Naming your business
“What should I name my new business?” is always the first question on entrepreneur’s minds once they get the ball rolling. Naming is an essential part of any brand, especially for emerging businesses. We’d like to share some of our insight on the process and material that we’ve gathered. Hopefully this will make the process less overwhelming and allow you to realize that names are important, but they’re not meant to do everything.
A brand’s name should definitely go through a lot of exploration, investigation and consideration, but it’s important to remember that there is no one right answer. The name will form part a of a puzzle. This puzzle will also include a logo, a color scheme, a slogan, a tone of voice and other brand elements, and together these will convey your brand message and communication. This means that the brand’s name isn’t responsible for carrying the full weight of communicating the brand message.
At Caracter, we take on projects that have no names or branding, but we also work with clients that have options for their name, or have decided on a name already. Our initial step is to always double-check that brand names are available to use commercially in the country where the business will operate. Confirming that this name has high probability of being available will help avoid legal conflicts in the future.
Once we start presenting possible names to clients, we make sure to start with a friendly reminder and let everyone know that this isn’t a process of falling in love at first sight, we have to be more strategic and a little less romantic.
After showing a few proposals, we don’t ask for feedback right away. It’s good to let the ideas simmer for a while, sleep on it and then revisit over the next couple of days. You’d be surprised to learn how quickly perception changes, but it’s normal because this is something completely new and the process of branding is barely starting to define its course.
When making a decision, context always helps. It’s useful to think of real scenarios that both the business owners and the potential users will live. Think of an article that talks about your business launch, or answering the phone in your new office, etc.
Another tip is to remember that your business (in most cases) isn’t you. So the decision should not be based on personal taste, but rather on your target market and how they might respond to it. You should also think of this business and how it will change in some years: Will there be more products or services? Will it expand to new places or areas? With this in mind, think of which option allows for more room to grow in the future.
We highly recommend the book Don’t Call It That, A Naming Workbook (2013), written by Eli Altman, owner of A Hundred Monkeys, a naming agency. This book has great content that is useful for the process of creation, but also for selecting a winner once you have some brand name options.
The following are some excerpts from Don’t Call It That that we have found to be very helpful during the naming process.
NAMES AREN’T BRANDS, YET.
Remember: any name that’s already in use isn’t just name. It’s supported by a logo and a website and a myriad of other things that bring it to life. If everything works according to plan, a name and a brand end up meaning the same thing in people’s mind. But that’s not the case when you start out. At the beginning, a name is just a word or two on a sheet of paper next to a bunch of other words and maybe a doodle of Bart Simpson. Seeing the potential isn’t always easy. So when you’re comparing your names against the competition, remember that you’re comparing a nascent name with an existing brand. It’s a little like looking at a baby and saying, “There’s no way he’ll be the next (insert famous person here).” Instead, focus on your objective. What is the name supposed to communicate to my audience? Does this name sound different from my competitor’s names? Is this name going to be a good vessel for holding my story and products and experiences? If you can focus on these things, your name will have everything it needs to develop into a thriving brand. Remember, the name is just the beginning of your story — don’t put more weight on it than you have to.
LOVE AT FIRST SIGHT
Something I hear a lot is that people will know the right name when they hear it. They want to be blown away by a name. They want to fall in love instantly. This couldn’t be farther from reality. It’s a little like seeing a girl/guy in a bar and knowing you’re going to marry them before you start talking. It’s romantic, and life would be a lot easier if this happened to people, but it’s not how the world works. Names, like relationships, can be a perfect fit — they just never start out that way. You have to grow into them. If you’re looking for perfection from the start you’re going to go home empty-handed.
HOW TO ASK FRIENDS: DON’T.
If you ask people what they think, you’re sure to end up with more opinions than you can safely manage. It is best to keep it between yourself and the few people you trusted enough to start this crazy project to begin with. That means not inviting every developer, former colleague, and old friend to join the conversation.
Nothing ruins creativity like too many voices weighing in. We call it the Ice Cream Principle. Tell 10 people to go get ice cream with one condition: they all have to agree on one flavor. That flavor is going to be chocolate or vanilla every time. Groups of people don’t agree on what’s cool or interesting, they agree on what’s easy to agree on. Don’t pick a name strictly because it’s the top vote-getter.
Just because people might not understand your name right away, doesn’t mean that they aren’t going to be attracted to it. Sometimes aiming over people’s heads is a great way to get their attention. What percentage of people who walk into a Starbucks know where the name came from?
Think about the context: Apple would never work as a fruit company.
Hopefully these suggestions will help during this journey of finding a name for your new brand. My take-away from all of this, is be different, a little risky. Aim to stand out, not to be agreeable. And lastly, think of your brand’s future so you can plan strategically with this first step. Good luck and if you need any help, don’t hesitate in contacting us!