Everyone names things. We name our kids, our pets, our softball teams and our annual company outings. However, when it comes to developing a corporate or product name, companies need to approach the task with the same gravity and rigor that would apply to any major business decision. A business name can be created to provoke emotions, spur attraction or disrupt the marketplace, but the process of developing and selecting name should be a rational one. Naming is the combination of art and science; both parts need to be present to ensure a good outcome.
The art of naming comes in the creative team’s ability to generate words and ideas that capture the key attributes of the organization or product. This team should have the ability to think metaphorically, as well as literally and descriptively.
The science comes from, understandably, the more academic side of things: Etymology, linguistics, knowledge of Greek and Latin roots, mythology, trademark law, etc. You need an in-depth understanding of how words and language work to convey ideas, and how those ideas can be protected in a crowded environment. Marrying these two aspects together can help companies find a name that works.
Still, the team leading the naming initiative on the client side is ultimately faced with the decision. Their attorneys’ perspectives might help to make the decision a little easier, if one of the lead name candidates is clearly more legally viable than another. But often, companies are faced with a couple of cleared options that, on some level, are equally intriguing.
Here are five naming tips to consider that will keep subjectivity at bay so that companies can agree on a name that effectively communicates the brand and business strategy.
1. Trust the process: A naming initiative is as much a process as it is an outcome. With minor variances between naming consultants, the process is often similar: Objectives are set; broad creative development begins; name candidates are refined; names are initially screened for legal availability; and finally, top contenders are identified for approval. Following through on every step is key. It is your best chance of ending up with a name that is own-able, pronounceable, does not insult anyone and supports key objectives. Short-circuiting the process will result in “do-over” work and, at worst, could put you in legal hot water.
2. Do more than you think you need. At a rate of approximately 2,000 new corporate names registered per year, finding unique and ownable names gets harder by the hour. Your company’s broad creative exploratory should go beyond the expected. Push boundaries and pre-conceived notions. Get out of your comfort zone and your expand options. With the ever-increasing plethora of names that are already taken, creating more names will increase your chances of getting one you can call your own.
3. It’s not always love at first sight: Think of some of the most admired brands in the world and their corresponding names—Apple, Google, Amazon—now picture them as a word alone on a blank sheet of paper without any context. Some of them might seem pretty silly. But as odd as they were for the category, there was a story and rationale behind them, and in their own way, they supported the vision of the organization. Years of building the customer experience brought them to life. The lesson? It’s not about loving the name itself. It’s about understanding how that name can help create the foundation for your bigger story.
4. Be creative with the URL: A pure URL match to your company’s ideal name is terrific. But don’t let the lack of a perfect URL stop you from selecting alternatives. There are plenty of modifications and additions you can make in the URL to keep it intuitive and own-able in the space, such as adding a short descriptor after the proprietary name. Explore and present these options as finalists become clearer.
5. Some things need to be proven, not stated. A corporate name should not blatantly describe the desired perception you want your company to be known for in the market. Like being trustworthy. Or innovative. Or smart. These are qualities that must be earned by delivering on your business strategy and successfully managing your brand experience across all touch points.
A company name should evoke what makes your organization different and relevant, be it a philosophy, how you do business, a key focus or your breadth and scale. But calling your company something akin to “BrilliantCo” will not only draw extra scrutiny and criticism from your detractors, but could also raise more credibility questions with your desired audiences than it answers. PRN
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This article was written by Andrew Bogucki, executive creative director at branding agency CoreBrand. He can be reached at [email protected].