Naming your small business can be a challenge. It can be as difficult as naming a child! After all, once your business is named, it’s really difficult to go back and change it without causing confusion regarding your brand. Here are some tips to guide you when naming your small business:
1) Keep it simple.
Make sure your company name is short, easy to remember, and easy to pronounce. Ensure that it is easy to spell and doesn’t have too many syllables. You can make up words or combine words to invent something new and unique, but “stickiness” is key. Practice introducing your potential business name to people whose opinions you trust. Does the name roll off your tongue? Will the listener get it right away or ask you to repeat yourself?
Ask the friends you trust what they think of the name.
2) Keep it simple, but not TOO simple.
You don’t want to play it too safe and pick a name that is overused and causes your brand to fade into the background. The name Everest implies grandeur and being the biggest and best, but do a quick Google search and you will find Everest Funeral Homes, Everest Photo Studios, Everest Dogwalkers, etc. Don’t be boring. Stand out!
3) Don’t set limits.
There may come a day when your business has to evolve. You might offer a wider array of services, change your focus, relocate, or open a second storefront. ABC Village Flowers might open a second location in the heart of downtown XYZ one day: but the name implies that they still only serve ABC Village. Five years in, LMN Donuts might discover that French Pastries are where its profits are to be made. Pick a name that suits what it is you do, but is vague enough to give you some breathing room to evolve.
4) Own it.
Is your potential business name available for trademark? Visit Industry Canada’s website for more info on this matter.
5) Consider Your Online Presence.
It’s a good idea to make sure that the web domain you want is available before committing to a company name, but remember you have some creative flexibility. If www.ABC.com isn’t available, maybe www.ABCindustries.com is. Keep in mind that people tend to remember “.com” before “.ca” or “.org” or other domain suffixes.
Also, remember that as a small business, you are likely to engage in social media marketing, so consider if your name is available or looks right or fits when the time comes to create your handles on Facebook, Twitter, Pinterest, Instagram, LinkedIn, and all the rest. Again, brevity is your friend.
6) Consider your branding and target market.
Your business name should reflect your brand. What messages are you trying to convey about your business? Who is your target market? Don’t be too hip if your target isn’t hip. Make sure your name doesn’t translate into something silly or offensive if you are trying to reach various cultures who speak different languages.
7) Take it for a test drive.
Ask your trusted friends what they think. If you have customers or clients, get their input. Google search the name to make sure nothing unflattering or negative comes up; otherwise it can be detrimental to you if an unsavory business is confused with yours.
While naming a company can be a demanding task, consider the trouble (and cost) of having to change all your branding and marketing materials if you decide on a name change. Choose wisely!
Need a hand with your business’ brand? Call Kim Speed at Purple Moon Creative today!
