Through all the ups, downs, twists & turns of business ownership, there is at least one thing that is likely to be with you throughout the entire journey...YOUR BUSINESS NAME. So... You'd better pick a good one.
1. BRAINSTORM THAT SH*T!
Jot down as many words and thoughts about your product/service as possible... How should your target audience feel? What are the obvious products or keywords people would search for? What colours, animals, smells, languages (etc.) come to mind? Translate, play with combinations of words. Don't judge, just scribble... See anything? Note: Add everything that follows to one master list.
2. EMOTION IS KEY.
Unless you're Mark Zuckerberg, chances are there is at least one other business out there that does what you are proposing to do. OR... There is a good chance that somebody new will pop up one day. What is your point of difference? What should your prospective clients feel when they use your product or service? Get jotting.
1. BRAINSTORM THAT SH*T!
Jot down as many words and thoughts about your product/service as possible... How should your target audience feel? What are the obvious products or keywords people would search for? What colours, animals, smells, languages (etc.) come to mind? Translate, play with combinations of words. Don't judge, just scribble... See anything? Note: Add everything that follows to one master list.
2. EMOTION IS KEY.
Unless you're Mark Zuckerberg, chances are there is at least one other business out there that does what you are proposing to do. OR... There is a good chance that somebody new will pop up one day. What is your point of difference? What should your prospective clients feel when they use your product or service? Get jotting.
3. THESAURUS REX.
Consult the words in the above list, and get cracking.
4. CAPTAIN OBVIOUS.
'Simple' is searchable and often memorable. Do a few Google searches and ask around to see if what is obvious to you is indeed obvious to others. Profundity that requires explanation can be confusing and non-memorable, so at least consider the balance before you decide.
5. CLEVER COOKIE.
'Clever' can be memorable, however, beware that you aren't being confusingly profound or using terms that are only understood by industry operators.
6. DOMAIN DOMAIN.
If you are lucky enough to have people searching for your business, try not to make it hard for them to find you:
- Is the domain name (.com, .com.au etc) available? Check it.
- Keep it short.
- Consider keywords (what will people be searching for?)
- Avoid numbers, hyphens & underscores if possible... This helps to keep it memorable.
7. DANCING WITH COMPETITORS.
Not only do you want to avoid stepping on toes, you want to avoid somebody else benefiting from your business efforts. Different is good.
Consult the words in the above list, and get cracking.
4. CAPTAIN OBVIOUS.
'Simple' is searchable and often memorable. Do a few Google searches and ask around to see if what is obvious to you is indeed obvious to others. Profundity that requires explanation can be confusing and non-memorable, so at least consider the balance before you decide.
5. CLEVER COOKIE.
'Clever' can be memorable, however, beware that you aren't being confusingly profound or using terms that are only understood by industry operators.
6. DOMAIN DOMAIN.
If you are lucky enough to have people searching for your business, try not to make it hard for them to find you:
- Is the domain name (.com, .com.au etc) available? Check it.
- Keep it short.
- Consider keywords (what will people be searching for?)
- Avoid numbers, hyphens & underscores if possible... This helps to keep it memorable.
7. DANCING WITH COMPETITORS.
Not only do you want to avoid stepping on toes, you want to avoid somebody else benefiting from your business efforts. Different is good.
8. ON THE MAP.
If there is even the slightest chance you will expand, be careful not to limit your business name to too small a geographical area (e.g. Sydney Tow Trucks or Australian Cardiographs). Conversely, if you service one area only, and that is your niche point of difference, you may wish to consider being specific (e.g. Toorak Fish & Chips).
9. PRODUCT / SERVICE SPECIFIC.
Being obvious about your offerings can be good, however consider if there is a chance that you may expand throughout the ownership of your business... e.g. You may be "Mick's Nokia Repairs" now, however if there's a chance you may be bringing in a new brand in the future, you don't want to be scaring away Samsung phone owners in the future.
10. KEYWORDS & SEO.
Google your proposed business name(s)... What comes up? Whilst these top listing websites may not have registered your business name, you may want to consider whether or not they will be too difficult to "get above" in terms of SEO. You may also like to use Google's Keyword tool to check out alternatives of what people are searching for.
If there is even the slightest chance you will expand, be careful not to limit your business name to too small a geographical area (e.g. Sydney Tow Trucks or Australian Cardiographs). Conversely, if you service one area only, and that is your niche point of difference, you may wish to consider being specific (e.g. Toorak Fish & Chips).
