Nabisco certainly rolls off the tongue easier than “National Biscuit Company.” Sega is more internationally marketable than “Service Games of Japan.” By removing “the” from “The Facebook,” Mark Zuckerberg successfully applied the suggestion of brevity when choosing a winning company name. The creative minds behind these businesses understood that a great name was required for success.
“Branding is so important these days and your name is the first thing people hear from you, therefore picking up the perfect one for you and your business is a must,” says Whole’s Angelo Presti.
Some ideas for picking a name that will transform a startup into a consumer empire:
For starters, consider if your company name stands apart from the competitors. Too often businesses inspired by the concept of an already established company fall into the “I can do it better” trap. Instead of coining a unique name and idea, these businesses attempt to use successful organizations as ladders to the imaginary marketing throne. Rely on your own ingenuity and creativity. Your aim should be to deviate and excel above the competition, not model your company after it. Steer clear of similarities when naming your company to avoid limiting its inventiveness and getting lost in the wash of major corporations. Use tools like the Thomas Register to ensure your proposed name is available and free from similar trademarks.
It’s vital to consider the modern consumer’s attention span when developing a company name. “The current generation of internet consumers live in a world of instant gratification and quick fixes which leads to a loss of patience and a lack of deep thinking,” Robert Weatherhead said in his Guardian article “Say it quick, say it well.” With constant access to free WiFi and browsing availability on computers, tablets and mobile devices, instantaneously impactful results are a necessity. Although this advice seems extremely simplistic, take a minute to think about the many major companies that follow the “two syllables or less” principle. Modern consumers require something that is easy to remember and reproduce in conversation, whether in person or through social media.
Companies have a product to sell and a story to tell. Their motivations and inspirations are unique and should be apparent in all of their marketing elements. The name, then, has a great responsibility on its shoulders. Starbucks, the renowned coffee company, looked to their local history for christening inspiration. “In a search for a way to capture the seafaring history of coffee and Seattle’s strong seaport roots, there was a lot of poring over old marine books going on,” said Starbucks’ Senior Writer Steve Murray. The name Starbuck is actually a character in Herman Melville’s famous whaling novel Moby Dick, and the famed Starbucks logo is a twin tailed mermaid, or siren. Consider that the name of your company will be the flagship of the entire marketing scheme. Nick Jenkins, founder of Moonpig, suggests, “Whether innovative or standard, clever or safe, cheeky or serious, all depends on who your key audience is and what you are trying to sell them.”
Sounds also play a significant role in the consumer reaction to a product name. “A simple shift in a vowel’s sound can change the way people think and make decisions about objects – leading to a greater connection between a brand’s name and product features a business wants to highlight,” says research from the University of Toronto Scarborough.
Recent studies also suggest that businesses should abandon acronyms and nonsensical words. “Forget made-up words and nonsense phrases. Make your business name one that customers can pronounce and remember easily. Skip the acronyms, which mean nothing to most people. When choosing an identity for a company or a product, simple and straightforward are back in style, and cost less to brand,” Marty Zwilling said in his Forbes article “10 Rules for Picking a Company Name.”
Of course there is a world of tips and tricks for choosing a startup name out there, but keep these suggestions in mind if you’re feeling stuck in the mud. Above all, try to make your startup name fresh, simple and true to your company’s message and story. “The company name can be the strongest hook your business has. It’s the foundation of a brand, which is ultimately what keeps customers coming back. A good name gets return business,” says Joynture member Michael Darmstadt.