If you’re starting out as a small business and you’re having a hard time coming up with a brand name you’re doing it right. This process should not be easy. Your brand name must be able to say so much about your business with only one or two words. Your brand mission. Your brand culture. Your level of self-awareness.
Good brands typically outlast their creators.
First things first coming up with a brand name is less challenging when you have a business plan. The business plan outlines the executive summary, the brand mission, and the target market, which are the pillars of your brand identity. So if you don’t have a detailed business plan, you need at least the skeleton of one. Coming with a brand name is a “midstep” in creating a business.
Now that we’re ready to come up with a name for our baby all we gotta do is brainstorm, test it and choose one. Easy, right?!?
Brainstorming Brand Names
The parties involved in the business do the brainstorming. Obviously, you need a whiteboard or a computer. You lay out all the names you can think of for your business. The names must fit these three criteria:
1 – Uniqueness
You need a name that is unique. Keep in mind that your name is going to be a domain as well. This means that it has to be unique enough that the domain is still available or not too expensive to purchase if needed. It doesn’t stop there – it has to be available on social media platforms you’re interested in using. You can check online for domain and username availability across multiple networks using tools like namecheckr
Trademarks
You need to make sure nobody owns the rights to your name. Before you pick a name, use the U.S. Patent and Trademark Office’s trademark search tool to see if a similar name, or variations of it, is trademarked.
2 – Clarity
You need a name that people can pronounce, read and spell easily. It should be a name that people can say to each other. It must resonate with people. This creates a connection with your tribe. Branding is weird like that because people take your brand and it becomes part of their life. They become advocates for your brand. Your brand name is a continuous movement that your audience and employees are spearheading for you all the time, so clarity is key in communicating your brand.
3- Purpose (or meaning)
The brand name must be chosen for a reason. You need to be able to explain why you picked that specific brand name. It must have a deeper meaning and a backstory. Here is a list of some popular brands and the meaning behind their names.
Testing The Brand Names
This blog post is catered for small businesses, so you’re not in a position to hire focus groups. But we still need to test the name. I wouldn’t run around asking all my friends and family to see if the name sticks. Here is what you do – pick a group of people that you trust. A group that can provide constructive feedback and respect confidentiality. Run your chosen names by them and see how they react to them. Then, allow them to discuss how they feel about each name.
Finalizing the Brand Name
At this stage, the list of names is really short. We have options and some data, all we gotta do is choose. So choose rationally. You picked a name?!? Great!
This is a commitment now so you need to finalize the logistics of this process. Capture the domain and usernames. Update your business plan. When you thought you were done, now let’s start a similar process to come up with the logo. Good Luck!