Business Naming Basics

• SyFy: Awful Name, Awesome Ad Campaign

July 20, 2009
- I must agree that the name is a little jarring. But if the channel is looking to branch outside its traditional niche, SciFi just didn’t do it. Besides, SciFi is a generic.

• That Horse Has Left the Station: Trying to Trademark Tweet

July 20, 2009
- Now here is a real dilemma. It’s something that every entrepreneur should be concerned about and deliberately study in order to set a standards and practice from the get-go. I don’t know any who have.

• Online Hotel Naming Affects Brand Name Development Strategies

July 20, 2009

• Pontiac G8 to Cop Chevy Caprice Naming and Branding?

July 20, 2009
- Well, as Jack Trout stated in “Differentiate or Die, heritage can be a pretty good differentiator.

• How to find a good URL without having a brain hemorrhage

July 20, 2009
- Some good advice, particularly for those doing business on the Internet.

• Playing the Game Naming Game

July 20, 2009
- It didn’t start with Toys R Us, but the use of phrases and sentences as names may be a small, and probably short-lived, trend.

• Skyscraper Renaming: Would the Sears Tower by Any Other Name Sound as Sweet?

July 20, 2009
- You’re right about the long memory and habits of constituants. To them, it’ll always be Sear Tower. However, when a name loses its original panache, I’d want to look at the pros and cons.

• Has the Starbucks Brand Name Become a Liability?

July 20, 2009
- Well, I think it’s a good move to name a brand extension to differentiate it from the master brand name.- It own name gives it its own life and doen’t dilute the master brand. Takes some guts but Al Ries and Jack Trout are probably applauding.

Tags: Naming Ideas by MartinJ
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Naming Resources come in all sizes and shapes, some free and some with a price.

As a professional namer, I’ve hunted down and identified many name resources, some of which were worth while bookmarking and using when the old muse stopped feeding my creative fires.

One such site is WordLab.

Here’s how the creators of this valuable site describe their objective and their resource:

“The leading free resource for naming and branding, Wordlab is both a Universal think tank, where users employ the services of anyone and everyone willing to contribute their own personal naming and branding genius to the Wordboard for immediate use, and an ever-expanding database…from the site’s co-creators, Quark and Snark. With over 40 categories ranging from Acronyms to Zen Koans, Wordlab’s original think-bank will have you sometimes smiling, sometimes howling and sometimes running for the trademark office. Browse and explore the vast riches.”

There’s an awful lot of naming help on this site, but much of it frustrating because there’s no relevance between your business or product and the suggestions you generate from their databases. Never-the-less, quite often you’ll see suggestions that resonate with you. Just jot these letter groups down without judging them. They may work as name parts or they may spark ideas that do. It’s all part of the creative process.

Then there’s the WordLab “Big List” – a list of “new words” invented by readers and WordLab staff that may trigger ideas or provide a couple of relevant candidates.

WordLab also maintains a naming forum where you can post your need for a name. Just describe the business or product and several contributors will provide some ideas for you. There’s no guarantee that folks will respond, or that responders will present good name candidates.

But all in all, if you’re attempting to create a long list of name candidates from many sources and from many perspectives, include the resources of WordLab in your quest.

Tags: Naming Resources by MartinJ
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This name idea relys on a graphic component to set a business name apart, and perhaps, get it through the name screening process as well.

You can create names that stand out with visual devices. It is possible to incorporate devices such as hyphens, common symbols & punctuation(+,!),which I talked about in the post entitled Why Limit Yourself to 26 Characters When Business Naming?.

Examples of some name ideas involving different formats

In addition, names can be all lower case words, underlined word parts, combined UPPERlower case phrases, CapsINmiddle constructions, differentiated with pronunciation marks (Jel’-sema), leaving no space between words, or rendered with two Differentfonts. There may be more. If you think of any, please make a commend in the space below this post. .

But when constructing names using this business naming idea, remember that your name may not be rendered as you would like it to be by the media, by those wanting to refer you to other folks, and by anyone else that has no stake in making sure your name is rendered correctly. Also, though it might be trademarkable as a graphic, it may not be available as trademarkable word or phrase, nor will you be able to use a graphic device as a web site URL. Though there you can use hyphens, a url address doesn’t differentiate upper and lower case and some characters are not allowed.

