How to Choose Your Brand Name

Your business name needs to hint at what type of business you do, but it should not be too literal or narrow because you might want to branch out in the future. Sound complicated? It is. And since choosing a brand name can be such an emotional and difficult process, here are some steps that break the process down into doable chunks. Just be sure to involve business owners and CEOs throughout the process since they will definitely have an opinion in the matter.

Step 1: Write Down Words Associated with Your Business
Write down every word you can think of that is remotely related to your business. You will need to end up with a name that lets people know what you do, or else you will have to spend a huge amount of money on advertising. Also write down words having to do with greatness or being the best.

Step 2: Find Synonyms in a Thesaurus
When you cannot think of any more words, get out a thesaurus. Find and write down synonyms for all the words already on the list.

Step 3: Put Together Combinations
Combine two or three words to create a name. Try lots of different word combinations. Also try partial word combos. Avoid initials because they are not memorable. Also avoid nonsense words for the same reason. If you want to create a new word, base it on something easy to understand.

Step 4: Choose 5 that Stand Out
Choose your best five names and try them out on people. Find out if you feel comfortable telling people the name. Do mock business cards and try the different names on the design. If a name embarrasses you, it's probably a loser.

Step 5: Check for Trademarks
Run a check for trademarks on the five names you selected. Eliminate any that are already taken. This is especially important since you could rack up some serious legal fees if your business card printing designs contain a name that another business already has.

Step 6: Choose
Have everyone with decision making powers vote on a name and send out the press release. Then immediately design for business card printing, letterhead, and other initial company materials with your new name on them.

Step 6: Give it Time to Gel
Do not take early criticism too hard. It will probably take a few weeks for people to get used to your name. Even Google put up with a lot of criticism at first, which did not hurt them any. Having a somewhat controversial name can even generate a lot of free publicity.

Don't rush your process in discovering a name. It will be a huge part of your company identity from your company's birth to termination (which is hopefully not in your lifetime.) Make sure the name is memorable and will send the right impression so that your brand sticks with customers for years to come.

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