Apple, Uber, Starbucks, and Disney. All are iconic model names that appear excellent in hindsight.
However when the founders got here up with these good model names, was it a stroke of genius? Or is there a course of for choosing memorable, catchy names that stand the take a look at of time?
For Gretta van Riel and different profitable entrepreneurs, selecting a model title had loads much less to do with luck and much more to do with a course of. After launching 4 multimillion-dollar ecommerce manufacturers, Gretta has developed a step-by-step methodology for selecting the right model title to your startup—and quick.
How briskly?
Attempt 20 minutes or much less.
Earlier than you get too excited, now we have an vital disclaimer: don’t fear about perfecting your model title simply but.
Obtained that? Alright, let’s go!
Desk of Contents
Methodology For Selecting A Model Identify
What a Model Identify Ought to Be
4 Forms of Model Names To Select From
Easy methods to Select Your Model Identify in 3 Steps
Methodology For Selecting A Model Identify
Gretta’s fashioned a whole lot of manufacturers over time, and coached hundreds of aspiring entrepreneurs on the right way to discover nice product concepts, get traction on social media, share their messages, and develop repeat clients.
However surprisingly, one of many greatest locations Gretta sees new entrepreneurs getting caught is when arising with a reputation.
“They see the success of manufacturers like Uber, Google, and Apple, and imagine {that a} inventive title will result in nice success,” she says.
“This can be a large mistake. The reality is, a reputation is just one a part of a fantastic enterprise. However it’s removed from the most important half. In truth, many iconic model names solely grew to become memorable after folks skilled an unimaginable services or products.”
In different phrases, the model title was solely nice as a result of the product was nice first.
To not point out the truth that many manufacturers picked a reputation and pivoted. For instance, Google’s first title was BackRub, Pepsi was Brad’s Drink, and Instagram was Burbn.
Gretta’s recommendation to founders is to not search an ideal model title from the beginning, however to hunt a “adequate” model title.
“Clearly, don’t simply select the primary random phrase that got here into your head. But in addition keep in mind the explanation you bought into enterprise within the first place. It in all probability wasn’t to spend all day dreaming up the right title.”
Beneath, Gretta outlines a easy course of you should use. However the vital disclaimer that she provides each entrepreneur is that you simply don’t should have an ideal title to start out.
You’ll be able to all the time change it in a while.
What a Model Identify Ought to Be
There are not any hard-and-fast guidelines for what a model title can or can’t be.
For instance, some manufacturers like Adidas simply mixed the founder’s nickname with three random letters to create a memorable model title. Whereas others, like Xerox, come from a shortening of the phrase “xerography”, the technical title for the dry copying course of that photocopiers use.
However Gretta has developed some primary tips for what a fantastic model title ought to do.
Simple to Keep in mind
Have you ever ever been listening to your favourite podcast, heard an advert for an attention-grabbing product, after which couldn’t purchase it since you couldn’t keep in mind the URL the host talked about? Now think about how troublesome it’s to face out if it wasn’t only a non-memorable URL, however it was a difficult-to-remember model title.
A troublesome-to-remember title does much more injury. It makes it a lot more durable for folks to get to your web site and turn out to be clients. So, as a substitute of selecting a model title impressed by the etymology of Greek phrases mixed with the title of the road you grew up on, select one thing simple to recollect.
Easy, catchy names like Apple, Uber, and Goal are infinitely higher than The Antidisestablishmentarianism Co. or The Pneumonoultramicroscopicsilicovolcanoconiosis Treatment.
(These are actual phrases by the way in which).
Distinct
What number of Pizza locations do you assume exist on the earth? Most likely hundreds.
Alternatively, there is just one Dominoes. Generic model names can work for hometown native companies, however they’re troublesome to make into world manufacturers.
Pique Curiosity
title ought to make folks intrigued about what the model is.
For instance, while you discover out Purple is a mattress firm, you in all probability need to know why they’ve that title. The title pulls you in to be taught extra concerning the story of the model. And that’s a attribute of many nice manufacturers.
For instance, the title Gretta selected for her line of teas, Skinny-Me-Tea, pulls you in. You would possibly assume, “How does it make me skinny?” “Does it really work?” “What’s in it?”
