| One of the most common refrains I hear when | | | | blank) |
| naming a new business is "I'll know the right company | | | | • Must be memorable and engaging |
| name when I hear it." That may or may not be true. | | | | • Must provide a platform to tell our story |
| It also may or may not be wise! | | | | • Must have a matching, or closely domain name |
| Why is that? | | | | 2. Branding Considerations |
| Because it makes the assumption that you know | | | | These are things that find themselves on the list of |
| exactly what you want. In reality, most aspiring | | | | criteria that don't really belong there. For instance, |
| business owners have only a vague notion of what | | | | having alliteration in the words (i.e. Dunkin' Donuts, |
| they want in a brand name. These notions are | | | | Pay Pal, Best Buy) or having a name that rhymes or |
| unarticulated, not written down anywhere, and it's in | | | | having the name start high in the alphabet. These are |
| no certain order. If you were to ask, it would sound | | | | linguistic pluses, nice perks and possible tiebreakers if |
| like a free flow of consciousness... | | | | all things are equal, but they shouldn't drive the |
| • Something creative | | | | process unless it's determined that they are truly vital |
| • Fits with my industry | | | | to the outcome. |
| • Has a available | | | | Once you have both your branding criteria and |
| • Describes what we do | | | | branding considerations, then make sure you prioritize |
| • Sets us apart | | | | them. You may not get all your wants and needs, so |
| • Not too long | | | | determine which ones are most important. Our |
| • Start high in the alphabet | | | | company name of Tungsten Branding is a metaphor |
| • Sounds cool when you say it | | | | for brilliance, clarity and insight associated with the |
| • Says what it is | | | | light bulb. It works on the level of conveying our core |
| In reality, these are both branding criteria and | | | | attributes and providing a story to tell. It doesn't do |
| branding considerations. Must-haves and | | | | well in terms of spelling (Tungsten, Tungston, |
| want-to-haves. And they are all mixed in together. | | | | Tungstin, etc.) but we were willing to live with that. |
| It's like trying to hit a moving target. One company | | | | Because we are not a high volume, mass merchant |
| name idea might accomplish two of the things you | | | | business, the occasional misspell was not a big issue - |
| want it to do but then miss on three other counts. | | | | clients find us if they type anything close. For our |
| Another business name might sound cool but is a | | | | purposes, it was more important to demonstrate |
| dead end in regards to building the brand message. | | | | what qualities we bring to the table when naming a |
| The issue comes down to itemizing your wants and | | | | new business or developing a brand identity. The |
| needs into two lists, and then prioritizing them in | | | | point is, don't let a minor issue rule out a potentially |
| order of importance. | | | | strong naming candidate. If a potential company |
| 1. Branding Criteria | | | | name accomplishes 85% of what you want it to do, |
| These are the things that are vital to your brand. | | | | and the remaining 15% is something not all that vital, |
| Ask yourself, "If my new business name could only | | | | (i.e. can't get the matching 1-800 number with the |
| communicate one thing, what would it be?" Make this | | | | name) then you have a viable candidate. |
| your top priority. Then go on from there in rank | | | | Bottom line? If you are struggling with a business |
| order of what's next in terms of importance. Here | | | | naming decision, it might be time to itemize, prioritize |
| are some good examples... | | | | and then capitalize on a company name that's the |
| • Must convey our core strength of (fill in the | | | | bright choice for you. |