What is actually important when finding a name for a company?? Who has to like the name? And should it communicate what you do? Does it do a fantasy name? You must have asked yourself all these questions before clicking on the link to this text. In the following lines I will try to give you some answers to help you find the best business name for your company.
1. Naming for business: Choose a business name you're comfortable with yourself
Yes, that's right. You yourself. Because you probably have to get this name across your lips the most of all people on this planet.
And: you will also hear it the most.
So if you get an embarrassing shiver down your spine every time you say your firm name, you've done something wrong in the naming process.
2. When finding a name, make sure it is easy to use
There are company names that sound really cool. Puns that elicit tears of emotion in awe of the inventor.
These names are unfortunately not at all suitable to be passed on.
Company name finding tip: When choosing a name, make sure that it can be clearly understood and, above all, that its spelling leaves no questions unanswered.
3. Do not violate any rights with your company name
Infringing trademark rights is quicker than you think. From our experience over 90% of the name ideas for enterprises fail because of already existing registrations.
So if you have an idea, it's best to check it immediately by searching the German Patent and Trademark Office (dpma). The dpma research is one of the name developer's best friends.
The sooner you find out whether you could get into trouble with a business name because someone else has already had the same idea, the better. Believe me: this will save you a lot of time and perhaps avoid a lot of unnecessary effort.
On this topic, it may be advisable to consult a trademark attorney. For example, if your preferred name is already taken, but the registering entity belongs to a completely different industry.
4. Tell a story with your company name
"What does your company name actually mean?" – Whose company is not called "Horst Mueller insurance agency" knows this question.
Clear. People love stories. Storytelling is on everyone's lips for a reason.
So give them. And a memorable one at that. By enriching the euphony of your company name with meaning and possibilities for appropriate associations. These can be variations of technical terms from your field, reinterpretations or easily understandable (!) Be a play on words.
There are many ways to embed the purpose or benefit of a company or product into a good company name.
Company name finding tip: Think about how your company name and what your company does can be translated into a meaningful story, at least on demand.
5. Choose a company name that works well on all channels
Who knows what the marketing future will bring?? Will podcasts still be the hot shit 4 years from now? Or will we soon be talking about completely different ways of addressing target groups? Text experiences a renaissance?
Be prepared for anything by ensuring that your company name
- is easy to pronounce
- and is easy to read.
Business name-finding tip: Show your ideas to people who don't know them yet. Best of all, they belong to the target group. Then ask them to read out loud or pronounce the company name. Can they pronounce it the way you want them to pronounce it? Pay attention to the reactions as well
6. Naming businesses: Keep your feet on the ground
HVAC Mechanics sounds cool and is catchy. But when it's a 3-person heating, ventilation and plumbing company behind it, this misdirection quickly creates unintentional comedy. Because the associations you have with a name like this tend to fit a corporation, not a small craft business.
The company name must fit both the size of your company and the purpose of your company.
Business name finding tip: As part of the name finding process, check carefully to see if you are overshooting the mark with your business name. You can see this well in your test from point 5 based on responses.
7. Make sure it is unique
People will google your company name. That is for sure.
So – if possible – make sure that in the search results it is immediately clear which result is to be assigned to you.
"Ilse Krampmeyer Einrichtungs-Agentur" should therefore – apart from the trademark component – not become IKEA.
Business name-finding tip: Google your name idea and see how much competition you face in search results.
8. Do not use a name generator
Let's face it. How should a generic tool assess you and your company identity in order to make a suitable company name out of it? Correct: not at all.
For name generators do nothing other than either present tagged names that someone has thought up and stockpiled, or combine previously queried keywords with other terms.
Looking for the needle in the company name haystack.
9. Get help
It's hard to look at the picture you're standing in. It's quite possible that you'll quickly run up against limits when it comes to inventing your own company name.
It's good if you then have creative minds at your side who can provide impetus and take a close look at your subject from the outside. Those like us, for example.
Content& Code has experience with developing business names. Energy brands, coffee machines or audio start-ups: we'll find a name for what you do that you can proudly communicate with.