Business Naming Basics

Company Name Ideas can get personal

Quite often a company will be named after its founder(s).

For a small business, especially a service business, this isn’t usually a good idea unless you’re a celebrity.

But a made-up personal name can, if crafted with care and insight, become a business name and an asset.

You can “invent” a character who can speak for your business in multiple ways, beginning with the business name. You can impart to your brand the same traits and personality as the character you create to represent the brand.

Think how successful Betty Crocker, Marie Callender and Sara Lee have been. Think Pep Boys; Mrs.Fields and Uncle Ben.

The names above just “sound” right. And through repetition and association, they begin to relate to the desired position envisioned by their creators.

I like to find or invent names that actually impart a brand benefit. Two examples from recent projects include “Weldon Wright” for a window replacement business, and “Molly Coddler” for a day spa.

So think about your brand story as I mentioned last week, and the personality you want associated with it. See if there isn’t a character – invented, historic or even mythical – that can assume a name that includes an implied benefit relative to your business.

It will be unique and relevant, two of the top criteria for an outstanding company name.

Tags: Naming Ideas by MartinJ
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Company naming, product naming and naming resources covered this week

• UNIQLO: A Retail Brand Naming Strategy That Just Works

August 4, 2009
- Is it Uniqlo or Uniglo? I can pronounce the latter, not the former.

• All Hail Altegrity! Catchword Sets The Foundation For A New Brand Identity

August 4, 2009
- Well, Altegrity will take some getting used to, as do most coined words. But for me, I stay away from names beginning with “Al”, “At” and “Ad”. There just seem to be too many new company names like that.

• Lululemon on the benefits of the letter L

August 4, 2009
- Yes, certain letters and letter combinations can evoke warm or active or cozy feelings. The letter “L” is soft, and when several are in the same name, well, isn’t LuLulemon fun to pronounce?

• Free company and product naming

August 4, 2009
- The WordLab is a great resouce – and it’s free.

• Radio Shack Name Change Begs the Question: What’s “The Shack?”

August 4, 2009
Including a limiting product noun is short-sighted, even when the scope is 30 or more years.

Tags: Naming Issues by MartinJ
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Here’s a business name a wish I’d thought up: Wigglebutt Inn.

It’s pretty clear we’re talking about a dog kennel. Yet it’s so refreshingly unique and, shall I say it, “cute”, that it just makes you smile. It’s a name that builds relationships, that represents a business where the people know dogs and have a sense of humor to boot.

It just goes to show you needn’t take yourself too seriously when naming your company.

You can read more about this brilliant name at Content Marketing Today.

Tags: Naming Resources by MartinJ
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Well, trademark law is a grey area to me, so I suggest getting expert advice from a trademark specialist.

But perhaps I can help clarify why there’s ambiguity.

Here are three scenarios based upon three well known entities:

One: I’ve named my company and my product with the same name, just like Starbucks has. Now they can trademark “Starbucks” and “Starbucks Coffee” as “words” representing product, and they can trademark the Starbucks logo. But the company name, Starbucks Corporation, is not trademarkable.

Two: My company name is not used for marketing, only my products are. In the obvious case of Proctor and Gable (now wishing to be known as P&G), the company name is not trademarkable but each of their products – Tide, Pringles, Bounty, et. al. – are.

Three: Whatever I’m providing the public I’m doing exclusively under my own entity’s name. The first organization that came to mind in this category was the Red Cross. Yes, it’s a non-profit, but I believe the rule still applies.

What these three examples all add up to is that if you use your business name to promote your product(s) or service(s), you can trademark it. If your business name is not used in a direct communication to consumers, you cannot trademark it.

This may seem convoluted. That’s why I suggest consulting a company that knows about trademarks and service marks. I recommend LegalZoom because their costs are very reasonable and their service is easy to use.

Remember, I’m not an attorney, and I’m not up on the latest interpretations of trademark law, so please get professional help in this arena.

Tags: Name Registration by MartinJ
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