Business is about connecting with your customers and the best way to do this is through something they can relate to: a brand name. But in today’s crowded marketplace, it’s not easy to stand out from the crowd. Your brand name should be clearly defined, memorable, and unique — but that’s easier said than done. Here are seven steps you need to take in order to create a great brand name for your business.
One of the most important things when building a brand is knowing your target audience. It’s hard to know what your audience wants if you don’t know who they are and what they like.
The words you use are important. They can help you evoke emotions and move your ideal clients to action. If you have done the research, no one knows your client better than you. Your brand name is a chance to show it. Choose a name that fits neatly into your brand strategy. Don’t just create a list of cool-sounding words haphazardly – your entire plan should be cohesive.
Before you get started, you should research the competition. As a minimum, run name search engines and figure out who’s already being mentioned in online sources. There are plenty of free tools like Nameberry to gather this information for you, especially for local markets. When researching your competitors, search their full domain names, not just their company name. This will help you get a feel for what their marketing team is working on – and how you can differentiate yourself from them.
Respect copyright laws. This requires time and research but can avoid copyright infringement lawsuits. You could also register your own brand name’s copyright (internationally) to protect it. Check out Burley Law who specialise in IP law and all things related to get you off to a good start.
The name of your brand matters. It carries weight, it carries meaning, and it carries global implications. Whether this is your goal or you simply don’t want to rule out the possibility of tremendous success, it may be time to consider what global implications your choice of name may have. Is it divisive? Is it offensive? Is it too difficult to pronounce in another language? These are all things that you should consider before choosing an appropriate name for your brand.
If your business name is a made-up word, try saying it a few times out loud to see how it feels. If it doesn’t sound natural, it’s not a good name for your business.
Always remember your brand’s main purpose. What does it represent? Ideally, the name you choose should convey the same positive feeling you want your brand to be associated with, incidentally creating trust and confidence. Moreover, in order to be memorable, make sure the name is easy to pronounce and easy to type into a search engine.
Choosing the right domain name is crucial. Consider how your domain name is viewed by potential customers and try to make it as consistent as possible with your brand. When you choose your domain name, think of the customer perspective. In addition, a domain name search may help you settle on a good domain.
There are lots of domain registrars. You can’t really go much wrong. I always advise my clients to keep the domain name with them rather than letting an agency manage it – after all, it’s a very important part of your brand and you should be in control.
Your brand is an identity that people use to define, speak about, and recommend your company. It’s important to use creativity and resources to name your brand. Your brand’s success is directly proportional to the amount of research, thought, and resources put into its creation.
I am a brand consultant and conceptual designer. I love using creativity to solve problems for our clients. In my spare time, I like jigsaws and probably a bit of a board game geek.