What’s in a name? Shakespeare says, “a rose by any other name would smell as sweet,” but does that apply to companies?
Not really. Successful companies tend to have memorable, simple, and influential names for good reasons. People first encounter characters when they are introduced to a company. They are interpreted as a symbol of the company’s underlying quality. They are also an essential tool for creating a lasting impression.
This makes it essential to find a name that serves your company well. Here are some tips on how to come up with a corporate identity that lasts.
Come Up With A Name That Communicates Who You Are
Your name has to reflect what drives your business. For customers, words are essential. When they purchase goods or services, they want to know that the company they are buying from is serious about what they do. That doesn’t mean picking a bland, uninteresting name. But it does mean foregrounding what makes you unique. So think about coming up with a name that reflects your core values, not just a flashy, catchy name that is easy to remember.
Stay Memorable With The Right Company Name
It’s essential to come up with a memorable name. Sometimes it seems that having a short, snappy name is the only reason start-ups exist. Everywhere you look, there are companies with names like “puzzle,” “bangle,” or “Zoopla.” Short, punchy words work well, as does an element of strangeness. Anything that can burrow deep into the minds of site visitors and passers-by on the street will work well, so think about adding a quirky touch to your company name.
Take A Direct Approach to Straight-Forward Communication
For others, a more direct, straight-down-the-line approach could work wonders. If you work in business-like plumbing, home redesign, landscape gardening, or pool cleaning, customers probably won’t be impressed by a quirky name. Instead, they might respond better to something concrete, simple, and direct. Terms like “Outstanding Gardens” may seem too basic, but they convey the message. With a creative logo, the plainness of the name can create an impressive effect.
Consider the Long-Term to Create a Brand That Lasts
Think about the medium to long-term as well. You want your company to be around for 5, 10, or even 20 years, so coming up with a name that reflects where you want to be in the future is a fundamental key to success for your business. Some wording names suit large, successful companies that reach out to more affluent clients. Others try to retain a homely feel (like Walmart) by stressing a family identity. Either way, pick a name that will sound sensible and catchy when success is in your grasp.
Make Your Company Name As User-Friendly as Possible
Think about how your name will be used by people as well. This is something that companies often forget about, but it’s fundamental. Good company names should roll off the tongue. They should be easy to say and easy to spell. If people can’t spell your business correctly, it can substantially negatively impact your search ranking. They will be less likely to remember if they can’t say it.
Make your name as user-friendly as possible. Little things like that can have big dividends. In a world where voice search is becoming more crucial, making your name easy to pronounce can also be a big plus for search engine optimization.
Go For a Localized Approach and Create Roots in Your Community
Another strategy is to go hyper-local and develop a name that connects your company to the local history. If your town witnessed a crucial battle or was the site of a world-changing invention, you could incorporate that heritage into your name. By anchoring your identity in the long-term history of a community, you can instantly gain credibility and the impression of having deep roots. That can go a long way towards creating trust among local customers, even if you are, in reality, nothing but a start-up.
Names Matter, So Don’t Rush Your Selection.
Spend a little time brainstorming potential names. Spend as time as possible to develop something that ticks all the boxes. It should be short, simple, easy to remember, and in some way reflect your core values. It might be a little quirky and straightforward and could be linked to the local community.
Time spent coming up with the correct identity will be rewarded, and the last thing you need is an expensive rebrand a few years later. It might be simple, but there is something in a name, and it takes some creativity to find the right one.