Though limited in application, either of these tips might stimulate your search for outside-the-can name candidates.

Tags: Naming Ideas by MartinJ
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Registration of a business name in a single state – this applies to the United States only because I know nothing about registering names in other countries – is usually easy. But if you’ll be doing business in more than one state, it can get complicated.

First, every state has a business name registry, usually administered by the state’s respective office of secretary of state. The job of registering a name begins at the state’s official web site.

I believe that now every state has an interactive name search function to determine if your name is in conflict with an already-registered competitor name. Then, if it is available, you can submit a request to register your company name. Check individual state web sites for the process – some states may not have an on-line registration service.

Here is a web site with links to all the state web sites having to do with business name registries.

It is possible that you’ll have to assume a “doing business as” name in states where another has registered your corporate name before you.

So that’s why I say it can get complicated if you are doing business with a physical presence in multiple states. My recommendation is to get professional help if the number is over four or five. It can be time consuming and every state has its own set of regulations and procedures so you might want someone who knows the territory.

A company that can perform these services for you is LegalZoom, an Internet-based organization offering services at very reasonable prices. They specialize in providing incorporation or LLC organization as well as performing trademark and copyright applications, and several other services required by some businesses.

Remember, I’m not an attorney. Don’t rely on me or this blog for advice, except to say, “if you need advice about legal matters, seek the help of a qualified attorney.”

Tags: Name Registration by MartinJ
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One problem with adopting a person’s name as a business name is that there’s little legal protection available. Oh, there may be some based upon longevity and intent, but it’s chancy. Also, it may not be that unique.

But personal names are the basis for this business naming idea.

There are naming customs that permeate certain cultures that can be adapted to non-name words to produce compelling company or product names.

Some examples of unique two-part company names

The most famous of these is McNuggets. But be careful in adopting “Mc” because McDonald’s will probably come at you with a cease and desist order. They have pleaded and won in the U. S. court system that they “own” “Mc”-whatever.

h, but look at the other possibilities: Mac, O’, Van, von, D’, Di, De, Del, Bel, San, La, and L’. And I’m sure there are others as well. Just hook them up with descriptive nouns like (O’Cedar, MacFrugal).

It’s also worth exploring making up new lead-ins as if you were on staff at Paramount Studios dreaming up character names for the next Star Trek series: (RelTran, B’Yond, G’Wizz, G’Dar). 

Tags: Naming Ideas by MartinJ
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There is something intimidating about naming your business

We know that “all the good names are gone”. And not just domain names, either. It’s frustrating to have your very own “private” name unavailable because someone has registered it before you.

And then you can’t get that name out of your head – it occupies the entire “creative space”. Other names just don’t have the flair of your favorite. You suddenly feel like you’ll never be able to think of another powerful candidate.

Most entrepreneurs are impatient and action-oriented, so when they hit the wall, they’re liable to “settle” for a second-class name just so they can get on with the “important” matters of business-building.

Well, I believe the name is the most important element of a brand and should be treated as such. To develop a name that stands apart and truly represents the brand, I believe you should start the process with a particular mind set. If you do you’ll find the frustrations easier to take, and in the long run you’ll have a name that truly and powerfully represents the business.

Here are four major ideas that can help you adopt a “killer” name with the least amount of angst. When my clients adopt this attitude, I’ve found the process and the results can be satisfying and productive.

Number 1: Keep an open mind.

Quite often the best ideas come from the frustration of rejecting a hundred candidates or more. Also, don’t reject a candidate out of hand. The name may grow on you, or it may trigger additional ideas that lead to fruitful candidates.

Number 2: Create a very big list.

Attempt to create (or have created) a long, long list of candidates. And keep adding to it even after you think you’ve done enough. This stretches your creative energies as well as opens avenues you didn’t even know existed. Ideas spark more ideas. Use many sources of candidates and ideas, even ones that appear ridiculous on first thought. Don’t judge, just add ideas. There will be time later to evaluate

Number 3: Be prepared for disappointment.

Isolate the best five or ten name candidates that meet your criteria. For various reasons, three-quarters or more will not be available to you. So don’t get really married to a candidate until after it passes the tests for suitability and availability.

Number 4: Be patient but determined.

This just means to stick with it, and if necessary, get help. Use any resources available – family, associates, even professionals. Remember how important it is to get the name right.

