Business Naming Basics

Researching the Internet for naming ideas is surprisingly easy – if you know where to look.

I’ve found several really great sites for name ideas, but one with a lot of potential I keep coming back to is Use Wisdom.

Types of naming words you can find at Use Wisdom

This is an unbelievably diverse and comprehensive source of potential names. I’d suggest going there and just browsing to get a feel of the site. If you’re on a specific search in your category, I’ll bet you’ll find relevant lists, which are mostly links to other word-related sites.

There are two areas I visit a lot: The lists under Jargon, Lingo and Slang, and those under Trivia. There I found, for instance, the lists of Sports Cliches ripe with naming ideas, there’s a short list of nautical terms at the Colloquial Phrases site, and lots of stuff under Political Cliches.

One thing, though: quite a few of the links to what look to be inspiring sites seem to be broken, quite often lists compiled and stored on university websites. This can be frustrating, but just go on to find other gems in other fields.

The site also links to a variety of dictionaries, thesauruses and writing resources – style guides, grammar sources, and sites about semantics, syntactics, semiotics and more.

Warning: if you’re a word maven, you can spend literally hours chasing links here.

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As part of the name development process, I suggested creating a naming brief prior to creating any name candidates, and that part of the brief be a set of name evaluation criteria.

So how do you select the criteria with which to evaluate your name candidates?

First, there are two types of naming criteria you will want to incorporate. The first has to do with general naming “best practices”. The second set are company-related, having to do with goals you have asked your new name to fulfill.

Another aspect of setting name evaluation criteria is to assign priorities to evaluation factors. The best way to do this is to establish a rating scale: a 1-to-5 scale with “good to have” being “1” and “absolutely vital” being “5”.

Set up your name evaluation criteria and their ratings prior to creating name candidates. Otherwise, some of the created candidates might influence your selection of criteria and their ratings.

Here are some suggested criteria. Keep in mind that you will have to select and rate criteria, and that there may be others you will want to add for your particular project.

Best Practices Naming Criteria.

These are the more generic criteria, the ones that can apply to naming any company, product or service.

Unique – not like any competitor’s name
Short – no more than five syllables
Memorable – has a ”rhythm” to it
Appropriate –sets the right “tone”
Suggests a benefit or a pleasant association
Easy to pronounce and pleasing to the ear
Not restrictive – doesn’t limit your growth potential

Company-related Naming Criteria.

These are specifically goal-based elements that address your entity’s situation and goals. You can certainly add additional factors – the ones below are idea starters for the most part.

Aligns with mission and vision statements
Conveys something of the brand story
Imparts the desired characteristics of the brand
Reflects the brand’s desired personality
Resonates with priority stakeholders
Aligns with other company brands
Fulfills other specific attributes assigned to the name

A final note: I would limit the number of name evaluation elements to 12 at most. Otherwise, the job becomes too complex, and no name will emerge as a leader. And remember to prioritize the critical factors.

Provide these criteria to those who will be creating name candidates as part of the naming brief I discussed in yesterday’s post.

The result will be focused, appropriate and relevant name candidates, and plenty of them.

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Name development starts by determining what’s important in the business name you chose.

It also needs to provide information about what you’re naming and your thoughts about . This is vital if you are using outside sources – freelancers, ad agency, employees and even family – to help you name your company or product. The document for this effort is called a Naming Brief.

So I’ve outlined below the elements of a generic brief you could use for your new company name.

Business Overview/Background

1) Describe the business entity, its purpose/mission/vision/reason for being

2) What is the entity’s structure? (sole corporation, subsidiary, franchisor, joint venture, etc.)

3) What products/services does the entity provide? Will these products/services be branded separately from the entity brand or will they “reside” under the entity brand?

4) What market(s) does the entity compete in?

5) Who are the competitors? Provide the name of their products/services, too.

6) Within each served market, describe the major buying influences. Include demographics & life styles for consumers, corporate functions & levels for B2B markets. Include customer motivations, habits and “hot buttons” if known.

7) What are the key features and characteristics that differentiate this entity from its competitors?

Identify and rank the stakeholders as to their importance.

