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Are you up at night trying to think of a catchy name for your startup? Well, you’re in the right place. Coming up with a business name can be quite an uphill task. Some say it’s even harder than naming a newborn.

All you need is a little help to tweak your creativity, and you’ll be spoiled for choices.

We’re NameStormers. We’ve worked with brands like Carmax, Doritos, Michelin, HP, and Canon among many others. 

With our creativity and experience, we produce compelling business name ideas that will represent your goals and build a brand identity.

Business naming strategies have evolved through the years. Decision-makers are changing business naming tactics to comply with technology and compete in eCommerce.

To help you understand new strategies, here’s what we’ll cover:

Table of Contents

Picking Timeless Business Names

When starting out, you don’t really know how successful your new business may get— even if you have goals and dreams of how far you’d like it to go.

Thinking long-term in relation to business naming means picking a name that does not limit your startup by location, products, or services.

How a Name Could Limit Your Business

Think about Amazon, for example, which started off as an online bookstore. Right now, Amazon is the world’s largest online retailer with an annual revenue worth billions.

What if Jeff Bezos had named the company Amazon Bookstore”? Do you see how that could be limiting? How would the brand have been true to its name once it started branching out beyond books?

A name that makes mention of a location is a good idea in some industries but in others, it can be limiting.

For example, if you’re starting a business in the service industry, perhaps a roofing company, naming it “Philadelphia Roofing” will help customers find you easily when they search for roofing services in the Philadelphia area online.

If you’re an eCommerce business owner, or you plan to expand your services to other locations, you can’t make that mistake. By specifying a geographic area in your name, you risk losing potential customers who’ll think you only serve one area.

Picking a name that will grow with your brand is necessary, and reputable brands understand that. Also, the name-changing process is costly and you could lose customers through the confusion.

When a song, movie, or phrase is trending on social media, you may think it could be a cool business name idea. As much fun as it may be in the moment, it could be limiting long-term.

It may not be as cool in 10 or 20 years, or it may mean something totally different.

For example, the trend of using an X in place of S, or a Q in the place of K is no longer as cool as it was a few years ago.

Trends should not be considered an option for business name ideas. Creative business names should connect to the brand and the target market long-term.

Expert Tip: Avoid the trends. Choose a name that will stand the test of time. The name-changing process is very expensive.

Rebranding With a New Name and Logo

Your business name and logo may be official, but it doesn’t mean you can’t change them. 

Reinventing your business is one way of staying relevant and setting the tone for the future—just as Premier Dental Holdings did. They approached us wanting a more warm and inviting name and we suggested Brident. It’s approachable, friendly, and now used in over 65 different locations.

brident dental & orthodontics
Premier Dental Holding’s “Brident”

Why Businesses Change Names

Brands encounter challenges and triumphs that might necessitate a name change. 

DMAFB Federal Credit Union, for example, triumphed with their regulatory approval to convert into a state charter. Following the approval, they wanted to grow in new ways. 

We helped them change their name to Vantage West Credit Union, which helped their continued expansion across Arizona.

If your business name no longer serves the purpose you initially intended, you can still change it.

A few reasons why you might want to change your business name:

  • The name does not align with your brand identity
  • It wasn’t properly thought out. For example, it’s hard to remember, or sounds too similar to another business. 
  • You’re expanding and your name doesn’t suit the expansion. For example, the American Heart Association can’t easily expand into Canada, or the UK. 

A name change is not always an easy affair and you’ll need the help of an expert to take you through the process. It is, however, a necessary step that should be taken if it has the potential to benefit your company.

Changing Your Business Logo 

When a business changes its logo, you probably wonder why.

There are many potential explanations, but they’re all rather simple:

  • The company wasn’t getting the business they wanted.
  • Their logo wasn’t memorable.
  • The logo didn’t reflect the company’s brand.
  • The company’s brand is changing.
  • The logo wasn’t well-designed.

