How to name your business or product

Naming your business or product is one of the more exciting but tricky tasks when setting off on a new venture. We have had a lot of people come to us with a name they like but aren’t 100% where and why they picked it or no idea where to start. If this is you, don’t panic, there is a methodic approach to make it easy to find a name that works for you.

1. Don’t panic

Don’t overthink it and add more stress to yourself, life will be hard enough at the moment I’m sure. Stick to the process and all will be fine, I promise.

2. Strategy first, always!

You can’t expect people to buy into something if you don’t know what it is. Your brand strategy defines what your company does, what it believes in and how it behaves; it’s your identity and character.

Your brand strategy will also stop you getting lost in the day-to-day tasks, keep you focused on what will help your business long term and also give you something objective to ‘mark’ yourself against along the way.

3. Research

Look at the history of your industry or product and write down keywords that stand out, they will come in useful later. Also, make sure at this stage you’re not walking down a wrong or already trodden path by coming too close to other existing brands or companies in your space.

4. Discuss, and have fun

Get your team or close friends/family and write down your brand values, characteristics, all your research words and any other positive attributes you have on post-its, then brainstorm it out. Look at mixing words and most of all, have fun.

5. Go with your gut

This may sound like a contradiction to the above but your brand name doesn’t need to describe what you do in a word — that’s pretty hard to achieve. It should evoke the essence of your brand character and values. This could be something playful and bright or professional and serious. Whenever you decide, make it memorable.

6. Test

Once you have at least 10 names, test them again by doing a good search online to check it’s not already out there and do the last run past others to make sure there’s no ulterior meaning or offence that could be derived from them (Kim Kardashians Kimoyo).

Here’s a good checklist for you to complete:

1. Companies House (or equivalent sites in your country) — to see if the name is taken
2. Trademark — is it already registered?
3. URL — Is it too expensive or already taken? This is not too much of an issue as your URL hadn’t need to be your name but good to check.
4. Social handle — Are people going to be able to find you?