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How to come up with a good name for your business

For better or worse, a name is something that sticks with you for the rest of your life.

Fortunately, in the case of brands, the names can be changed at a later stage if required- however, it can come with a heavy price.

The price of losing recall from consumers.

A price you might not like to pay.

In this article, we will dig into the process of naming your business in the most relevant way, broken down into adjustable bites for you to grasp quickly.

Define your business

The very first step in order to pick and name for your brand, would be to pitch the brand to yourself.
More often than not, clarity is a by-product of brainstorming. In order to hit the home run, you might need to define what your business is all about to the biggest client and potential you can ever have- yourself.
Brand communication strategy starts with the name itself. And there is no name without clarity of what the business is all about. Here are some things to kickstart the train of thought:

Think about why you started the business
Think about what problems your business will solve for the consumer
Convince yourself about your business’s description in one or two lines

Determine your proposition

Your brand name needs to accomplish something. Invoke a feeling in the consumer’s head or define your offering or deliver a burst of abstract information at the other end of the spectrum that is open-ended for them to interpret on their own.
The best way to do this is to define the brand proposition and to try and establish that in the consumer’s mind starting with the brand name itself:

Do you want the people to recognize your name?
Do you want people to recognise your service?
Do you want people to think of the brand as something elemental/abstract?

Allow yourself to think garbage

Once you have defined the purpose of your business correctly, allow yourself to hash out 'a lot of names' that you think my suit your brand in the best possible way. While the previous steps were brain-work, you can consider this as legwork to lay the foundation of your brand.
This is another crucial step one that you might need help with. You can consult a branding agency.

They say that if you want something done right, you have to do it yourself. You know the business inside and out, and that is where insights come from. Step up to the plate and start writing names. Mind you, this is a process that has provided the world with names that were just perfect for businesses:

Hewlett-Packard (based on the founder’s name)
Southwest Airlines (based on the description of service)
Google (basically a completely made up name)

To sum it all up, this is a process that needs perfection- as much as you can provide, for it to be successful. If you need professional help in accomplishing it, please do- after all, every great dish has more than one ingredient!

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