How to name your business.

Naming your business is one of the first branding tasks you'll have, and one of the hardest. I've named multiple businesses over the years and it never gets easier, although I do have some techniques and thoughts that I'll share with you in this post. The name of your company is critical as it is one of the primary ways you can shape perceptions about your small business. A great name can evoke the personality and tone of a brand as well as serve as the launching point of your story. So it really pays to take your time – brainstorm, iterate and land on a name that feels just right. Trust your gut.

One of my favorite ways to generate names is to mind map. All you need is a pen and paper. Start with a keyword in the center and branch off from there with other words and phrases that come to mind. The image for this post is a mind map I did to name Start-up Ace. If you fill the paper (feel free to use a thesaurus) you'll have a bank of words that you can combine and recombine until you hit on something that feels right. This technique also works well for generating taglines and headlines.

There are a few important things to take into consideration as you settle on a name. Is there a similar name already in your space? If so, stay clear. I've known entrepreneurs who have endured lawsuits because their name was too similar to an already established business. Also, check the URLs to see if you can secure a reasonable website address for the business name you are considering.

In addition, you should think about how it sounds. Does it roll of the tongue or is it hard to say? How does it look when it's typeset? Some words simply look weird when set in type or combined. Think about how you can strategically use the cases if you're combining words (ie) PayPal. Pay attention to what the words evoke and make sure they match the tone for you brand – do they sound aspirational or serious or silly? Whatever name you choose should match the verbal and visual branding choices you are making for your business. It helps to have a brand plan in place before you settle on a name for just that reason. Of course, I'd like to encourage you to take our Branding Essentials course for just that reason 😀!

This blog post from Wix is an excellent resource for types of names and ways to generate ideas.

Lastly, sleep on it. Run it by a few trusted friends and advisors to make sure the connotations you're imagining are universal. I've enjoyed naming my businesses over the years, and worked hard to have them tell a story. My favorite was a retail boutique I founded in 2005 called 'Beehive Co-op' which was a co-operative store run by local artisans and designers. I loved the connotation of hive, and buzzing, and community in general.

Good luck with the process of naming your start-up and check out our resources page for more tips.