6 Tips for Naming Your Company

What do I call my company? Should I use my name? Or something catchy? I like this name [insert favorite name here], but it is already taken online. Sigh. Now what?

If you are just starting a new coaching practice or a new company, naming it can be tricky. While we don’t consider ourselves naming experts, we have helped many new companies navigate the naming waters. Here is some of what we have learned along the way.

1. Go for clarity. The name should be simple enough to explain what you do, yet sophisticated enough to hold interest. I like the name Book’d for an online scheduling tool because it is simple, clean and connotes meaning. Dan Wilson chose Beyond Imagination for his coaching practice because it describes the results you can have when you coach with him (beyond what you ever imagined!).
2. Think proprietarily. Before you land ona name, be sure to check the US Patent and Trademark Office website for existing trademarks or servicemarks. Also, do a Google search to be sure the name isn’t already being used in trade. Some attorneys recommend checking the social media name availability as well (i.e. twitter.com/yourcompanyname).
3. Do an emotional check. Some words are soft, some edgy. You want to use wording that matches the “feel” of your brand. For example, Opportunity Knocks, gives a great feeling of positive energy and career results.
4. Invent a word. You can use a made up word for your company if you want something totally proprietary. The hurdle to overcome here (as you know), is positioning your brand in the customer’s mind because the name will be unfamiliar. But because it will be so different, it can be memorable. For example, Synnovatia, Panera Bread, Google.
5. Try naming tools. There are a bunch of naming tools you can try to help you land on a winner, like Wordlab, or Name and Naming Center. Here is a good post on naming your company by Seth Godin, and a link to a domain name generator tool he uses.
6. Think benefits. You might want your name to be all about you and what you do, but try looking at it from the perspective of your prospect. Full Sail school connotes what will happen when you graduate. Freshbooks takes accounting and billing to a new level. Bliss Spa says….well you know what it says….aaaaahhhh.

I hope these ideas are helpful, but I am guessing I have overlooked a good number of considerations.

What is your perspective? Please share your thoughts, experiences or recommendations in the comments.