That is the sort of intrigue you need your model title to set off.
Make Sense
Whenever you select a reputation to your model, it ought to relate again to what your core enterprise does.
You need to select a model title that relates indirectly again to your core enterprise. It doesn’t should be a direct, word-for-word match, like Water Bottles For Sale. You will be inventive.
For instance, Nike selected its title for the connection to the Greek goddess of victory. However it ought to relate, a minimum of indirectly, to what your model will in the end do. In any other case, it dangers complicated folks and dropping clients.
Malleable
You need to all the time select a model title that may flex and alter together with your enterprise wants over time. The very last thing you need is to decide on a model title that packing containers you in endlessly.
If you’re launching a Keto complement firm, you won’t need to name it KetoProtein. If the Keto pattern goes away, that title doesn’t provide you with a lot wiggle room to alter and develop. However one thing extra malleable like FatForFuel may shift for altering tastes within the market. You can maintain the prefix “___For” or the suffix “Gas” because the core of your model title.
A Model Identify Ought to NOT
Conversely, there are some issues Gretta says that your model title mustn’t do.
Inform the entire story
Your model title alone can not do all of your advertising. So it’s best to by no means put the onus of telling your complete story about your organization on the title. Take into account Gretta’s The fifth Watches.
“The fifth” portion of the title communicates loads concerning the model, when you’re aware of it. It tells you after they have gross sales (the fifth of the month) and the way lengthy these gross sales final (5 days). It additionally communicates an air of excessive trend, drawing on parts of New York’s trend district on fifth Avenue. However whereas all these issues are ultimately communicated via the title, discover that the title doesn’t attempt to inform you all that directly.
It’s not referred to as The 5-Day Excessive-Finish Watch Vendor on The fifth of The Month. It’s simply The fifth Watches. You be taught the entire story later, however the title simply captures the essence of the model.
Be Too Literal
Model names ought to by no means be so literal that they turn out to be generic.
The model Planter’s Peanuts wouldn’t simply need to name itself The Peanut Snack Firm. It’s so literal that clients won’t ever keep in mind it. And even when they do, there’s no approach for them to distinguish yours from Joe Schmoe’s down the street.
Field You In
Names that field you into one particular area of interest, class, or kind of product are like placing your small business in a straightjacket. It doesn’t matter what you do to pivot, you’ll stay caught. It will be very exhausting for an organization named Shifting Provides Co. to pivot into having precise movers choose up and haul stuff.
Regardless that they’re associated companies, folks would by no means assume that the transferring provide firm would have the ability to do the precise transferring.
Steal The Present
Whereas a model title that’s boring will be unhealthy for enterprise, a flashy title will be even worse. Your model title ought to by no means distract from the core operate or product that your small business gives.
Gradual Issues Down
Selecting a model title is difficult.
However it’s not one thing to agonize over for weeks and weeks. And when you by no means need to should change it, errors will be corrected. If there’s an ideal area you need that doesn’t expire for an additional yr, don’t wait.
Use this put up and your inventive muscle mass to provide you with different potential names. Simply don’t get caught in your title as a result of many nice names got here from choices that the founder made on a whim.
With these components in thoughts, listed below are the several types of model names you may select for your startup. All these can work, however use Gretta’s recommendations on which is most relevant to your small business.
4 Forms of Model Names To Select From
Right here’s a breakdown of these 4 kinds of model names and who ought to think about using them for his or her enterprise.
1. The Generic Model Identify
“Consider manufacturers like Accommodations.com or Automobiles.com. These are generic names,” Gretta says.
Names like these will be powerful to safe for a lot of causes. The largest being that generic domains like robotic.com have large asking costs, in extra of seven-figures.
But in addition as a result of this class of the title nearly by no means meets the above standards for what a very good model title ought to do.
For instance, “Smartphone” is perhaps a strong generic title to your telephone product. However it doesn’t pique curiosity. It’s too literal and utterly packing containers you into one class.
“Until you already personal the area, I’d keep away from such a title to your startup.”
