensure your potential names are:

• Readable as a single string
• Not confusing or overly long
• Clearly distinctive, even when domain names are considered

This technical aspect is as crucial as the creative one for lasting visibility and branding.

7. Is Your Desired Name Available?

Before committing to a name, research its originality to avoid trademark disputes or confusion. Check domain name availability at sites like Domain.com and consider alternatives if necessary: Possible solutions if a name is taken include:

1. Using a different top-level domain (e.g., .studio, .online, .brand).
2. Abbreviating your business name (e.g., designhubagency.com).
3. Switching to another name candidate that’s available.

Be cautious that any changes to the name still foster clarity and distinctiveness online.

Naming Your Business Is Merely the Initial Move…

After deciding on a name, gather feedback from trusted associates. Once assured, register the domain and your business formally. But remember, this is just the beginning of building your brand’s presence. Our next installment of Branding 101 will focus on the subsequent stage: crafting your business’s visual identity. Stay tuned! Featured image via Pexels.