How to come up with the right name for your business

Coming up with the right name for your business is more art than science these days. Here are just a few of the considerations to keep in mind…

  • Pick a name that’s unique and memorable – While there may be a certain logic in naming the business something that’s descriptive and functional (i.e. Carl’s Classic Auto Supplies), it’s far better to pick a name that’s instantly unique and memorable. Just think of some of the most famous brands in the world. The name “Amazon” conjures up the image of a huge flowing river of endless products. The name “Starbucks” is a literary reference to Herman Melville. “Nike” is the Greek goddess of victory. “Google” is a clever mathematical reference.
  • Shorter is better than longer – Short names are easier to spell and remember. And they are easier to type into tiny mobile screens. That’s especially true in the digital era, where people have to be able to type in the name of your website or social media page without making a lot of typos.
  • Think of how your business will grow over time – It’s a lot easier to pick a name that reflects what your business does now than to pick a name that will reflect the future direction of your company. But your company will grow, and it will mean that your original mission or plan will likely evolve. You may even expand to a new geographic area. So pick a name that won’t be outdated after just 12 months.

Ultimately, there is no “right” choice of what name to pick for your business. Rather, the best name for your business is one that will resonate with your customers and one that you will be proud to share with your company’s partners, employees and investors.

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