2. The Descriptive Model Identify
That is the place the title makes an attempt to explain what the model/merchandise can do for the end-users. For instance, Gretta selected the title SkinnyMe Tea for her line of weight reduction/detox teas. This title tells you the core promise of the product proper within the title. what you’re getting simply by studying the title and that’s highly effective.
Different names that might fall within the descriptive class embrace Burger King, Pizza Hut, Web Explorer, Gmail, and extra. Every of those names alludes to or describes what the underlying enterprise does. This could make a fantastic class of title for your small business.
3. The Suggestive/Affiliate Model Identify
That is the place the model doesn’t precisely inform you what the corporate does however implies what it does via phrases that convey robust imagery and feelings.
For instance, take Greyhound. The enterprise doesn’t promote greyhound canine, however they do assist you get from one place to a different shortly by way of a enterprise. So, in a way, they’re associating the pace and high quality of the canine with their touring model.
One other instance is Subway. It’s not a transit firm. However they do concentrate on promoting submarine sandwiches, or subs.
One of many large advantages of this sort of title is that the one restraint you’ve is your creativity. So it may be nice for any founder that wishes a reputation that’s distinct, rooted in historical past, or a enjoyable play on phrases.
4. The Coined, Random, or Summary Model Identify
That is the class of brand name title that requires probably the most creativity and might take some time to nail down. However most of the most iconic manufacturers of our time got here from seemingly made-up phrases.
“Whereas these names are a clean slate, they’re more durable to construct model recognition round and I personally wouldn’t use them in lots of instances,” Gretta warns.
The explanation these names don’t all the time work is as a result of there’s nothing for folks to attach it to initially. In case you’re launching a very new product in a very new class, you ought to be cautious about utilizing such a title.
Easy methods to Select Your Model Identify in 3 Steps
Now that you recognize the totally different classes of brand name names and what makes a fantastic one, it’s time to decide on yours utilizing Gretta’s Namestorming exercise.
To get began, merely set a timer for 20 minutes and observe these steps:
- Brainstorm 15 phrases that come to thoughts while you’re considering of your small business. Something that involves thoughts is honest recreation.
- Get away the thesaurus and search for synonyms of these phrases. Dig deep to seek out some phrases which are distinctive, uncommon, or out-of-the-ordinary that you simply won’t have considered.
- Slim down your record to simply 3-5 names. Decide your greatest ones to see in the event that they’re out there. Reducing them would possibly really feel like pulling enamel however simply go together with your intestine on the perfect ones you wrote down.
As soon as you choose your 3-5 greatest, search for these names to seek out out in case you’re within the clear to launch your model. Sadly, your first selection is perhaps taken.
Learn extra: Small Enterprise Advertising and marketing Information: From Scratch to Success
Model Identify FAQs
How a lot time ought to I spend on my model title?
This query will be tough. You do not need to rush the model naming course of, so that you’re caught with one thing you do not like. However when you have a problem-solving product concept that you recognize will promote, naming your model should not stand in your approach. As a substitute, it’s best to ask your self: how vital is my enterprise’s title? If it isn’t a precedence, do not spend an excessive amount of time on it.
Will a fantastic model title assist my enterprise?
A model title is not a necessary a part of your small business. Product market match, buyer acquisition, and your small business mannequin will make the distinction, not what title you file your small business underneath. However a model title that does not suit your mission or is simply too sophisticated may end up in your small business stumbling out of the gate. The excellent news is that even probably the most profitable founders have modified their enterprise’s model title. It is normal when a enterprise grows or modifications its goal.
How have you learnt you’ve got picked the best model title?
You may know when you recognize. Is that too easy of a solution? Belief your intestine and vet the title with your loved ones and mates. You probably have a founding staff or board, guarantee everyone seems to be dedicated to the title. Or, if you have already got a longtime viewers, take a look at just a few totally different names out and see what they assume.
Have a Identify? Now Construct a Model
Identical to each particular person has a persona, each enterprise has a model. Your model title is only the start of constructing a model. Get all entry to our full branding and enterprise frameworks with foundr+. Learn to create a model identification that’s greater than a cute emblem however a basis to develop your small business.
