How to Create an Awesome Business Name
Recently I've had some conversations with people starting new businesses and they all seem to struggle with finding an awesome name for their business. The struggle is real. Finding a name that captivates the essence of your business is super hard. I wanted to give you a couple of pointers that will help you come up with a name you love!
1. Figure out what your product is
This one may seem obvious, but you'd be surprised how many clients I talk to that don't have a full understanding of what it is they sell. Figuring out exactly what your product is should be your first step when coming up with a name for your business. You can't name something if you don't even know what it is!
Is this a service or a product? What market are you going after? What problem does your product or service solve for your customers? Answering these questions is a must for figuring out what your product is. Getting your brain going on this track is going to bring up a bunch of words that will fit in your arsenal when you finally start brainstorming names. Write them down, but don't commit to anything yet.
2. Create some solid messaging
Once you know what you're selling, you have to figure out how to talk about it. I've seen plenty of people lose sales because they use confusing messaging to talk about their business. Clear messaging is going to make a world of difference for your business as a whole.
I know this isn't directly tied to creating a name for your business, but it's another secret trick to get the gears turning in your brain. I've walked lots of people through creating clear messaging for their brands, and something new always pops up in our consultations. Focusing on explaining your business in the clearest possible way will shift your perspective on your business and give you a bunch of words in your brainstorming arsenal.
If you want some help with this part, I'd love to help you. You can click here to start your project.
3. Figure out what kind of name you want
There are loads of different name types to consider when naming your business. The seven most common are Descriptive, Geographical, Evocative, Acronyms, Invented, Founder, and Lexical names. Here's a list of what each of those means:
Descriptive names are names that clearly describe what the business does. Think of names like Toys R Us or General Motors. Get straight to the point so everyone knows what you do.
Geographical names are focused on places. American Airlines, Atlanta Brewing Company, and California Pizza Kitchen all use the places they're from and what they do to create a simple and effective brand name.
Evocative names use a word as a metaphor to show the idea or value of your brand. Nike invokes victory. Greyhound goes fast. Apple is all about simplicity. These names give your brand a definite and clear vibe.
Acronym names are simple enough to understand. IBM stands for International Business Machines. KFC Kentucky Fried Chicken. 3M stands for Minnesota Mining and Manufacturing Company. Bet you didn't know that last one! ;)
Invented names are just made-up words. Companies like Exxon, Kodak, Spotify, and Nintendo either shoved two or more words together or invented a random new one completely out of thin air.
Founder names are named after the people who started the business. Hewlett Packard, Disney, Louis Vuitton just let their ego run wild and proudly put their names to the brands they created.
Lexical names mess with alliterations, puns, and sometimes even sounds. Steak & Shake, Dunkin' Donuts, and Hobby Lobby use these plays on words to make their names super memorable.
Pick a type of name that feels right for you and get going.
PRO TIP: Some types of names work better for certain industries. Chose a brand name type that fits well with your product and industry!
Once you know the kind of name you want, you'll have some guardrails to focus your brainstorming process. Speaking of which...
4. Brainstorm! Brainstorm! Brainstorm!
Once you've thought through what your product is, how to talk about it, what and kind of name you want, it's time to brainstorm.
In brainstorming, there are no bad ideas! Just grab a pen and some paper and write down anything that comes to mind. Write 100 ideas down even if you don't like 90 of them. Random words will do. This part of the process is all about getting your brain moving on new words and ideas that will help you create a name that you love and that works perfectly for your brand.
PRO TIP: Grab a friend, business partner, or even your significant other (they're unparalleled at poking holes in your ideas) and put your brains together. Doing this with a partner is like co-writing a song. They'll always have new thoughts, ideas, and perspectives that you just aren't capable of having.
5. Make your name incredibly clear
When creating your brand new amazing brand name, the most important factor to remember is clarity. Feel free to express yourself but don't do it at the cost of confusing your customers. If you're a mechanic, your name shouldn't be something random like "High Life Collective." Go with something like "High Life Automotive" or "I FIX CARS." The clearer your brand name is, the easier it will be for your customers to understand what problem you solve for them and how you can make their lives better.
Clear beats clever and cute every single time.
PRO TIP: Avoid vague and unhelpful words like services, collective, co-op, lifestyle, etc. Unless they're paired with clear descriptive words these words don't mean anything no matter how fancy or legit they sound.
It can be hard to dream about your new business if you don't have a brand name to call it by. Lots of people get stuck on this part so if you're feeling that way, you're not alone! I've talked to lots of people who are in exactly the same boat.
If you follow these steps I know that you'll at least get your brain going in the right direction and at best create an awesome brand name that will help your business succeed.
And hey, if you need some help getting started I would love to help you out! We can start off with a consultation to talk about your business name and everything else you're gonna need to get started. Just hit that big yellow button to start your project right now!