Choosing a name for your brand is one of the most important things you’ll do in today’s digital marketing age.  At its most basic level, it’s your chance to make a good first impression with potential clients and customers, but goes much beyond that.  Here are some tips to help guide you through the process of naming your brand:

Come up with a Short List of Possibilities

  • Carefully consider your brand’s goals and mission statement.  Brainstorm 20 or more ‘buzzwords’ you associate with your brand, its goals, services and objectives.
  • Research the competition.  Which brands do you want to emulate?  What do you like about their names?  Write down any ideas you like or that you feel will resonate with your target market.

Putting Your Name to the Test

From your brainstorming session above, come up with your 2-3 favorite names. and then ask friends, strangers, etc. what images, words and thoughts those names conjure up for them.

  • Does your name support your current (and future) objectives?  Does the name effectively communicate your current mission statement while allowing for growth and expansion?  Is it general enough to allow you to grow and serve new niches in the future?
  • Minimize confusion.  Is your brand’s name easy to pronounce?  Is it easy to remember?  Is it short and to the point? Avoid anything over three words.  You also don’t want a URL that is excessively long or difficult to spell.
  • Verify availability.  Is the URL available?  If your first choice is not available, you can experiment by running your buzzwords in different combinations to check for domain availability.
  • Consistency in branding is important in the digital age.  Secure your URL is the biggest item on the checklist, but it’s also important to verify your name is available on social platforms such as Twitter, Facebook, Instagram and Pinterest.
  • Do your research to avoid trademark infringement.  The last thing you’ll want to do is build your brand, only to find someone else has it trademarked already.

Realize that no name is perfect.  Your marketing strategy will back up your name, giving it recognition and credibility over time.

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