Name Functions & Descriptors

1) Aside from identifying the entity itself, what additional functions might the name perform? (Note: the suggestions below have to do with positioning. Positioning can never be achieved through a name only, and in fact, is often better served through other branding elements.)

( a) Position the entity in its industry/product category.
( b) Position the entity in a specific market.
( c) Position the entity with a specific type of buying influence.
( d) Position the entity with a specific application.
( e) Position the entity with a strategic differentiator.
( f) Position the entity with its heritage/tradition.
( g) Position the entity as a new market entrant.
( h) Position the entity as a market/industry leader.
( i) Position the entity as the premier provider of a specific attribute or characteristic.

Now for each positioning arena checked above, describe the desired position.
Example: “first-to-market with Internet-based solutions”

2) List the characteristics and attributes you wish prospects and customers might use to describe an entity, and to which the entity might aspire. Below are some examples that might apply.

3) This list contains “personality” descriptors. “Check the three or four most appropriate descriptors that honestly reflect the entity, its vision and culture, while also imparting the “image” most appropriate in attracting target market(s). Add any others not listed in the space below the list.

Note: you might find little difference in “characteristics” and “personality”. That’s OK, just go through both lists anyway as a measure of your clarity about the direction your naming activities will take.

4) List any preferences and prejudices that might mitigate a particular direction for exploring name candidates. Examples: “Make sure the name candidates are no longer than two words”, or “Don’t incorporate the generic product category label in name candidates because of future expansion plans”.

5) Provide examples of business names you find compelling, and also list those that come to mind you find repelling.

There is one additional piece that should be developed before getting the creative juices flowing. That’s identifying and prioritizing your naming criteria. I’ll cover them in an upcoming post.

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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.

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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.

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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.

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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:

Proctor and Gamble, Starbucks and American Red Cross: each a different situation

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.

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The business naming process should start before you begin generating name ideas.

There are a couple of things I recommend prior to developing name candidates that will help you determine the brand’s personality, and thus the types of names that will be most relevant.

One is to create a “brand story”. This may come from expressions of your business mission, vision, values, position and culture. It may also be more personal than that, reflecting the way you’re different from competitors. It will certainly express what you “stand for”.

Naming ideas can be sparked through personality question

Hand in glove with the brand story is the expression of “personality” you wish your brand to convey. Here you attempt to personify the brand using a series of questions.

You ask yourself several brain-stimulating questions such as: “If MY BRAND was an animal, what animal would it be?” You might relate the brand to a celebrity, sport activity, geographic feature or music type in the same manner.

Those exercises can give you some direction and inspiration, thus sparking some name candidates, too. And it will provide direction for creating other branding elements as well.

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Don’t let name evaluation become a personal thing.

This is especially critical if you are wearing two hats – the name creator and the name evaluator.

Evaluating name candidates for educational publisher

What happens is that one or two of the names you’ve conceived are REALLY creative. You get an “aha” moment when you’re struck by an inspired thought. Every naming creator has those moments and those great, unique name possibilities.

There’s a good chance that part of its appeal is that it’s relevant and fits your vision and value standards. That is, it’s both appropriate and powerful. That’s why the “aha”.

But almost as often the candidate is a great combination of word parts that flow together, but are off target for the business or product you’re naming. It’s just that you can’t see it.

That’s why evaluation should not be left to the creator.

A second, uninvolved person should be consulted – a person steeped in the branding process as well as familiar with your business plan and brand platform. This is probably not your spouse.

My suggestion is to cut your initial list to twenty or so candidates. Then seek a consultant, or perhaps a copywriter with branding experience, to review your brand platform (Which should, incidentally, include the criteria you initially set up for your new name.), your business plan and your name short-list. Don’t tell him/her about your favorites.

Then let your consultant pick the best ten candidates and rank them in order of preference. Also ask him/her to write an evaluation of each. You are now ready to check out those candidates for availability.

If your favorite isn’t among the chosen, you can certainly ask why, but rely on your evaluator’s choices. Don’t let your ego govern you new business name

It is also possible to conduct an on-line survey of the top four name candidates if you can identify – or the survey source can identify – a large enough sample of persons meeting your target market profile. I’ll cover name evaluation surveys in a future post.

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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.

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