As an entrepreneur, one of many hardest selections you’ll make early on is what to call your model. Even after you’ve given what you are promoting the proper identify, chances are you’ll wrestle with developing for on-brand names in your service packages, applications, newsletters, tribe/followers, and/or different parts of what you are promoting. Fortunate for you, I’ve a fairly superb system for BRANDSTORMING (see, I’m brainstorming names already). However earlier than I share my go-to course of with you, I need to share a little bit story with you that can assist illuminate the significance of a superb enterprise identify…

When my greatest good friend bought married, I had the privilege of being her Matron of Honor. The ceremony befell in a small city in Michigan referred to as Petusky. The marriage was stunning; completely good. The subsequent day, a bunch of us have been exploring Petusky within the depressing chilly that’s Northern Michigan within the wintertime. We ducked into an artwork gallery to flee the chilly whereas we scavenged Yelp for a superb place to eat… and that’s after we requested native artist and photographer for a advice.

Let’s simply say our description of what we have been on the lookout for was… effectively, lower than articulate. We defined that we have been on the lookout for someplace to eat that was recent, scrumptious, and form of “hipster” or “yuppie” fare. At first, he really helpful a diner… then advised a steak and potatoes joint. Finally, it clicked and he mentioned, “Oh! I do know the place it’s best to go… The Twisted Olive.”

In that one identify – The Twisted Olive – we knew that it was Mediterranean delicacies, that it was a unusual and attention-grabbing, and with the phrase twisted, that we in all probability weren’t your normal fare. That alone – simply the identify – was sufficient for us to determine that’s the place we must always eat.

Right here’s the factor a few model identify – it’s a primary impression. Most of the time, the identify of what you are promoting is what your potential clients will see earlier than they ever lay eyes in your web site or earlier than they know something about you personally. That’s why it’s SO essential to decide on a reputation in your product, service, or model that pulls in your viewers in from the get go.

Naming what you are promoting is loads like naming your child. Everybody could have their opinions, however finally, you’re the one who has to stay with and be completely satisfied along with your model identify. In that sense, I’ll be the primary one to let you know – naming your model is a really private alternative. That’s why it’s so necessary to rigorously overview your decisions and discover the proper match.

So, let’s discuss GOALS for an amazing identify:

It ought to be significant.
Your enterprise is a severe matter. It’s what you’ve chosen to do along with your life and time. It’s the way you become profitable to maintain a roof over your head and pizza in your mouth. (Or no matter you eat.) Beginning a enterprise is a really private undertaking, so ideally, your identify ought to maintain some significance to you.
It ought to be simple to say, spell, and keep in mind.
You need to go away an enduring impression and get your model caught in your clients’ minds. To ensure that your model to be on their minds, it must be simple sufficient for them to course of and keep in mind.
It ought to be distinctive.
The identify of what you are promoting wants to face out, so it’s essential to decide on one thing that captivates curiosity. In case your identify is simply too just like different manufacturers in your similar area, it would make you appear run-of-the-mill fairly than particular.
It ought to be AVAILABLE.
Ideally, your identify ought to be out there as a dot-com. But it surely’s additionally necessary to verify your identify (or some model of it) is out there on social media websites and isn’t already trademarked by another person.
It ought to inform viewers one thing about your model.
Contemplate whether or not somebody would perceive, even vaguely, what you do in the event that they solely knew what you are promoting identify (with no different context). This doesn’t should be tremendous particular, like Jim’s Grocery Retailer. Even names like U-Haul and Residence Depot give a touch at their function.
It shouldn’t restrict you to a particular area of interest.
You could increase your choices or companies over time, so it’s greatest to pick a reputation that may develop with you. It’s effective to concentrate on a sure area of interest, however go away the limiting language to your web site, which may simply be adjusted to replicate modifications over time.

With that in thoughts… you in all probability gained’t discover a identify that checks all of those packing containers.

Compromise isn’t enjoyable, however generally it’s obligatory.

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Now, I do know what you’re pondering…

Why am I taking model identify recommendation from miss first-name-last-name-dot-com over right here?

Soooooo unique, Kaye!

Enable me to elucidate…

There are a number of several types of model names, and in sure conditions (like mine), it is smart to make use of your identify as an umbrella model in your applications, companies, or merchandise. However extra on that in a second!

