Finding an effective brand name for your business is one of the most important decisions you will make. Your name communicates with your customers, connecting with them. A brand name is for your customers, it is their primary way of identifying, remembering, and discussing you. So, it is important to get right.

It will likely be with your business forever, and so, it needs to match where your business is now and where you want to be. That is unless you want to undertake a difficult name change in the future. Why not work with us to create a brand strategy that will last?

Before you start deciding on your brand name, let’s take you through 11 essential tips you need to follow to find the perfect brand name.  

1. Articulate who your brand is

Who is your brand? Just like people, brands have a personality. They have a way of speaking to people that humanises them and allows them to connect on a deeper level. A brand that keeps consistent in the portrayal of its personality has an easier time winning over and keeping its customers. So, you need to find out who your brand is and then create a brand name to match.

Start by thinking about the following:

• Your purpose: Why does your business exist?
• Your vision: What type of future do you want to create?
• Your mission: What are you hear on earth to do?
• Your values: What principles do you follow?

2. Consider your end goals from the start

Having goals is important in marketing, and this extends to brand name creation. It is important to have a brief on what type of name you want and what its role in your business will be. This will ensure that everyone involved in the brand creation process can be on the same page. One thing in this brief that should also be included is the future long-term goals of the business. Where do you see it going?

If you sell personalised gym towels now but would love to see yourself expanding your product line to include gym clothing or equipment, you should avoid naming your business something specific to towels.

3. Think about what makes your brand unique

Beyond your brand persona and future goals, what differentiates your business from your competitors? It is important when considering your brand name that you have your brand differentiators at the top of your mind. If you are unsure what makes you unique in your industry, conduct a competitor analysis. This will help you see what your competitors are doing, and where they sit in the market, so you can position yourself differently.

4. Play around with words

Wordplay can help you come up with something unique for your brand. There are many famous brand names that have come directly from playing around with words or playing around with the name of the founder. Picking your name as the business name can limit the flexibility of your brand name and has become a cliche. A great alternative is playing around with your name. For example, Adidas is the mixture of Adolph Dassler’s nickname, Adi, and the first three letters of his last name. ABBA created their name by taking the first letter of each of the four band members’ names.

There is a lot of fun that can be had here to create something unique that also fits your brand personality.

5. Keep the name short

Shorter brand names are far more memorable. Ideally, your name should be between 1 and 3 syllables. Keeping your name short will reduce the risks of mistakes when your customers are trying to recall your name. It is far easier to search Google for a business with a shorter name.   

6. Control the nickname

If you are struggling to shrink your name down, keep in mind that the public will likely do this for you. Nicknames are very common for brands with long names. For example Coke for Coca-Cola. Nicknames can be really great as they act as an affectionate, casual name for your brand. However, it is important to be careful as you do not want the nickname to breach anything on this list and undo your hard work. So, think about your nickname early on, and use it in your marketing to create a powerful brand name from the nickname. Just ensure it is catchy.  

7. Avoid acronyms

Acronyms can often be completely meaningless to the majority of your customers. Unless your brand has had a long history with a name prior to turning it into an acronym, for example, Kentucky Fried Chicken turning into KFC, it is unlikely that your customers will understand the meaning behind the acronym. In some cases they may mistake the meaning of the acronym, construing your message.

8. Keep the spelling simple

To ensure your name is easy to recall and share, simple spelling is essential. The best thing you can do is have your brand name spelled out as it sounds, without any unusual letter swaps. This will reduce the potential for misspellings when your customers are searching for your business. It will also stop your staff from having to continuously spell it out for emails and web addresses to potential customers.

9. Check for accidental meanings

Don’t get caught unawares by hidden meanings in your name. There are many words or phrases that are slang terms for something unpleasant, or inappropriate. Due to this, you should do research on the name before committing to it. You can use websites like the urban dictionary to make sure it doesn’t have any negative connotations.

Another thing to look out for is different languages. Your business name may accidentally mean something inappropriate in another language. This could be a huge barrier if you want to enter into an international market. Many major brands have discovered this, such as Mitsubishi with the Pajero, meaning wanker in Spanish.  

10. Bring the names to life

If you type all your names out in a standard typeface in a list it may not give every idea a fair chance. Mockup the names in different colours, typefaces, and more to bring them to life. This makes the names look more visually appealing and showcases how they could look with some design thought put into them. It will help some of the more exciting ideas jump out from the page.

Some companies, when coming up with their name or names of products, create mock-ups of the name in situ. For example, on business cards, on signs, or on products. This gives a greater representation as to how the product could look in real life.  

11. Think protection

Finally, before you get too far ahead, think about legal protection. It is vital that you are able to trademark your business name so no one else can use it. As well as this, you should check to make sure there isn’t already an existing trademark on the name you intend to use. Talk to your legal advisory early on so you can be sure you will be able to have a great brand name that is unique to your business.

Conclusion

A great brand name is an important step in creating the business of your dreams. In following these 11 tips, you will be able to create something unique that matches your brand values, future goals, and speaks to your target audience. If you find that you struggle with finding a brand name, come have a chat with Link Pixel’s branding team.