If you’re familiar with the Upmarketry blog, then you’ll already have learned how important brand values and messaging can be for business success. Now it’s time for one of the other most important steps in starting your business: picking out the perfect name!
A good name can serve as an excellent foundation for your brand identity. It shouldn’t be too difficult to come up with some ideas for what you want your company name to sound like (and maybe even look like), but remember that there are a few things you need to consider while brainstorming potential names.
You don’t want something that will confuse customers or send them running away screaming—and neither do we! So before we dive into our list of tips for finding the right name for your business, let me first explain why it’s so important for companies to have a memorable brand identity from day one.
The importance of a brand name
Making sure your company has the perfect name isn’t just a matter of function — it can be make or break for potential customers. A clever twist on words, an interesting spelling, and even connotations will all have an impact when someone hears about you – so don’t take this part lightly!
Think of it like a first impression. After all, your brand name is the first thing people see, and it’s what they remember. They will start to form an opinion of your business the moment they hear or see your name.
Your brand name is also one of the ways you differentiate yourself from competitors, as well as how others perceive you in relation to them (even if those perceptions aren’t accurate). Therefore, it needs to represent all the values and qualities of your business, as well as make a statement about who you are and what you do. It should reflect everything that makes your company one-of-a-kind.
No pressure then!
With that in mind, let’s look at how you find the perfect name for your business.
Simple steps to naming your business the right way
Brainstorm
Start by thinking of words, phrases and images associated with your company that could make a good impression. Consider what your business is about, what you’re trying to achieve and what problem or challenge you’re solving for customers or clients. Write down all the words and phrases that come to mind.
Be as specific as possible; don’t worry about being too wordy at this point in the process and involve your co-founders (if you have them) to make sure they’re fully on board with the ideas put forward.
Put yourself in your customer’s shoes and think about how they would feel if they heard/saw your name for the first time. What associations do you want them to make immediately? Who is your ideal customer? Are they male or female, young or old; do they live in a certain location; what language do they speak; what kind of education have they had; does their income level fall within a certain range…the list goes on! If you have yet to consider your target audience in any great detail, take a look at our guide to get started.
Research
Sticking on the subject of your target audience and their needs, it’s now time to think about what kind of information they might be looking for when searching for a business like yours. What words and phrases would they be typing into search engines? Use these terms as part of your research and you’ll soon come up with a list of potential names. For example, if you were starting a mobile phone repair business, terms like ‘repair’, ‘fix’ and ‘tech support’ could be great starting points.
Be original and simple
Make sure your name isn’t too similar to others in the industry, or it could become confused. What are the common naming conventions for your field? Are there any words or phrases that have become synonymous with a particular type of business (for example, “the Uber of” or “the Airbnb of”)? If so, these may not be ideal for you as they could limit your ability to stand out from competitors and attract attention.
You could create a brand new word – we did with Upmarketry – but if you go down that route try to use existing words stuck together so that there is still familiarity. After all, your name must be memorable and easy to spell.
It also needs to sound good when you say it out loud. If you’re not sure how someone would pronounce it, ask them! Or better yet: test it out yourself by saying it out loud several times before deciding on anything final. You don’t want people mispronouncing your company name (especially if they’re important clients!) because then they might think that something else entirely was being said instead of what really matters most–your brand identity! And if you’re planning worldwide domination, consider that certain sounds may not translate well across languages so keep this in mind when choosing your name.
Avoid using numbers and punctuation. Numbers are hard to remember and can be easily mistaken for other numbers, while punctuation may mean that your customers are misdirected online if they forget a simple “.”.
Also avoid being too obscure with your choice – people need to be able to relate to your name and what it stands for. Ask yourself: Would people understand what kind of product/service/experience you offer based on just reading your name?
Think about the future
Your business might look different in a few years than it does now, so you don’t want to limit your name too much by being overly specific or descriptive. For example, is it likely, all being well, that you’ll start with one product but then expand to a whole range?
How will your name and branding strategy fit with your marketing plan? Think about where you want to be in 5 years, 10 years, or 20 years. How does that affect the decisions you make now?
A more abstract name can be versatile and allow for growth without having to start from scratch with another branding campaign.
Check availability
Once you find a few potential names, check if they’re available on social media platforms, domain registrars, and trademark databases. How do you do this? Well, you can start with a name search on Google or even just type the name into the various platforms and see if they’re taken. If they are, don’t despair – there’s still hope! Refer back to your list or try creating a new word by sticking two key words together.
Refine and test
Now you should have a shortlist of potential names that could work for your company. At this stage, it’s important to refine them further and test out a few options with people who matter – friends, family, customers, or even colleagues who work in a similar industry.
It’s important to get real-time feedback on the names you’re considering, as it can help to gain valuable insight into how your target audience will react and respond. And you’ll be able to adjust and refine your final choice accordingly.
Finalise the name and register it
Once you’ve decided on a name, make sure to secure it as quickly as possible. Do this by registering your business with Companies House, registering a domain name and trademarking the name. This will ensure that no one else can use it, so it’s protected for the future.
Then you can start designing your logo, website, and other brand materials with confidence that no one else is using your company’s name.
To conclude…
When it comes to creating a strong business identity, your name is an essential part of the puzzle. Think carefully and follow these guidelines for brainstorming – you’ll be surprised how quickly that perfect moniker appears! We know chancing upon just the right thing can feel like lighting in a bottle but with our help, hopefully you won’t have long until successfully sealed up yours!
Next up…building your brand.
