Deciding what you will call your company is one of the first significant choices you will make as you build your new business venture. Whether this is your tenth company or your first time dipping your toes into business ownership, you will want to read through the guide below BEFORE choosing a name for your brand. We will help you avoid some of the most common (and costly) branding mistakes.
Plenty of planning goes into choosing most brand names. After all, this is the aspect of your business that people will most likely recall. Most business owners want to make sure that they choose the perfect name to be their commercial enterprise's public ambassador and professional title.
Unfortunately, most of the time and effort in selecting a name is dedicated to the creative side of the equation, with little or no time spent on the practical need to research. This has led to some predictable and pricey mistakes on many occasions. Read on to learn how to create a memorable brand name that resonates with consumers for all the right reasons and none of the wrong ones.
How Your Brand Name Defines Your Company
Your brand name will be your company’s introduction to the world now, and your customers will use the calling card to pass a referral on to others. Your brand name will be seen on your website. It will be splashed across all your social media accounts. It will appear in correspondence, invoices, and estimates. Selecting the correct name and being committed to your choice is crucial. It's essential that it effectively captures and conveys the essence of our company.
Your brand name should...
Reflect your business
Typically, your brand name should reflect your industry or business. You never know where or how a potential customer may encounter your business name. We are bombarded with so much information today that our brains are overloaded, so we tend to filter out anything that requires too much cognitive processing to understand. A name that clearly reflects your business or industry will boost your SEO and ensure that searchers are less likely to skim past your business in the search results.
Now, there is an argument to be made for naming your company a clever, unexpected name to grab attention, as well. This tactic has worked well for brands like Virgin Airlines, Monster.com, and others, but it involves much risk.
Be memorable
Your brand name should be straightforward to remember. Bonus points if it is easy to spell, too. Modern search algorithms are pretty good at understanding what consumers seek, even when they misspell brand names in the search bar. If you can eliminate the risk of misspellings, you can be assured that your customers will always find your brand.
So, what makes a brand name memorable? Start with simplicity. People will have an easier time remembering a name that is one or two syllables, easy to pronounce, and easy to spell. Simplicity is critical, but a clever name can be a game changer IF you get it right. Aim for a balance of these two factors. Keep it simple and work in clever humor or wordplay if it makes sense.
Speak to your audience
Make sure your brand name is communicating the personality and soul behind your business. A great brand name will also reflect the audience's needs and goals.
These basic principles of brand name design will ensure a brand name that clearly defines your business and makes it easy for potential customers to understand what you do. So, now, let’s look at where it can all go wrong.
Branding Pitfalls: How to Avoid a Branding Disaster
Stake Out Your Digital Domain
The first step in choosing a brand name is making sure it is available for internet use and locking it down if it is. Once you have narrowed your brand name options down to your shortlist of favorites, you will want to check domain availability. Most web hosting platforms offer free domain search engines that will allow you to type in your brand name, and it will return a list of available domain options or let you know that it is already in use if someone else is already using that name.
A brand must have a solid digital presence in today’s online market, so getting a URL that matches your brand name is non-negotiable. A mismatch between your website address and brand name can lead to distrust and confusion. Consistent branding in every aspect of your business setup is critical to presenting a professional brand image. That leads us to our next potential pitfall.
Keep it Consistent
Consistency is the cornerstone of solid branding. Every aspect, from our logo's design to the tone of voice, should align with our brand’s values and promise. Mixed messages can confuse your audience and dilute your brand's power.
Ideally, consistent brand naming should mean using the same name for every social media account handle across the web. This isn’t always feasible. If another user is already using that handle or it does not align with platform guidelines, you may have to settle for something similar instead. means using the same handle on every. For the best chance of using your brand name on every platform, choose a name that is unique enough to make it unlikely to be in play already.
Navigate the Slang Minefields
Slang names fall in the same category as purposefully choosing a brand name that doesn’t match your business type. It is a calculated risk that can either grab attention and make your brand instantly memorable…or confuse potential customers and cost you money. Slang carries an extra layer of risk (especially in today’s polarized social climate) as what is slightly cheeky to some could be seen as offensive to others.
Slang tends to have a much shorter lifespan than standard words. A popular slang word will often appear and disappear again in a few years. You’ll want to be careful not to pick an outdated name just as your brand gains widespread recognition.
ALL Brands are Global Brands
Today's marketplace is indisputably global. Even local businesses often receive visitors from other countries. It is highly recommended that you check the meaning of your brand name in different languages. This is an absolute must if your brand name contains any foreign language words, even if you are sure that you know the definition.
While English is the most common language in the US, Spanish is a solid second place and significantly influences American English. Many Spanish words have been completely absorbed into the standard American English vocabulary. Just like English, the meaning of Spanish words can vary significantly from country to country. This has led to some unexpected consequences.
Ford Motor Company learned this lesson in the 1970s with the introduction of the Ford Pinto. The car was a hit in the US market…not really, but it was popular then. When Ford expanded into the Brazilian market, they anticipated similar success, but it did not materialize. When analysts dug into the lackluster response, they discovered that, in Brazil, “Pinto” is an insulting term with a very derogatory meaning.
SEO: Branding as a Beacon
Your brand name should be a beacon that helps guide your target audience to your business. From a search engine optimization (SEO) standpoint, a brand name that is easy to tie to the industry it serves and immediately cues the searcher to the purpose of the business will rank higher than a more ambiguous name. Conversely, a name that is too generic will get lost in the masses of similar listings. Keep this in mind when choosing your brand name to avoid relegating your business to the back page of search results.
Where to Find Inspiration
After all this talk of what can go wrong, let’s wrap this up positively. Starting a new business is exciting (even if not your first). Choosing a name for your new business is your chance to put your creative stamp onto your brand. If you are staring at a blank sheet of paper or a blinking cursor, wondering how to get started, you can try one of the tips below to help you get the creative juices flowing.
There are a variety of name-brand generators on the web. Look for a tool to plug in industry or descriptive keywords and generate a list of clever names that reflect your input. This is a great way to see some out-of-the-box options you may have never come up with. You can also have a brainstorming session, either solo or with a trusted group. Use a mind map to help you visualize the ideas and build off of them naturally.
Request a Complimentary Consultation
Discuss your branding venture with our team to let us help you ideate a meaningful brand that resonates with your existing customers. Contact our team today for a complimentary brand consultation, and we'll work with you to help you not only find your brand but also create the best go-to-market plans and programs to help you achieve success at scale. Contact us today to request a consultation.
