If you have a business, you need a business name. It’s the first point of contact with potential customers, and first impressions are important.
But choosing a perfect name that is catchy and also gives readers a good sense of what your business is all about isn’t always easy. A number of businesses in the past have failed as the result of a name that just wasn’t viable – so you need to get it right.
Your business name choice is important if you’re going to succeed, and it’s critical in distinguishing you from the competition. Consumers learn to associate business names with the value it provides them. That’s called “branding” – and it’s a powerful marketing tool.
If you’re feeling stumped as you begin your name search, not to worry. Help is available. There are plenty of online tools – such as the Wix Business Name Generator, which will give you thousands of ideas and help kickstart your business name search.
Once you’re inspired to get going, check out the tips below to get the right fit.
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Choosing the Right Business Name
Again, the goal of the name should be to convey the type of product or service you provide. At the same time, it should be unique and easily remembered.
You should:
1. Try Out One of the Many Online Business Name Generator Tools
Use the results to do some brainstorming. Get a clear focus on the information you want the name to convey, and the image you want it to present. Narrow the possibilities down to one or two, and then get feedback.
2. Make the name descriptive: don’t be too general
Don’t pick a name that is too general or too specific. Names that are common and generic – like “Joe’s Trucking Service” is neither catchy nor one that will stick in the mind. Furthermore, it won’t stand out from the competition. Make the name descriptive, interesting, and one that will be easily remembered.
3. Think of Creative Ways to Use Words that are Related
Don’t stuff your business name with keywords. Use modified variations of relevant keywords that are playful and catchy, but still indicate what your business is about. For example: “Flickr” (derived from “flicker) is both catchy and memorable.
4. Make it Simple
Avoid names that are long and complicated. Your business name should be one that appeals to customers. It should be pleasant-sounding, easy to read and pronounce, and stimulate positive feelings. And it should be easy to remember.
Psychological studies have shown that companies with easy-to-pronounce names outperform companies with tongue-twister names.
Keeping it short and sweet will also make it more easily found in online searches.
If your business name is so obscure that it requires an explanation – you’ve chosen the wrong one. Don’t try to be too “clever”, or it may backfire.
5. Avoid copying the competition
This should be a no-brainer. It’s bordering on unethical, and it just doesn’t reflect well on you or your business. It makes you look like you don’t have original ideas or a unique identity. In addition, it can cause confusion among people who are potential customers – which will seriously impair your ability to build up a customer base.
6. Your personal name shouldn’t be your business name
Unless you’re a recognized brand, don’t use your own name. It doesn’t convey any information about your business to people who could become customers. Additionally, this could be legally problematic if in the future you decide to expand or sell your business.
7. Pick a scalable name
Over time, you may choose to add products and services to your marketing roster. For example, if you’re selling workout gear you may decide to add supplements to your merchandise. Or, if your business is located in one specific city you may later expand to others. In other words, choose a name that is broad enough to factor in potential growth.
8. Ensure your business and domain names are relevant and available
When you’ve finally settled on a name, you’ll need to be sure the one you’ve targeted is actually available. Check to see whether the name is already a registered trademark, or under ownership by some other business.
Assuming you’ve taken your business online, you’ll also need to check to be sure the domain name you want is available. Both checks can easily be done through your government’s online registry and trademark sites.
The Takeaway
Your business name is more than just a name. It’s your calling card for potential customers. It’s what defines your brand and distinguishes your business from the competition.
The right choice of business name – finding one that is clear, informative, and engaging – can make the difference between potential customers giving you a second look or overlooking you altogether.
Make use of one of the many online business name generating tools to get your search started. This will provide countless ideas, from which you can start to compile a shortlist.
You need to invest some time and energy into finding a good business name. And remember: finding the right business name is just a first step in building your brand. It can certainly create a positive first impression – but after that, it will be up to you to follow through on making your business a success by providing value to your customers.
