The perfect brand name is not just something that sounds great on your business card, it’s something that helps you communicate a message to your clients.
Why do you need an original brand name? Businesses need one because clients tend to identify, remember, discuss and compare companies that offer similar services, and the name is one of the factors that can make a difference.
You may also notice that all the names you find right for your brand are taken. It’s difficult to come up with something original considering that more than 50 million new companies are launched every year. A common mistake is to inspire from the name famous companies have and to choose something similar. It’s crucial the name to support your brand’s values and to help clients identify your products and services easier.
Decide what tone is suitable for your brand
Before selecting the name, you have to determine how your public will perceive your business. When it comes to the tone brand names suggest, there are five main ones.
- Emotional – you choose a name that appeals to your clients’ emotions, you include words like peace, love, happiness, joy in the name
- Playful – you opt for something that makes your business look approachable and fun, diminutives are perfect for this tone
- Pragmatic – a name that describes the services or products you offer, or one of the founders’ names can fit this category
- Classic – if you are starting a law firm or another high-end business, you want to use a name that will help you stand out in your industry.
- Modern – a simple name like the name of a fruit works great for a start-up that wants to transmit a fresh message.
The tone of the name can help you set your company in relation to competitors. Let’s take Apple for example, they opted for a fruit name, something unique on the tech market.
Features every good brand name should have
The University of Alberta has conducted a study in 2010 to find out what features make a good brand name. The conclusion was that clients have a positive response to the companies that have a repetitive structured name like Coca Cola, Pay Pal, Range Rover, Burberry, Chuckee Cheese, Dunkin Donuts and LuluLemon.
But there’s no magic formula you can use to get the right name, you have to base your decision on certain features that will make it more accessible and easy-to-remember by your clients. The ideal choice would have features like:
- It’s visual, you have no issues in translating it into a logo
- It can grow with your business because it’s future-proof. It’s essential to be relevant even if you add new products and services to your range
- It’s handy, your clients have no issues in spelling it, saying it and even searching it on the internet.
- It’s one-of-a-kind, it’s easy-to-remember, and it helps your firm stand out from your competitors
- It’s meaningful and it shares your company’s image, culture and values
These criteria will help you cut down the list of names you may have in mind. When selecting one you have to ask yourself if it will resonate with your audience.