What’s In A Name? The Best Name For Your Company

maxresdefault (1)When it come to small businesses, the name of a company can make or break your organization. A company’s name should convey the expertise as well as the uniqueness of your product or service. It is surprising how much time and effort it can take to come up with a name. It may seem like a trivial detail, but a name can be extremely instrumental to the performance of a small business.


When you’re trying to come up with a name, it’s a good idea to consult with an expert. Naming firms that have complex systems in place. These firms also know a lot about trademark laws so speaking with these experts can save you from a law suit. Experts can advise you against inadequate name choices and explain to you why other choices would be beneficial for your company. These services can be quite pricey, but the advice can save you a lot of money in the future.


Speaking with an expert will not automatically get you the best name. You also need to think about what you want your name to communicate. It should demonstrate the key elements of your business. When you develop a niche and write a mission statement, you will be able to zero in on what you want your name to emphasize.


According to naming experts, it is a good idea to make your name up from real words or combinations of real words rather than made-up words. People like words that they can understand. As a result, professional namers typically steer small business owners away from strings of initials or numbers.


While it is important for a name to have meaning, it is also possible for the name to be too meaningful. One commonly made mistake is a company name that has the name of geographical location in it. A company with a geographically specific name has pigeonholed itself, making it difficult to expand past the city or location mentioned in the company name.


Here are some more tips for conveying the right meaning with your name:


  • Think about the audience you want to attract. Choose a name that not only appeals to you but also to the kind of customers that you are targeting.
  • Choose a name that brings up pleasant memories. If you choose a familiar and comforting name, your customers will respond to your business on an emotional level.
  • If your company is not incorporated, do not use the word “Inc” after your company’s name.
  • Avoid puns that only you understand.
  • Don’t choose a name that is confusing or lengthy.


You’re also going to need to think about the digital aspect. In the information age, it is necessary to consider how your company name looks in various digital settings. Make sure your name is easily recognizable in an email subject line. You don’t want people ignoring your email simply because they don’t realize that the name of your company is in the subject link.  Twitter is also a large part of marketing. Make sure the name is recognizable in a 140-character tweet. Since many customers make purchases or operate services through mobile devices, it’s also important to think about the possibility of an app. Think about how your company’s name would look on a small square mobile app icon.


You’ll also need to check the legal implications of a name. While the best way to get help for this is an expert, you can also check for trademark availability of a site like TESS (Trademark Electronic Search System). If you are having trademark issues, here a few solutions:


  • Drop a Letter (Examples: Tumblr, Flickr)
  • Add a double letter (Examples: Digg, Thinkk)
  • Add “Ly” or “Ify” to the end of your company name (Examples: Optimizely, Bitly, Spotify)


A large part of a company’s success is how it reaches potential customers, and company’s name is a key part of this process. Think long and hard about your company’s name. If you choose the right name, your company will be destined for success.