WHAT'S IN A NAME? - Checklist for creating a company name
Like the name we are given by our parents, a company name differentiates us from those around. For example when we think of Red Bull, we think risk takers, fast moving and fierce, not only because of the bull branding but also through the sponsorships and community they have created. On the other end of the spectrum we have Dove, a calming, natural, freespirited personalitiy who tells the world that all shapes, sizes and ages should be celebrated as equals.
The name is the starting point of any brand's journey, brought to life through a strong logo, an explanatory strapline and a clever marketing campaign.
At Grit Graphics, we were asked to come up with a name that reflects a furniture and upholstery company that services the leisure industry. The answer, Accentuate, a subtle way of summarising their core aim, furniture to enhances their surounding environment.
CHECKLIST FOR CHOOSING A COMPANY NAME
1. MISSION STATEMENT
Think about what your brand stands for, its purpose, goals, and values. Who are you targetting? Their age, earnings and beliefs.
2. BRAINSTORM
Jot down any word that come to mind, use a thesaurus, split and connect words, drop letters, combine surnames, look at Latin words, verbs, adjectives. Does your product have a shape colour, texture or is your service energetic, calming or luxurious. Don't worry how long it takes, stick with it and you'll know when you've found it.
3. RESEARCH
Look at your competition and research the market.
Check availability through Companies House, steering clear of any similar names
Check that it's available as a domain name
Check the name reflects the essence of the company
Will it be easy to protect and trademark?
4. TEST
Feedback is priceless - checking the name association. Does it reflect our product, service, is it memorable, easy to spell and pronounce when answering the phone. How often does it appear when you put it in the search engine and what results do you get? Remember you will never please everyone, but as long as a larger percentage think it's right, then go with your instinct.