Listed here are the assorted TYPES of brand name names:

New, made up, or mixed phrases.

Yahoo! and FedEx are nice examples of main manufacturers who use new or mixed phrases. I’ve additionally used this fashion for my very own model, leading to Brandality (the Model Archetypes Quiz) and Brandfluency (Archetype Programs).

Descriptive.

Whereas these names ought to describe what you are promoting indirectly, don’t go too fundamental or danger being forgotten. Slightly than an uninspired identify like Joe’s Crab Shack (sorry, Joe), discover center floor like these manufacturers: Land Rover, The Discovery Channel, and Pampers. These are all names which might be (even loosely) associated to what they do or supply, and are very memorable.

Actual phrases (however seemingly unrelated).

In some instances, corporations decide to call their enterprise after an actual phrase that isn’t instantly associated to what they do or promote. Good examples of this might be Apple computer systems or Caterpillar development tools.

Named after folks.

For some manufacturers, being named after a founder or public determine makes most sense. Take me, for instance! Since what I’m promoting is my thoughts, my genius, my skillset – I am the products. For that cause, KayePutnam.com works effectively as my general model identify, with extra attention-grabbing names (like In Demand Model) for my choices and companies. Different examples of this model identify sort embody Johnson & Johnson and Nordstrom.

IMPORTANT: In case your identify is tough to pronounce, spell, or keep in mind, modify it to be less complicated. Nice examples of this are Regina Anaejionu of ByRegina.com and Sarah Morgan of XOSarah.com. It’s additionally NOT a good suggestion to call what you are promoting after your self (or anybody) in the event you intend to someday promote it.

Acronyms.

Though a number of main manufacturers rock an acronym – H&M, BMW, IBM, MTV – I wouldn’t personally advocate this for small companies. It’s typically unclear what the acronym stands for and will be simple to jumble or overlook.

As a psychology-driven model strategist, I can’t assist however take neuromarketing into consideration when selecting a reputation. As people, our brains like patterns. Heaps of various patterns.

Listed here are just a few patterns that you simply’ll start to note time and again in branding…

Alliteration

Alliteration is “the prevalence of the identical letter or sound at first of adjoining or carefully linked phrases.” You’ll catch a lot of manufacturers utilizing this fashion.
Coca-Cola. Dunkin Donuts. LuLu Lemon. Greatest Purchase.
I’ve additionally used this sample in my naming my “Model New Model” course.

Rhyming

Whereas not practically as prevalent as alliterative names, rhyming model names are additionally frequent. Large manufacturers like StubHub, 7 Eleven, and Piggly Wiggly have turned their sing-songy names into family names.
My podcast (and methodology for constructing manufacturers) encompasses a rhyming identify – In Demand Model.

Modified Puns, Clichés, or Frequent Phrases

We acknowledge puns, clichés, and customary phrases simply as a result of we’ve grown accustomed to listening to and seeing them over time. We keep in mind them! So when manufacturers use components of those, modified to suit their wants, it sticks with us. Ash Ambirge of The Center Finger Mission created a course on emotional writing referred to as The Six Enchantment Course of. Her refined play on intercourse enchantment piqued the curiosity of her viewers!

Phrase + Phrase

This easy construction attracts the attention and permits for a ton of creativity. You possibly can convey many issues with these two phrases. Take for instance, Cease & Store. In simply 3 syllables, you realize that it’s a retailer and that it’ll in all probability be fast, as implied by the phrase cease. Then there are manufacturers like Crate and Barrel, who go for phrases that create extra imagery or subtly counsel their choices.

Now that you simply’ve set targets and acknowledge the differing types and patterns of brand name names, let’s put this methodology to the take a look at!

What wants a reputation? It may be something from what you are promoting itself to an occasion or convention, webinar, podcast, app, e-newsletter, or a collective identify in your followers. No matter you select to call, use the worksheet under to drum up concepts!

Earlier than you TOTALLY get your coronary heart set on one identify, I like to recommend doing a little bit elimination along with your good good friend Google. You’ll need to search to make sure it isn’t already in use, unavailable as a web site or social media deal with, and never but trademarked. You’ll in all probability discover that a few of your favorites are already taken, however optimistically, you’ll nonetheless have superb choices to select from on the finish.