As an entrepreneur, one of many hardest selections you’ll make early on is what to call your model. Even after you’ve given your online business the right identify, it’s possible you’ll wrestle with developing for on-brand names on your service packages, applications, newsletters, tribe/followers, and/or different elements of your online business. Fortunate for you, I’ve a reasonably wonderful system for BRANDSTORMING (see, I’m brainstorming names already). However earlier than I share my go-to course of with you, I wish to share slightly story with you that can assist illuminate the significance of enterprise identify…
When my finest pal received married, I had the privilege of being her Matron of Honor. The ceremony occurred in a small city in Michigan known as Petusky. The marriage was stunning; completely excellent. The subsequent day, a gaggle of us have been exploring Petusky within the depressing chilly that’s Northern Michigan within the wintertime. We ducked into an artwork gallery to flee the chilly whereas we scavenged Yelp for place to eat… and that’s after we requested native artist and photographer for a advice.
Let’s simply say our description of what we have been searching for was… effectively, lower than articulate. We defined that we have been searching for someplace to eat that was contemporary, scrumptious, and sort of “hipster” or “yuppie” fare. At first, he really helpful a diner… then urged a steak and potatoes joint. Finally, it clicked and he stated, “Oh! I do know the place it is best to go… The Twisted Olive.”
In that one identify – The Twisted Olive – we knew that it was Mediterranean delicacies, that it was a unusual and attention-grabbing, and with the phrase twisted, that we most likely weren’t taking a look at your customary fare. That alone – simply the identify – was sufficient for us to resolve that’s the place we must always eat.
Right here’s the factor a few model identify – it’s a primary impression. Most of the time, the identify of your online business is what your potential clients will see earlier than they ever lay eyes in your web site or earlier than they know something about you personally. That’s why it’s SO essential to decide on a reputation on your product, service, or model that attracts in your viewers in from the get go.
Naming your online business is rather a lot like naming your child. Everybody may have their opinions, however finally, you’re the one who has to dwell with and be completely satisfied along with your model identify. In that sense, I’ll be the primary one to let you know – naming your model is a really private selection. That’s why it’s so necessary to fastidiously evaluate your decisions and discover the right match.
So, let’s speak about GOALS for a fantastic identify:
- It must be significant.
Your corporation is a critical matter. It’s what you’ve chosen to do along with your life and time. It’s the way you earn money to maintain a roof over your head and pizza in your mouth. (Or no matter you eat.) Beginning a enterprise is a really private venture, so ideally, your identify ought to maintain some significance to you. - It must be simple to say, spell, and bear in mind.
You wish to depart an enduring impression and get your model caught in your clients’ minds. To ensure that your model to be on their minds, it must be simple sufficient for them to course of and bear in mind. - It must be distinctive.
The identify of your online business wants to face out, so it’s essential to decide on one thing that captivates curiosity. In case your identify is simply too just like different manufacturers in your similar area, it can make you appear run-of-the-mill quite than particular. - It must be AVAILABLE.
Ideally, your identify must be obtainable as a dot-com. However it’s additionally necessary to verify your identify (or some model of it) is out there on social media websites and isn’t already trademarked by another person. - It ought to inform viewers one thing about your model.
Contemplate whether or not somebody would perceive, even vaguely, what you do in the event that they solely knew your online business identify (with no different context). This doesn’t have to be tremendous particular, like Jim’s Grocery Retailer. Even names like U-Haul and Residence Depot give a touch at their goal. - It shouldn’t restrict you to a particular area of interest.
Chances are you’ll develop your choices or providers over time, so it’s finest to pick a reputation that may develop with you. It’s advantageous to concentrate on a sure area of interest, however depart the limiting language to your web site, which might simply be adjusted to replicate adjustments over time.
With that in thoughts… you most likely gained’t discover a identify that checks all of those containers.
Compromise isn’t enjoyable, however typically it’s crucial.
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Now, I do know what you’re pondering…
Why am I taking model identify recommendation from miss first-name-last-name-dot-com over right here?
Soooooo authentic, Kaye!
Permit me to elucidate…
There are a number of several types of model names, and in sure conditions (like mine), it is sensible to make use of your identify as an umbrella model on your applications, providers, or merchandise. However extra on that in a second!
