It's All in the Name: Naming Your Company

In a previous post, I discussed some of the steps in starting a business. But, what about naming it? On the surface it seems like an easy thing. Is it?

When we named augustwenty, I felt like we spent hours, weeks and days on it. I thought we were never going to come up with something. The problem is..it’s not just the name. Whatever you pick needs to resonate with people, be easy to remember, represent your brand and be something no other company has used. That’s a lot of things to consider!

Saying that, I am not talking just about the actual name. You must make sure the web domain is available as well as being able to register your new name with your state. How will you reach people if they can’t find you on the web? What are you going to do if the name is already registered? My advice on this is simple. FIRST look to see if the domain and name are taken! It may cause frustration for you, but it will save time and money in the end.

What about marketability? Is the name easy to say? Can you select brand colors, a touchmark (that is how a person can recognize the company without the name) and font? That’s just a few things to think about. To make sure you get it right; invest. Getting it wrong could be a turn off to future clients, employees, vendors. No one wants to do business with a company that they have no idea how to pronounce. Keep in mind most entrepreneurs aren’t good at every side of the business. Hiring someone to help you, a designer, can be invaluable. Many design firms offer this type of service. However, if you have a limited budget and want to have some fun; there are sites on the web that allow you to reach many designers at the same time. You create a design contest and see what you get back! DesignCrowd is just one example. https://www.designcrowd.com/

Lastly, does your name create enthusiasm for you when you say it and think about it? Can you see yourself presenting this name to represent what you have built? Can you easily tell the story? Future clients/business partners will want to know how you came up with the name. Answering with “Bob gave it to me,” doesn’t promote very much enthusiasm or purpose. Maybe you named it after your great grandmother or your favorite color. That’s great! But spend time to come up with a story that gives the name purpose. Why your great grandmother? Did she influence you somehow? Why is it your favorite color? Does it make you feel like you can do whatever you put your mind to?

In the end picking a name can seem like a daunting exercise; and it can be. Spending the time in the beginning will make your business stand out. You will feel proud of what you accomplished. Besides, you’ll know when it’s right no matter how long it takes. When you land on that name that says it all, you will want to tell everyone!

So to recap:

• Check availability for web domain and state registration

• Does the name have marketability?

• Would hiring a designer help you put this all together? Or do you possess the necessary skills on your own?

• When saying the name - does it stir your enthusiasm?

Good luck!

For now, Angela