So don’t let frustration lead you to a second-class name. Remember that your business success is firmly linked to your company name.

Tags: Name Management by MartinJ
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Action words make for better business names.

So I recommend exploring participles (adjectives that are verb-like in form, usually ending in “ing”, “ed”, “en” or “t”) to produce vital, active name candidates.

Both verbs and participles provide action-based words that are better remembered and embraced by constituents. People actually like and appreciate the sound and feel of them even when they don’t know why. Plus, this form is not used often for names.

Here are two structures using participles to impart action names: participle-preposition-noun (examples include Hooked on Phonics and Cooking for Health), and the reversed structure of noun-participle (Skills Abounding and Promise Keepers are examples). Also, you can sometimes substitute a participle for a noun to impart more vigor. Turning Point Consulting is more action-oriented than Turning Point Consultants.

Sorry if this entry began to sound like an English lesson, but after all, English is our weapon of choice. We need to know and utilize its power.

Tags: Naming Ideas by MartinJ
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Company naming should be separate from product naming.

Let me explain what I mean with a true story about one of my first naming assignments.

This entrepreneur had named his business, and simultaneously named his first software product with the same name. The business name and the product name were inseparable. This worked for him for about a year. Then he was ready to introduce his second product.

He realized something wasn’t right. If he wished his company to proclaim ownership and authorship of the new product, he had to, in the minds of his market members, insist that his first product owned the second. And even though both products were to be sold to the same segments, they performed two distinct functions. The second product was not an extension of the first.

A typical system to establish a naming hierarchy and protocal.

The answer was to rename the first product as well as naming the second. There was a requirement to show a family resemblance, so I suggested one be called TopChoice, and the other TopDrawer. We also established a naming system for future products as well as a consistent method of labeling new versions of older products.

In the trade it’s called developing a naming hierarchy, and it’s a function of name management and brand architecture – the positioning of products against other products in the product portfolio, as well as positioning them within their respective markets against competitive products.

The lesson is to consider as best you can what products and services you will be introducing over time and adopt a flexible naming hierarchy in the beginning so you won’t have to worry about false starts and confusion among your prospects and customers.

Tags: Name Management by MartinJ
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Company names reduced to nicknames: that’s a naming trend I’d like to see stopped in its tracks.

I’ve ranted about this before, particularly about the now-absorbed Washington Mutual calling itself “Wa Mu”. Terrible idea. I don’t think their shortening of the business name caused their financial problems, but in hind site, it did demonstrate a lack of management constraint and focus. Anyway…

The newest demonstration of nicknaming just breaks my heart. The guilty party? The venerable National Geographic.

Now first let me acknowledge the name is not “large enough” for its charter, and never has been. But over time most constituents have come to know and accept the brand and what the name stands for without questioning “National” or “Geographic” as being inadequate, largely because they consistently maintained the society’s identity.

The National Geographic Society name and logo

Everyone knows that year after year, month after month the magazine, with its National Geographic yellow and dramatic cover photograph, was (and still is) a great getaway and information source about our planet and its amazing diversity. With the introduction of the TV channel and a select catalog of travel/adventure products, National Geographic has admirably kept pace, and even more importantly, led the environmental movement.

Because of its associations and focus, the brand stands alone no matter what the name says in a literal “translation”. National Geographic is about great photos and writing, about the dangers to our planet, about exotic cultures, about adventure, and about innovative efforts to fund additional exploration and research. Yes, National Geographic is national treasure – no, make that a global treasure with a limiting name.

Never-the-less National Geographic STANDS FOR SOMETHING.

But now, probably influenced by the texting trend, they have seen fit to use a nickname on their National Geographic Channel website. It’s just terrible.

It’s Nat Geo.

Shame on you, National Geographic Society. Shame on you for violating your brand, for diluting your name, for alienating a core segment of your constituency.

Oh, and to make matters worse, on the National Geographic home page, they refer to themselves as “NG” upon occasion. NG? I know that as an abbreviation for “no good”!

Their tagline/mission statement is “Inspiring People to Care About the Planet”. National Geographic is inspiring, Nat Geo or NG not so much.

Perhaps it’s just my age that brings about a prejudice against the “newest thing”, but I’m pretty sure it’s not good branding.

I invite your take on this subject in the comments box further down this page.

Tags: Naming Issues by MartinJ
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