Just because you’ve settled on a business logo doesn’t mean you have to stick with it. Changing to a well-designed logo, if yours isn’t, is essential.

A well-designed business logo highlights your brand and stops the scroll on news feeds.

Most businesses are conducted online and a good logo is one form of easy identification. 

Building brand loyalty through a professional business logo is one major way of boosting your business.

However, if you’re thinking of a logo change instead of a name change, make sure it’s a step that will positively improve your visual branding.

Expert tip: A successful name is not enough to create brand awareness. A professional logo that’s easily recognizable should be used in addition to your name.

Common Mistakes Startups Make When Naming Their Business

When starting out, it’s common for small business owners to come up with a name without following the right procedure. These mistakes could contribute to costly repercussions such as a name change in the future or a lawsuit.

Using a Business Name Generator

There are a gazillion business name generators on the internet.

There are many things that could go wrong when you’re getting your name from a generator, including:

  • They do not inspire creativity, they just produce a name without a real connection to the target audience
  • You risk the name not being available or ownable from a trademark or domain point of view.
  • They lack the human factor that connects the brand’s journey to the target market

Investing resources and effort in a company name or a product name should always be a priority for business owners who wish to grow and expand.

Confusing Spelling and Pronunciation

Catchy business names are authentic, but still easy to pronounce and spell.

If a customer spells your name wrong on a search engine, it could bring up another business name and cost you serious market share. This is why your name should sound as close to the pronunciation as possible.

A professional business naming process should remain authentic to the brand and consider experiences that are relatable to the customer. Confusing spelling and pronunciation make it harder for the customers to relate to your brand, and it distances them from it. 

Expert tip: The most successful companies drive growth by naming their products in a way that relates to their customers’ expectations.

Professional Company Naming Strategy

The process of naming a business, product, or brand is extensive and should be well thought out. Skipping even one step of the process is not wise as it could bring legal and social problems that could damage your brand image.

At NameStormers, we use a seamless process that can help you name your company or brand. The table below shows you what we offer and the benefits of our thorough process.

Step Process
Business/brand/product naming We collaborate with you to come up with a catchy and unique name
Trademark screening We do a deep online evaluation of trademarks and eliminate names that are similar to known or existing trademarks
Domain screening We check for domain availability and ascertain whether it’s being used by someone else
Linguistic screening This involves evaluating different meanings of the name in different languages to avoid cultural appropriation or sounding inappropriate
Naming research We can conduct naming research with the target market to get a feel for how the name will resonate with them
Logo creation We make sure your logo is eye catching and appealing to the target market

Turning a name idea into an actual business name must follow all the necessary steps to avoid social or legal problems. An experienced name expert will save you time, money and the head-scratching that comes with trying to create a business name on your own.

Stand Out With a Catchy Business Name

Business owners and other stakeholders in startups are now aware that the naming process is a little more complex than just choosing one that you like.

It takes a group of savvy experts to help you through the process and come up with a name that is legally available and will connect with your target customers.

Having worked with major brands to come up with company and product names, we have the experience and expertise to help you come up with the best name for your brand or startup.

If you have any additional questions or would like to book a meeting with us, contact us and we’ll be happy to get back to you.

Frequently Asked Questions

How Do I Protect My Business Name?

You should trademark your business, product, or service name to prevent others from using the same name.

When you register your business, you can choose either a State or Federal level.  If you choose a state-level registration, anyone who uses your business name in the states you’re registered in is liable. On the other hand, federal registration trademarks your business nationwide. 

A logo is a critical part of your brand and it plays a huge role in brand memorability and visual branding.

During the process of picking a business name, you should invest in a logo that matches your name and helps set your brand apart from the competition. For example, Educational Training Services abbreviate their name in their logo — it’s easy to remember, and there’s no confusing it with any other businesses.


Can Your Domain Name Be Different From Your Legal Business Name?

Your domain name and business name don’t have to match. However, having the same name for both can make it easier for customers to find you online.

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