Business Naming Basics

The name process is usually entered into long before it should be.

In fact, many entrepreneurs will have chosen a name even before they’ve written their business plan.

Naming a business or a product is strategic in nature, and should logically follow the adoption of a business model, target markets and competitor identification and the exposition of certain business beliefs and conducts as stated in written mission, vision and value statements.

Ideally, at least two major brand foundations should be in place before considering a name: your brand story and a brand platform.

The accompanying chart outlines the steps that I suggest any start-up company, no matter how small, should follow if it wishes a strong, integrated brand led by a relevant name that resonates with prospects and conveys the essence – and the differentiators – of the brand.

Sequencing the naming process within the branding process is important if your want a name that will endure and endear.

Related business naming posts:

1. Naming Idea – Define the Brand Personality Before Naming Your Business Before generating name ideas, I recommend a couple of activities. One is to create a "brand story". The other is...
2. Business Naming Should Start with a Naming Brief Matt, a self-proclaimed computer nerd, created a list of the steps required to create and register a name. I had...
3. Business Naming Should be Well Considered Quite often a business name will come to mind, and then adapted by the entrepreneur in charge even before the...
4. Business Naming Criteria May Depend Upon Situation Rather than adopt generic company naming criteria, I think you should look at your corporate name within the context of...
5. Make Business Name Evaluation Impartial Don’t let name evaluation become a personal thing. This is especially critical if you are wearing two hats – the...

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