Your business name is the first thing that customers and partners know about you. A special and inspirational name will be the best advertising for your company. But if your business name is too “special”, even difficult to pronounce, the business will be very easy to encounter obstacles.
There is a science of how to name a company and its products/services. Just only a few names that randomly chosen by business owners could become successful. Moreover, this science also proves that: when creating a business name we should consider a lot of other marketing factors.
Who are your potential customers? What is the difference between your company and its competitors? What message do you want to convey to your customers through your name? Will a smoothly melodic name satisfy enough of the company’s business requirements? When answering these questions plus mastering the main principles of scientific naming, finding a successful name is not too complicated. And here are the main principles of artistic naming:
Make a pleasant impression
Impressions are made up of feelings and images that appear in everyone’s mind. For example, if a company specialising in security services, the name should be something related to “shield” or “door”. Just hear the word “shield,” people will immediately think about protection. Similar names can automatically create a good image for the company.
Conversely, words that associate “loss” and “suffering” can damage your company’s reputation. Even a great business idea can not possibly be saved. Also, for this reason, you have to be especially careful with the foreign names.
Stimulate the curiosity
Make sure the name of your company not only make a pleasant impression but also stimulate the curiosity of people. For example, a business called “Purple Orange,” in this name contains the element of surprise because it contains contradictions. People know that orange could only be green or…orange. So when they heard this name, in their subconscious will appear the question: “Why orange is purple? What kind of fruit is that? ” As a result, they will seek to approach the company to satisfy their curiosity unconsciously.
Aim for the tastes of the customers
Before deciding on a particular name, you need to think about your target customers. A young and trending name maybe not fit for an elderly brand. For example, teenagers will be sucked into a shop called “Out of the Box”, but for most retired people, they are not interested in such names. Or vice versa, the names of older adults such as “Family”, “Cozy” less impact on the youth.
“Forget your name”
One of the common mistakes committed by business owners is to mix their names in the name of the company. Why you should not do this, there are many reasons:
First, a successful name should be unique, while there are hundreds or thousands of people with the same name as you.
Second, the bad reputation of a company whose name is the same as your name can affect your company.
And finally, it is possible at some point that you want to sell your company, obviously, the new boss will not like a company bearing someone else’s name.
Only use your name as your company name in some special cases. For example, you are a very well known lawyer and your name means a guarantee of professionalism and reputation.