Naming your business, service or product is one of the most challenging and time-consuming aspects of starting a venture. Here are some key points to keep in mind:
- A name is only one component of your business or product branding.
- Don’t try and make the name say everything about your business.
- Cleverness is good – as long as the outcome is still meaningful and usable.
- Three syllable names tend to roll off the tongue well and be memorable.
- Three-letter acronyms work well too. But they are practically impossible to get as domain names; especially a dot com domain.
- Anything longer than seven syllables is potentially making it too hard.
- Using multiple words can make you sound posh and serious.
- Real words are easy to spell. Made up words are truly unique.
- Combining words and numerals can make things confusing.
- Avoid punctuation or symbols as indispensable parts of your name.
Use a naming system when naming products or product families:
Use one name for everything – ABC glue, ABC pen, ABC procurement.
The company name is different from the product names – ABC Pty Ltd makes SoSticky glue and WriteWell pens. Customers may never know who ABC Pty Ltd is.
The company name is always part of the product names – ABC SoSticky glue and ABC WriteWell pens.
When you think you have arrived at a name:
Do you have non-English speaking customers? Could your name sound offensive to them?
Can you register it? In Australia, search the ASIC database on www.asic.gov.au for exact or similar matches.
Can you secure an appropriate Internet domain name? Most Internet hosting provider offers a domain name search facility on their website. You may want multiple domain names – .com .com.au .biz and alternative spellings – b4.com.au before.com.au beefour.com.au bee4.com.au
If you intend to trademark your name, you need to speak to a trademark lawyer who can do the appropriate searches for you.
Does it resonate with you? Can you hear yourself saying it again and again?
The perfect name may not be possible. Don’t neglect the other aspects of your business.