9. PRODUCT / SERVICE SPECIFIC.
Being obvious about your offerings can be good, however consider if there is a chance that you may expand throughout the ownership of your business... e.g. You may be "Mick's Nokia Repairs" now, however if there's a chance you may be bringing in a new brand in the future, you don't want to be scaring away Samsung phone owners in the future.
10. KEYWORDS & SEO.
Google your proposed business name(s)... What comes up? Whilst these top listing websites may not have registered your business name, you may want to consider whether or not they will be too difficult to "get above" in terms of SEO. You may also like to use Google's Keyword tool to check out alternatives of what people are searching for.
11. SPELING ERORS.
We recently used the Google Keyword Tool to see how many searches people do for Graphic Designers. We were shocked to see how many people can't spell the word "graphic". Try to make it moron-proof.
12. TEXT VS. NUMERICAL.
7-Eleven are doing pretty well for themselves. However, numbers are very difficult to have trademarked. Plus, is your target audience likely to look up "5" or "five"? And how frustrated do you think they might get before they give up trying to find you. Not an absolute no-no (sometimes numbers can work swell!), but worth considering.
13. IS THE BUSINESS NAME ALREADY REGISTERED?
When choosing a name inside Australia, consult with the Australian Business Register's ABN Look-Up service as a start. Consult with a professional before you go ahead.
14. IS IT TRADEMARKABLE?
Certain things are very difficult to trademark... Numbers, commonly used phrases etc. Be careful when selecting a name, ensuring that A) Something similar hasn't already been trademarked or B) You aren't selecting a name that is impossible to trademark. Consult a professional if necessary.
15. UNLEASH TO UNSUSPECTING VICTIMS.
Read out your shortlist to some friends (one-by-one). Ask them which they like or remember. Now the trick is: Don't try to correct them! Does a pattern evolve in their favourite?
16. CULL.
Go back to the almighty list, and cull, cull, CULL!
We recently used the Google Keyword Tool to see how many searches people do for Graphic Designers. We were shocked to see how many people can't spell the word "graphic". Try to make it moron-proof.
12. TEXT VS. NUMERICAL.
7-Eleven are doing pretty well for themselves. However, numbers are very difficult to have trademarked. Plus, is your target audience likely to look up "5" or "five"? And how frustrated do you think they might get before they give up trying to find you. Not an absolute no-no (sometimes numbers can work swell!), but worth considering.
13. IS THE BUSINESS NAME ALREADY REGISTERED?
When choosing a name inside Australia, consult with the Australian Business Register's ABN Look-Up service as a start. Consult with a professional before you go ahead.
14. IS IT TRADEMARKABLE?
Certain things are very difficult to trademark... Numbers, commonly used phrases etc. Be careful when selecting a name, ensuring that A) Something similar hasn't already been trademarked or B) You aren't selecting a name that is impossible to trademark. Consult a professional if necessary.
15. UNLEASH TO UNSUSPECTING VICTIMS.
Read out your shortlist to some friends (one-by-one). Ask them which they like or remember. Now the trick is: Don't try to correct them! Does a pattern evolve in their favourite?
16. CULL.
Go back to the almighty list, and cull, cull, CULL!
17. STEP AWAY FROM THE VEHICLE.
Go away. Come back. Anything stand out? Careful to look for BAD connotations (see left) and international translations, if applicable.
18. JUST PICK ONE ALREADY!
At the end of the day, your business name is not the sole success/failure factor to your business. Just pick a damn name!
19. FORMALISE THAT SHIZ.
Register your business name, consider a trademark, buy your domain name etc.
20. ASK THE EXPERTS.
For goodness sakes, if you need help sleeting a business name and checking it's available (everywhere), contact GROW SOME! We'd love to help you secure a smashing name!
Go away. Come back. Anything stand out? Careful to look for BAD connotations (see left) and international translations, if applicable.
18. JUST PICK ONE ALREADY!
At the end of the day, your business name is not the sole success/failure factor to your business. Just pick a damn name!
19. FORMALISE THAT SHIZ.
Register your business name, consider a trademark, buy your domain name etc.
20. ASK THE EXPERTS.
For goodness sakes, if you need help sleeting a business name and checking it's available (everywhere), contact GROW SOME! We'd love to help you secure a smashing name!
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