Listed here are the varied TYPES of name names:
New, made up, or mixed phrases.
Yahoo! and FedEx are nice examples of main manufacturers who use new or mixed phrases. I’ve additionally used this fashion for my very own model, leading to Brandality (the Model Archetypes Quiz) and Brandfluency (Archetype Programs).
Descriptive.
Whereas these names ought to describe your online business in a roundabout way, don’t go too primary or danger being forgotten. Relatively than an uninspired identify like Joe’s Crab Shack (sorry, Joe), discover center floor like these manufacturers: Land Rover, The Discovery Channel, and Pampers. These are all names which might be (even loosely) associated to what they do or supply, and are very memorable.
Actual phrases (however seemingly unrelated).
In some instances, firms choose to call their enterprise after an actual phrase that isn’t immediately associated to what they do or promote. Excellent examples of this is able to be Apple computer systems or Caterpillar building tools.
Named after folks.
For some manufacturers, being named after a founder or public determine makes most sense. Take me, for instance! Since what I’m promoting is my thoughts, my genius, my skillset – I am the products. For that motive, KayePutnam.com works effectively as my total model identify, with extra attention-grabbing names (like In Demand Model) for my choices and providers. Different examples of this model identify kind embody Johnson & Johnson and Nordstrom.
IMPORTANT: In case your identify is tough to pronounce, spell, or bear in mind, modify it to be easier. Nice examples of this are Regina Anaejionu of ByRegina.com and Sarah Morgan of XOSarah.com. It’s additionally NOT a good suggestion to call your online business after your self (or anybody) in case you intend to in the future promote it.
Acronyms.
Though a number of main manufacturers rock an acronym – H&M, BMW, IBM, MTV – I wouldn’t personally suggest this for small companies. It’s usually unclear what the acronym stands for and could be simple to jumble or neglect.
As a psychology-driven model strategist, I can’t assist however take neuromarketing into consideration when selecting a reputation. As people, our brains like patterns. Tons of various patterns.
Listed here are a number of patterns that you simply’ll start to note over and over in branding…
Alliteration
Alliteration is “the prevalence of the identical letter or sound in the beginning of adjoining or carefully related phrases.” You’ll catch a lot of manufacturers utilizing this fashion.
Coca-Cola. Dunkin Donuts. LuLu Lemon. Greatest Purchase.
I’ve additionally used this sample in my naming my “Model New Model” course.
Rhyming
Whereas not practically as prevalent as alliterative names, rhyming model names are additionally widespread. Huge manufacturers like StubHub, 7 Eleven, and Piggly Wiggly have turned their sing-songy names into family names.
My podcast (and methodology for constructing manufacturers) encompasses a rhyming identify – In Demand Model.
Modified Puns, Clichés, or Widespread Phrases
We acknowledge puns, clichés, and customary phrases simply as a result of we’ve grown accustomed to listening to and seeing them over time. We bear in mind them! So when manufacturers use components of those, modified to suit their wants, it sticks with us. Ash Ambirge of The Center Finger Challenge created a course on emotional writing known as The Six Attraction Course of. Her refined play on intercourse enchantment piqued the curiosity of her viewers!
Phrase + Phrase
This straightforward construction attracts the attention and permits for a ton of creativity. You may convey many issues with these two phrases. Take for instance, Cease & Store. In simply 3 syllables, you understand that it’s a retailer and that it’ll most likely be fast, as implied by the phrase cease. Then there are manufacturers like Crate and Barrel, who go for phrases that create extra imagery or subtly counsel their choices.
Now that you simply’ve set objectives and acknowledge the different sorts and patterns of name names, let’s put this methodology to the take a look at!
What wants a reputation? It may be something from your online business itself to an occasion or convention, webinar, podcast, app, e-newsletter, or a collective identify on your followers. No matter you select to call, use the worksheet beneath to drum up concepts!
Earlier than you TOTALLY get your coronary heart set on one identify, I like to recommend doing slightly elimination along with your good pal Google. You’ll wish to search to make sure it isn’t already in use, unavailable as a web site or social media deal with, and never but trademarked. You’ll most likely discover that a few of your favorites are already taken, however hopefully, you’ll nonetheless have wonderful choices to select from on the finish.
