Daring? Cute? Safe? The possibilities are endless when you are choosing a name for your business startup. You may have hit a dead end and like many other entrepreneurs, are facing uncertainty and doubt during the naming process. A business name encapsulates its brand, tone and first impressions, so the stakes are high. Here are a few tips to help you pick the right name to reflect your brand.

1. Brainstorm a compilation of keywords

Brainstorm a list of keywords which strike a chord with you. Browse how-to-moderate-a-brainstorming-session  on the Next Website Inspiration website for inspiration. Identify your favourites and source how they were formed.  Think about your company’s market before converting these concepts in to keywords.  What makes your company unique? How does your name reflect the tone of your company? Are you a young company with a name that is edgy and playful? Perhaps your company is in the financial services and is keen to project a particular academic or corporate image?

Ensure your name reflects your business and its direction for the future.

2. Language Pitfalls

A descriptive name is good but be aware of being too descriptive as it can be limiting if you wish to branch out in to other avenues.

Try to avoid using initials as it doesn’t always inspire an emotional connection with your audience. You could have a legal headache if the acronym and full name clash. Instead keep it simple with an easy spelling to make a powerful impact.

A word in English may be an awkward pun / double entendre with a negative meaning in another language or culture. Test your name on your target audience to avoid a potentially embarrassing brand situation.

3. Is your name legally available?

While brainstorming it is easy to get tempted to daydream about the look of your company logo, web design and business cards.

Before you get too emotionally attached to your chosen name, check to see if it’s being used by someone else. Go through phone books, business directories and the internet. If in doubt, contact Companies House to check if the name has already been registered.

4. Choosing a domain name

Have a few alternative names on standby if your first choice has been already been taken by another company which is registered with the companieshouse website or on nominet (the official registry for UK domain names.

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Use letters or hyphens if you are unable to use a domain name which matches your business name. Register your domain name in return for a small fee. Refer to sites such as nominet for help in doing so.

5. Take time adjusting to your brand name
Observe initial reactions that your honest family, friends, and colleagues have when they hear the name.However don’t be disheartened by people who are skeptical of your choice.This is often true for some of the world’s most renowned companies. Think of Yahoo and Google. Listen to feedback but bear in mind that you’ll be using your brand name for several months before it feels natural for everyone.

Choosing your brand name is a labour of love which is creative and enjoyable. It is your chance to stamp your individuality on the company, making it stand head and shoulders above the rest of the crowd.

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Josephine Woode

Jo is a freelance writer living in London who specializes in How to articles and Career Development. If she is not browsing through the shelves in bookshops, she will be power walking around parks to keep fit.
At Pinkvox, Jo writes about KickStart and WorkLife. To read more articles by Jo, click here